Apple remains world's most valuable brand - there's one Saudi brand in Top 100

Dubai: Apple’s stock market price might have been hit by the US-China tariff rumble – but the US tech giant is still the most valuable brand in the world.

In fact, Apple has retained the No. 1 ranking for a fourth year running in the influential Kantar BrandZ survey, with a brand value of $1.3 trillion and higher by 28% from a year ago. (For the record, Apple’s stock market capitalization is at $3.17 trillion.)

This will be a pivotal year for Apple, with this year’s iPhone 17 front and center of whatever growth the company can come up with. In recent weeks, Apple has refreshed its other product categories, including embedding its latest M4 chips.

Saudi Aramco is the only brand from the GCC and Middle East to figure in the Top 100 rankings of the Kantar BrandZ survey.

US tech giants make up the bulk of this year’s Top 10, with Google, Microsoft, Amazon and Nvidia taking the second to fifth spots. That Nvidia would find a place was a given given how instrumental it is to the ongoing AI-everything movement (and even with China’s DeepkSeek taking away some of the Nvidia shine.)

There is also a place in the Top 100 rankings for ChatGPT. “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,” says the Kantar survey.  

“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.”

The quick-service F&B operator McDonald’s is the one non-tech name in the Kantar BrandZ Top 10, while the payments solutions company is the other.

“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,” said Martin Guerrieria, Head of Kantar BrandZ.  

“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.”

Sweden’s music streaming supremo Spotify re-entered the Global Top 100 at 76. India’s Airtel was the fastest growing telecom brand in the world, while Spanish retailer Zara rose five places to 65t spot.

Amol Ghate, CEO Middle East, North Africa & Pakistan for Kantar’s Insights Division adds:

On Aramco, Amol Ghate, CEO Middle East, North Africa & Pakistan for Kantar’s Insights Division, “It's particularly exciting to see Aramco, the only Middle Eastern brand in the ranking, maintaining its presence since joining in 2022. This achievement underscores Aramco's stature and its ability to make a global impact.”

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