ChatGPT debuts in Kantar BrandZ Global's most valuable brands ranking at 60th place

The newcomer was valued at $43.5 billion; Apple maintains the top spot with $1.3 trillion


Disclosure

 

The  Most Valuable Global Brands  reached a value of US$10.7 trillion in 2025, according to the 20th edition of Kantar BrandZ Global, a 29% increase compared to the previous year. Since 2006, more than US$9.3 trillion has been added to the Global Top 100 by Kantar, a global marketing data and insights company.

Apple maintains  its top spot for the fourth year with a brand value of $1.3 trillion , a 28% increase over the previous year. The only company to reach the trillion-dollar mark, it represents more than 12% of the total value of the ranking.

The 20th anniversary edition shows  that  disruptive brands  drive long-term value : those that have challenged and transformed their categories  represent 71% of the total value of the Top 100 since 2006. Some of the top performers this year are newcomers Stripe, a financial services platform, Chipotle, a restaurant chain, (in positions 85 and 86, valued at US$26.127 and US$26.125 billion respectively) and ChatGPT, in 60th place, valued at US$43.5 billion.

"  Innovative brands  are keeping pace with consumer needs or completely redefining them, reshaping the Global Top 100 over the past two decades. The most successful brands, such as Apple, Amazon, Google, and Microsoft, have long since moved away from their original product base," says Milton Souza, CEO of Kantar Brazil's Insights division.

According to Souza,  ChatGPT's dramatic rise demonstrates how a brand can gain notoriety and influence society to the point of changing our daily lives.  "But with the accelerating competition from generative AI, OpenAI will need to invest in its brand to maintain its momentum as a pioneer," he says.

According to Kantar,  brands  are built on continuous exposure and experiences. Therefore, the most successful brands are consistent in their messaging and recognize their intangible values in the minds of consumers.

"The smartest companies differentiate their  brands  to the point that consumers are willing to pay a premium because they can maintain or survive price increases without hurting demand. This is crucial to protecting margins when facing external pressures," says Martin Guerrieria, director of Kantar BrandZ.

 Technology brands at the top

In addition to Apple, other  technology brands  took over the top 5, with Google (US$944 billion, growth of 25%), Microsoft (US$884 billion, +24%), Amazon (US$866 billion, +50%) and NVIDIA (US$509 billion, +152%).

Instagram and TikTok are two standouts from the top 10  , recording impressive growth of 101% and 25%, respectively. These growth reflects the continued influence of social media in shaping consumer habits and driving direct-to-consumer e-commerce sales for  brands  and influencers globally.

"In a world of digital saturation and increasingly demanding consumer expectations,  brands  need to meet people's needs, connect with them emotionally, and offer something others don't to succeed," explains Souza. "They need to be not just different, but meaningfully different. The dominance of  brands  like Apple, Instagram, and McDonald's underscores the power of a consistent brand experience that people can relate to and remember."

Check out the complete TOP 10 below.

 Kantar BrandZ Top 10  Most Valuable Global Brands 2025

 

2025 Classification

Mark

Brand Value 2025 (US$)

Annual Change (%)

1

Apple

1.29 trillion

28%

2

Google

944.1 billion

25%

3

Microsoft

884.8 billion

24%

4

Amazon

866.1 billion

50%

5

NVIDIA

509.4 billion

152%

6

Facebook

300.6 billion

80%

7

Instagram

228.9 billion

101%

8

McDonald’s

221 billion

0%

9

Oracle

215.3 billion

48%

10

Visa

213.3 billion

13%

 

Other trends in the 2025 ranking

US brands   now comprise 82% of the total value of the Global Top 100, compared to 63% in 2006, but there is an increase among  Chinese brands  : they have doubled their value over the past 20 years, representing 6% of the total value this year. Meanwhile,  European brands  represent only 7%, a considerable drop from 26% in 2006.

 

Outside the U.S., some  brands  stood out: Sweden's Spotify, which re-entered the Global Top 100 at No. 76 (US$29.6 billion); India's Airtel, the world's fastest-growing telecommunications brand, reached No. 66 (US$37.1 billion); Argentina's Mercado Libre, the only Latin American brand in the Global Top 100 at No. 50 (US$49.8 billion); Spain's Zara, which rose five spots to No. 65 (US$37.2 billion); and Canada's RBC, which recorded the highest annual brand value growth (43%) of any financial services brand outside the U.S., at No. 59 (US$44.1 billion).

 

Retail continued its post-pandemic surge, with the sector's total value growing 48% as e-commerce and  private labels  create value for consumers in times of inflation.

 

In contrast, brand values   in consumer categories such as apparel (0%), food and beverage (-1%) and personal care (-5%) have remained flat or declined, although  brands  such as Uniqlo, Coca-Cola and Dove are growing and outperforming competitors.

 

Alcoholic beverages (-11%) have been under pressure due to reduced consumption, especially among younger generations who have become more focused on health and wellness, including increased consumption of low- and no-alcohol beverages. The fragmentation between spirits and craft beers is also contributing to the dilution of the   sector's more traditional  brands . Two Brazilian brands  are present in the top 20 in this category: Brahma (9th place, US$6.6 billion) and Skol (12th place, US$6.1 billion), each rising two positions.

 

The luxury sector, one of the few sectors that grew during the pandemic years, fell 2% in 2025. This is partly due to lower demand in China, where questions about displays of wealth and extravagance have shifted consumers' preferences toward experiences over status symbols.

 

Click  www.kantar.com/campaigns/brandz/global  to download the full Kantar BrandZ Global 2025 report.

 

About Kantar BrandZ:  Kantar BrandZ assesses brand value by quantifying  brands ' contribution  to business financial performance. Kantar's annual  global and local brand valuation rankings  combine rigorously analyzed financial data with extensive brand equity research. Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.2 million consumers across 21,000  brands  in 54 markets.  Learn more about Kantar BrandZ here .

 

About Kantar:  Kantar is the world's leading marketing data and analytics company and an indispensable brand partner for the world's leading companies. We combine the most meaningful attitudinal and behavioral data with deep insights and advanced analytics to uncover how people think and act. We help clients understand what happened, why, and how to shape the marketing strategies that shape their future .

More information at  www.kantar.com/brazil .


🌟 Top 100 Global Brands by Market Value

| 🏅 Rank | 🏷️ Marca | 💰 Brand Value (US$M) | 

| 1 | Apple | 1,299,655 | 

| 2 | Google | 944,137 | 

| 3 | Microsoft | 884,816 | 

| 4 | Amazon | 866,118 | 

| 5 | NVIDIA | 509,442 | 

| 6 | Facebook | 300,662 | 

| 7 | Instagram | 228,947 | 

| 8 | McDonald's | 221,079 | 

| 9 | Oracle | 215,354 | 

| 10 | Visa | 213,348 | 

| 11 | Tencent | 174,005 | 

| 12 | Mastercard | 167,882 | 

| 13 | IBM | 125,973 | 

| 14 | Coca-Cola | 119,979 | 

| 15 | Walmart | 119,580 | 

| 16 | Netflix | 115,271 | 

| 17 | Louis Vuitton | 111,938 | 

| 18 | Hermes | 109,421 | 

| 19 | Telecom/T-Mobile | 105,717 | 

| 20 | Accenture | 103,810 | 

| 21 | Costco | 100,809 | 

| 22 | Aramco | 93,554 | 

| 23 | SAP | 92,347 | 

| 24 | Verizon | 90,490 | 

| 25 | The Home Depot | 89,230 | 

| 26 | YouTube | 89,110 | 

| 27 | AT&T | 86,878 | 

| 28 | Tesla | 86,043 | 

| 29 | Alibaba | 81,208 | 

| 30 | Adobe | 80,759 | 

| 31 | LinkedIn | 76,636 | 

| 32 | TikTok | 75,669 | 

| 33 | Moutai | 74,446 | 

| 34 | Starbucks | 69,732 | 

| 35 | Salesforce | 69,503 | 

| 36 | Cisco | 68,268 | 

| 37 | American Express | 65,886 | 

| 38 | Snapdragon | 65,632 | 

| 39 | Huawei | 64,657 | 

| 40 | Marlboro | 64,101 | 

| 41 | ServiceNow | 62,481 | 

| 42 | Chanel | 62,292 | 

| 43 | Texas Instruments | 59,863 | 

| 44 | Intuit | 59,009 | 

| 45 | Tata Consultancy Services | 57,333 | 

| 46 | ADP | 56,969 | 

| 47 | AMD | 56,629 | 

| 48 | UPS | 55,007 | 

| 49 | J.P. Morgan | 50,697 | 

| 50 | Mercado Libre | 49,846 | 

| 51 | Nike | 49,444 | 

| 52 | Disney | 48,665 | 

| 53 | Chase | 48,117 | 

| 54 | Haier | 47,578 | 

| 55 | VMware | 47,076 | 

| 56 | HDFC Bank | 44,959 | 

| 57 | Uber | 44,197 | 

| 58 | Wells Fargo | 44,196 | 

| 59 | RBC | 44,179 | 

| 60 | ChatGPT | 43,562 | 

| 61 | Xbox | 43,047 | 

| 62 | China Mobile | 41,299 | 

| 63 | Spectrum | 40,037 | 

| 64 | Intel | 37,390 | 

| 65 | Zara | 37,246 | 

| 66 | Airtel | 37,094 | 

| 67 | Siemens | 36,390 | 

| 68 | Xfinity | 36,069 | 

| 69 | Dell Technologies | 35,446 | 

| 70 | UnitedHealthcare | 35,238 | 

| 71 | L'Oréal Paris | 35,090 | 

| 72 | ICBC | 33,915 | 

| 73 | Infosys | 33,096 | 

| 74 | CommBank | 32,093 | 

| 75 | Lowe’s | 30,859 | 

| 76 | Spotify | 29,687 | 

| 77 | Toyota | 29,329 | 

| 78 | Samsung | 29,253 | 

| 79 | BCA | 28,749 | 

| 80 | Meituan | 27,925 | 

| 81 | Bank of America | 27,524 | 

| 82 | PayPal | 27,228 | 

| 83 | KFC | 26,875 | 

| 84 | Ping An | 26,326 | 

| 85 | Stripe | 26,127 | 

| 86 | Chipotle | 26,125 | 

| 87 | IKEA | 25,673 | 

| 88 | ExxonMobil | 25,544 | 

| 89 | Booking.com | 25,060 | 

| 90 | Morgan Stanley | 24,784 | 

| 91 | FedEx | 23,978 | 

| 92 | Sony | 23,858 | 

| 93 | Agricultural Bank of China | 23,550 | 

| 94 | Period | 23,386 | 

| 95 | Hilton | 23,000 | 

| 96 | Xiaomi | 21,917 | 

| 97 | Uniqlo | 21,599 | 

| 98 | Adidas | 21,067 | 

| 99 | DoorDash | 20,880 | 

| 100 | Mercedes-Benz | 20,815 | 

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