In every market, in every region, branded businesses continue to chart their course through a new age of disruption and volatility.
And yet, with this volatility comes transformational change. Even after recording a 20% year on year decline for 2023, the $6.9 trillion total value of the world’s top 100 most valuable brands still sits well above the rankings’ 2020 level of almost $5 trillion. And this $6.9 trillion also comes out higher than the value predicted by the rankings’ pre-pandemic growth trajectory.
Highlights from the new brand valuation ranking and report, based on the opinions of more than 4.2 million respondents about 21,000 brands across 540 categories, include:
- Apple remains the number one most valuable global brand, with a brand value of US$880bn, followed by Google (No.2; $578bn) and Microsoft (No.3; $502bn)
- Coca-Cola re-joins the Top 10, rising seven places to No.10 and increasing its brand value by 8%
- 16 brands grew in value with Indian telecom provider, Airtel (No.76; +24%) the fastest riser in the global ranking
- Two Chinese brands join the Global Top 100: Shein (No.70; $24bn) and Nongfu Spring (No.81; $22bn)
- Nine brands returned to the brand ranking, including Pepsi (No.91; $19bn) Colgate (No.95; $18bn) and Pampers (No.100; $17bn)
- Across 13 categories, brands from Food & Beverages, Fast Food and Luxury proved to be the most resilient as they retained the greatest share of 2022 values
Explore how the world’s most valuable brands have faced the challenges of the past year and the opportunities to chart a path to future growth through differentiation, pricing, sustainability and more in the new global report.
Top brands have been able to contain and lessen the impact of negative stock market sentiment because they have continued to invest in positive consumer sentiment, or in other words, their brand equity. Explore the results in two infographics – one showcasing the 2023 Global Top 100 and the second, offering an overview of the top risers, newcomers, returning brands and performance across 13 categories.
Kantar thought leaders share their perspectives on the results, with new evidence for investing in strategies that differentiate, protect value, and advance sustainability credentials to connect more closely with customers.
Insights from Brand Builders
Watch full-length interviews with global brand builders:
Watch the countdown video to see the new Kantar BrandZ Most Valuable Global Brands 2023. American brands account for 55 of the world’s Top 100 brands – and 75% of the Global Top 100’s total brand value. The UK and Japan each grew their presence in the rankings by a brand apiece, while Austria and Indonesia both returned to the Top 100 in 2023. Take a closer at the brands in the ranking in the video.
To be eligible for entry into the global ranking, brands must be owned by a company listed on a stock exchange, or by a private company with its financials available in the public domain. Unique among brand valuation methodologies, Kantar BrandZ combines financial analysis with extensive measures of brand equity. Learn more about the methodology behind Kantar BrandZ brand valuation rankings in this video.
The total value of the 2022 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 23% to reach almost $8.7 trillion. This growth is reassuring, considering the backdrop of high inflation and an unpredictable global economy.
Portfolio brands that continue to innovate and diversify their offer continue to grow. Apple is the world’s number one most valuable brand, growing 55% to US$947bn, followed by Google (No.2; $820bn; +78%).
Luxury brands have performed exceptionally well, with Cartier, the fastest-rising brand across all categories, growing its value by 88% to $10bn. Other brands doubling their brand value over the past year include: YouTube (No.24, $86bn), Google (No.2, $819bn), Tesla (No.29, $75bn) and Hermès (No.27, $80bn).
11 new entrants joined the 2022 Global Top 100 ranking, led by Aramco (No.16), Infosys (No.64), Mercado Libre (No.71) and Kuaishou (No.82).
The total value of the 2021 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 42%, to reach record-setting new heights of over $7 trillion. The accelerated growth of the world’s most valuable brands reflects an impressive rebound from the economic toll of the global pandemic.
Amazon maintained its position as the world’s most valuable brand, growing 64% to US$684bn. Having first entered the ranking in 2006, Amazon’s brand value grew by almost $268bn this year. It became the first half-a-trillion-dollar brand, alongside Apple, at number 2, valued at $612bn.
At number 47, Tesla is the fastest growing brand and it has become the most valuable car brand, growing its value by 275% to $43bn. It has more than doubled its value, alongside Chinese brands: Moutai (no.11, $109bn), Meituan (no.34, $52bn), TikTok (no.45, $44bn) and Pinduoduo (no.81, $22bn).
13 new entrants joined the 2021 global ranking, including Nvidia (no.12, $105bn), Zoom (no.52, $37bn), AMD (no.57, $33bn) and Spotify (no.99, $19bn).
The Kantar BrandZ Top 100 Most Valuable Global Brands 2020 have increased their total brand value by 6 percent, adding $277 billion over the past year to reach $5 trillion in total value.
The global pandemic has impacted brands regardless of size or geography, but brands with a point of difference, through creativity and innovation have proven their resilience, and are set to find growth faster during recovery.
Amazon is the world's most valuable brand, growing 32% to US$415.9bn and accounting for a third of the Kantar BrandZ Top 100's total growth. The retail sector has grown the fastest by 21% in brand value, driven by major ecommerce players.
Technology brands continue to dominate the top of the ranking, growing overall by 10%. Over half of media and entertainment brands appeared in the top 20 risers. TikTok (no. 79, $16.9bn) was the highest new entry.
Amazon has leap-frogged the competition to be crowned the Kantar BrandZ Top 100 Most Valuable Global Brand for 2019, breaking Apple and Google's 12 year hold on the top spot.
Other key trends and findings from 2019 include the continued rapid growth of the luxury sector - despite the slowdown in the global economy, the impact a brand's age has on consumer perception, and the common drivers behind our newcomer brands. The 2019 edition of the Kantar BrandZ Global Top 100 launched at an event at the New York Stock Exchange to learn from and celebrate the value strong brands bring to businesses, proven by Kantar BrandZ's unique and validated Brand Valuation methodology.