Kantar, a leading company in the field of marketing data, has released its new ranking of the world's most valuable brands for 2025.

This year, Apple has secured the top spot for the third consecutive time, with a value of $1.29 trillion—an increase of 28% from last year. Apple is the first brand to surpass the $1 trillion mark.

In second place is Google, valued at $944.1 billion, while Microsoft takes third place with $884.8 billion. The top five also includes Amazon ($866.1 billion) and Nvidia ($509.4 billion).

Among the brands that showed the most significant growth are Nvidia, Huawei, Xiaomi, and Instagram, each increasing in value by over 100%. ChatGPT from OpenAI has emerged as the highest new entrant, securing the 60th position.

The total value of the 100 most valuable brands in the world is now estimated at $10.7 trillion.

Kantar employs a unique three-step process for valuing brands.

• Financial Analysis - the company assesses the financial worth of the brand, considering its revenue, profitability, and market position.
• Consumer Perception Assessment - Kantar conducts extensive surveys to determine how significant, distinctive, and recognizable the brand is among consumers.
• Brand Contribution Calculation - it is established how the brand influences purchasing decisions and its ability to retain customers.

This method allows for an objective evaluation of brand value, taking into account both financial performance and emotional connection with consumers.