The world's most valuable brands, according to Kantar BrandZ

With a value of US$ 880,445 billion, Apple owns the iPhone followed by Google, Microsoft, Amazon and McDonald’s

Apple is the world’s most valuable brand for the second consecutive year. This is what the Kantar BrandZ Most Valuable Global Brands 2023 Report points out, which evaluates the value of the 100 main brands in the world.

The company that owns the iPhone and which recently announced the launch of the Apple Vision Pro, occupies first place in the ranking with a value of US$ 880,455 billion, followed by Google, with US$577 billion, Microsoft (US$ 501,856 billion), Amazon ( US$ 468,737 billion) and McDonald’s (US$ 191,109 billion).

This year’s results are actually a continuation of the long-term growth trend of brands, which started after the 2008 global financial crisis and continued until the onset of the pandemic in 2020. Although the market has shown volatility and suffered a With the great impact of the global macroeconomy, the consumers’ view of brands proved to be much more stable. The lessons for brand owners and marketers alike remain clear: effective marketing investment and long-term thinking are vital to your company’s growth prospects. Brands that systematically invest in creating strong consumer bonds are now much better positioned to weather today’s volatile conditions and provide a greater level of resilience to their shareholders, said Martin Guerrieria, managing director of Kantar BrandZ

See which brands are in the Top 10 of Kantar BrandZ: