For the third consecutive year, Apple has held the title of the most valuable brand in Kantar's BrandZ rankings. However, unlike previous years, this is the first time that Apple's brand value has reached the $1,000 billion mark.

Martin Guerrieria, Director of Kantar BrandZ, commented: “With a brand valuation of $1 trillion, Apple has demonstrated its resilience in the face of challenging market conditions, satisfying its premium pricing and showing that meaningful, differentiated and distinctive brands are best able to withstand global economic disruption.”

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Apple's brand value is proven after "storms" in the market. Photo: Adweek

Indeed, growth is a key theme in Kantar’s annual list of the world’s most valuable brands, which it measures by combining consumer perceptions and financial performance. The 100 most valuable brands saw their value rise to $8.3 trillion, up 20% from 2023.

Of the top 10 brands, including Google, Microsoft, and Amazon, only China’s Tencent saw its value decline (4%). Google ranked second with a value of $753 billion, while Microsoft came in third with $713 billion. Amid the AI ​​craze, AI chipmaker Nvidia saw its brand value increase by 178%, climbing 18 places to No. 6.

“Nvidia, led by AI godfather Jensen Huang and the creator of the AI ​​revolution, is now a household name because GPU chips are the new oil and gold of the tech world,” said Wedbush Securities analyst Dan Ives.

Earlier this week, Apple announced iOS 18, iPadOS 18, and new AI features called Apple Intelligence, which are expected to kickstart a new iPhone upgrade cycle for customers and reverse a trend of declining sales. According to research firm Counterpoint, Apple has consistently delivered products and services that resonate with consumers, creating a strong brand fan base.

Kantar said its research was based on more than 4.3 million interviews with customers across 532 categories and 21,000 different brands in 54 markets.

(According to Adweek)