Apple has once again become the most valuable brand in the world, according to a new Kantar report

For 20 years, Kantar has been publishing the BrandZ Most Valuable Global Brands report, which evaluates the 100 largest brands in the world based on financial data and consumer perception.

In 2025, the combined value of the top 100 reached a record $10.7 trillion, with Apple once again leading the ranking.

Apple had not held the top spot for seven years, but now it has maintained its leadership for the fourth consecutive year. The brand reached a value of $1.3 trillion, increasing by 28%. Apple accounts for 12% of the total ranking value.

Apple meets the criteria of "meaningful, differentiated, and bright," which help the brand maintain resilience even in conditions of economic uncertainty and intense competition.

Artificial intelligence played a significant role in the ranking. NVIDIA rose to fifth place due to a record 152% growth in brand value over the year. ChatGPT from OpenAI debuted at 60th place, with its value at $43.5 billion.

The report also shows how AI is changing marketing, product development, creative processes, and media strategies. Coca-Cola, Reckitt, and PepsiCo are actively using AI to localize campaigns and create new products.

The full Kantar BrandZ 2025 report is available here.