Apple and Louis Vuitton among world's most valuable brands in new survey

A new survey released by Kantar BrandZ places Apple, McDonald’s, Louis Vuitton, and Coca-Cola among the world’s most valuable brands, joining tech giants such as Google, Microsoft, and Amazon.

Apple preserved its spot as the world’s most valuable brand for the second year in row, followed by Google at No. 2 and Microsoft at No. 3.

Valued at USD880 billion, Apple has remained resilient and continues to command premium prices for its range of consumer tech products.

According to the ranking, the total brand value of the world’s top 100 brands stands at USD6.9 trillion for 2023. The luxury, fast food, and food and beverages categories proved the most resilient to market fluctuations.

Luxury labels such as Louis Vuitton, at No. 8 and valued at USD124.8 billion, appear to remain highly coveted amidst inflation. Another LVMH-owned brand, Dior, is ranked the fastest-growing brand in its category, with an increased brand value of USD11.4 billion.

Two new Chinese brands entered Kantar’s top 100 – clothing retailer Shein, at No. 70, and bottled beverage company Nongfu Spring at No. 81. At No. 7, Tencent is the sole Chinese company in the top 10 for 2023.

Meanwhile, Coca-Cola increased its brand value by 8 percent and re-entered the top 10 for the first time in seven years.

“While the market has proved volatile and been greatly impacted by global macroeconomics, consumers’ view of brands has proved far more stable – the most valuable brands in the world remain as highly regarded as ever,” Martin Guerrieria, head of Kantar BrandZ, says. “The lessons for brand owners and marketers remain clear; effective marketing investment and long-term thinking are vital to your business’ growth prospects.”

Below, the top 10 most valuable global brands, according to the report: