Global brand consultancy Interbrand today launched its annual Best Global Brands ranking, with this year’s report reflecting how brand leaders moved quickly to adapt to competitive challenges and shifting market dynamics to position their brands for growth.
The total value of this year’s Best Global Brands stands at $3.6 trillion, a 4.4% increase from $3.4 trillion in 2024. While there has been overall growth in this year’s ranking, there is also significant movement, with historic surges, 12 new entrants and some notable declines.
Gonzalo Brujó, global CEO of Interbrand, said: “Digitally enabled services and the rise of AI are creating winners faster than ever. Disruption is a defining force shaping global brands. Brands that are innovating across industries and entering new arenas, building cultural relevance, and investing in long-term brand strategy are winning. Those relying on legacy strength alone are seeing challenges to their growth.”
Luxury in flux
While luxury brands have enjoyed years of growth, 2025 shows divergence. Hermès (#21, +18%) and Louis Vuitton (#12, -5%) moved in opposite directions, while Gucci fell out of the top 50 altogether (#69, -35%). Chanel (#24, -8%) maintained a top 25 position. Price increases post-COVID have discouraged some aspiring middle-class consumers, creating a headwind for the sector.
The brands navigating disruption
Brands riding this wave include high risers Nvidia (#15, +116%), Netflix (#28, +42%), YouTube (#13, +61%), Uber (#64, +38%), Nintendo (#53, +35%) and Instagram (#8, +27%). Meanwhile newcomers Blackrock (#31), Booking.com (#32), Qualcomm (#39), GEAerospace (#44), Uniqlo (#47), Schneider Electric (#65), Monster (#70), Nasdaq (#85), BYD (#90) and Shopify (#99) have joined the rankings marking the highest number of new entrants for any BGB report.
Media businesses surge
Digital media and entertainment platforms saw some of the biggest increases in brand value from 2024 to 2025. Instagram grew 27% entering the Top 10 for the first time, YouTube grew +61%, rising to #13, while Netflix surged +42%, climbing 10 places to #28. Netflix’s expansion into gaming, sports, and live events underpins its momentum, while YouTube expanded the role that influencers play in creating demand for endorsed products and for creator revenue streams.
Entertainment strength was also reflected in Amazon, with its Prime Video product, in the #3 position and in Disney with its large entertainment portfolio, including platforms, in the top 20.
Uniqlo defies retail trends
Uniqlo defies retail trendsWhile most retailers struggled (IKEA -9%, H&M -13%), Uniqlo entered the table at #47 with a value of $17.7bn. Its international expansion and brand consistency have created a rare retail growth story.
Automotive industry is a story of continued strong brands in a dynamic environment
The automotive sector, navigating a challenging shift to EVs, demonstrated brand resilience in the face of difficult market dynamics. Among the highest value auto brands, Toyota grew 2% holding the #6 position, as Mercedes (#10) and BMW (#14) continued in the top 20, easing 10-15%.
Tesla declined 35% to #25 in the face of more EV competition, and BYD (#90) entered the table for the first time.
The legacy automotive brand achieving growth is Ferrari, which has seen a 17% growth, driving up the value of its luxury lifestyle positioning by expanding into fashion, accessories and licensing.
Manfredi Ricca, global chief strategy officer, Interbrand, said: “BYD is the biggest disruptor in the automotive market since Tesla came onto the scene. The product is world-class, and it has made huge strides in the European market as it looks to expand from its Asian base. However, BYD needs to be wary. This growth can’t be sustained without investment in building its brand narrative.”
Nvidia’s historic rise
Nvidia recorded the largest-ever brand value increase in Best Global Brands history, rising +116% to $43.2bn (#15).
Greg Silverman, Global Director of Brand Economics, said: “Nvidia’s stellar product marketing and complete dominance in its ecosystem have spurred its meteoric rise. However, the emergence of a disruptor could undo this brand if it does not invest in long-term brand storytelling. It has the scale, but that’s not a brand strategy. To maintain sustainable growth, this is imperative.”
What winners are getting right
The winners in this year’s rankings have seized the opportunities that radical realities have presented. New entrants, including Booking.com (#32), Uniqlo (#47), Monster (#70) and Shopify (#99), solve specific and singular problems for their customers. They do one thing, incredibly well. Continued investments in their brands will be important to continue their growth and protect them from competitive entrants.
Shopify’s (#99) entry into the table exemplifies the unstoppable rise of digital entrepreneurship and the democratisation of commerce for small businesses globally.
Greg Silverman, global director of brand economics, Interbrand, said: “The brands winning in 2025 are those that view disruption as an opportunity. Whether it’s Instagram scaling into ecommerce, Netflix expanding into live entertainment, or Ferrari entering fashion and hospitality – they’re using brand to unlock new revenue streams.”
