…and Toohey is the fastest-growing Australian brand, tripling in value to $452 million.

Apple remains world’s most valuable brand according to a new report from Brand Finance. It holds the #1 position ahead of  Microsoft, Google and Amazon, while WeChat is world’s strongest brand.

Four out of the five most valuable brands in the world are primarily technology brands: 

• Apple: brand value of AUD835.9 billion, up 3% from 2024
• Microsoft: AUD670.9 billion, up 26%
• Google: AUD600.9 billion, up 15%
• Amazon: AUD518.5 billion, up 7%
• Walmart: AUD200.0 billion, up 32%

e& has the world’s fastest growing brand value, posting an eight-fold increase following consolidation of brand architecture.

WeChat is the world’s strongest brand, with a Brand Strength Index score of 95.2/100. 

Commonwealth Bank Commonwealth Bank has overtaken Woolworths as Australia’s most valuable brand, with a 48% increase in brand value to AUD15.7 billion. This exceptional growth reflects strong financial performance, digital innovation, and a bold commitment to sustainability, including a pledge to cease financing companies that fail to comply with the Paris climate agreement.

Woolworths (brand value down 17% to AUD12.7 billion) and Coles (brand value down 14% to AUD8.4 billion) suffered declines in brand value following reputational challenges, despite maintaining their market dominance.

Kmart’s private label, Anko, played a key role in Kmart achieving 66% growth in brand value to AUD3.2 billion, as the retailer expanded internationally.

Toohey is the fastest-growing Australian brand, doubling its brand value to AUD452 million. This success was driven by innovative low- and no-alcohol offerings and eco-friendly packaging initiatives, appealing to health-conscious and environmentally aware consumers.

There are mixed results for retail and airlines. Some are prospering through innovation, while other brands struggle with media criticism and negative consumer sentiment. Jetstar’s focus on budget-conscious travellers saw its brand value double to AUD1.1 billion, outperforming parent company Qantas.

Mark Crowe, Brand Finance Australia Managing Director, commented, “Successful brands exemplify resilience and innovation, while providing assurance for consumers, proving that adaptability is crucial for navigating today’s economy and securing sustainable future growth.”

Brand Finance puts 6,000 of the biggest brands to the test annually, and publishes over 100 reports, ranking brands across all sectors and countries.

View the Brand Finance global rankings.

View the Brand Finance Australia 100 2025 rankings.

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.