Kantar’s 100 Most Valuable Brands in 2025: Here’s the Complete List

The global marketing data and analytics consultancy Kantar has released the 20th edition of its influential BrandZ Most Valuable Global Brands ranking, considered the most authoritative worldwide. This classification is based on a combination of consumer perception and financial performance, and in 2025 it reaches a historic milestone: the total brand value surpasses $10.7 trillion, with an annual growth of 29%.

Regarding the ranking, Martin Guerrieria, Head of Kantar BrandZ, emphasized that: “Even during economic crises, the most valuable brands have consistently outperformed the S&P 500 and the MSCI World Index for 20 years. This proves that marketing is not an expense, but an essential investment.”

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Guerrieria argues that successful brands are those that manage to be meaningfully different, maintain a consistent presence, and emotionally connect with people. This allows them to withstand price increases without losing demand, which is crucial in inflationary contexts.

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Which brand tops Kantar’s 2025 ranking?

Apple holds the first place for the fourth consecutive year, with an estimated value of $1.3 trillion, representing more than 12% of the total value of the Top 100. It remains the only “trillion-dollar” brand on the list, thanks to its closed ecosystem, focus on privacy, and meaningful differentiation—elements that make consumers willing to pay more without affecting demand.

What are the 100 most valuable brands in the world?

According to the Kantar BrandZ 2025 ranking, the 100 most valuable brands in the world are: