Business branding is measurable at a global scale. In Interbrand Best Global Brands 2024, Apple held the top position with a brand value of $488.9 billion, while the 50 listed brands ranged from $488.9 billion to $15.8 billion. The figures below show how leading brands were valued and how their values changed year over year.
Contents
- The leading global brands
- Technology and digital brand strength
- Consumer, luxury, and mobility brands
- Financial, professional, and infrastructure brands
- Fastest-growing and declining brands
- What the ranking shows about brand value
The leading global brands
The top of the ranking is dominated by brands with enormous reach, recognizable identities, and long-standing customer relationships. Apple ranked #1 at $488.9 billion, although its brand value declined 2.7% year over year. Microsoft ranked #2 at $352.5 billion and grew 11.3%. Amazon ranked #3 at $298.1 billion, up 7.6%, while Google ranked #4 at $291.3 billion, up 11.9%.
| Rank | Brand | Brand value | Year-over-year change |
|---|---|---|---|
| 1 | Apple | $488.9B | -2.7% |
| 2 | Microsoft | $352.5B | +11.3% |
| 3 | Amazon | $298.1B | +7.6% |
| 4 | $291.3B | +11.9% | |
| 5 | Samsung | $100.6B | +10.1% |
| 6 | Toyota | $72.8B | +12.9% |
| 7 | Coca-Cola | $61.2B | +5.4% |
| 8 | Mercedes-Benz | $58.9B | -4.1% |
| 9 | McDonald’s | $53.0B | +3.9% |
| 10 | BMW | $52.0B | +1.6% |
Source for all figures in this article: Interbrand Best Global Brands 2024. The measurement is the 2024 ranking and the change figures are year-over-year comparisons reported by Interbrand.
Samsung ranked #5 with a $100.6 billion brand value and 10.1% growth. Toyota was #6 at $72.8 billion and had the fastest growth among the first six brands, at 12.9%. Coca-Cola ranked #7 at $61.2 billion, with 5.4% growth. Mercedes-Benz was #8 at $58.9 billion and declined 4.1%.
The final two brands in the first ten were McDonald’s at $53.0 billion, up 3.9%, and BMW at $52.0 billion, up 1.6%. This opening group illustrates that a very high brand value does not guarantee positive annual movement: Apple and Mercedes-Benz both recorded declines despite their positions near the top.
Technology and digital brand strength
Technology brands occupy much of the upper half of the ranking. Their figures include both established enterprise companies and digital platforms whose identities are closely tied to everyday work, communication, media, and commerce.
Instagram ranked #15 with a brand value of $45.1 billion and the strongest growth in this group at 14.6%. Adobe ranked #17 at $39.4 billion, up 12.6%. Oracle was #18 at $37.7 billion, with 8.9% growth. IBM ranked #19 at $37.3 billion and grew 6.8%, while SAP ranked #20 at $36.8 billion and grew 11.3%.
Facebook ranked #21 with a $34.9 billion brand value and 10.4% growth. YouTube ranked #24 at $30.1 billion and grew 15.6%, the highest positive growth rate among the 50 brands listed here. Cisco ranked #13 at $45.5 billion and grew 5.0%. The same $45.5 billion value placed Cisco just ahead of Instagram and level with Tesla’s reported value, although their growth patterns differed sharply.
| Brand | Rank | Brand value | Year-over-year change |
|---|---|---|---|
| Cisco | 13 | $45.5B | +5.0% |
| 15 | $45.1B | +14.6% | |
| Adobe | 17 | $39.4B | +12.6% |
| Oracle | 18 | $37.7B | +8.9% |
| IBM | 19 | $37.3B | +6.8% |
| SAP | 20 | $36.8B | +11.3% |
| 21 | $34.9B | +10.4% | |
| YouTube | 24 | $30.1B | +15.6% |
NVIDIA ranked #36 at $20.0 billion and was new to the 2024 ranking. Intel ranked #37 at $19.7 billion, with a 30.4% decline, the largest negative percentage change in the supplied ranking. Netflix ranked #38 at $19.7 billion and grew 10.0%. MasterCard ranked #39 at $18.5 billion and was also new to the ranking. PayPal ranked #40 at $18.3 billion and grew 2.8%.
These figures show different forms of brand momentum. YouTube, Instagram, Adobe, and SAP all combined substantial brand values with double-digit growth. Intel’s result shows the reverse pattern: a brand can remain among the 50 largest while recording a steep year-over-year decline.
Consumer, luxury, and mobility brands
Consumer brands make up a visible part of the ranking, spanning beverages, restaurants, apparel, luxury, automobiles, and travel. Coca-Cola’s $61.2 billion value made it the highest-ranked traditional consumer brand in the first ten. McDonald’s followed at $53.0 billion, while Nike ranked #14 at $45.4 billion and declined 15.6%.
Disney ranked #16 at $42.8 billion and declined 11.3%. Louis Vuitton ranked #11 at $50.9 billion and grew 9.4%. Hermès ranked #22 at $34.7 billion and grew 14.9%, while Chanel ranked #23 at $33.2 billion and grew 7.1%. Gucci ranked #41 at $17.9 billion and declined 10.4%.
The luxury results were not uniform. Hermès had one of the strongest positive changes in the full ranking, while Gucci moved in the opposite direction. Louis Vuitton and Chanel both remained valuable global brands with positive growth, demonstrating that even within one broad market, brand performance can vary materially.
Mobility brands also showed a wide spread. Toyota ranked #6 at $72.8 billion and grew 12.9%. Mercedes-Benz ranked #8 at $58.9 billion and declined 4.1%, while BMW ranked #10 at $52.0 billion and grew 1.6%. Tesla ranked #12 at $45.5 billion and declined 8.9%.
Honda ranked #26 at $26.7 billion and grew 9.4%. Hyundai ranked #30 at $23.0 billion and grew 12.7%. Porsche ranked #43 at $17.4 billion and grew 7.3%. Audi ranked #45 at $17.3 billion and grew 5.8%, while Volkswagen ranked #49 at $16.5 billion and grew 9.0%.
Financial, professional, and infrastructure brands
Financial and business-service brands appear across the middle and lower portions of the ranking. J.P. Morgan ranked #25 with a brand value of $27.1 billion and 4.7% growth. American Express ranked #27 at $26.7 billion and grew 10.8%. Allianz ranked #29 at $23.5 billion and grew 12.7%, while Visa ranked #32 at $21.1 billion and grew 13.4%.
MasterCard’s $18.5 billion value placed it at #39, and the brand was new to the 2024 ranking. PayPal ranked #40 at $18.3 billion and grew 2.8%. AXA ranked #48 at $16.8 billion and grew 2.4%. These brands cover banking, payments, insurance, and financial technology, but their reported growth rates ranged from low single digits to double digits.
Professional and infrastructure brands also produced varied results. Accenture ranked #31 at $21.9 billion and grew 2.7%. Salesforce ranked #46 at $17.1 billion and declined 6.6%. GE ranked #47 at $17.1 billion and grew 11.7%. Siemens ranked #50 at $15.8 billion and grew 8.3%.
UPS ranked #35 at $20.0 billion and declined 1.8%. The ranking therefore includes business brands whose customer relationships are often less visible to the general public, alongside household names. Their presence reinforces that business branding is not limited to consumer advertising: corporate, enterprise, logistics, and industrial identities can also carry substantial reported value.
Fastest-growing and declining brands
The largest positive change in the ranking was YouTube’s 15.6% growth. Hermès followed at 14.9%, Instagram at 14.6%, Visa at 13.4%, Toyota at 12.9%, and Allianz and Hyundai at 12.7% each. Adobe grew 12.6%, while Google grew 11.9% and GE grew 11.7%.
| Brand | Rank | Brand value | Year-over-year change |
|---|---|---|---|
| YouTube | 24 | $30.1B | +15.6% |
| Hermès | 22 | $34.7B | +14.9% |
| 15 | $45.1B | +14.6% | |
| Visa | 32 | $21.1B | +13.4% |
| Toyota | 6 | $72.8B | +12.9% |
| Allianz | 29 | $23.5B | +12.7% |
| Hyundai | 30 | $23.0B | +12.7% |
| Adobe | 17 | $39.4B | +12.6% |
The sharpest declines were Intel at -30.4%, Nike at -15.6%, Disney at -11.3%, Gucci at -10.4%, Tesla at -8.9%, and Salesforce at -6.6%. Mercedes-Benz declined 4.1%, Apple declined 2.7%, UPS declined 1.8%, and Coca-Cola’s 5.4% growth contrasts with those negative results.
Several established brands grew at moderate rates: McDonald’s at 3.9%, BMW at 1.6%, Cisco at 5.0%, IBM at 6.8%, and Oracle at 8.9%. The ranking also includes new entrants NVIDIA and MasterCard, both identified as new to the 2024 ranking rather than assigned a year-over-year growth percentage in the supplied figures.
What the ranking shows about brand value
The 2024 figures connect brand scale with different kinds of movement. Apple had the highest reported value at $488.9 billion, but Microsoft, Google, and Samsung all posted positive double-digit growth rates. A high position and a high growth rate are related measures, not interchangeable ones.
The ranking also spans a broad value range. The top brand, Apple, was reported at $488.9 billion, while Siemens at #50 was reported at $15.8 billion. Brands immediately around the lower end included AXA at $16.8 billion, Volkswagen at $16.5 billion, and GE and Salesforce at $17.1 billion each. At the upper end, Microsoft reached $352.5 billion, Amazon $298.1 billion, and Google $291.3 billion.
For personal brand and career readers, the practical lesson is measurement discipline. Brand value, rank, and year-over-year change describe different dimensions of performance. The Interbrand Best Global Brands 2024 figures do not turn a logo or reputation into a single universal score; they provide a consistent snapshot of how leading global brands were valued in that ranking and period.