Apple keeps crown as world’s top brand, even as value slips

Apple retains its position as the world's most valuable brand for the 13th consecutive year, even as the tech giant sees a continued decline in brand value, according to Interbrand’s 2025 Best Global Brands report.

Apple saw a further 4% drop in value to $470.9 billion compared to last year. Microsoft and Amazon maintain second and third place, respectively, with brand values of $388.5 billion (+10%) and $319.9 billion (+7%), as Google ($317.1 billion) and Samsung ($90.5 billion) round out the top five. Toyota, the only other Asian brand in the top 10, ranked sixth.

Interbrand analyses three key components to evaluate brand value: financial performance of the branded products or services, the role of the brand in purchase decisions, and the competitive strength of the brand.

This year's overall brand value reached $3.6 trillion, marking a 4.4% rise from $3.4 trillion in 2024. Notably, NVIDIA’s brand value jumped by 116%, the highest-ever YOY surge, jumping from No.36 in 2024 to No. 15 this year. Meanwhile, YouTube (+61%), Netflix (+42%), Uber (+38%), and Instagram (+27%) also record significant gains. The sharp rise in total brand value in 2025 underscores how digital disruption and advances in artificial intelligence are shaping brand valuation and market dynamics.

Entertainment and social media apps lead among those with the biggest gains in brand value, with Nintendo (35%), Spotify (20%), and Lego and Facebook (18%) marking considerable growth. Chinese tech brand Xiaomi also added 18% in brand value. 

In the automotive sector, Ferrari performed best, with its brand value surging by 17%. Other major vehicle brands experienced declines, including Mercedes-Benz (-15%), Porsche (-14%), Audi (-11%), and Nissan (-33%).

Meanwhile the luxury industry is on a downward slump, with Louis Vuitton (-5%), Chanel (-8%) and Gucci (-35%) facing declines. Hermès recorded an 18% rise in brand value, standing out as an exception within a category that's struggling to retain consumer spend.

Twelve new entrants joined rankings this year, representing "the most significant change since the inception of the ranking in 2000," according to Gonzalo Brujó, global CEO of Interbrand. New entrants include BlackRock (No. 31), Booking.com (No. 32), Uniqlo (No. 47), Monster (No. 70), BYD (No. 90), and Shopify (No. 99).  

 "As business leaders, we are all navigating prolonged periods of disruption, including technological advancements in AI, market volatilities, and changes in consumer sentiment across both national and international landscapes. This year’s ranking shows how brand leaders are rapidly adapting to competitive challenges and shifting market dynamics in order to position their brands for future growth," Brujó added.