Apple, Google, Microsoft and Amazon top a new ranking of the world’s most valuable brands, according to the latest annual list published by Kantar. And the company rounding out the tech-leaning top five? McDonald’s.
The ascent of the Golden Arches, up from its sixth place ranking last year, shows how the fast food and beverage categories are resilient to market fluctuations, according to the 2023 Kantar BrandZ Most Valuable Global Brands report, which assesses brands’ value based on their financial performance and brand equity. Food and beverage brands declined in value by only 3% compared to last year, and fast food fell by just 4%. The business technology and services platforms category, by contrast, fell 24% year-over-year, and media and entertainment fell 32%.
Behind McDonald’s are Visa, Tencent (last year’s No. 5), Louis Vuitton and Mastercard.