Apple clinches top spot as world’s most valuable brand, outshining Amazon, Google, and Microsoft.

Apple has achieved truly exceptional brand value growth this year, with its brand value increasing by USD219 billion in a single year to USD516.6 billion. This year’s growth is approximately equal to the total value of Starbucks’s, Mercedes-Benz’s, Tesla’s, and Porsche’s brands combined, marking an unprecedented milestone in Brand Finance’s extensive history of valuing the world’s most valuable and strongest brands. Apple has achieved a remarkable brand value increase, even as iPhone volume share has largely plateaued, as its strategy of finding new markets, expanding its ecosystem, and encouraging upgrades to higher-value iPhones has been highly effective.

Apple has maintained its position as the dominant player in the premium smartphone market, with 71% value share.Brand Finance’s research finds that Apple’s brand remains strong, with a brand strength index score of 86.5 out of 100 and an associated brand strength rating of AAA, an improvement from last year’s AAA- rating.
A key highlight of this year’s report is the strong gains of businesses that have invested heavily in AI. Brand Finance research finds very large increases in brand value amongst sectoral leaders such as Microsoft and NVIDIA. Microsoft’s brand value rose by 78% to USD340.4 billion, jumping
two spots in the ranking to 2nd. NVIDIA, a key supplier of chips in the AI space, achieved a brand value rise of 163% to USD44.5 billion, making it the fastest growing brand this year. Microsoft’s investment in AI integration across platforms enhances market competitiveness, positioning it as a top technology innovator. Brand Finance’s original market research highlights Microsoft’s strong reputation for innovation, modernity, and trustworthiness. According to Brand Finance research, NVIDIA is perceived as highly innovative while familiarity, consideration and recommendation levels all increased year-on-year too. This overall performance firmly positions NVIDIA as a front runner in the AI chip market, demonstrating that their innovative products
are being adopted by the market.
Google has retained third position, recording a 19% increase in brand value to USD333.4 billion. The company has demonstrated good overall revenue growth, largely attributed to its narrative around AI, improved margins, and overall positive financial performance. That said, Google has navigated several shifts in its business landscape, marked by a 6% reduction in the workforce, indicative of the strategic cost-cutting measures amid a digital advertising slowdown. Google faces further challenges stemming from a lawsuit alleging unauthorised use of user data to train AI tools, potentially impacting its brand perception negatively.
As one of the four US tech brands in the top 10 most valuable brands this year, Google falls behind Silicon Valley peers Apple and Microsoft in value but secures the 3rd position globally in brand strength, trailing only China’s messaging giant, WeChat, and fellow Alphabet brand YouTube. Google’s brand demonstrates exceptionally high levels of familiarity, usage, and customer satisfaction, positioning itself in the top 10th percentile for overall reputation.
Amazon, the world’s most valuable brand in 2023, has dropped to 4th position, with its brand value growing by 3% to USD308.9 billion. A challenging consumer market over the past 12 months, influenced by high-interest rates, inflation, and a cost-of-living crisis have hurt Amazon’s prospects.

While other online retailers grapple with impending changes to online advertising, Amazon is capitalising on the shift to streaming TV by offering interactive advertising opportunities. Additionally, the company invests in retail media networks to expand its digital marketing footprint. In response to traditional tracking methods like cookies losing efficacy, Amazon aims to enhance ad relevance and authenticity using a combination of first-party brand and retailer insights. Despite little movement in brand value, Amazon has retained its AAA brand strength rating. Some of the key ingredients driving Amazon’s brand strength are high levels of brand consideration coupled with strong loyalty among existing customers.
TikTok/Douyin continues its fast rise in brand value, with an increase of 28% to USD84.2 billion. In the West, TikTok has built an outstanding peer-to-peer marketing engine which allows consumers to easily share content to people who do not have TikTok accounts, serving as an effective form of user acquisition. Douyin (the Chinese-facing brand name known as TikTok to Western audiences) has transformed beyond a media channel to establish a robust ecommerce platform, akin to Amazon’s in the west. According to Brand Finance’s research, TikTok also boasts very high levels of awareness, averaging 91% awareness levels globally in market research.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over150,000 respondents in 38 countries and across 41 sectors.

According to this analysis, WeChat is the strongest brand in the world, earning a brand strength index score of 94.3 out of 100, and the associated brand strength rating of AAA+. Just eleven other brands in the Global 500 ranking earn the coveted AAA+ brand strength rating: YouTube, Google, Marina Bay Sands, Wuliangye, Deloitte, Coca-Cola, Netflix, Rolex, Ferrari, Moutai, and ICBC.
WeChat’s exceptional brand strength is underpinned by its essential, familiar, and trusted status in China, its dominant market. This unparalleled connection has solidified WeChat’s position as an integral part of daily life for millions of users. According to our latest brand tracking data, 81% of respondents surveyed in China are current users of the brand. The brand also secured the top spot in China for perceptions of ‘meeting customer needs’, contributing to the brand attaining the highest Net Promoter Score across the entire Brand Finance Global 500 study.

Like other Chinese brands, however, WeChat must contend with China’s continued economic slowdown predicted this year and beyond, ultimately limiting its financial potential and, consequently, its overall brand value. This year, WeChat’s brand value decreased by 17% to USD41.8 billion.