The 2023 Kantar BrandZ Report offers a fresh view of the business world, with Apple at the top, Amazon's dip, and new contenders emerging as the world's most valuable brands.

Article by Cihan Uzunoglu | November 28, 2023

Most Valuable Brands of the World 2023: Key Insights

• Brand Rankings and Value Changes: Apple is the world's most valuable brand in 2023 with a brand value of US$880.4 billion, holding its top position for the second year. While most companies in the Top 10 faced a decrease in value, Amazon's 33% dip was particularly significant. Luxury brand Louis Vuitton is the only one of its kind in the Top 10, and newcomer Shein entered the Top 100 for the first time.
• Sustainability and Growth: Only 2% of the world's most valuable brands are seen as sustainability leaders, representing a major opportunity for brands, especially in the realm of eCommerce. Additionally, even though there was a 20% decline in the overall brand value index from 2022, the collective value of the Top 100 brands in 2023 exhibited a notable 47% growth compared to 2019 levels.

Consumer Connections and Brand Resilience: Establishing and nurturing strong emotional connections with consumers is pivotal for brand resilience, especially in volatile market conditions. Brands that consistently invest in establishing strong emotional connections with consumers are now better equipped to navigate the current volatile conditions and provide greater resilience for their shareholders. Therefore, it is crucial for brands to continue investing in brand-building, product innovation, and market diversification in order to foster growth.

Kantar. "Leading brands worldwide in 2023, by brand value (in billion U.S. dollars) [Graph], Kantar, June 14, 2023. [Online]. Available: https://www.statista.com/statistics/269444/brand-value-of-the-most-valuable-companies-worldwide/

Another year at the top. For the 11th consecutive year, Apple reigns as the most valuable brand in the world with a value that now tops $500 billion, according to the latest annual rankings [download page] from Interbrand. Apple maintains a sizable lead over other top brands, despite others seeing faster growth in their brand values.

This year each of the top 10 brands experienced a year-over-year increase in their brand values, and in fact all but 2 of the top 25 enjoyed growth, with Disney (

12) and Intel (

24) the lone exceptions. Still, growth rates were generally down from last year, as only 2 of the top 10 enjoyed brand value increases in the double digits, compared to 9 last year.

Apple (also the top brand in BrandZ’s rankings) leads the way in brand value at almost $503 billion, up 4% from last year. Following it is Microsoft, which enjoyed the largest rise in brand value of the top 10 (and, along with Adobe, of the top 25), up 14% to almost $317 billion. Last year, Microsoft was also the fastest-rising brand in the top 10. Courtesy of its continued growth, Microsoft has extended its lead over Amazon, which experienced only a 1% increase in brand value, to roughly $277 billion. Next-placed Google continues to narrow its gap with Amazon, by virtue of a slightly larger 3% increase, to more than $260 billion. Back in 2020, Amazon’s brand value was more than $35 billion larger than Google’s; that difference has now been cut by more than half.

After Google, there’s a steep drop-off to the

5 spot, held again by Samsung (+4% to $91.4 billion). It’s worth noting that each of the top 5 brands is a Technology brand, while the others rounding out the top 10 hail from 3 different industries. The Automotive industry is the next-most well represented in the top 10, with Toyota again at

6 ($64.5 billion), Mercedes Benz up a spot to

7 ($61.4 billion), and BMW in at

10 ($51.2 billion), taking over from Disney, the lone member of last year’s top 10 to drop out this year.

Nike continues to make strides; after being new to the top 10 last year, it has climbed to the

9 spot this year (+7% to $53.8 billion), trailing Coca-Cola (down 1 spot to

8 after 1% growth to $58 billion).

Overall, the top 100 brands recorded brand value growth of 5.7% year-over-year, a slowdown after registering the fastest rate ever recorded by Interbrand last year (+16%). Earlier this year, BrandZ found that the world’s top brands posted a decline in collective brand value, so the trend appears to be somewhat similar.

Fastest-Growing Brands and New Entrants

As for the brands that saw the fastest growth in value over the past year,

46 Airbnb (which was a new entrant to the top 100 last year) takes the honors with a 22% rise to $16.3 billion, followed by

47 Porsche, with its 20% hike to $16.2 billion, and

32 Hyundai, with its 18% climb to $20.4 billion. After leading the list in 2021 and being the second-fastest growing last year, Tesla had more muted growth this year, up by 4% to $49.9 billion.

The brands with the biggest declines in brand value this year are

61 Budweiser (-16% to $13 billion),

24 Intel (-14% to $28.3 billion), and

68 Philips (-12% to $11.2 billion).

Facebook (

21) registered an 8% drop in brand value to $31.6 billion, and has shed about one-third of its brand value in the past 5 years, from $45.2 billion in 2018, when it was ranked 9th.

Finally, two brands are new to the top 100 this year. Oracle makes its appearance at the

19 position ($34.6 billion), while Nespresso sneaks in at

98 ($6.2 billion). The analysis suggests that among the brands on the cusp of entering the top 100 are PlayStation, Shopify, TikTok, Uber and Zoom.

What is the most valuable brand in 2023?

In 2023, Amazon overtook Apple's position as the most valuable brand in the world, according to the source's ranking. The e-commerce giant had an estimated brand value of about 299.3 billion U.S. dollars, while Apple was 297.5 billion dollars worth.

Which is the top 10 most valued brand?

Brand Finance list (2023).

What is the brand of the decade 2023?

The world's most valuable brand of the decade - Apple exemplifies this best: Ashish Mishra. Mumbai: As we reflect on the transformative year of 2023, marked by technological leaps, environmental endeavours, and global shifts, the stage is set for the unpredictable landscape of 2024.

What is the world's most expensive brand?

The United States has long been the largest regional market for luxury goods and it was estimated to continue to be the. LVMH (Louis Vuitton Moet Hennessy) was the most valuable luxury brand in the world, with a brand value of about 124.8 billion U.S. dollars in 2023.