Submitted by jorn.vdm on
Charting 20 years of brand value
Kantar BrandZ 2025 ranking reveals the world’s most valuable brands
US brands now comprise 82% of the total value of the Global Top 100, up from 63% in 2006, but a rise among Chinese brands and volatility caused by escalating tariffs could threaten this order. Chinese brands have doubled their value over the past 20 years, now accounting for 6% of the overall value of the Global Top 100. These shifts have come at the expense of European brands, which for now account for only 7% of the Global Top 100 (down from 26% in 2006)
Some trends from Kantar BrandZ’s global report include:
- Retail continued its post-pandemic surge, with overall brand value growth up 48% as ecommerce and private label create value for consumers in inflationary times.
- In contrast, brand values in consumer categories like apparel (0%), food & beverages (-1%) and personal care (-5%) remained flat or declined.
- Alcohol (-11%) has been under pressure from reduced consumption, especially among younger generations who instead focused on health and wellness, including increased consumption of low/no alcohol beverages. The fragmentation in spirit flavours and craft beer is also diluting the market share of legacy brands.
- The luxury sector, one of the few sectors to grow through the pandemic years, has dropped 2% in 2025. This is in part because of softer demand in China, where scrutiny of displays of wealth and extravagance have shifted consumer preference towards lifestyle experiences instead of status symbols.
Download the full report to see the trends from 13 different category’s. The report also contains 10 implications for better marketing decisions. Discover the full potential now.
|
|
Explore the Global Top 100 list of the world’s most valuable brands. Seven newcomers enter for the first time. There are six re-entrants to the Global Top 100. |
|
|
Explore BrandZ data for free<br< Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ. |
KANTAR BRANDZ CONTACT DETAILS
The Brand Valuations in the Kantar BrandZ Most Valuable Global Brands 2025 report are produced using the latest market data from Kantar, along with S&P Capital IQ and Euromonitor.
The consumer viewpoint is derived from the Kantar BrandZ database. Established in 1998 and constantly updated, this database of brand analytics and equity is the world’s largest, containing over 4.5 million consumer interviews, and 22,000 brands in over 54 markets.
For further information on Kantar BrandZ products and services, please contact:
|
|
Sana Hussain |
|
|
Isabelle Mérillou |
