Kantar, a leading global authority in marketing data analytics, has published its latest ranking of the most valuable brands in the world for 2025.

According to the ranking, Apple has topped the list for the third consecutive year, with a valuation of $1.29 trillion, representing a 28% increase from last year. This makes it the first brand to surpass the $1 trillion mark.

Google follows in second place with a valuation of $944.1 billion, while Microsoft ranks third with $884.8 billion. The top five also includes Amazon ($866.1 billion) and Nvidia ($509.4 billion).

Among the brands that showed the most significant growth are Nvidia, Huawei, Xiaomi, and Instagram, each of which increased its value by over 100%. ChatGPT from OpenAI made its debut in the ranking at the 60th position.

The total value of the top 100 most valuable brands in the world is currently estimated at $10.7 trillion.

Kantar employs a proprietary three-stage process to assess brand value.

• Financial Analysis – the company assesses the financial value of a brand based on its revenue, profitability, and market position.
• Consumer Perception Assessment – Kantar conducts extensive surveys to determine how meaningful, distinctive, and recognizable a brand is among consumers.
• Brand Contribution Calculation – it assesses how much a brand influences purchasing decisions and its ability to retain customers.

This method provides an objective valuation of a brand, taking into account both financial metrics and emotional connections with consumers.