BRAND VALUE

AI and market-driven disruption are creating new brand champions

By our African Marketing Confederation News Team | 2025

Interbrand’s global brand rankings for 2025 emphasise that brands leaning solely on familiarity are losing ground to disruptive newcomers.

The latest Best Global Brands ranking from brand consultancy Interbrand, released in New York last week, shows significant movement – with historic surges, 12 new entrants and some notable declines.

Photo: Nvidia

Digitally enabled services and the rise of AI are creating winners faster than ever, with disruption a defining force shaping global brands. 

 

“Brands that are innovating across industries and entering new arenas, building cultural relevance, and investing in long-term brand strategy are winning. Those relying on legacy strength alone are seeing challenges to their growth,” comments Gonzalo Brujó, Global CEO of Interbrand. 

 

Brands riding the disruption wave and turning it to their advantage include Nvidia, which recorded the largest-ever brand value increase in Best Global Brands history, rising +116% to US$43.2-billion and bringing it to 15th position in the global ranking. 

 

Nvidia is an American technology company that designs and develops graphics processing units (GPUs) and other advanced chips. Originally known for its GPUs used in gaming and computer graphics, Nvidia’s processors are now essential for artificial intelligence (AI), data centres, high-performance computing, and the automotive industry.   

 

Having scale is not a brand strategy 

 

Notes Greg Silverman, Global Director of Brand Economics at Interbrand: “Nvidia’s stellar product marketing and complete dominance in its ecosystem have spurred its meteoric rise. However, the emergence of a disruptor could undo this brand if it does not invest in long-term brand storytelling. It has the scale, but that’s not a brand strategy. To maintain sustainable growth, this is imperative.” 

 

Other brands showing exceptional increases in value are digital-first services like Netflix (up 42%), YouTube (+61%), Uber (+38%), Nintendo (+35%) and Instagram (+27%). 

 

New entrants to this year’s brand listing also include digital-first companies such as Bookings.com (an online travel agency) and Shopify (an e-commerce platform that enables users to create and manage an online store).  

 

“They do one thing incredibly well. Continued investments in their brands will be important to continue their growth and protect them from competitive entrants,” Interbrand states in its report. 

 

Comments the marketing industry news website, Marketing Dive: “Brands that are growing in stature are capitalising on disruption caused by trends like AI or cracking into new service areas and revenue streams, while those that are leaning solely on familiarity are losing ground.” 

 

This year’s top 10 Best Global Brands 2025 are:

 

  1. Apple 
  2. Microsoft 
  3. Amazon 
  4. Google 
  5. Samsung 
  6. Toyota 
  7. Coca-Cola 
  8. Instagram 
  9. McDonald’s 
  10. Mercedes-Benz 

You can find out more about the report here. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.