Apple is the most valuable brand in the world according to the ranking Kantar BrandZ Most Valuable Global Brands. For the third consecutive year at the top of the 100 ranking, despite not changing its position, big tech managed to break a record: for the first time in the history of the study, the most valuable brand exceeds the value of US$ 1 trillion.
There were also no changes in relation to the group of top five. Behind Apple, which grew 15% to US$ 1.015 trillion, are the same Google (US$ 753.474 billion), Microsoft (US$ 712.883 billion), Amazon (US$ 576.622 billion) and McDonald's (US$ 221.902 billion) from a year ago (see table).
Nvidia enters the top 10, with greater growth
One of the new additions to the top 10 is the entry of Nvidia. With a value of US$ 201.8 billion, the manufacturer of chips for artificial intelligence (AI) appears in sixth place and had the highest growth, of 178%, in the general ranking. The company also breaks records in the financial market. At the beginning of June, Nvidia surpassed Apple in market value, surpassing the US$ 3 trillion mark, behind only Microsoft among the largest capitalized companies.
Kantar's methodology is based on brands' financial data, value research and brand reputation and consumer perception interviews. To prepare the ranking, Kantar heard 4.3 million consumers around the world, involving 21 thousand brands in 54 markets.
