Apple is the world’s most valuable brand for the second year in a row, according to the 2023 Kantar BrandZ Most Valuable Global Brands Report. The total value of the world’s 100 most valuable brands for 2023 is $6.9 trillion. Despite a 20 percent decline from 2022, the overall Top 100 index has maintained its long-term growth trajectory, increasing its value by 47 percent compared to pre-Covid-19 (2019) levels.
With a brand valuation of $880.5 billion, Apple has proven resilient in the face of testing market conditions, justifying premium prices with positive perceptions, and proving that meaningful, different and salient brands are best placed to weather global economic disruption. Google ($577.7bn) and Microsoft ($501.9bn) complete the top three, with technology brands, once again, the most represented in the top 100 and commanding the largest share of brand value.
There are not too many players from the sports and outdoor industry in this top 100 list. More broadly, Amazon comes in at No. 4 ($468 billion) and Alibaba at No. 14 ($92 billion). Finally, a sporting goods company comes in at No. 21 with Nike ($74.89bn). Chinese retailer JD.com follows with some distance in 64th place ($26.6bn). The next and last sports-related company on the list is Red Bull with a brand valuation of $18.5 billion in 93rd place.
The full Kantar BrandZ Most Valuable Global Brands 2023 report and analysis including the Global top 100 ranking is available here.
