The total value of the Kantar BrandZ Top 100 Most Valuable Global Brands has risen by 20% in 2024, in a strong turnaround following last year’s stock market-induced swoon.
Highlights from the new brand valuation ranking and report, which is based on the opinions of more than 4.3 million respondents about 21,000 brands across 532 categories, include:
- Apple is the world’s most valuable brand for the third year, and the first brand to surpass a brand value of $1 trillion
- Google (No.2; $753.5bn), Microsoft (No.3; $712.9bn), Amazon (No.4; $576.6bn) and McDonald’s (No.5; $221.9) complete the Top 5
- NVIDIA (No.6; $201.8bn) leaps 18 places and has the highest brand value increase of 178%
- Five newcomers enter the Top 100, including lululemon (No.92; $20.6bn) and Corona (No.100; $19.0bn)
- The Business Technology and Services Platforms category has grown the fastest, increasing in total value by 45%, partly due to excitement around advanced AI
- From across the 13 category rankings, Google Cloud, Booking.com and Chipotle are amongst the fastest risers
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Infographics
This year’s brand value growth has been largely powered by the performance of tech brands, which drove $1.2 trillion of the Top 100’s $1.4 trillion growth versus last year. Explore the results in two infographics: one showcasing the 2024 Global Top 100, the second, offering a broader overview of the results, covering the fastest risers, newcomers, re-entries and category performance.
Launch event
Kantar experts and special guests discuss the headlines from the Kantar BrandZ Most Valuable Global Brands Report and the increasing importance of brand in driving growth.
Insights from Brand Builders
Watch full-length interviews with global brand builders:
Jane Wakely, Chief Consumer and Marketing Officer, PepsiCo
Kirti Singh, Chief Analytics, Insights and Media Officer, P&G
Marcel Marcondes, Global Chief Marketing Officer, AB InBev
Countdown video
Two-thirds of the most valuable global brands are highly Meaningful and Different. What’s more, brands that managed to improve their Meaningful Difference saw a 19% brand value growth advantage - that is, these brands overperformed significantly versus what might have been expected based on their category and region. Watch the countdown video to see the Kantar BrandZ Top 100 Most Valuable Global Brands of 2024.
Methodology
To be eligible for entry into the global ranking, brands must be owned by a company listed on a stock exchange, or by a private company with its financials available in the public domain. Unique among brand valuation methodologies, Kantar BrandZ combines financial analysis with extensive measures of brand equity. Learn more about the methodology behind Kantar BrandZ brand valuation rankings in this video.
