Kantar has released its ‘BrandZ 2024 most valuable global brands’ report which revealed that the total value of the top 100 global brands rose 20 percent in 2024. The growth is largely attributed to the performance of tech brands, which $1.2 trillion of the top 100’s $1.4 trillion growth versus 2023, the report mentioned.
Apple this year, reached new heights. The giant’s brand value increased 15 percent, securing its position for the third consecutive as the world’s most valuable brand. Furthermore, the report showed that Apple became the first brand in history to surpass $1 trillion in total brand valuation.
In 2023, there was a broad decline across categories in terms of value growth. This year however, tech, luxury and fast food brands made the most progress in regaining and then exceeding their 2022 valuations. The report revealed that among this group, the business technology and services platforms category was the fastest growing of all, increasing 45 percent YoY.
Digital brands too saw great year-on-year growth for 2024. Instagram, Facebook, Google Cloud and Uber particularly performed well. NVIDIA, a new entrant in Kantar’s global top 10 for 2024. Additionally, NVIDIA is also 2024’s top riser, as per Kantar, with 178 percent YoY brand value growth.
Kantar’s 2024 top 100 saw nine newcomers, including Lululemon at 92 and ADP, which is also 2024’s highest ranked newcomer at 44. Four brands returned to the top 100 list after hiatus – Dell Technologies, Aldi, Pinduoduo and HSBC.
The report showed that 2024 marked the first time that the top 10 is worth as much in brand value as the other 90 top ranked brands combined. Apple, Google, Microsoft, Amazon and McDonald’s ranked as the top, holding onto their previous positions. Oracle made it debut in the top 10 coming in at the 9th position and Facebook made a return, coming in at the 8th position.