2026凯度BrandZ最具价值全球品牌100强榜单

1 E X P E RTI N S I G H T SM O ST VA LUA B L EGLOBAL BR ANDS W E LC O M E C AT EG O RYFO CU S P E R S P EC T I V E S B R A N DA N A LY S I S —ALCOHOL—APPAREL—AUTOMOTIVE—BUSINESS TECHNOLOGYAND SERVICES PLATFORMS—CONSUMER TECHNOLOGYAND SERVICES PLATFORMS—FAST FOOD—FINANCIAL SERVICES—FOOD AND BEVERAGE—HOME CARE—LUXURY—MEDIA ANDENTERTAINMENT—PERSONAL CARE—RETAIL—TELECOM PROVIDERS108110112114116118120122—INTEL—L’ORÉAL—HILTON—DR PEPPER—QUALCOMM—POLESTAR—HAIER—ESI EGGLESTON BRACEY BRAND BECOMES THEULTIMATE DRIVER OFCHOICE AND VALUE—MASTERING MOMENTUM –WHAT FUTURE POWERCAN DO FOR YOU—MORE THAN JUST AMOMENT – THE LONG GAMEOF CULTURAL CAPITAL—EXPERIENCE DISRUPTION –HOW OCTOPUS ACHIEVEDSTUNNING GROWTH FROMEXCEPTIONAL SERVICE—THE CREATOR GOLDRUSH – IS YOUR BRANDWINNING?—BREAKING DOWNBARRIERS – WHAT CAN THERIGHT CHIEF MARKETINGOBJECTIVE DO FOR YOU?51545762656871768184879297102 —TOP 10 BRANDS—NEWCOMERS ANDRE-ENTRANTS—TOP RISERS —DECISION INTELLIGENCE—STRATEGIC INTELLIGENCE—KEY RESULTS —WHAT IS KANTAR BRANDZ?—EXECUTIVE SUMMARY0609 INSIDE THE GLOBAL BRAND ECONOMYWHY INTELLI GEN CE IS N OW A GROW TH ADVANTAGE The total value of the world’s top brands hasWhy this matters nowa unique view of how brands are performing in theeconomy. The results tell a story of resilience, valuecreation, and growth, and it’s one we can all learnfrom. This year, the signal is unmistakable. $13 trillion. This feat – at a time of extremevolatility, disruption, and acceleratingchange, no less – demonstrates that whenbrands are built with discipline, clarity, andconfidence, they can outperform the marketin remarkable ways.At the very top of this year’s ranking sitsGoogle, now the world’s most valuableEconomic pressure, AI-driven disruption,fragmented attention, and rising expectationsmean leaders are making more decisionsmore often, with higher stakes attached.What clients tell us consistently is that theydo not need more data. They need betterintelligence: intelligence that cuts throughnoise, enables speed, and links decisions directly to growth outcomes.At Kantar, we describe this as Intelligence forBrand Growth: the ability to connect whatis happening in markets and culture to the scale and reach, but the ability to remainMeaningfully Different as technologyreshapes how people search, choose, andexperience brands. More broadly, Google’ssuccess illustrates a defining truth from thisyear’s analysis: the brands that grow fastestare those that turn intelligence into action. decisions leaders make every day, and to thestrategies that build long-term value. KantarBrandZ sits at the heart of that system. My hope is that this year’s Kantar BrandZ For more than two decades, BrandZ has Most Valuable Global Brands reportprovides practical evidence you can use: tostrengthen the case for investing in brand,to challenge assumptions, and to makemore confident decisions in an increasinglycomplex environment.The brands that win will not be those provided the world’s most robust evidencebase on how brands create value. Combiningdeep human understanding with longitudinaldata, BrandZ consistently shows that strongbrands grow faster, recover quicker, anddeliver more resilient returns over time.This year’s results reinforce that story atwith predictable ROI.Strategic intelligenceto connect thosechoices to long-term growth strategies thattie directly to enterprise value.Together, these capabilities are poweredby theKantar Intelligence Engine: a combination of human and AI data onreal people, predictive IP, global expertise,and AI-native platforms.This is why more and more brands are buildingKantar directly into their decision support intelligence into growth – consistently,with confidence, and at scale. The $13 trillion-plus in brand valuerepresented in the Global Top 100 is the cumulative outcome of sustained brand-building decisions made with confidence andconsistency. The 22% growth recorded thisyear underlines the commercial advantageof treating brand as an asset, not a cost.In an accelerating, volatile world, valueis created when brands quickly translate and performance management systems.What the strongest brands The brands leading this year’s GlobalTop 100 are not those chasing every new understanding into better decisions – andwhen leaders confidently balance short-termpressures against long-term brand building.At Kantar, we’re addressing this need byhelping brands get closer to the people theyserve across every moment that matters.signal. They’re the ones that read changeearly, focus on what truly matters, and actdecisively. They build Meaningful Difference:relevance people feel and difference theyrecognise, combined with easy recall and consistency over time.Google’s position at the top of the ranking,alongside growth across the Global Top 100,is a reminder that success in the AI era is In practice, that means aligning threeconnected forms of intelligence:Signal intelligenceto identify changingconsumer behaviour and market dynamic