Apple, Microsoft and Amazon have again taken out the top three spots in Interbrand’s 2025 Best Global Brands report, which this year values the world’s 100 most powerful brands at a combined AUD $5.5 trillion.
That total represents an increase of $150 billion from 2024, a 4.4 per cent rise, showing that despite ongoing disruption, strong brands continue to outperform the market.
Now in its 26th year, the Interbrand report remains one of the most influential studies of brand performance. The annual ranking is based on three key criteria: financial performance, the role of the brand in influencing customer choice, and brand strength, a measure of how well a brand secures loyalty and future demand.
The 2025 list saw major shifts across categories, with technology, finance and lifestyle brands continuing to dominate. NVIDIA recorded the biggest value increase in the ranking’s history, up 116 per cent to USD $43.2 billion, moving 21 places to #15. Instagram (+27 per cent), Nintendo (+35 per cent), YouTube (+61 per cent), Netflix (+42 per cent), and Uber (+38 per cent) were also among the top risers.
Twelve new brands entered the list this year, the most significant shake-up since the ranking began in 2000, including GE Aerospace, Booking.com, Uniqlo, Monster and Shopify.
Gonzalo Brujó, Global CEO of Interbrand, said 2025 marked the most extensive brand valuation study the company has ever conducted, powered by $300 million in AI-driven analytics and partnerships with Nasdaq and Paradigm Sample.
“Through our utilisation of Omnicom’s proprietary Omni system, we’ve achieved unparalleled access to real-time consumer data, complementing Interbrand’s existing valuation modelling. We have also forged and formalised exciting new partnerships with Nasdaq, through which we can now conduct the most extensive financial analysis in the history of Best Global Brands. And our new quantitative research partnership with Paradigm Sample gets us closer to customer sentiment than ever before.
“Through these partnerships and investments, along with continued investment in our analytics teams and capabilities, our 2025 report and ranking becomes the most extensive deep dive on brand valuation we have ever conducted – comprising more than 150,000 brand profiles and more than 200,000 hours of expert analysis worldwide”.
Among the standout performers was Allianz, which rose 20 per cent in brand value to USD $28.2 billion, maintaining its title as the world’s top insurance brand.
Shez Ford, chief general manager, consumer at Allianz Australia, said the result reflected a year of strong performance and brand consistency.
“In addition to maintaining our position as the World’s #1 Insurance Brand, Allianz has also recorded the strongest value increase in our 135-year global history – reflecting a year of strong financial performance, and a consistently executed global brand strategy.
“I’m incredibly proud of the contributions of the Australian team, with the launch of our new brand promise ‘Care you can count on’ earlier this year, and our ongoing commitment to delivering exceptional experiences and value for our partners, and over 4 million local customers.”
See the full list below.
