Kantar BrandZ Most Valuable Global Brands 2024 (2024)

In every market, in every region, branded businesses continue to chart their course through a new age of disruption and volatility.

And yet, with this volatility comes transformational change. Even after recording a 20% year on year decline for 2023, the $6.9 trillion total value of the world’s top 100 most valuable brands still sits well above the rankings’ 2020 level of almost $5 trillion. And this $6.9 trillion also comes out higher than the value predicted by the rankings’ pre-pandemic growth trajectory.

Highlights from the new brand valuation ranking and report, based on the opinions of more than 4.2 million respondents about 21,000 brands across 540 categories, include:

• Apple remains the number one most valuable global brand, with a brand value of US$880bn, followed by Google (No.2; $578bn) and Microsoft (No.3; $502bn)
• Coca-Cola re-joins the Top 10, rising seven places to No.10 and increasing its brand value by 8%
• 16 brands grew in value with Indian telecom provider, Airtel (No.76; +24%) the fastest riser in the global ranking
• Two Chinese brands join the Global Top 100: Shein (No.70; $24bn) and Nongfu Spring (No.81; $22bn)
• Nine brands returned to the brand ranking, including Pepsi (No.91; $19bn) Colgate (No.95; $18bn) and Pampers (No.100; $17bn)
• Across 13 categories, brands from Food & Beverages, Fast Food and Luxury proved to be the most resilient as they retained the greatest share of 2022 values

Explore how the world’s most valuable brands have faced the challenges of the past year and the opportunities to chart a path to future growth through differentiation, pricing, sustainability and more in the new global report.

Download the Kantar BrandZ Most Valuable Global Brands 2023 report

Download the Kantar BrandZ Most Valuable Global Brands 2023 infographic

The total value of the 2022 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 23% to reach almost $8.7 trillion. This growth is reassuring, considering the backdrop of high inflation and an unpredictable global economy.

Portfolio brands that continue to innovate and diversify their offer continue to grow. Apple is the world’s number one most valuable brand, growing 55% to US$947bn, followed by Google (No.2; $820bn; +78%).

Luxury brands have performed exceptionally well, with Cartier, the fastest-rising brand across all categories, growing its value by 88% to $10bn. Other brands doubling their brand value over the past year include: YouTube (No.24, $86bn), Google (No.2, $819bn), Tesla (No.29, $75bn) and Hermès (No.27, $80bn).

11 new entrants joined the 2022 Global Top 100 ranking, led by Aramco (No.16), Infosys (No.64), Mercado Libre (No.71) and Kuaishou (No.82).

Download the Kantar BrandZ Most Valuable Global Brands 2022 report

Download the Kantar BrandZ Most Valuable Global Brands 2022 infographic

The total value of the 2021 Kantar BrandZ Top 100 Most Valuable Global Brands has grown by 42%, to reach record-setting new heights of over $7 trillion. The accelerated growth of the world’s most valuable brands reflects an impressive rebound from the economic toll of the global pandemic.

Amazon maintained its position as the world’s most valuable brand, growing 64% to US$684bn. Having first entered the ranking in 2006, Amazon’s brand value grew by almost $268bn this year. It became the first half-a-trillion-dollar brand, alongside Apple, at number 2, valued at $612bn.