The top spot remains American: Apple is once again the most valuable brand in the world, with Microsoft and Google followed by other tech giants. Amazon and Samsung complete the top five. Every year, the consultancy Brand Finance puts 5,000 of the biggest brands to the test and publishes more than 100 reports in which brands from all sectors and countries are assessed. The 500 most valuable and strongest global brands are listed in the annual “Brand Finance Global 500” ranking. According to the current ranking, Apple has achieved exceptional growth in brand value this year of USD 219 billion (+74%) to USD 517 billion, reclaiming the title of the world’s most valuable brand by a wide margin. According to David Haigh, Chairman and CEO of Brand Finance, Apple has “increased its brand value through strategic diversification, moving away from a reliance on iPhone sales and moving more into wearables and services such as Apple TV subscriptions”. According to the research, more than 50% of respondents rated Apple as expensive but good value, underlining the brand’s ability to “command a price premium”.
Microsoft also recorded an impressive increase in brand value (+78% to USD 340.4 billion) and moved up two places to second place. Google follows in third place (+19% to USD 333.4 billion) ahead of Amazon (+3% to USD 308.9 billion) and the South Korean company Samsung (+-0%, USD 99.4 billion). Walmart (-15%, USD 96.8 billion), TikTok (+28%, USD 84.2 billion), Facebook (+28%, USD 75.7 billion), Deutsche Telekom (+17%, USD 73.3 billion) and the Chinese banking group ICBC (+3%, USD 71.8 billion) followed in sixth to tenth place. Deutsche Telekom was the only European brand to make it into the Global Top Ten for the first time with the T brand. (The assessment of the T brand includes T-Mobile and T-Magenta in the non-German markets). This means that Deutsche Telekom has overtaken the US brand Verizon and is now also the most valuable telecommunications brand in the world.
The electric car manufacturer Tesla, on the other hand, has slipped to 18th place in the current brand value ranking (-12%, USD 58.3 billion). Mercedes-Benz is ranked one place higher (+1%, USD 59.4 billion). Although Tesla has lowered prices in markets dominated by its competitors, the Chinese company BYD (+20% to USD 12.1bn) is now the world’s largest manufacturer of electric vehicles. Studies have also shown that brands that have invested heavily in AI have also increased significantly in value. NVIDIA, for example, became the fastest growing brand worldwide (+163 % to USD 44.5 billion). As the main supplier of chips in the field of AI, NVIDIA is perceived as extremely innovative. According to the Brand Finance study, awareness, attention and recommendation scores have risen significantly compared to the previous year.
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