Global brand valuations are being upended by artificial intelligence and shifting market forces, according to Interbrand’s 2025 global rankings. For the first time in over two decades, the list saw record churn, with more brands entering and exiting than ever before. Nvidia emerged as the biggest winner, its brand value skyrocketing 116% year over year to $43.2 billion, the fastest rise ever recorded by the consultancy.

The overall value of global brands climbed a modest 4.4%, reaching $3.6 trillion, but beneath that calm surface lies major upheaval. Interbrand credits AI-fueled innovation and the agility of digital-first services — like Netflix, YouTube, Uber, and Instagram — for driving most of the year’s growth. “Disruption is the defining force shaping global brands,” said Gonzalo Brujó, Interbrand’s CEO, noting that companies leaning on legacy strength alone are losing momentum.

Nvidia’s leap from 36th to 15th place is unmatched, fueled by what Interbrand calls “stellar product marketing and complete dominance” in the AI chip market. But experts warn that without sustained brand investment, even a market leader could face new challengers. Netflix also gained 42% thanks to its move into live entertainment and gaming, while Instagram jumped 27% to crack the top 10 for the first time.

Luxury and automotive brands, however, are feeling the chill. Economic slowdown and post-pandemic pricing fatigue hit hard — Gucci dropped 35% and slid out of the top 50, while Louis Vuitton and Chanel both lost value. Tesla, once a brand darling, fell 35% amid public scrutiny and competition, while Chinese automaker BYD debuted at No. 90 — a sign of the sector’s shifting center of gravity.

Apple, Microsoft, and Amazon remain the world’s top three brands, yet even Apple’s long-standing dominance appears shaky as its brand value slipped 4% to $470.9 billion.

AI may be creating new champions, but it’s also rewriting the rules of brand resilience — rewarding speed, innovation, and emotional relevance over old prestige.
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