These Are The World’s Most Valuable Brands In 2023

Brand value can be a critical part of any company’s intangible assets.

These kind of non-physical assets, such as patents and brand names, are having an increasing influence on a company’s overall value. A 2020 analysis found that intangibles made up 90% of the S&P 500’s market value, an increase of 22 percentage points since 1995.

In the infographic below, Visual Capitalist’s Dorothy Neufeld shows the world’s 100 most valuable brands in 2023 based on an annual ranking from Brand Finance, illustrating the role brand equity plays in a company’s market position.

The Top 100 Companies, by Brand Value

Brand Finance examined over 5,000 companies (and in cases of groups like Alphabet and Meta, their subsidiary brands) across 38 countries.

Broadly speaking, a brand’s value represents the allocation of company earnings that are linked to the brand. More details on the methodology are found at the end of this article.

Here are the most valuable brands in 2023:

Rank
Brand
Brand Value (B)
Country
Sector
1
Amazon
$299.3
U.S.
Retail
2
Apple
$297.5
U.S.
Tech
3
Google
$281.4
U.S.
Media
4
Microsoft
$191.6
U.S.
Tech
5
Walmart
$113.8
U.S.
Retail
6
Samsung Group
$99.7
South Korea
Tech
7
ICBC
$69.5
China
Banking
8
Verizon
$67.4
U.S.
Telecoms
9
Tesla
$66.2
U.S.
Automobiles
10
TikTok/Douyin
$65.7
China
Media
11
Deutsche Telekom
$62.9
Germany
Telecoms
12
China Construction
Bank
$62.7
China
Banking
13
Home Depot
$61.1
U.S.
Retail
14
Facebook
$59.0
U.S.
Media
15
State Grid
$58.8
China
Utilities
16
Mercedes-Benz
$58.8
Germany
Automobiles
17
Agricultural Bank
Of China
$57.7
China
Banking
18
Starbucks
$53.4
U.S.
Restaurants
19
Toyota
$52.5
Japan
Automobiles
20
WeChat
$50.2
China
Media
21
Moutai
$49.7
China
Spirits
22
AT&T
$49.6
U.S.
Telecoms
23
Disney
$49.5
U.S.
Media
24
Allianz Group
$48.4
Germany
Insurance
25
Shell
$48.2
UK
Oil & Gas
26
Instagram
$47.4
U.S.
Media
27
Bank of China
$47.3
China
Banking
28
Costco
$46.6
U.S.
Retail
29
Aramco
$45.2
Saudi Arabia
Oil & Gas
30
Ping An
$44.7
China
Insurance
31
Huawei
$44.3
China
Tech
32
China Mobile
$43.4
China
Telecoms
33
BMW
$40.4
Germany
Automobiles
34
accenture
$39.9
U.S.
Tech
35
Oracle
$39.6
U.S.
Tech
36
Bank of America
$38.6
U.S.
Banking
37
Tencent
$38.1
China
Media
38
UnitedHealthcare
$37.1
U.S.
Healthcare
Services
39
McDonald’s
$36.9
U.S.
Restaurants
40
Porsche
$36.8
Germany
Automobiles
41
NTT Group
$36.6
Japan
Telecoms
42
UPS
$35.4
U.S.
Logistics
43
Mitsubishi Group
$35.0
Japan
Automobiles
44
Marlboro
$34.7
U.S.
Tobacco
45
Deloitte
$34.5
U.S.
Commercial
Services
46
American Express
$34.1
U.S.
Commercial
Services
47
Volkswagen
$34.0
Germany
Automobiles
48
Coca-Cola
$33.5
U.S.
Soft Drinks
49
Wells Fargo
$33.0
U.S.
Banking
50
CSCEC
$31.9
China
Engineering
& Construction
51
J.P. Morgan
$31.8
U.S.
Banking
52
Lowe’s
$31.6
U.S.
Retail
53
Chase
$31.3
U.S.
Banking
54
Nike
$31.3
U.S.
Apparel
55
Mitsui
$30.7
Japan
Engineering
& Construction
56
CVS
$30.6
U.S.
Retail
57
Citi
$30.6
U.S.
Banking
58
Taobao
$30.5
China
Retail
59
Wuliangye
$30.3
China
Spirits
60
YouTube
$29.7
U.S.
Media
61
PetroChina
$29.6
China
Oil & Gas
62
VISA
$29.6
U.S.
Commercial
Services
63
FedEx
$28.9
U.S.
Logistics
64
Xfinity
$28.8
U.S.
Telecoms
65
Target
$27.6
U.S.
Retail
66
Tmall
$27.4
China
Retail
67
Hyundai Group
$27.3
South Korea
Automobiles
68
Sinopec
$27.1
China
Oil & Gas
69
Tata Group
$26.4
India
Engineering
& Construction
70
Louis Vuitton
$26.3
France
Apparel
71
IBM
$26.2
U.S.
Tech
72
EY
$25.7
UK
Commercial
Services
73
PWC
$25.3
U.S.
Commercial
Services
74
Mastercard
$24.8
U.S.
Commercial
Services
75
China Merchants
Bank
$24.5
China
Banking
76
Honda
$24.2
Japan
Automobiles
77
Netflix
$24.2
U.S.
Media
78
Cisco
$23.9
U.S.
Tech
79
Sumitomo Group
$23.9
Japan
Trading Houses
80
Spectrum
$23.3
U.S.
Telecoms
81
Uber
$23.3
U.S.
Mobility
82
Intel
$22.9
U.S.
Tech
83
Dell Technologies
$22.6
U.S.
Tech
84
SK Group
$22.5
South Korea
Telecoms
85
Nestlé
$22.4
Switzerland
Food
86
Ford
$22.3
U.S.
Automobiles
87
TSMC
$21.6
Taiwan
Tech
88
Walgreens
$21.6
U.S.
Retail
89
Siemens Group
$ 21.4
Germany
Engineering
& Construction
90
LG Group
$21.3
South Korea
Tech
91
SAP
$21.1
Germany
Tech
92
TotalEnergies
$20.7
France
Oil & Gas
93
TD
$20.4
Canada
Banking
94
Optum
$20.1
U.S.
Healthcare
Services
95
Elevance Health
(formerly Anthem)
$19.9
U.S.
Healthcare
Services
96
HSBC
$19.9
UK
Banking
97
CREC
$19.8
China
Engineering
& Construction
98
CHANEL
$19.4
France
Apparel
99
General Electric
$19.3
U.S.
Engineering
& Construction
100
Salesforce
$19.1
U.S.
Tech

Amazon ranks number one globally with its brand valued at $299 billion. As a market leader in online retail, it has strong brand loyalty in its B2C segment which generates its largest share of revenue, and is a key player in cloud services for its B2B platforms.

Apple is in close second with a $298 billion brand. It’s important to note that both tech giants brands fell in value from last year, as supply chain disruptions, labor market constraints, and slower forecasted revenue impacted their brands.

Other big tech brands Google (#3) and Microsoft (#4) were next in the ranking. Korean conglomerate Samsung (#6) was the highest-ranking firm based outside of America.

Brand Value: Leading Sectors in 2023

Looking at brand value based on sector, we can see that tech continues to dominate. The sector breakdown below uses data from the top 500 brands covered by Brand Finance.

Rank
Sector
% of Total
Total Brand Value (B)
1
Tech
19.4%
$891.2
2
Retail
15.0%
$690.0
3
Media
14.0%
$645.2
4
Banking
10.2%
$467.4
5
Automobiles
8.6%
$397.3
6
Telecoms
7.3%
$334.6
7
Commercial Services
3.8%
$174.0
8
Oil & Gas
3.7%
$171.0
9
Engineering & Construction
3.3%
$149.5
10
Insurance
2.0%
$93.0
11
Restaurants
2.0%
$90.3
12
Spirits
1.7%
$80.0
13
Healthcare Services
1.7%
$77.1
14
Apparel
1.7%
$77.0
15
Logistics
1.4%
$64.3
16
Utilities
1.3%
$58.8
17
Tobacco
0.8%
$34.7
18
Soft Drinks
0.7%
$33.5
19
Trading Houses
0.5%
$23.9
20
Mobility
0.5%
$23.3
21
Food
0.5%
$22.4

Overall, the top tech brands were worth a combined $891 billion largely thanks to the outsized influence of Apple, Microsoft, and Samsung.

After retail and media, the banking sector still held significant brand sway at $467 billion. Automobiles rounded out the top five sectors at $397 billion, led by companies like Tesla and Mercedes-Benz.

The Fastest Rising Brands in 2023

While some brands such as Apple and Amazon fell in value over the last year, others have increased their brand value.

Below, we show the fastest rising brands across the top 500 around the world:

Rank
Name
Brand Value % Change (2022-2023)
1
BYD
57%
2
ConocoPhillips
56%
3
Maersk
53%
4
LinkedIn
49%
5
Christian Dior
46%
6
Tesla
44%
7
ADP
44%
8
United Airlines
42%
9
Instagram
42%
10
Equinor
40%

BYD, a leading electric vehicle (EV) firm in China, jumped the sharpest. Focused on budget EVs and backed by Warren Buffett, it has become a growing competitor to Tesla, and is the second-largest producer of lithium-ion batteries globally.

Energy firm ConocoPhillips saw the second-largest gain in brand value, driven by its focus on energy transition fuels, cutting production emissions, and lowering supply costs.

Following a series of difficult years for the airline industry, United Airline’s brand value increased 42% as travel demand accelerated.

As the economic landscape continues to shift, the value of these brands will shift as well.