The 20th anniversary edition of BrandZ’s global report journeys through marketing’s evolution over the past two decades covering economic booms and recessions, pandemics and insecurity.
After reviewing thousands of brand valuations tracked since 2006, we’ve distilled 10 insights to help marketers plan for and overcome volatility and build strong, resilient brands. Download the new report to find all 10 insights, visualised by David McCandless, of Information is Beautiful.
In 2025, the Global Top 100 has reached a record total brand value. This has been driven by tech-enabled disruptor brands, which have delivered most of the increase in value over the past 20 years across all sectors.
Highlights from the ranking, which is based on the opinions of 4.5 million respondents about 22,000 brands across 538 categories, include:
- Apple retains its top position for the fourth year with a brand value of $1.3 trillion, up 28%
- Google (No.2), Microsoft (No.3), Amazon (No.4) and Nvidia (No.5) complete the Top 5
- Nvidia, Huawei, VMware, Xiaomi and Instagram are the top risers, achieving more than 100% brand value growth
- ChatGPT is the highest new entry in the Top 100, followed by Stripe and Chipotle
- Outside the US, Sweden’s Spotify re-enters the Top 100; India’s Airtel is the fastest growing telecom brand in the world; Argentinian retailer Mercado Libre is the only Latin American brand in the
- Top 100 and Canada’s RBC saw the biggest year-on-year brand value growth (43%) of any financial services brand
- Across 13 category rankings, retail continued its post-pandemic surge, with overall brand value growth up 48%.