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- Interbrand's Best Global Brands list has a combined value of $3.6 trillion.
- Nvidia and Instagram grew quickly, demonstrating the power of high-quality brand experiences.
- Luxury brands face challenges as Hermès grows and others struggle to keep up.
The best brands in the world include some dominant names and some surprising newcomers.
The brand consultancy firm Interbrand ranks the world's most valuable brands annually. The list is based on the company's research on financial performance, the role the brand plays in purchase decisions, and its competitive strength.
The total value of this year's Best Global Brands is $3.6 trillion, up 4.4% from $3.4 trillion in 2024. The list is led by five tech companies, with the top three from the year prior continuing to dominate.
Although the top three companies have their positions on lock, Interbrand reported its highest number of new entrants ever. Chip maker Nvidia (number 15 on the list) recorded the largest-ever brand value increase in the list's 26-year history, and Instagram broke into the top 10 for the first time.
It's a sign of the quickly evolving times.
"Digitally enabled services and the rise of AI are creating winners faster than ever," Gonzalo Brujó, global CEO of Interbrand, said. "Those relying on legacy strength alone are seeing challenges to their growth."
Greg Silverman, global director of brand economics at Interbrand, said he predicts that YouTube (number 13 on the list) and Nvidia are challengers for next year's top 10 list.
On the luxury front, Hermès pulled ahead of other brands when it comes to growth, with 18%. Louis Vuitton, Gucci, and Chanel fell down the list. Interbrand cited post-COVID price hikes as a headwind for would-be middle-class shoppers.
Here are the brands that landed in the top 10 of Interbrand's Best Global Brands list.
1. Apple
Apple broke into Interbrand's top 25 in 2008, and it was ranked No. 1 within five years. Since making it to the top of the list, the iPhone maker has maintained its position.
Despite its top spot, Apple's brand value decreased by 4% to $470.5 billion.
2. Microsoft
Microsoft grew 10% with a brand value of $388.5 billion.
3. Amazon
Although Amazon is known as an e-commerce site, its placement on the list reflects the strength of the entertainment sector thanks to Prime Video, Interbrand said. Amazon grew 7% with a brand value of $319.9 billion.
4. Google
Google grew 9% with a brand value of $317.1 billion.
5. Samsung
Samsung's brand value fell 10% to $90.5 billion.
6. Toyota
Toyota, the highest-ranked automotive brand, grew 2% to $74.2 billion in 2025.
7. Coca-Cola
Coca-Cola is the highest-ranked food or beverage brand on the list. Its brand value fell 2% to $60.1 billion.
8. Instagram
Instagram reached the top 10 for the first time in 2025, with a growth of 27% to a brand value of $57.3 billion. Its ranking is surprising because the top 10 brands are usually stable in their rankings, Interbrand said.
9. McDonald's
McDonald's brand value came in at $53 billion.
10. Mercedes-Benz
Mercedes-Benz is the second automotive company to secure a place in the top 10, continuing its streak of making the top 20. Yet its brand value fell 15% to $50.1 billion.
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