Apple is still top of the hill as the world’s most valuable global brand, with RBC first among Canadian companies.

That’s according to the annual Kantar BrandZ Top 100 Most Valuable Global Brands, in which the research firm arrives at its annual rankings with a methodology that involves looking at a company’s financial value that can be attributed specifically to its brand, with a focus on potential for future earnings. Its data is buttressed through in-market sales information and surveys with millions of global consumers on different brand equity factors.

With a 15% increase in brand value, Apple secured its third straight year as the world’s most valuable global brand. In doing so, Kantar notes that Apple also became the first brand in history to surpass $1 trillion in total brand valuation.

Apple, Google, Microsoft, Amazon and McDonald’s comprise the Top 5 again – there was no change in the rankings compared to 2023 – with brand values for all five companies moving higher, topped by Microsoft, which boosted its brand value 42% versus 2023 levels.

Nvidia jumped 18 spots to 6th place in the rankings, after seeing its brand value spike 178%. Visa, Facebook, Oracle and Tencent round out the Top 10.

The top Canadian performer, RBC (at #64), dropped 13 spots in the ranking, shedding 8% in brand value versus 2023, with a global brand value of USD $31 billion compared to USD $34.7 billion last year. TD Bank (#77), saw a similar trajectory, moving down 10 places in the ranking and shedding 9% of its brand value.

This year, RBC and TD were ranked 8th and 12th in financial services, a list that was topped by Visa with a brand value of $188 billion. The category saw 10% overall brand value growth compared to 2023.

Lululemon (#92) grew its brand value 24% since 2023, when it was ranked outside of the Top 100. As noted in the Kantar report, Lululemon’s entry into the Top 100 “cements the premium brand’s rise from niche Canadian yoga brand to global activewear titan.”

Kantar also revealed that value home furnishings retailer Homesense was the fastest growing brand in the latest Canada Top 40 numbers.