1
Apple
Apple kept the top spot with a brand value of $470.9 billion, even though its value fell about 4% from 2024. It has led Interbrand's ranking every year since 2013.
Sector: TechnologyCountry: United StatesChange vs 2024: -4%
Top 10 Most Valuable Brands by Brand Value
The ten most valuable brands in the world in Interbrand's Best Global Brands 2025 ranking, led by Apple at $470.9 billion, with Instagram entering the top ten for the first time.
Quick answer
Apple is the world's most valuable brand in Interbrand's Best Global Brands 2025 ranking, with a brand value of $470.9 billion. Microsoft is second at $388.5 billion and Amazon third at $319.9 billion. The ranking uses Interbrand's 2025 edition, published in October 2025, which values the share of a company's earnings that its brand is responsible for.
This list ranks the world's most valuable brands by brand value in US dollars, using one edition of one ranking: Interbrand's Best Global Brands 2025, published in October 2025. Brand value is not the company's stock-market value or its sales. It is an estimate of how much the brand name itself is worth. Four technology brands are far ahead of the rest. Apple, Microsoft, Amazon and Google are each valued at more than $300 billion, while fifth-placed Samsung is at $90.5 billion. Instagram joined the top ten for the first time, the first social media platform to do so. Toyota, Coca-Cola, McDonald's and Mercedes-Benz are the four brands outside technology and media.
Brand value (US$ billions, Interbrand 2025)
Apple
Microsoft
Amazon
Google
Samsung
Toyota
Coca-Cola
Instagram
McDonald's
Mercedes-Benz
The ranking
2
Microsoft
Microsoft's brand rose 10% to $388.5 billion, the largest gain among the top four.
Sector: TechnologyCountry: United StatesChange vs 2024: +10%
3
Amazon
Amazon's brand grew 7% to $319.9 billion, keeping it just $2.8 billion ahead of Google.
Sector: RetailCountry: United StatesChange vs 2024: +7%
4
Google's brand rose 9% to $317.1 billion, the last of four brands valued at more than $300 billion.
Sector: TechnologyCountry: United StatesChange vs 2024: +9%
5
Samsung
Samsung held fifth place at $90.5 billion, down 10%. It is the most valuable brand from outside the United States in the ranking.
Sector: TechnologyCountry: South KoreaChange vs 2024: -10%
6
Toyota
Toyota is the most valuable car brand in the ranking, at $74.2 billion, up 2%.
Sector: AutomotiveCountry: JapanChange vs 2024: +2%
7
Coca-Cola
Coca-Cola is the most valuable drinks brand, at $60.1 billion, down 2%.
Sector: BeveragesCountry: United StatesChange vs 2024: -2%
8
Instagram's brand value jumped 27% to $57.3 billion, the fastest growth in the top ten, making it the first social media platform to reach Interbrand's top ten.
Sector: MediaCountry: United StatesChange vs 2024: +27%
9
McDonald's
McDonald's is the only restaurant brand in the top ten, valued at $53.0 billion, up 4%.
Sector: RestaurantsCountry: United StatesChange vs 2024: +4%
10
Mercedes-Benz
Mercedes-Benz kept a top-ten place at $50.1 billion, but its value fell 15%, the biggest drop in the top ten.
Sector: AutomotiveCountry: GermanyChange vs 2024: -15%
Full comparison
| # | Name | Sector | Country | Change vs 2024 |
|---|---|---|---|---|
| 1 | Apple | Technology | United States | -4% |
| 2 | Microsoft | Technology | United States | +10% |
| 3 | Amazon | Retail | United States | +7% |
| 4 | Technology | United States | +9% | |
| 5 | Samsung | Technology | South Korea | -10% |
| 6 | Toyota | Automotive | Japan | +2% |
| 7 | Coca-Cola | Beverages | United States | -2% |
| 8 | Media | United States | +27% | |
| 9 | McDonald's | Restaurants | United States | +4% |
| 10 | Mercedes-Benz | Automotive | Germany | -15% |
How we ranked this
Brands are ranked by brand value in US dollars, exactly as published in Interbrand's Best Global Brands 2025 (released October 2025). Interbrand values a brand from three things: the company's forecast financial performance, the share of customers' purchase decisions that is driven by the brand, and the strength of the brand compared with its competitors. Other brand rankings, such as Kantar BrandZ and Brand Finance Global 500, use different methods and give very different figures, so they are not mixed in. Percentage changes compare with Interbrand's 2024 values, as reported in the same edition. Rank 1 is the most valuable.
FAQ
What is the most valuable brand in the world?
Apple, at $470.9 billion in Interbrand's Best Global Brands 2025 ranking. Microsoft ($388.5 billion) and Amazon ($319.9 billion) are second and third.
What is brand value?
Brand value is an estimate of how much a brand name is worth to the company that owns it. Interbrand works it out from the company's forecast earnings, how much the brand influences what customers buy, and how strong the brand is against its competitors. It is not the company's market value or its revenue.
Why do other rankings put different brands at number one?
Interbrand, Kantar BrandZ and Brand Finance each use their own method, so their figures and their orders differ, often by a wide margin for the same brand. This list uses only Interbrand's 2025 edition and does not mix in the others.
Which brand grew fastest in the top ten?
Instagram, whose brand value rose 27% to $57.3 billion. Mercedes-Benz fell the most, down 15% to $50.1 billion.
Sources
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