Apple Revealed as the World's First Trillion Dollar Brand
- World's most valuable brands rebound with 20% growth
- NVIDIA rides the AI wave to join Top 10 megabrands
McDonald's also retains its position in the top five, with its success bolstered by its continued innovation, including its use of artificial intelligence (AI) for scenarios such as dynamic menu boards and order prediction, demonstrating how non-tech brands are also exploring AI to unlock growth. Illustrating the nascent power of AI in everyday life, NVIDIA leaps 18 places to the No.6 position in the 2024 ranking with a brand value increase of 178%. Facebook rejoins the Top 10 after a one-year absence, while Oracle joins the Top 10 for the first time.
This year's BrandZ ranking underscores the resilience of top brands, with the total brand value of the Global Top 100 rebounding 20% to reach
Rank 2024 |
Brand |
Brand Value 2024 |
YoY Change (%) |
1 |
Apple |
1,015,900 |
15% |
2 |
|
753,474 |
30% |
3 |
Microsoft |
712,883 |
42% |
4 |
Amazon |
576,622 |
23% |
5 |
McDonald's |
221,902 |
16% |
6 |
NVIDIA |
201,840 |
178% |
7 |
|
188,929 |
12% |
8 |
|
166,751 |
79% |
9 |
Oracle |
145,498 |
58% |
10 |
Tencent |
135,215 |
-4% |
|
|
|
|
Total Value of Global Top 100 = $ 8.3tn; +20% |
Martin Guerrieria, Head of
Top performers highlight AI and consumer value
Alongside NVIDIA, AI-titans Adobe and AMD also made impressive gains, securing a spot among the Top 20 Risers with brand value increases of 66% and 53% respectively. Together, with resurgent growth for Instagram, Facebook and Uber, these companies highlight how technological innovations can drive consumer engagement and accelerate growth.
Success stories across category rankings
Throughout the 13 category rankings, notable shifts across various industry sectors spotlight a variety of attributes helping to drive brand equity:
-
Alcohol: Corona has become the most valuable beer brand. Consistent acceleration of growth globally and tapping into growing markets, like
Brazil ,China andSouth Africa while maintaining its stronghold inMexico have been key factors in its success. - Apparel: Nike retains its No.1 brand position in Apparel, but the gap between competitors has narrowed. Zara's 47% growth made it the second biggest riser in terms of rank change in the Global Top 100, rising 24 places to No.70. Lululemon's innovative approach to athleisure and commitment to quality delivered 24% brand value growth, lifting it into the Global Top 100 for the first time.
-
Luxury:
Louis Vuitton remains the most valuable brand in the luxury category with a brand valuation of$130 billion . Hermès has also excelled by enhancing its exclusivity and premium pricing, thriving in both US and Chinese markets, leading to a 23% growth in brand value. -
Media & Entertainment : Netflix reached new heights, climbing to No.4 from No.6 in the category. Its increase in brand value of 51% was driven by unprecedented subscriber growth, as well as a password sharing crackdown, highlighting the streaming service's confidence in the strength of its customer predisposition. -
Retail: Amazon retains its position as the most valuable retail brand with brand value growth of 6%. Behind this, innovation around product accessibility, as well as pricing sensitivity to changing consumer behaviours delivered strong performances for Lowe's,
Aldi , TJ Maxx, as well as regional ecommerce giantsPinduoduo andMercado Libre .
The Kantar BrandZ Most Valuable Global Brands 2024 report, including the Global Top 100 and 13 category rankings and extensive analysis are now available here.
For a quick read on a brand's performance compared to competitors in a specific category, Kantar's free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. Find out more here.
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About Kantar: Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
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SOURCE Kantar