Disruptive brands  today, are building  lasting brand value by going beyond meeting consumer needs. They forge emotional connections and deliver distinctive brand experiences that resonate.

To stand out, a brand must not just be different, it must be meaningfully different. The consistent, relatable brand experiences delivered by Apple, Instagram, and Amazon illustrate how disruptive brands lead with purpose and achieve lasting brand value.

Disruptive brands understand that effective brand building goes beyond visibility. They deliver meaningful brand experiences that position them as premium choices in consumers’ minds.

By maintaining consistent messaging and leveraging emotional connection, these brands drive loyalty and pricing power. This brand equity allows them to raise prices while preserving demand, an essential strategy for protecting profit margins under economic pressure.

The 2025 Kantar BrandZ report reveals that the Global Top 100 brands have reached a record-high total brand value of $10.7 trillion, marking a 29% year-on-year increase.

Disruptive brands, particularly those driven by technology, have powered this growth across all industries. Since 2006, these tech-enabling disruptors have consistently contributed the largest share of brand value growth across every sector in the Global Top 100 brands.

Kantar BrandZ ranks the world’s most valuable brands based on consumer perception and financial performance. Apple leads the Global Top 100 brands for the fourth consecutive year with a brand value of $1.3 trillion, representing over 12% of the total list. Amazon, another disruptive brand, has seen its brand value soar by 50% to $866 billion, thanks to its relentless focus on convenience and affordability.

Social media platforms continue to shape brand perception and consumer behavior. Instagram and TikTok have demonstrated explosive growth, underlining how disruptive brands can reshape engagement and fuel global direct-to-consumer e-commerce. These platforms deliver highly personalized brand experiences that deepen emotional connections.

Kantar BrandZ highlights that nearly 71% of the $9.3 trillion in value added to the Global Top 100 brands since 2006 has come from brands that disrupted their categories or reinvented themselves.

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In 2025, Stripe and Chipotle entered the Global Top 100 at 85th and 86th, respectively. Aldi, ranked 94th, has remained in the top rankings for 15 of the last 20 years, demonstrating how even value-focused retailers can evolve into disruptive brands.

The report shows a geographic shift in brand value concentration. U.S. brands now represent 82% of the total brand value in the Global Top 100 brands, rising from 63% in 2006. Chinese brands have doubled their share to 6%, while European brands have seen their share shrink to just 7%, down from 26%.

Martin Guerrieria, Head of Kantar BrandZ, emphasized marketing’s financial power: “Even through economic crises, the world’s most valuable brands have consistently outperformed the S&P 500 and MSCI World Index over 20 years. This is irrefutable proof of marketing’s value.”

Beyond the U.S., disruptive brands continue to make headway. Spotify rejoined the Global Top 100 at position 76. Airtel emerged as the world’s fastest-growing telecom brand.

Mercado Libre became the only Latin American brand in the Top 100. Zara from Spain climbed to 65th, while Canada’s RBC posted a 43% year-on-year increase—the highest brand value growth among non-U.S. financial brands.

Kantar BrandZ Top 10 Most Valuable Global Brands 2025

Total brand value of Global Top 100 = $10.7 trillion (+29% YoY)

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By Khairat Asokomhe