The global consultancy Kantar has published the results of its BrandZ 2025 annual ranking, which lists the world’s most valuable brands. The study analyzes the financial performance of companies and consumer perception in over 50 countries. This year, the combined value of the world’s top 100 brands reached 8.3 trillion dollars, representing a significant 20% recovery after last year’s decline.

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Apple, the world’s most valuable brand for the fourth consecutive year

The American brand Apple ranks first with an estimated value of $880.5 billion. The company stands out for its integrated ecosystem of products and services, its continuous innovation capabilities, and its emotional connection with consumers. It is followed by Google in second place with $578 billion, and Microsoft in third with $502 billion.

This year’s Top 10 most famous and valuable brands also includes Amazon, McDonald’s, NVIDIA, Visa, Facebook, Tencent, and Louis Vuitton.

Technology and consumer sectors dominate Kantar 2025 ranking

The technology sector maintains its dominance with seven of the top ten brands. Artificial intelligence is one of the driving forces behind this growth. Companies like NVIDIA, which saw a 178% increase in value compared to last year, benefit from the strategic role AI plays in their operations and products.

In addition to the tech sector, fast food brands like McDonald’s and luxury brands like Louis Vuitton continue to rank among the most valuable despite global economic challenges.

Newcomers to the ranking include Shein and Lululemon, which enter for the first time thanks to their digital presence and brand loyalty. TikTok, for its part, returns to the list after overcoming some regulatory restrictions. These brands stand out for their focus on younger audiences and their adaptation to e-commerce.

United States leads; China and Europe hold their ground

Most of the brands in the ranking originate from the United States, reaffirming its global leadership in technology, entertainment, and financial services. China maintains a presence with Tencent and Alibaba, while France stands out with luxury brands like Louis Vuitton, Hermès, and Chanel.

Although no Mexican brand made it to the global Top 100 2025, Kantar has previously recognized companies such as Bimbo, Telcel, and Corona in its regional rankings. These brands stand out for their local leadership and recognition among Mexican consumers, but still face challenges to compete globally in terms of scale, innovation, and international projection.

Differentiation and relevance: keys to success

According to the Kantar report, the brands that managed to maintain or grow their value share three key characteristics: differentiation, relevance, and visibility. These dimensions directly influence the perceived value by the consumer and, therefore, the brand’s financial valuation.

The consultancy notes that brands that excel in “meaningful differentiation” are up to three times more likely to grow in value over time.

What is the Kantar BrandZ report?

The Kantar BrandZ report is one of the most influential global studies on brand value. It provides an annual ranking of the world’s most valuable brands, based on a combination of financial data (provided by Bloomberg and other sources) and real consumer opinions collected across more than 540 categories in over 50 markets.

In 2025, the edition focuses on how economic recovery, generative AI, hybrid retail, and differentiation strategies are reshaping the positioning of leading brands.

Top 10 Global Brands 2025

Kantar’s Top 10 most valuable brands 2025 in the world reflect a technological dominance, with a resurgence in total value after a drop in 2023. Here they are:

Key BrandZ model metrics

Brand value is measured using the formula:

Brand Value = Branding Contribution x Financial Performance

Brand dimensions include:

• Salience (Brand salience): How easily do consumers think of the brand?
• Meaningful relevance: How useful and distinct is the brand in consumers’ lives?
• Perceived differentiation: How unique is the offering?

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