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Charting 20 years of brand value: Kantar BrandZ 2025 ranking reveals the world’s most valuable brands

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Since 2006 over $9.3 trillion has been added to the Global Top 100, now valued at $10.7 trillion

LONDON, May 15, 2025 /PRNewswire/ — Kantar, the world’s leading marketing data and analytics company, launches its 20th edition of BrandZ Most Valuable Global Brands, the world’s most authoritative brand ranking, based on consumer perceptions and financial performance.

US brands now comprise 82% of the total value of the Global Top 100, up from 63% in 2006, but a rise among Chinese brands and volatility caused by escalating tariffs could threaten this order. Chinese brands have doubled their value over the past 20 years, now accounting for 6% of the overall value of the Global Top 100. These shifts have come at the expense of European brands, which for now account for only 7% of the Global Top 100 (down from 26% in 2006).

Martin Guerrieria, Head of Kantar BrandZ, said: “Even through economic crises, the world’s most valuable brands have consistently outperformed the S&P 500 and MSCI World Index over 20 years. This is irrefutable proof of marketing’s value. A brand is a company’s most valuable asset, and the last thing businesses should be doing in response to market shocks is cutting marketing investment.

“Brands are built on ongoing exposure and experiences. The most successful are consistent in their messaging and recognise the intangible value of brands in the minds of consumers. The smartest businesses differentiate their brands to the extent that consumers are happy to pay a premium, because they can maintain or survive price rises without eroding demand. This is crucial for protecting margins when facing external pressures.”

Outside the US, significant gains have been seen for Sweden’s Spotify, re-entering the Global Top 100 at 76; India’s Airtel, the fastest growing telecom brand in the world; Argentinian retailer Mercado Libre, the only Latin American brand in the Global Top 100; Spanish retailer Zara, which rose five places to 65th, and Canada’s RBC, which saw the biggest YOY brand value growth (43%) of any financial services brand outside the US.

Disruptive brands fuel long-term brand value

Brands that disrupted their category or reinvented themselves have accounted for almost three-quarters (71%) of the incremental $9.3 trillion of value created in the Global Top 100 since 2006. In 2025 this includes Stripe and Chipotle, which have entered the ranking for the first time (in 85th and 86th place) and Aldi, which has been in the Global Top 100 for 15 of the past 20 years, and is currently ranked 94th.

Martin Guerrieria comments: “Innovators keeping up with consumer needs or redefining them entirely are the brands fundamentally reshaping the Global Top 100 over the past two decades – think Uber, Booking.com and now ChatGPT. The most successful – like Apple, Amazon, Google and Microsoft – have long moved away from their original product base.”

Overall, the Global Top 100 has reached a record total brand value of $10.7 trillion, a year-on-year increase of 29%. This has been driven by tech-enabled disruptor brands, which have delivered most of the increase in value over the past 20 years across all sectors.

Apple retains its top position for the fourth year with a brand value of $1.3 trillion, up 28% on the previous year. The only trillion-dollar brand in the ranking, Apple represents more than 12% of the total value of the Global Top 100.ChatGPT premiers in 60th place, the highest newcomer since NVIDIA in 2021, but may face strong competition as brands like Google and Microsoft respond to its first-mover advantage.Amazon’s brand value has soared by 50% to $866 billion, thanks to its strong positioning around convenience and affordability allowing it to thrive in a challenging economy.Instagram and TikTok have posted impressive growth of 101% and 25% respectively. They reflect the continued influence of social media in shaping consumer habits and delivering direct-to-consumer e-commerce sales for brands and influencers globally.

Martin Guerrieria, Head of Kantar BrandZ, said: “In a world of digital saturation and tough consumer expectations, brands need to meet people’s needs, connect with them emotionally and offer something others don’t to succeed. They need to be not just different, but meaningfully so. The dominance of brands like Apple, Instagram and McDonald’s underlines the power of a consistent brand experience that people can relate to and remember. ChatGPT’s dramatic rise shows how a brand can find fame and influence society to the extent that it changes our daily lives. But with generative AI competition accelerating, OpenAI will need to invest in its brand to preserve it first-mover momentum.”

Other trends from Kantar BrandZ’s global report include:

Retail continued its post-pandemic surge, with overall brand value growth up 48% as e-commerce and private label create value for consumers in inflationary times.In contrast, brand values in consumer categories like apparel (0%), food & beverages (-1%) and personal care (-5%) remained flat or declined, although brands like Uniqlo, Coca-Cola and Dove are all outperforming competitors.Alcohol (-11%) has been under pressure from reduced consumption, especially among younger generations who instead focused on health and wellness, including increased consumption of low/no alcohol beverages. The fragmentation in spirit flavours and craft beer is also diluting the market share of legacy brands.The luxury sector, one of the few sectors to grow through the pandemic years, has dropped 2% in 2025. This is in part because of softer demand in China, where scrutiny of displays of wealth and extravagance have shifted consumer preference towards lifestyle experiences instead of status symbols.

Cheong Tai Leung, CEO- APAC, Insights Division, Kantar added: “Even amid economic downturns, the world’s most valuable brands have consistently outperformed major indices, providing irrefutable proof of the power of marketing and the enduring value of strong brands. Encouragingly, we’re seeing a growing number of brands from APAC securing positions among the world’s most valuable, underscoring the ambition, resilience and global competitiveness of leading businesses across the region.”

Kantar BrandZ Top 10 Most Valuable Global Brands 2025

Rank 2025

Brand

Brand Value 2025
(US$ m)

YoY Change (%)

1

Apple

1,299,655

28 %

2

Google

944,137

25 %

3

Microsoft

884,816

24 %

4

Amazon

866,118

50 %

5

NVIDIA

509,442

152 %

6

Facebook

300,662

80 %

7

Instagram

228,947

101 %

8

McDonald’s

221,079

0 %

9

Oracle

215,354

48 %

10

Visa

213,348

13 %

Total value of Global Top 100 = $10.7tn; +29%

About Kantar BrandZ: Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business’ financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analysed financial data, with extensive brand equity research. Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.5 million consumers, for 22,000 brands in 54 markets. Discover more about Kantar BrandZ here.

About Kantar

Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.

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Advanced Process Solutions Elevates Clint Johnson to Vice President of Services and Operations

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Veteran Semiconductor Leader Brings More Than 20 Years of Operational Excellence, Strategic Growth, and Industry Leadership

DALLAS, Oct. 27, 2026 /PRNewswire/ — Advanced Process Solutions (APS), an industry leader in high precision and high purity manufacturing and process technology solutions, serving the semiconductor, aerospace, electronics, and industrial markets, today announced the promotion of Clint Johnson to Vice President of Services and Operations. As APS continues to expand its presence and capabilities within the semiconductor industry, Johnson’s leadership will play a critical role in advancing the company’s mission, strengthening customer partnerships, and delivering best-in-class service solutions.

“Clint has been an invaluable asset to APS since joining us as Director of Field Services earlier this year,” said Suhas Uppalapati, Chairman of APS. “He has demonstrated exceptional leadership and a relentless focus on operational performance. His dedication to customer success, workforce development, and continuous improvement quickly established him as a key contributor, and we are excited to see him continue to push APS forward in this expanded role.”

Johnson oversees APS’s service and operational functions, ensuring the organization maintains the highest standards of safety, regulatory compliance, quality, and customer satisfaction. His leadership approach is rooted in accountability, collaboration, and operational discipline, creating an environment where teams are empowered to excel while supporting the company’s broader strategic objectives.

“I am honored to step into the role of Vice President of Services and Operations and to work alongside such a talented team,” said Johnson. “The semiconductor and advanced manufacturing sectors are moving at an unprecedented pace. Together, we will continue focusing on safety, quality, and operational execution to ensure APS is uniquely positioned to help our global customers scale, optimize workflows, and meet today’s complex production demands.”

Prior to APS, Johnson spent more than 20 years in operational management at Air Liquide, a world leader in chemical manufacturing. He earned a degree in organizational leadership from East Texas A&M University.

About Advanced Process Solutions (APS)

Advanced Process Solutions (APS) is a leading provider of precision manufacturing, engineered process systems, and ultra-high-purity solutions serving the semiconductor, aerospace, electronics, and advanced industrial markets. With over 25 years of industry experience, APS specializes in chemical delivery and dispensing systems, specialty gas distribution, filtration and purification, precision fabrication, automation and controls, and turnkey process system integration.

Strategically located in the Dallas Metroplex, APS supports the rapidly expanding U.S. semiconductor manufacturing ecosystem, including Texas’s emerging “Silicon Prairie.” To support its continued growth and innovation, APS is expanding into a purpose-built, 100,000-square-foot, high-tech manufacturing facility in Van Alstyne, Texas, featuring a Center of Excellence, state-of-the-art research and development capabilities, and advanced cleanroom facilities. This investment will significantly enhance APS’s manufacturing capacity, engineering capabilities, and ability to deliver next-generation process solutions.

Combining engineering expertise, manufacturing excellence, and an unwavering commitment to quality and safety, APS partners with leading global manufacturers to deliver innovative, reliable, and scalable solutions that enhance operational efficiency and support mission-critical production environments.

For more information, visit www.APSNextGen.com.

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From Grid Constraint to AI Growth: Hitachi Vantara and Duraflow Transform Data Center Energy Management for Greater AI and Compute Capacity

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Hitachi Vantara pilots one of the world’s largest Phase Change Material installations in its Netherlands data center, demonstrating how organizations can use up to 90% less electricity for thermal managementImplementation requires zero water for cooling, reducing the resources needed to support data center operationsThis generates more computing capacity from existing power infrastructure, rather than diverting power to cooling

ZALTBOMMEL, The Netherlands and SANTA CLARA, Calif., Oct. 27, 2026 /PRNewswire/ — As artificial intelligence (AI) accelerates demand for computing power, data centers face a growing challenge: how to increase AI and compute capacity when access to additional electricity is increasingly constrained.

Hitachi Vantara, the data storage, infrastructure and hybrid cloud management subsidiary of Hitachi Ltd. (TSE: 6501), is demonstrating a new approach to address this challenge by showing how data centers can effectively use their power for AI and compute capacity rather than power and cooling. At its data center in the Netherlands, Hitachi Vantara has deployed one of the world’s largest operational Phase Change Material (PCM) installations, using technology developed by Dutch thermal energy company Duraflow.

For more information about Hitachi Vantara’s approach to AI, please visit: https://www.hitachivantara.com/solutions/ai-analytics

Depending on the application, PCM technology can help reduce electricity consumption related to thermal management by up to 90%, while requiring no water for cooling. By reducing the energy needed to manage power and cooling, a greater share of available electrical capacity can be used for computing – an increasingly important consideration as organizations deploy more energy-intensive AI workloads.

Tackling the energy challenge behind AI
Every watt consumed by AI ultimately becomes heat and managing that heat requires as much as 40% of a data center’s total energy needs. At the same time, as AI workloads continue to grow, the ability to convert available electricity into useful computing capacity will increasingly determine how quickly digital infrastructure can expand. This creates a growing challenge for data center operators seeking to increase computing capacity within constrained power infrastructure. In regions where grid congestion or limited access to additional electricity can constrain data center expansion, improving infrastructure efficiency can help organizations make more computing capacity available within their existing power connection.

Hitachi Vantara faced this challenge as demand for high-density computing and AI infrastructure increased. Rather than assuming that more computing required a greater amount of power, the company explored ways to make its existing electrical capacity work harder. The resulting deployment of Duraflow’s PCM technology provides a real-world proof point for this approach at an operational scale.

Real-world performance: 240 kW of cooling with low electrical consumption
The installed system provides a total cooling capacity of 240 kW across two 120 kW PCM units. According to operational monitoring data, the two units collectively consume just 5–8 kW of electricity, depending on operating conditions. For comparison, a conventional DX cooling system delivering the same 240 kW cooling capacity would require an estimated 60–80 kW of compressor power. These operational figures illustrate how PCM-based thermal management can significantly reduce the electricity required for cooling, freeing up more of the data center’s available power capacity for computing.

“This project started with a very practical challenge: how do we grow our computing capacity when access to additional electricity is limited,” said Simon Ninan, Senior Vice President of Business Strategy, Hitachi Vantara. “We realized that if we could dramatically reduce the amount of power required for thermal management, we could make more of our existing electrical capacity available for computing. By partnering with Duraflow, we are demonstrating how smarter energy management can become an important enabler of AI growth.”

The approach also supports Hitachi Vantara’s broader commitment to operating more efficiently and sustainably, including its goal of becoming carbon neutral in Scope 1 and 2 GHG emissions by FY2030.

Building efficiency across the infrastructure stack
The deployment is part of Hitachi Vantara’s broader focus on helping organizations get more value from their infrastructure while managing the growing energy demands of digital workloads.

That approach extends across the infrastructure stack. Hitachi Vantara’s Virtual Storage Platform One (VSP One) Block includes a 4:1 Data Reduction Guarantee and features Dynamic Carbon Reduction technology, which reduces energy consumption by switching CPUs into eco-mode during periods of low activity. Its always-on compression capability allows the system to switch from inline data reduction to post processing, which further reduces energy consumption and helps reduce a CO2 footprint by as much as 40%.

“Addressing the energy demands of AI isn’t about optimizing one part of the business in isolation,” said Courtney Hadden, Sustainability Director, Hitachi Digital. “It’s about working in concert across the organization and with innovative ecosystem partners to find efficiencies at every stage – from the products we build, how we bring them to market, and everything in between. The answer cannot simply be to consume more power. We need to become smarter about how we use the power we already have.”

Dutch innovation, demonstrated at operational scale
Developed in the Netherlands, Duraflow’s PCM technology absorbs thermal energy during periods of peak demand before releasing it in a controlled manner when demand decreases. Unlike conventional cooling approaches that rely continuously on electrically driven refrigeration to remove heat, PCM technology provides a way to manage and store thermal energy more efficiently. The system requires no water for cooling, helping data centers reduce their reliance on water resources while significantly lowering the electricity needed for thermal management.

“Developing technology is one thing; proving that it can operate at this scale in a live, mission-critical environment is another,” said Simon Loerakker, CEO, Duraflow. “Our collaboration with Hitachi Vantara has allowed us to demonstrate the potential of innovation at an unprecedented scale. Together, we are showing that sustainable innovation and the growth of AI infrastructure can go hand in hand.”

For more information on Hitachi Vantara’s AI-enabled infrastructure, please visit: https://www.hitachivantara.com/en-us/products/storage-platforms.

Additional Resources:

Blog: Raising the Stakes for Sustainable, AI-ready InfrastructureBlog: Five Habits That Cut IT Energy Waste, Without Spending MorePress Release: Hitachi Vantara Releases FY2025 Sustainability Report, Highlighting Leadership in Energy-Efficient Infrastructure for AI-Driven WorkloadsWebinar: Green Data: Sustainable Innovations in Data CentersPress Release: Hitachi Vantara Unveils New Virtual Storage Platform One Capabilities to Enable Stronger Cyber Resilience, Performance and Sustainability

About Duraflow
Duraflow develops advanced thermal energy management technology based on Phase Change Materials (PCM). Its independently developed technology enables organizations to significantly reduce energy consumption for thermal management, maximize the use of existing electrical infrastructure and support the sustainable growth of mission-critical digital environments.

About Hitachi Vantara
Hitachi Vantara is transforming the way data fuels innovation. A wholly owned subsidiary of Hitachi Ltd., Hitachi Vantara provides the data foundation the world’s leading innovators rely on. Through data storage, infrastructure systems, cloud management, and digital expertise, the company helps customers build the foundation for sustainable business growth. To learn more, visit www.hitachivantara.com.

About Hitachi, Ltd. 
Through its Social Innovation Business (SIB) that brings together IT, OT (Operational Technology) and products, Hitachi aims to be a global leader in continuously transforming social infrastructure through digital, contributing to a harmonized society where the environment, wellbeing, and economic growth are in balance. Hitachi operates worldwide across four sectors – Digital Systems & Services, Energy, Mobility, and Connective Industries – as well as a Strategic SIB Business Unit focused on new growth areas. With Lumada at its core, Hitachi creates value by combining data, technology, and domain knowledge to solve customer and social challenges. Revenues for FY2025 (ended March 31, 2026) totaled 10,586.7 billion yen, with 606 consolidated subsidiaries and approximately 290,000 employees worldwide. Visit us at www.hitachi.com.

HITACHI is a trademark or registered trademark of Hitachi, Ltd. All other trademarks, service marks, and company names are properties of their respective owners.

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Parks Associates: HDR Is Shaping the Future of Premium Video Entertainment

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New Parks Associates white paper, developed in partnership with InterDigital, examines how HDR is advancing viewing experiences across streaming, live sports, gaming, and mobile devices

PLANO, Texas, Oct. 27, 2026 /PRNewswire/ — New research from Parks Associates shows high dynamic range (HDR) is becoming a foundational component of premium video entertainment, creating opportunities for television manufacturers, streaming services, and content creators to differentiate through picture quality. The research, High Dynamic Range and the Future of Video, developed in partnership with InterDigital, examines HDR’s expanding role across the entertainment ecosystem.

HDR enhances brightness and contrast and produces richer colors and more lifelike images for the video-viewing experience. The white paper explores how broader device support, growing content availability, and advances in production and distribution are moving HDR from a premium feature toward an expected part of high-quality viewing.

“HDR gives the entertainment industry a powerful way to make improvements in picture quality,” said Michael Goodman, Director, Entertainment Research, Parks Associates. “For manufacturers, it helps demonstrate the value of advanced displays. For streaming services and content owners, it provides an opportunity to deliver a more compelling experience and preserve the creative intent of their programming.”

“Consumers may not always know HDR by name, but they recognize the experience it enables: richer color, deeper contrast and a more lifelike picture,” said Lionel Oisel, Head of Video Labs, InterDigital. “As HDR expands across streaming, live sports, gaming and mobile, the opportunity is to make that premium experience consistent and efficient on every screen. Innovation in HDR, video compression and delivery will be fundamental to making that possible.”

The white paper identifies several developments shaping HDR’s next phase:

Smart TVs are the foundation. Smart TVs are the primary streaming video device in 62% of US internet households with a connected TV device.

Live sports and gaming expand HDR’s relevance. These experiences showcase HDR’s ability to reproduce bright highlights, detailed shadows, and realistic imagery, while pushing improvements in production and real-time processing.

Mobile viewing extends HDR beyond the television. Mobile phones account for 24% of weekly video consumption, with tablets contributing another 11%.

Technology advances improve delivery economics. AI-assisted image processing, cloud-based production, and next-generation codecs such as Versatile Video Coding (VVC) will simplify workflows and deliver HDR more efficiently.

The research also identifies challenges that require continued collaboration to ensure the successful expansion of HDR. Differences in HDR formats, device capabilities, and service implementations can produce inconsistent viewing experiences. Content providers must manage the cost and complexity of supporting multiple formats as audiences move from standard to HDR in their video viewing.

Parks Associates and InterDigital will highlight this research at Future of Video: Business of Streaming, an executive conference for the streaming and video industries on November 17-18 in Marina del Rey, California. Register here. 

For more information, contact Mindi Sue Sternblitz-Rubenstein.

About Parks Associates

Parks Associates helps companies identify new opportunities, refine strategy, and accelerate growth in connected technology markets through data-driven insights and industry expertise. With more than 40 years of experience, the firm delivers proprietary consumer and industry research, market forecasts, and strategic analysis that guide business decisions across personal, connected home, small business, and commercial technology ecosystems. Parks Associates supports clients in navigating evolving markets including AI, security, smart home, broadband, entertainment, energy, multifamily, smart buildings, and connected health.

The firm also fosters industry growth and collaboration by convening thousands of leaders each year through its flagship executive conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

Mindi Sue Sternblitz-Rubenstein
Parks Associates
972.490.1113
425707@email4pr.com 

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