Apple has maintained its long-standing position as the world’s most valuable brand, but a new global ranking highlights significant shifts in brand power driven by artificial intelligence and evolving consumer relevance.
For the 13th consecutive year, Apple secured the top spot in Interbrand’s Best Global Brands 2025 ranking. Its brand value is estimated at $470.9 billion USD, despite a slight 4% dip. The top five brands remain dominated by technology giants, including Microsoft, Amazon, Google, and Samsung.
Microsoft followed with a brand value of $388.5 billion USD, marking a 10% increase. Amazon, another top player, grew 7% to reach $319.9 billion USD.
The most dramatic ascent was Nvidia, which jumped from 36th to 15th position, registering a record 116% increase in brand value. Now valued at $43.2 billion USD, Nvidia’s surge is primarily attributed to the global demand for its AI chips.
Other digital-first brands also saw substantial growth. Instagram entered the top 10 for the first time, with its value rising 27% to $57.3 billion USD. YouTube’s brand value grew by 61%, and Netflix saw a 42% increase.
Conversely, several iconic brands experienced significant declines. Nike’s value fell 26%, while both Tesla and Gucci saw their brand values drop by 35%. These decreases reflect a perceived loss of influence or coherence among consumers.
Interbrand’s evaluation considers three main pillars: the financial performance of brand-related products, the brand’s role in purchase decisions, and its competitive strength in loyalty and trust. The ranking methodology suggests that in an age of algorithmic recommendations, only “indispensable” brands can escape rapid obsolescence, leading to a faster separation between strong and weakening brands.
The 2025 ranking also welcomed twelve new brands. These include automotive manufacturer BYD, travel platform Booking.com, energy drink maker Monster, financial giant BlackRock, chipmaker Qualcomm, and e-commerce platform Shopify.