The latest Kantar BrandZ report reveals a new world order in global brands. This year’s ranking of the top 100 most valuable brands is once again dominated by US tech giants. Apple holds the top spot with an estimated value of $1,195 billion. Google, Microsoft, and Amazon follow closely, with a combined value of $797 billion, up 50% from last year.
For the first time, an AI brand enters the top 100. ChatGPT bursts into the 60th position, marking the highest new entry since NVIDIA in 2021. This milestone reflects the growing importance of generative AI as a global economic driver. NVIDIA’s brand value also surges 152% in just one year, solidifying its position as a key technological driver of this transformation.
Global Brand Trends
The report highlights a significant shift in the global brand landscape. The top 100 brands are now more concentrated in the US, accounting for 82% of the total value. Europe’s share has decreased to 7%, while China’s presence remains steady at 6%, thanks to the return of brands like Tencent and Alibaba.
In terms of sectoral changes, the report notes:
- Retail sees a 48% growth, driven by e-commerce and value-oriented brands adapting to the inflationary context.
- Alcoholic beverages experience a decline in demand, particularly among young people prioritizing health and wellness.
- Luxury brands decrease by 2%, mainly due to stagnation in China and a shift towards experiential consumption over ostentatious displays.
European Brands
While Spanish brands have increased their value by 15% compared to last year, none have cracked the top 100 global ranking. Zara leads the pack in Spain, followed by Movistar and BBVA, which has seen a 39% increase in value. Other notable Spanish brands, such as Santander, CaixaBank, and Inditex’s portfolio (including Pull&Bear, Bershka, Massimo Dutti, and Stradivarius), strengthen their presence in the financial and fashion sectors.
In contrast, French brands have made a strong impression on the global stage, with Louis Vuitton, Hermès, and Chanel among the most valuable luxury brands worldwide. These brands account for 84% of the total value of French brands outside of France. The Kantar BrandZ France 2025 report estimates the total value of French brands at $466 billion, a 20% increase from last year.
The absence of Spanish brands in the global ranking highlights the need for increased investment in branding, digitalization, and global growth. As the global brand landscape continues to evolve, it’s clear that technological innovation, adaptability, and a strong brand presence will be key to success.