Apple reaches a historic milestone, becoming the first brand in the world to be valued at one trillion dollars, according to the newly released Kantar BrandZ 2024 Most Valuable Global Brands Report. Retaining the No.1 position for the third consecutive year, Apple is joined at the top of the ranking by Google, Microsoft, and Amazon, reflecting the enduring place of technology in everyday life.
McDonald’s also maintains its position in the top 5, with its success driven by continuous innovation, including the use of artificial intelligence (AI) for scenarios such as dynamic menu boards and order forecasting, demonstrating how non-tech brands are also exploring AI to unlock growth. Illustrating the rising power of AI in everyday life, NVIDIA advances 18 positions to 6th place in the 2024 ranking, with a 178% increase in brand value. Facebook returns to the Top 10 after a year of absence, while Oracle enters the Top 10 for the first time.
The BrandZ ranking this year highlights the resilience of leading brands, with the total value of brands in the Global Top 100 recovering 20% to reach $8.3 trillion, close to the peak of 2022 at $8.7 trillion. Since its launch in 2006, the value of brands in the Global Top 100 has increased by 474%. The threshold to enter the Top 100 has risen by 354%, from $4 billion to $19 billion.
Top 10 Most Valuable Global Brands Kantar BrandZ 2024
1. Apple
2. Google
3. Microsoft
4. Amazon
5. McDonald’s
6. NVIDIA
7. Visa
8. Facebook
9. Oracle
10. Tencent
Success stories in rankings by category
Throughout the 13 category rankings, notable changes across various industrial sectors highlight a variety of attributes that help drive brand value:
• Alcohol: Corona became the most valuable beer brand. Consistent acceleration of global growth and entry into expanding markets such as Brazil, China, and South Africa, while maintaining its strong position in Mexico, were key factors for its success.
• Apparel: Nike retains its No.1 position in Apparel, but the gap to competitors has narrowed. Zara’s 47% growth made it the second-largest riser in terms of position change in the Global Top 100, climbing 24 places to No.70. Lululemon’s innovative approach to athleisure and commitment to quality delivered a 24% growth in brand value, elevating it to the Global Top 100 for the first time.
• Luxury: Louis Vuitton remains the most valuable brand in the luxury category, with a valuation of $130 billion. Hermès also stood out by enhancing its exclusivity and premium pricing, thriving in the U.S. and Chinese markets, resulting in a 23% growth in brand value.
• Media & Entertainment: Netflix reached new heights, climbing to No.4 from No.6 in the category. Its 51% increase in brand value was driven by unprecedented subscriber growth, along with a crackdown on password sharing, highlighting the streaming service’s confidence in the strength of its customers’ predisposition.
• Retail: Amazon maintains its position as the most valuable retail brand, with a 6% growth in brand value. Behind this, innovations in product accessibility, as well as price sensitivity to changes in consumer behavior, delivered strong performances for Lowe’s, Aldi, TJ Maxx, as well as regional e-commerce giants like Pinduoduo and Mercado Libre.