Apple has been named the first trillion-dollar brand in the world according to the newly released Kantar BrandZ Most Valuable Global Brands Report 2024. This marks the third consecutive year that Apple has held the number one position, with Google, Microsoft, and Amazon following closely behind.
McDonald’s has also maintained its position in the top five thanks to its ongoing innovation, including the use of artificial intelligence (AI) for applications such as dynamic menu boards and order prediction. This demonstrates how non-tech brands are also exploring the opportunities that AI offers to drive growth.
NVIDIA has jumped 18 places to the 6th position in the 2024 ranking, with a 178% increase in brand value. Facebook has returned to the Top 10 after a year of absence, while Oracle has entered the Top 10 for the first time.
This year’s BrandZ ranking highlights the resilience of top brands, with the total brand value of the Global Top 100 rebounding by 20% to $8.3 trillion, close to the peak of $8.7 trillion in 2022. Since its launch in 2006, the brand value of the Global Top 100 has increased by 474%. The threshold to be part of the Top 100 has increased by 354%, from $4 billion to $19 billion.
Overall, the Kantar BrandZ Most Valuable Global Brands Report 2024 showcases the continued dominance of tech giants like Apple, Google, Microsoft, and Amazon, as well as the increasing importance of AI in driving innovation and growth across all industries. The resilience and adaptability of these top brands in the face of challenges and changes in the global market are key factors in their continued success and value.