AMD has leapfrogged over Intel in terms of brand recognition, a stunning new milestone shown off by the latest Kantar BrandZ Most Valuable Brands report — which will blow away many tech lovers and industry analysts. AMD now ranks 41st, leaving behind Intel which sits at 48th. This isn’t just a feather in the cap for AMD – it’s indicative of astounding growth over the past year, marking it as one of the top 10 risers in the report.
The surge in AMD’s brand recognition can be attributed to its amazing growth of 53% since 2023, pushing its brand value to an impressive $51.86 million in the Business Technology and Services Platforms section. This growth is largely fueled by AMD’s strategic actions towards artificial intelligence (AI), a move mirroring the efforts of its competitors, Intel and Nvidia. However, while AMD is making significant inroads, it remains a challenger in the consumer market, where it is often outshone by its rivals.
Kantar’s method for assessing this value involves a detailed analysis combining a company’s financial data with its brand contribution, which measures how much the brand itself contributes financially. According to Kantar, “To understand how much brand contributes to the overall business value, we examine relevant corporate financial data and strip away everything that doesn’t pertain to the branded business. […] Then, a team of our analysts combine those inputs with a financial model of the business to determine the brand’s ability to generate value. The result is a holistic portrait of brand equity: one that incorporates how the market values a company’s brand assets — and how ordinary people do, too.”
The other brands have blossomed as well, although not to the extent AMD has. While NvNvidia has skyrocketed with a 178% increase in brand value, because of giant numbers posted in AI and data center. Intel, meanwhile, has seen a gain of 29%.
Though high in the CPU and GPU consumer markets that have seen a 48% drop off in gaming revenue, AMD is all-in on future products like Zen 5 processors and RDNA 4 graphics cards. Additionally, the company is focusing heavily on high-performance computing (HPC) and Ryzen AI processors, which shows a continued emphasis on AI.
Despite still ruling 79% of the PC CPU market, Intel has something to sit up and take notice with respect to AMD’s growing brand recognition – changes are happening in the world of the tech industry. Combined with this new information from Kantar, we are on the verge of entering a few years where AMD could not catch up to Intel but possibly surpass it besides just brand recognition.