©kantar 2024most valuableglobal brands2024 © kantar 2024 | 2welcome —infographic —welcome —what is kantar brandz?030407introduction & analysis13151617 19 —overview —key results —stock portfolio —most valuable global brands 2024 —major trends1most valuable global brands404244 4648 —top 100 global brands —top 10 brands —newcomers and re-entrants —top risers —from marketing metric to boardroom essential3how brands create value26 28 32 35 —the macroeconomy of opportunity —the pivotal brand opportunity in generative ai —paris 2024 offers brands an olympic-sized opportunity —greenwashing2accelerating growth53 57 59 64 69 72 76 8084 87 90 —what is the blueprint for brand growth? —rational and emotive connections —why difference matters for b2b marketers —emotive brand positioning —turn to the left, turn to the right? —maybe she’s born with it: maybe it’s strong branding —redefining customer experience —out of sight, out of mind —airbnb’s strategy for growth being present —how samsung has continued to grow through innovation to remain a strong brand —identify opportunities to growcategory focus9598106113120 127 134 141148155162 169176183 —the category overview —alcohol —apparel —automotive —business technology and services platforms —consumer technology and services platforms —fast food —financial services —food and beverages —luxury —media and entertainment —personal care —retail —telecom providers5client perspectives191194197200203206 —ab inbev —haier —infosys —mastercard —p&g —pepsi67resources209 213214216224226 —brand valuation methodology —reports & publications —about us —our brand experts —kantar brandz team —contact us4 applegooglemicrosoftamazonmcdonald’snvidiavisafacebookoracletencentmastercardlouis vuittoninstagramaramcococa-colaibmhermèsmoutaiadobeaccentureverizonat&tnetflixthe home depottelekom/t-mobileteslanikealibabawalmartstarbucksyoutubelinkedinupscostcotiktokchanelmarlborociscosapqualcommamdsalesforceintuitadpxfinitytcshdfc bankinteldisneytexas instruments1234567891011121314151617181920212223242526272829303132333435363738394041424344454647484950samsungspectrumservicenowxboxamerican expressl’oréal parismercado librehaierj.p. morganunitedhealthcareuberchasechina mobilerbcwells fargotoyotaicbcsiemensbcazarahuaweilowe’sairtelinfosyskfcguccitdexxonmobilpaypalbmwdell technologiescommbankmercedes-benzred bullfedexikeanttvmwaresonyping analdilululemonvodafonepinduoduobudweisernongfu springbank of americahsbcdhlcorona51525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100the top 100 most valuable global brands© kantar 2024category compositionbrand value (us$m)brand value change2024 vs. 2023$392,025 $1,347,214 $803,942 $356,936 $210,176 $232,743 $631,571 $174,357 $180,485 $288,037 $432,789 $1,238,544 $2,336,695 consumer technology and services platformsbusiness technology and services platformsfast foodmedia and entertainmentfinancial servicesluxuryautomotivealcoholretailpersonal careapparelfood and beveragestelecom providerstop 10 risersbrand value change 2024 vs. 2023 178% 93% 74% 79% 71% 66% 61% 60% 58% 53%$201,840 mbusiness technology and services platforms$113,916 mmedia and entertainment$70,408 mbusiness technology and services platforms$166,751 mmedia and entertainment$31,377 mconsumer technology and services platforms$84,821 mbusiness technology and services platforms$20,369 mretail$55,670 mbusiness technology and services platforms$145,498 mbusiness technology and services platforms$51,860 mbusiness technology and services platformsthe top 10brand value (us$m)20232024$188,929 $201,840 $221,902 $576,622 $712,883 $753,474 $166,751 brand value (us$m)20062024newcomers & re-entrantsthreshold for top 100brand value (us$m) 58% 79% 12% 178% 16% 23% 42% 30% 15%$135,215-4%$145,498 $1,015,900 $50,277 $19,043 $21,505 $23,138 $19,563 $20,616 $39,759 $20,369 $21,024 2024 most valuable global brands © kantar 2024 | 4welcomechallenges and breakthroughs top brands reposition for long-term growtha lot of the credit for this turnaround should go to the world’s top tech brands, who have contributed $1.2 trillion of the top 100’s $1.4 trillion growth versus last year. this reinvigorated tech contingent is once again led by apple, which this year becomes the first ever brand to cross $1 trillion in brand value – a staggering achievement.there’s plenty to cheer in the vast brand landscape beyond silicon valley too. this year’s top 100 features a diverse array of brands charting routes to exceptional growth: from aldi and lowe’s in retail, to lululemon and zara in apparel to name just a few of the brands managing to outpace the robust growth of the ranking as a whole. if there’s one thing the world’s strongest brands have in common, it’s an unwillingness to rest on their laurels. today’s top brands – and brand marketing teams – are always looking to accelerate growth, whether that means leveraging insights to raise creative work from good to great; finding n