Photo source: Interbrand
Each year, global brand consultancy Interbrand publishes its ranking of the world’s most valuable brands, featuring both long-established leaders and unexpected new entrants. The list draws on Interbrand’s analysis of brand financial performance, its influence on consumer purchasing decisions, and its overall competitive power within the market.
The total value of this year’s Best Global Brands has reached $3.6 trillion, reflecting a 4.4% increase from $3.4 trillion in 2024. The ranking continues to be dominated by five major tech giants, with the top three maintaining their long-standing leadership positions. While the leaders remain firmly in place, Interbrand recorded its highest-ever number of new entrants this year. Nvidia, landing at number 15, achieved the largest brand value growth in the list’s 26-year history, and Instagram entered the top 10 for the first time. These shifts reflect the rapidly changing global landscape, where innovation and cultural relevance are reshaping what defines brand power.
“Digitally enabled services and the rise of AI are creating winners faster than ever,” Gonzalo Brujó, global CEO of Interbrand, said. “Those relying on legacy strength alone are seeing challenges to their growth.”
Despite high-profile advertising pushes, consumer-facing AI companies such as OpenAI and Anthropic were absent from this year’s ranking. Among the notable newcomers were BlackRock (No. 31), Booking.com (No. 32), and Uniqlo (No. 47), marking the growing influence of finance, travel, and retail in the global brand landscape.
On the other hand, several major names experienced steep declines. Nike, currently overhauling its strategy to reclaim its marketing momentum, fell from 14th to 23rd, losing 26% of its brand value. Tesla, meanwhile, dropped 13 places to 25th, reflecting a 35% decrease amid shifting consumer sentiment and increased competition.
In the luxury sector, Hermès outpaced its peers with an impressive 18% growth, securing its position as the strongest performer in the category. Meanwhile, Louis Vuitton, Gucci, and Chanel all slipped down the rankings. According to Interbrand, post-COVID price increases have created challenges for aspirational, middle-class consumers, dampening sales growth and contributing to the slower momentum among several leading luxury houses.
Interbrand’s Best Global Brands 2025 – Top 10
- Apple
- Microsoft
- Amazon
- Samsung
- Toyota
- Coca-Cola
- McDonald’s
- Mercedes-Benz
The list shows that eight of the top ten brands are American, and most operate within the technology sector. Mercedes-Benz is the only European brand in the top ten, while Samsung is the only Asian one. Both experienced a decline in ranking compared to the previous year.
According to Interbrand’s report, the fastest-growing brands are those that have successfully embedded themselves into people’s lives across five key dimensions: identity, performance, experience, ecosystem, and leadership. In essence, thriving brands are recognizable, reliable, engaging, integrated, and consistent in every interaction.
The whole list can be found here.
