The value of all the Top 100 brands combined has risen 20% in the past year. Apple retains top spot for the third year running, with a brand value of $1,015,900. AI specialist NVIDIA saw brand value growth of 178%, which propels the brand into sixth place in the Top 100, up 18 places.

“Our 2024 global report reveals that strong brands continue to thrive despite global economic uncertainty,” said Martin Guerrieria, Head of Kantar BrandZ.

“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, new 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.”

Kantar’s BrandZ valuations link financial data with brand equity research based on interviews with consumers in 54 markets on 21,000 brands. The study has been running since 1998 and has incorporated the views of 4.3 million consumers.

Guerrieria said Apple’s valuation was evidence of the effect of brand equity on a brand’s ability to ride out market volatility.

“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,” he said.

Kantar BrandZ Top 10 Most Valuable Global Brands 2024

Kantar’s BrandZ valuations link financial data with brand equity research based on interviews with consumers in 54 markets on 21,000 brands. The study has been running since 1998 and has incorporated the views of 4.3 million consumers.