Interbrand and Kantar report shifts in global and Brazilian brand values

New reports from Interbrand and Kantar BrandZ highlight significant shifts in brand valuation, driven largely by the technology sector and digital transformation.

According to Interbrand’s 2026 Best Global Brands report, the total value of the world’s 100 most powerful brands has reached $3.866 trillion, an 8% increase from the previous year. Apple maintains its top position, while Google has overtaken Amazon to claim third place. The technology sector now accounts for half of the top 10 brands, with NVIDIA recording the highest growth at 71%. Other notable entries into the top 10 include NVIDIA and YouTube, while McDonald’s and Mercedes-Benz have fallen out of the top rankings.

In Brazil, the Kantar BrandZ ranking saw six new companies enter the top 50 most valuable Brazilian brands. Leading this group is iFood, valued at $2.245 billion, which holds the 11th position. Other debutants include Smart Fit, Inter, Stone, Mateus, and Vivara. The inclusion of these brands reflects a growing emphasis on digitalized sectors such as food delivery, fitness, and financial services.