Interbrand, a global brand consultancy, unveiled its annual Best Global Brands ranking on Wednesday. This year’s report shows that brand leaders positioned their companies for growth by swiftly adjusting to changing market conditions and competitive challenges.
This year’s Best Global Brands (BGB) are worth $3.6 trillion, 4.4 per cent more than their 2024 total of $3.4 trillion. Five tech companies top the list, with the top three from the previous year still holding a dominant position.
Despite the top three companies holding positions, Interbrand reported the most new entrants ever. Instagram made its first appearance in the top 10, and chip manufacturer Nvidia (ranked number 15 on the list) saw the biggest brand value increase in the list’s 26-year history. This is an indication of the rapidly changing times.
There are more new entrants than ever before in any BGB report, with Blackrock (No. 31), Booking.com (No. 32), Qualcomm (No. 39), GE Aerospace (No. 44), Uniqlo (No. 47), Schneider Electric (No. 65), Monster (No. 70), Nasdaq (No. 85), BYD (No. 90), and Shopify (No. 99) joining the rankings.
Other brands riding this wave are Nintendo (No.53, +35 per cent), Instagram (No. 8, +27 per cent), Nvidia (No. 15, +116 per cent), Netflix (No. 28, +42 per cent), YouTube (No. 13, +61 per cent), and Uber (No. 64, +38 per cent).
“Digitally enabled services and the rise of AI are creating winners faster than ever,” Gonzalo Brujo, global CEO of Interbrand, said. “Those relying on legacy strength alone are seeing challenges to their growth.”
Digital media takes centre stage
Some of the largest increases in brand value between 2024 and 2025 were observed in digital media and entertainment platforms. YouTube grew +61 per cent, moving up to No. 13, Instagram grew +27 per cent, making its first appearance in the Top 10, and Netflix jumped +42 per cent, moving up 10 spots to No. 28. Netflix’s growth is supported by its forays into live events, sports, and gaming. YouTube increased the influencers’ role in generating demand for products they endorse and as sources of income for creators.
Greg Silverman, Global Director of Brand Economics, Interbrand, said: “The brands winning in 2025 are those that view disruption as an opportunity. Whether it’s Instagram scaling into ecommerce, Netflix expanding into live entertainment, or Ferrari entering fashion and hospitality – they’re using brand to unlock new revenue streams.”
Nvidia’s remarkable rise
Nvidia’s brand value increased by +116 per cent to $43.2 billion, the biggest increase in Best Global Brands history (No. 15).
Greg Silverman, Global Director of Brand Economics, said: “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.“
Prospects for Nvidia and YouTube
Greg Silverman, Interbrand’s global director of brand economics, stated that he believes YouTube and Nvidia, which are ranked numbers 13 and 15, respectively, on the list, will compete for a spot in the top 10 list the following year.
Herms outperformed other luxury brands in terms of growth, accounting for 18 per cent of the market. Chanel, Gucci, and Louis Vuitton were lower on the list. Price increases following the COVID-19 pandemic were cited by Interbrand as a barrier for prospective middle-class consumers.
Automotive industry shows brand resilience
Despite challenging market conditions, the automotive industry showed brand resilience. Toyota increased by 2 per cent to take the sixth spot among the best-value car brands, while Mercedes (ranked 10) and BMW (ranked 14) remained in the top 20, declining by 10 per cent to 15 per cent.
In the face of increased EV competition, Tesla fell 35 per cent to No. 25 and BYD (No. 90) made its debut.
Ferrari’s expansion into fashion, accessories, and licensing has increased the value of its luxury lifestyle positioning, resulting in a +17 per cent growth.
Successful brands focus on particular issues
The winners of this year’s rankings have taken advantage of the opportunities brought about by radical realities. Newcomers Shopify (No. 99), Monster (No. 70), Uniqlo (No. 47), and Booking.com (No. 32) address particular and unique issues for clients. They excel at just one thing. To maintain their growth and keep rivals at bay, they will need to keep investing in their brands.
Every year, Interbrand, a brand consulting firm, ranks the most valuable brands in the world. The company’s research on financial performance, the influence of the brand on consumer choices, and its competitiveness form the basis of the list.
2025 Best Global Brands (top 20)
These companies made it into the top 20 of Interbrand’s list of the Best Global Brands:
- Apple – $544.7 billion
- Microsoft – $363.1 billion
- Amazon – $298.7 billion
- Google – $275.1 billion
- Samsung – $110.9 billion
- Toyota – $71.5 billion
- Coca-Cola – $64.2 billion
- Instagram – $57.3 billion
- McDonald’s – $53.0 billion
- Mercedes – Benz – $65.3 billion
- Cisco – $48.7 billion
- Louis Vuitton – $48.4 billion
- YouTube – $48.4 billion
- BMW – $46.8 billion
- Nvidia – $43.2 billion
- Oracle – $42.1 billion
- Disney – $41.4 billion
- SAP – $41.3 billion
- Facebook – $41.3 billion
- Adobe – $41.0 billion