Apple marks an historic milestone, becoming the world’s first trillion-dollar brand, according to the newly released Kantar BrandZ Most Valuable Global Brands Report 2024. Holding the No.1 position for the third consecutive year, Apple is joined at the top of the ranking by Google, Microsoft,and Amazon reflecting technology’s enduring place in everyday life.
McDonald’s also retains 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. Illustrating the nascent power of AI in everyday life, 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.
The world’s most valuable brands increase in value by 20% marking a return to growth!
Kantar BrandZ Top 10 Tech Most Valuable Global Brands 2024
| Rank 2024 | Brand | Brand Value 2024 (US$ M) | YoY Change (%) |
| 1 | Apple | 1,015,900 | 15% |
| 2 | 753,474 | 30% | |
| 3 | Microsoft | 712,883 | 42% |
| 4 | Amazon | 576,622 | 23% |
| 5 | McDonald’s | 221,902 | 16% |
| 6 | NVIDIA | 201,84 | 178% |
| 7 | Visa | 188,929 | 12% |
| 8 | 166,751 | 79% | |
| 9 | Oracle | 145,498 | 58% |
| 10 | Tencent | 135,215 | -4% |
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.
