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Apple becomes World’s first Trillion-Dollar brand, topping Kantar BrandZ report


Tech giant Apple has emerged as the world’s first trillion-dollar brand, according to the recently released Kantar BrandZ report on the most valuable global brands.

This marks the third consecutive year Apple has held the number one position, underscoring its dominance in the tech industry. Joining Apple at the top are other tech behemoths: Google, Microsoft, and Amazon, highlighting the pivotal role of technology in daily life.

The report also indicates that McDonald’s retained its spot in the top five, thanks to its continuous innovation, including the integration of artificial intelligence (AI) for dynamic menu boards and order prediction. This demonstrates that non-tech brands are also leveraging AI to drive growth.

NVIDIA made a significant leap, moving up 18 places to secure the No. 6 position in the 2024 ranking, with a brand value increase of 178%. Facebook re-entered the Top 10 after a year’s absence, while Oracle joined the Top 10 for the first time.

This year’s BrandZ ranking highlights the resilience of top brands, with the total brand value of the Global Top 100 rebounding by 20%, reaching $8.3 trillion, nearing the 2022 peak of $8.7 trillion. Since its inception in 2006, the brand value of the Global Top 100 has surged by 474%, with the entry threshold rising 354% from $4 billion to $19 billion.

Martin Guerrieria, Head of Kantar BrandZ, commented on the report, stating, “With its $1 trillion brand valuation, Apple has proven resilient in the face of challenging market conditions, justifying premium prices and demonstrating that meaningful, distinctive, and salient brands are best positioned to withstand global economic disruptions. Our 2024 global report reveals that strong brands thrive despite economic uncertainty.”

He added, “Brands investing in AI are seeing remarkable gains by enhancing customer experiences. However, effective marketing encompasses various strategies, including compelling content, innovation, media strategy, and savvy pricing. Investment in effective marketing improves consumer predisposition and drives brand value growth, significantly contributing to sustained business success.”

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