Tech giant, Apple has emerged as the world’s first trillion-dollar brand in the recently released Kantar Brandz most valuable global brands report.
This is the third year the company is holding the number one position, securing its place at the top, Apple is joined at the top of the ranking by Google, Microsoft, and Amazon reflecting technology’s enduring place in everyday life.
According to the report, McDonald, also retained its position in the top five, with its success bolstered by its continued innovation, including its use of artificial intelligence (AI) for scenarios such as dynamic menu boards and order prediction, demonstrating how non-tech brands are also exploring AI to unlock growth.
NVIDIA leaps 18 places to the No.6 position in the 2024 ranking with a brand value increase of 178%. Facebook rejoins the Top 10 after a one-year absence, while Oracle joins the Top 10 for the first time.
This year’s BrandZ ranking underscores the resilience of top brands, with the total brand value of the Global Top 100 rebounding 20% to reach $8.3tn, close to the 2022 peak of $8.7tn. Since its launch in 2006, the brand value of the Global Top 100 has increased 474%. The threshold to join the Top 100 has increased 354% from $4bn to $19bn.
Commenting on the report, Martin Guerrieria, Head of Kantar BrandZ, explains, “With its $1tn brand valuation, Apple has proven resilient in the face of testing market conditions, justifying premium prices and proving that meaningful, different and salient brands are best placed to weather global economic disruption. Our 2024 global report reveals that strong brands thrive despite global economic uncertainty.
“This year, brands investing in AI are seeing remarkable gains by reaping the benefits of enhanced customer experience. But effective marketing takes many forms, whether via great content, innovations, effective media strategy, savvy pricing and more. Crucially, investment in effective marketing helps to improve consumer predisposition and drive brand value growth, contributing significant dollar value to support sustained business success.”