A look at the world's 'most valuable' global brands — Kantar research

Kantar, a leading global marketing data and analytics firm, has published its Most Valuable Global Brands Report 2024.

According to the report, Apple has solidified its status as the world’s first trillion-dollar brand. Holding the coveted top spot for the third consecutive year, Apple’s remarkable accomplishment highlights the enduring influence of technology in our daily lives.

Joining Apple at the summit of the rankings are industry titans Google, Microsoft, and Amazon.

Notably, McDonald’s retains its position in the top five, benefitting from its ongoing commitment to innovation. The fast-food giant has embraced artificial intelligence (AI) to revolutionise its operations, employing dynamic menu boards and order prediction systems.

Apple Jing’an in Shanghai, China, pictured in March 2024. Source: Apple

The 2024 ranking also reveals the nascent power of AI, as evidenced by the ascent of Nvidia, up 18 places to claim the sixth position.

With a staggering 178 percet increase in brand value, Nvidia’s remarkable surge underscores the transformative impact of AI.

Nvidia founder Jensen Huang. Source: Shutterstock

This year’s BrandZ report showcases the resilience of top brands, with the combined brand value of the Global Top 100 rebounding by an impressive 20 percent, reaching a staggering USD8.3 trillion. This figure comes close to the peak of USD8.7 trillion recorded in 2022.

In the apparel sector, Nike (No. 27) maintains its position as the leading brand, although competitors are closing the gap.

Inditex’s Zara (No. 70) saw 47 percent growth, propelling it as the second-largest riser in terms of rank change within the Global Top 100, surging 24 places to claim the 70th spot.

Lululemon (No. 92), renowned for its innovative approach to athleisure, experienced a 24 percent increase in brand value, securing its inaugural entry into the Global Top 100 as more and more consumers embrace wellness.

Within the luxury category, Louis Vuitton (No. 12) reigns supreme as the most valuable brand, boasting a staggering brand valuation of USD130 billion.

Hermès (No. 17) has also excelled by enhancing its exclusivity and commanding premium prices, thriving in both the US and Chinese markets. As a result, the esteemed brand witnessed a remarkable 23 percent growth in brand value.

In the retail sector, Amazon (No. 4) retains its position as the most valuable retail brand, with a notable 6 percent increase in brand value. Behind Amazon’s success, strong performances from Lowe’s, Aldi, TJ Maxx, and regional e-commerce giants Pinduoduo and Mercado Libre have emerged, driven by innovations to improve product accessibility and pricing sensitivity in response to evolving consumer behaviours.