Oct 15, 2025
3 min read
Toyota is holding on and Ferrari is growing.While outside the automotive industry...
What are the 100 best brands in the world in 2025, at least according to the ranking drawn up by the consulting firm Interbrand?You can probably collect the top of the hit parade with your eyes closed, they are so popular and in the mind of all the names that share it are: in order, Apple, Microsoft, Amazon, Google, Samsung.But how... and didn't Coca Cola change the world much, Ferrari, the world?the most transversal drink in the world ranks seventh in the top ten, along with McDonald's, another symbol of the globalization of taste, in ninth place.While Ferrari remains an icon of stainless, indeed on the rise, it is much lower in the ranking, at 54th.
The car?He is alive.And fight...
In short, has the automotive sector lost its luster?Enough to leave the Empyrean?This is not true at all: last year Ferrari occupied the 62nd place.Therefore, 8 of them increased, 17%.Mercedes continues to illuminate the top ten, although it left its eighth place (in 2024), slipping to tenth.But in sixth place we still find a car manufacturer, and it is also quite traditional: Toyota.Which was also in the hit parade 2024. This year, although it did not move in the ranking, it also gained 2% of its "value", which is not equal to the capitalization of its stock market.By the way, it is time for a little methodological parentheses.At least for those who legitimately asked from the beginning of the article: "best" brand in what sense?We will explain it to you right away.
The research method
Interbrand developed its top 100 by combining three criteria: the financial performance of the product or service offered;The role of the brand in the purchase decision (hence the perception in the consumer) and finally the competitive strength of the brand, i.e. its ability to generate loyalty and maintain demand and high margins in the long term.Recently, the impact of environmental, social and governance activities has also been integrated into the assessment, because, according to the consultancy, "brands that aspire to leadership are increasingly called upon to act with integrity, doing what is right for people and the planet".surprises, even in the automotive world.
Se la Ferrari registra un incremento del 17%, un altro marchio universalmente noto ha subito invece una flessione di una magnitudo doppia tanto da autorizzare il termine “tracollo”: Tesla occupava il 12 posto nella classifica del 2025 e ora è sparita dalla Top Ten, relegata al 25esimo posto, con un ridimensionamento del suo valore del 35%, “per via della maggiore concorrenza nel comparto delle Bev”, sostiene il comunicato di Interbrand, anche se pare difficile non legare la cattiva performance anche all’avventura politica di Musk nonché a una gamma che, Cybertruck a parte, necessita ormai di rinnovamento.
Willow meteorite
Sicuramente se una competizione Tesla l’ha sofferta è stata quella della Byd, che è la grande novità di quest’edizione della Best global brands. Se ne sta in fondo alla Top 100, alla novantesima casellina, ma vi è entrata di prepotenza per la prima volta, grazie alla penetrazione della propria gamma prodotti sui mercati occidentali e a un’attiva politica di sponsorizzazioni (nel campo dello sport e dello spettacolo) e quasi certamente è destinata a migliorare la propria posizione l’anno prossimo. “Byd è il più grande disruptor sul mercato automotive dai tempi della comparsa della Tesla”, si sbilancia il global chief strategy officer di Interbrand, l’italiano Manfredi Ricca. Ma lancia anche un monito: “Senza adeguati investimenti per rafforzare la narrativa del brand, questa crescita rischia di non essere sostenibile”.
the key?A story to tell
It's the same advice that Interbrand has for the next big new generation, outside of the automotive industry, but somehow adjacent to it.This is Nvidia, which has achieved the strongest growth in value ever recorded in the history of the Top World Brands: +116% increase to 15th place with 43.2 billion USD.Its release could weaken its position in the absence of an adequate long-term narrative. "Creating a story based on sensors and printed connections? Okay, it's not easy. But in a world of artificial intelligence and computers on wheels (or wings), anything is possible."
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