BRAND VALUATION

Apple stays top of the brand value tree, with $1-trillion valuation

By our African Marketing Confederation News Team | 2024

Technology businesses dominate the top 10 in latest global brand-value ranking, with AI company NVIDIA showing massive growth.

Apple has become the world’s first trillion-dollar brand, according to the newly released Kantar BrandZ ‘Most Valuable Global Brands Report 2024’. It holds the number one position for the third consecutive year.

Apple is joined at the top of the ranking by Google, Microsoft and Amazon, reflecting technology’s critical place in everyday life.

McDonald’s also retains its position in the top five, with its success bolstered by its continued innovation, including the use of artificial intelligence for scenarios such as dynamic menu boards and order prediction.

According to Kantar, this demonstrates how non-technology brands are also exploring AI to unlock growth.

Further illustrating the emerging power of artificial intelligence in modern life, NVIDIA leaps 18 places to the number six position in the 2024 ranking, with a brand value increase of 178%. US-based NVIDIA develops technology for AI, high-performance computing, gaming, autonomous vehicles, and robotics.

Photo by Damian Barczak from Pexels

Facebook returns to the top 10 rankings

Facebook rejoins the top 10 after a one-year absence, while Oracle joins the top 10 for the first time.

This year’s BrandZ ranking underscores the resilience of top brands, with the total brand value of the Global Top 100 rebounding 20% to reach US$8.3-trillion, close to the 2022 peak of $8.7-trillion.

“With its $1-trillion brand valuation, 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,” says Martin Guerrieria, head of Kantar BrandZ.

“Our 2024 global report reveals that strong brands continue to thrive despite global economic uncertainty. 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.”

The Kantar BrandZ ‘Top 10 Most Valuable Global Brands 2024’ are:

Apple
Google
Microsoft
Amazon
McDonald’s
NVIDIA
Visa
Facebook
Oracle
Tencent

You can find out more about the study here.

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