Best Global Brands 2025

In 2025, the combined value of the top 100 global brands reached $3.6 trillion—an increase of $150 billion compared to the previous year (a growth of 4.4%). The engine of this growth is digital transformation and the expansion of artificial intelligence. Apple, Microsoft, and Amazon continue to hold the top three positions, while NVIDIA, Instagram, YouTube, Uber, and Netflix are rapidly climbing the ranks. 

According to Interbrand’s analysis, brands that transcend traditional boundaries are entering new domains. In other words, these brands establish cultural connections and invest in long-term strategies, thereby surpassing even well-established competitors.

Welcome to the Best Global Brands 2025

In the 25th year of this study, Interbrand—an international brand consultancy and valuation firm—leveraged a $300 million investment by the Omnicom Group in Omni (Omnicom’s customer data and analytics platform) and OmniAI (the AI-powered version of Omni for customer behavior analysis) to access user behavioral data. In collaboration with Nasdaq, they conducted the most extensive financial analysis in ranking history. Additionally, partnerships with Paradigm Sample, a specialist in collecting survey data from real customers, provided access to genuine customer sentiments and opinions.

The result of this combination is the most comprehensive brand valuation analysis to date, encompassing over 150,000 brand profiles and more than 200,000 hours of expert analysis. The managerial summary indicates that the future of brand valuation is shaped at the intersection of data, technology, and human insight.

Transforming Market Dynamics

Last year witnessed a wave of structural changes—from the rise of AI to market fluctuations and shifts in consumer behavior—that reshaped brand trajectories and required swift managerial responses. In 2025, 12 new brands entered the ranking, with NVIDIA achieving a 116% growth in value, reaching $43.2 billion, climbing 21 positions to rank 15. Concurrently, many brands refocused on domestic markets to better manage their presence and achieve financial stability. Based on this, Interbrand plans to release national and regional rankings starting in 2026 for more precise analysis.

The Rise of Artificial Intelligence

The emergence of AI has exponentially accelerated longstanding challenges, combining the effects of previous technological waves (such as voice assistants and the metaverse) into a single force impacting markets and brands. The speed and scale of this change are fundamentally altering human interaction with the world, and consequently, with brands.

Delegated Choice vs. Preferred Selection

With AI increasingly integrated into daily life, certain repetitive decisions—ranging from meal planning to routine purchases—are now entrusted to algorithms. This shift moves the competitive focus from capturing human attention to being visible to digital tools. However, this does not eliminate brands; rather, it introduces the concept of “acceleration in choice.” Only brands that establish a presence in human perception, emotion, and trust will survive and succeed.

Evolution of Consumer Decision-Making:

The Collapse of the Customer Journey

In September 2025, the collaboration between OpenAI and Shopify initiated a new chapter in digital commerce, introducing the concept of Agentic Commerce. In this model, purchases occur within conversations with AI assistants, eliminating the need for browsing, comparison, or visiting websites. Even simple queries, such as “What is the best winter shoe?” can result in an instant purchase.
This development signifies the collapse of the traditional customer journey: search, evaluation, and decision-making are replaced by immediate, AI-mediated choices. In such a world, brand narratives are no longer solely constructed by corporate marketing teams; algorithms play a significant role in rewriting them.

The New Reality for Brands: Serving Humans and Robots

Brands now face a critical decision: should they focus on humans, robots, or both? Brands focusing only on general features and price risk becoming interchangeable in algorithm-driven decisions. Conversely, brands investing in human relationships, meaning, and trust maintain control over their future.
Interbrand cautions that excessive optimization for algorithms may yield short-term gains, but over the long term it strips the brand of its human essence and diminishes consumer recall. Consistently, rapid ROI correlates with a higher risk of brand disappearance. Enduring brands are those embedded in human lives and minds—not merely favored by machines.

Indispensable vs. Disposable

Analysis from Best Global Brands 2025 shows that only indispensable brands endure, not merely disposable ones. Disposable brands rely on machine-driven price and data competition, whereas meaningful brands influence human belief, understanding, and reasoning. Notable newcomers like Booking.com, UNIQLO, Monster, Shopify, and NVIDIA focus on specific human needs and, through multi-domain expansion, evolve into value-creating ecosystems.
In the new era, the formula for success combines domain-focused excellence with multi-faceted presence: performing one function or service exceptionally while simultaneously expanding across multiple arenas.

Role of Brand Index (RBI)

In an AI-driven world, the Role of Brand Index (RBI) is the most precise measure of brand sustainability, representing the portion of customer choice attributable to the brand itself rather than price or product features.

Every 1% increase in RBI correlates with a 2.3% rise in stock value. Brands with high RBI also demonstrate greater financial resilience and weather market volatility better because their choices are human-driven rather than machine-driven.

These dimensions link logic and human emotion, embedding brands into daily life. Today, the influence of these dimensions evolves at unprecedented speed, with each technological innovation raising expectations and each new expectation demanding innovation. Interbrand envisions a future where brands are recognized not by logos or colors, but by voice, tone, and real-time reactions. Brands must continuously learn; they are no longer merely managed—they are living entities whose values and behaviors must be cultivated.

Brands Redefining Value

From 2000 to 2025, brands in the Best Global Brands 100 consistently outperformed MSCI and S&P 500 indices. Multi-Arena Brands that expand user experience from a single product to an ecosystem—from sales to content and engagement—lead the way.

Brand growth is not only perceptual but also tangible in the global economy. All data is independently verified, with a consistent upward trajectory indicating the economic power of the brand as a sustainable force.

Sustainable Branding in a Changing World

Interbrand emphasizes that the principles of building great brands remain unchanged; only their manifestations have evolved. Enduring brands balance speed and technology with humanity and meaning. Brands that act like machines but remain meaningful like humans will dominate the market of the future.

Brands Surpassing the Market

A 25-year analysis shows that Best Global Brands outperform market indices in brand value growth and financial returns. These brands are multi-arena and operate across complementary domains such as technology, entertainment, retail, and content creation. They are more resilient and flexible, demonstrating that brand power is measurable at the macroeconomic level.

Measuring What Matters: Brand as the True Growth Driver

In a world increasingly mediated by AI, RBI indicates the share of customer choice attributed to the brand versus price, performance, or availability. High RBI implies indispensable status, while low RBI signifies algorithm-driven decision-making and fading brand presence.

Brand Strength Score (BSS)

Complementing RBI, BSS measures a brand’s ability to generate loyalty, maintain demand, and sustain long-term profitability across ten internal and external factors:

Research confirms that only RBI and BSS correlate directly with stock growth. On average, a 1% increase in either metric yields a 2–3% increase in stock value, based on over 150,000 brand profiles.

Brand as a Competitive Moat

In an AI-driven marketplace, only indispensable brands endure. High RBI and BSS create a competitive fortress, simultaneously enhancing customer loyalty, profitability, and stock value. Interbrand concludes: a strong brand is both rational and emotional—a machine for profit powered by a human heart.

Touchless Interactions and Future Branding

Principles remain, but their impact accelerates due to the continuous cycle of technology and human expectations. Soon, interactions will be screenless: brands must be recognized by voice, tone, and tactile presence, participating meaningfully in the moment of choice. Brands must be trained, not just managed—they are living, learning entities, continuously cultivating values, principles, and reactions, evolving into “ethical intelligent entities.”

Ethics and Real-Time Decision-Making

Brands must make instant, ethical decisions—what Interbrand calls “brand moral intelligence”—the ability to choose humanely when analysis time is limited. This represents one of the 21st century’s central challenges.

Best Global Brands: Where the Future Is Valued Today

To glimpse the future, look at top brands where the right combination of technology, humanity, and ethics already translates into financial value, market share, and investment.

Valuation Methodology:

Interbrand evaluates three components: financial performance (45%), role of brand (30%), brand strength (25%). The 2025 research edition is enriched with Omni/OmniAI data, increasing valuation accuracy.
Ultimately, Interbrand’s research confirms that the world is accelerating, but humans remain the starting point. Brands that learn, make ethical decisions, and balance technology with meaning will generate real value in the future.