CommBank is Australia’s most valuable, and only, brand ($US32.093 billion) to be included in the 2025 Kantar BrandZ Top 100 Most Valuable Global Brands ranking.
The 2025 ranking, topped by Apple, sees CommBank rise eight places to 74th overall, with a brand value increase of 39% in 2024.
It has also jumped up three places to 11th out of 20 in the financial services category.
Overall, the global top 100 has reached a record total brand value of $10.7 trillion, a year-on-year increase of 29% driven by tech-enabled disruptor brands.
“CommBank’s performance is notable because it is a legacy brand that continues to strengthen its Meaningful Difference in the minds of Australians,” said Kantar Australia head of qualitative Carolyn Reid.
“By being an innovation leader, and thinking beyond its category, CommBank is evolving its leadership role.
“It is a highly meaningfully different brand, well known for its deployment of technology, strong corporate purpose, and its partnerships, such as with the Matildas.”
Martin Guerrieria, global head of Kantar BrandZ, said 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,” Guerrieria said.
“A brand is a company’s most valuable asset, and the last thing businesses should be doing in response to market shocks is cutting marketing investment.
“Brands are built on ongoing exposure and experiences. The most successful are consistent in their messaging and recognise the intangible value of brands in the minds of consumers.
“The smartest businesses differentiate their brands to the extent that consumers are happy to pay a premium, because they can maintain or survive price rises without eroding demand. This is crucial for protecting margins when facing external pressures.”
Kantar BrandZ Top 10 Most Valuable Global Brands 2025 | Total value of Global Top 100 = $10.7TN; +29%
|
Rank 2025 |
Brand |
Brand Value 2025 (US$ M) |
YoY Change (%) |
|
1 |
Apple |
1,299,655 |
28% |
|
2 |
|
944,137 |
25% |
|
3 |
Microsoft |
884,816 |
24% |
|
4 |
Amazon |
866,118 |
50% |
|
5 |
NVIDIA |
509,442 |
152% |
|
6 |
|
300,662 |
80% |
|
7 |
|
228,947 |
101% |
|
8 |
McDonald’s |
221,079 |
0% |
|
9 |
Oracle |
215,354 |
48% |
|
10 |
Visa |
213,348 |
13% |
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