英文【品牌价值】全球250个最具价值的B2B品牌（中）

BrandFinanceJour

globalbrandintelligencesince1996

Global250Most

ValuableB2BBrands

Emotionvs.Function:HowtopB2BBrands

EngagEandBuildvaluE

BrandFinanceJournal2025B2B250|Contents

Contents

BrandFinanceJournal2025B2B250

FOREWORD6

byDavidHaigh,Editor-In-Chief,Chairman&CEO,BrandFinance

NOTONESIZEFITSALL:INTHEWORLDOFBRAND,20B2BQUIETLYTAKESCENTRESTAGE

byHugoHensley,ValuationDirector,BrandFinance

TOP250B2BBRANDRANKING202514

FEELINGSVS.FUNCTION?THEPOWEROF20

EMOTIONALADVERTISINGINB2BBRANDBUILDING

byMaialenMartinez,Consultant,BrandFinance

BRAND-TO-DEMANDCOMESOFAGE24

byMarcKeating,ChiefInnovationOfficer,Stein

B2BBRANDSPOTLIGHTS26

LinkedIn26

WARC28

WoltersKluwer30

EY32

TCS34

CannesLions36

BEYONDTHEFINISHLINE:THEVALUEOF38

MARATHONSPONSORSHIPFORB2BBRANDS

byScottMoore,SportsServicesSeniorConsultant,BrandFinance

METHODOLOGY

B2BBrandValuation19

BrandValuation42

BrandStrength43

2025|B2BBrandFinanceJournal|3

BrandEquityData

Industryandregional

comparisonsofbrandstrength

fromourannualglobalresearch

studyofover6000brands

toinformstrategicbranddecisions

/research

BankingSectorValueTables

Ourrankingtablesofthetop

500bankingbrandsinthe

worldbyvaluefrom2007to2025

/banking

SustainabilityPerceptions

Ourreportonthecontribution

thatperceptionsofsustainabilitymaketothevaluesoftheworld’sleadingbrands

/sustainability

Brand

GuardianshipIndex

OurmeasureofthecontributionthatCEOsmakeas“guardians”ofthevalueoftheirbrands

/brand-guardianship

BrandValueReports

Requestyourowncustombrandvaluereport,providingadetaileddiagnosisofbrandstrengthandvaluerelativetocompetitorswithroyaltyratesandcostofcapitalcalculations

/request-a-valuation

DiveDeeperintoBrand

Valueand

WhatDrivesIt

Theinsightinthisreport

isderivedfromourproprietarybrandequityresearchdataandbrandvaluecalculations.

Muchofthisisavailablevia

Brandirectory,ouronlinebrand

valuedatabasewhereweranktheworld’sleadingbrandsbytheir

valuesacross31sectorsand41countriesandregions.

Brandirectoryisthegatewayto

muchdeeperinsighttowhatdrivesbrandstrengthandbrandvalue.

enquiries@

Foreword|DavidHaighPartners&Sponsors

6|B2BBrandFinanceJournal|20252025|B2BBrandFinanceJournal|7

Foreword

byDavidHaigh,Editor-In-Chief,Chairman&CEO,BrandFinance

EverysingleB2Bbrandintheworldhasapowerfultoolattheirdisposaltobuildconfidenceincomplex,high-stakesre-lationships:emotionalappeal.

Andfartoomanymarketingleadersfailtouseit.

Thisoversightissomewhatunder-standable.Astariffscripplespendfore-castsandcreatechaosinsupplychains,thenaturalresponseisparedownandfocusmessagingontherational,func-tionalqualitiesofabrand.Thisisaner-ror,anditcouldbeacostlyone–BrandFinancefindsthatthe250strongestandmostvaluableB2Bbrandshaveacollectivevalueof$3.34trillion.

AsmallbutgrowingnumberofB2Bbrandsdoaimforanemotionalcon-nectionwiththeiradvertising,includ-ingAdobe,Accenture,andMicrosoft.Todelveintothistrend,BrandFinancepartneredwithSystem1,abrandre-searchcompanythatspecialisesinevaluatingadvertisingeffectivenessbymeasuringemotionalresponseandconvertingthatdataintoaratingthatquantifiesemotionalengagement.

ByintegratingSystem1’smethodologyanddatawithBrandFinancevaluationexpertise,wedeterminedthatemotion-allyengagingcampaignscansignifi-cantlyenhanceB2Bbrandvalue,eveninsectorstypicallydrivenbyrationaldecision-making.

Nowinitsthirdyear,theBrandFinancerankingofthestrongestandmostvalu-ableBusinesstoBusiness(B2B)brandsintheworldisacontinuedtestamenttotheexistingandpotentialvalueofB2Bbrands.

"Justoverhalf

(54%)ofbrandsin

therankingof250are

whollyB2B,andtherest

arebrandswith

dual-facingB2B/B2C

strategies,B2B2C

platforms,orB2G.

Marketingstrategies

mustaccountforthe

widevarietyofbusiness

modelsinthesector."

The2025rankingisourlargestyet,ex-pandedfrom150to250brandstode-liverabroaderandmorerobustviewofthecomplexityanddynamismofthesector.

Caseinpoint:justoverhalf–54%–ofbrandsintherankingof250arewhollyB2B.Therestofthelistisrepresentedbybrandswithdual-facingB2B/B2Cstrategies,B2B2CplatformslikeGoogleandMeta,orB2Goperationsinsectorslikeaerospaceanddefence.Marketingstrategiesmustaccountforthewidevarietyofbusinessmodelsinthesector.

It’salsoagrowthsector-thevalueofthetop150globalB2Bbrandsgrew8%between2024and2025,upnear-lyaquartertrilliondollars.Microsoftremainstheworld’smostvaluableB2Bbrand,withitsB2Bbrandvaluegrow-ingbyathirdtoUSD292.5billion,nowworthmorethanthenextthreebrandscombined.

Marketersrequireakeenunderstand-ingofthestakeholdersrelevanttotheirbusinessmodeltocreatevaluebytar-getingsectors.Eachtargetaudiencecomeswithitsownbrand-buildingimperativesandin2025,thesedistinc-tionsmattermorethanever.

Thedataandinsightscontainedwith-inthisreportaredesignedtohelpB2Bmarketersunderstandandnavigateacomplexecosystem,whileensuringtheyeffectivelydeployalltoolsattheirdisposal.Byusingdatatotailorstrate-giestobusinessmodelsandadvertisewithemotionalappeal,B2Bbrandscansimultaneouslybuildrelationshipsandbrandvalue.

TheBrandFinance2025B2B250rankingisproducedinpartnershipwiththeInternationalAdvertisingAssociation(IAA)andsponsoredbyStein.

INTERNATIONALADVERTISINGASSOCIATION

TheIAAistheworld’smostinfluentialnetworkofmarketingandmarketingcom-municationsprofessionals.Establishedin1938,theInternationalAdvertisingAs-sociationistheonlyglobalassociationthatrepresentsallspheresofthemarketingandmarketingcommunicationsindustry.ForovereightyyearstheIAAhasplayedastrongroleinsupportingkeyindustryissuessuchasfreedomofcommercialspeech,self-regulation,responsibleadvertising,educationandprofessionaldevel-opment.

Ontheground,wehaveover4,000individualandcorporatemembersspanningmarketing,advertising,media,ITcommunicationsandacademicsectors–allin-volvedinthewiderangeofbrandmarketingandmarketingcommunicationsdis-ciplines.TheIAAhaspresenceinmostmarketsthroughChaptersandeducationaffiliatesreachingacross56countrieswhereweservethecollectiveinterestsoftheentiremarketingcommunicationsprofession,unlikeotherbodiesthatdefendonlytheinterestsofthesectortheyrepresent.

stein.

Steinhelpsbuildtheworld’smostdemandedB2Bbrandsbyunifyingbrandanddemand—strengtheningeachtothebenefitofboth.

ThroughitsBrand-to-DemandExperience(BDX)model,highlyawardedcreativity,andfull-funnelmediacapabilities,wedrivedifferentiation,distinctionandgrowthforclientsworldwide.SteinwasnamedANAB2AgencyoftheYearandGlobalACEAgencyoftheYearin2023,2024and2025.ANAB2BAgencyoftheYear13ofthepast15years,SteinistheonlyB2BagencytohavewonWARCAwardsforEf-fectiveness(Gold)acrossconsecutiveyears.TheagencyalsoreceivedanInvestorsinPeopleAwardin2024forourcommitmenttotheadvancementofourmostpreciousresource,ourpeople.

RankingAnalysis|Notonesizefitsall:Intheworldofbrand,B2BquietlytakescentrestageNotonesizefitsall:Intheworldofbrand,B2Bquietlytakescentrestage|RankingAnalysis

8|B2BBrandFinanceJournal|20252025|B2BBrandFinanceJournal|9

Notonesize

fitsall:Intheworldofbrand,B2Bquietlytakescentrestage

byHugoHensley,ValuationDirector,BrandFinance

N

olongerjustthedomainofindustrialgiantsandfacelesstechinfrastructure,today’smostvaluableandfastest-growingbrandsareincreasinglythosethatselltobusinesses,notconsumers.

B2Bcompaniesvarygreatlyintermsofhowtheyoperate.Somebrandsfocuspurelyonenterpriseclients(B2B),othersmaintainadual-facingstrategyandofferproductsandservicestobothconsumersandbusinesses,manyoperateingovernmentprocurementcycles(B2G),andagrowingnumberofbrandsareB2B2C,wheretheproduct/serviceusersareconsumers,whichbusinesscustomerspaytoaccess,asisthecasefore-commerceorsocialmediaplatforms.

Tocreatevaluethroughbrandsinbusiness-targetingsectorsrequiresmarketerstohaveakeenunderstandingofthestakeholdersrelevanttotheirbusinessmodel.Eachtargetaudiencecomeswithitsownbrand-buildingimperativesandin2025,thesedistinctionsmattermorethanever.Inthe2025BrandFinanceB2B250ranking,only54%ofthebrandsarepure-playB2B.

SemiconductorbrandslikeNVIDIA,TSMC,andIntelthriveintraditionalB2Benvironments,withbrandstrengthbuiltonperformance,innovation,andtechnicalleadership.Forexample,NVIDIAisthefastestgrowingforasecondyearinarow,withbrandvaluedoublingthisyeartobecomethe3rdmostvaluableB2Bbrandin2025.However,whilethisisfastgrowth,thebroaderenterprisevaluegrowthhasbeenevenfaster.Asaresult,NVIDIA’sbrandvalueis

3.1%ofitsbroaderenterprisevaluethisyear,downfrom3.9%oftheenterprisevaluelastyear.

TyrebrandslikeMichelin,Bridgestone,andGoodyearsellthroughdealershipsandOEMsbutinvestheavilyinend-uservisibility,demonstratingthepowerofB2B2C.TechgiantslikeMicrosoft,Google,andAmazonstraddlethespace,offeringbothenterprise-gradeservicesandconsumer-facingplatforms,whilebrandsinoil&gas,banking,andpharmaoperateacrossB2B,B2C,andB2Gsimultaneously.Meanwhile,aerospaceanddefenceleaderslikeLockheedMartin,AirbusDefence,andBAESystemsremainfirmlyB2G,theirbrandvaluedrivenbylong-termcontracts,governmentrelations,andgeopoliticalrelevance.

ThesedistinctionsreflectthewidevarietyofB2Bbrandstrategiescapturedinthisyear’sBrandFinanceB2B2502025ranking,whichhasbeenexpandedthisyearfrom150to250brands.

TECHNOLOGYANDTENSIONSRESHAPEB2BBRANDVALUE

WhileB2Cbrandsstillaccountforaslightlylargershareofoverallenterprisevalue-18%comparedtoB2B’s13%-theperformanceoftopB2Bbrandssuggeststhatthisgapmayunderstatetheirtrueimpact.Inmanycases,strongB2Bbrandsarealreadypricedintothemarket,ortheircontributionisundervaluedduetolowerconsumervisibility.Yetthetop-rankedenterprise-facingbrandsareincreasinglyprovingthatstrongbrandequity,whetherthroughtrust,reputation,orcategoryleadership,playsacriticalroleindrivingcommercialgrowth.

ITServicesDerivedImportance%|Functionalattributes©BrandFinancePlc2025

DeepexpertiseinAICustomerservicefocusedAbilitytodeliver

Trustedpartner

Committedtosupportingcommunities&widersociety Leaderinstrategicdigital transformationProfessionally,ethically,and

responsiblymanagedGlobalbrand

CommittedtoprotectingthenaturalenvironmentFlexibleprocess

Strongcompanyculture BestinclasstalentHasintegratedcapabilitiesBringsinnovativesolutionsCompetitivelypriced

5101520

Thisyear,thetotalbrandvalueofthetop150B2Bbrandshasrisenby8%year-on-year,representinganearquarter-trillion-dollarincrease.Thisisacontinuationofthepacesetin2024,whenthetop100B2Bbrandstotalvalueroseaquarter-trillioncomparedto2023,10%injustoneyear.

Artificialintelligenceremainsattheforefront,withadoptionacceleratingacrossB2Bsectorsasbusinessesseekgreaterefficiency,innovation,andcostcontrol.BrandsmostassociatedwithAIandcloudinfrastructure-suchasNVIDIA,Microsoft,andAmazon-featureprominentlyinthe2025ranking.Microsoftisagaintheworld’smostvaluableB2Bbrand,withitsvaluegrowingbyathirdthisyeartoUSD292billion.Assuch,itisworthmorethanthenextthreecombined:Amazon,NVIDIA,andStateGrid.

ThesetechB2Bbrandsalsobenefitfromhighly-regardedleaders.Microsoft,NVIDIAandGoogleCEOsalsorank1st,3rdand5threspectivelyinBrandFinance'slistoftopbrandguardians.Thisshowsthattheyoperateaspositivefigureheadsforthebrandamongmanynon-consumerstakeholdergroups.

BrandFinance’s2025B2BITServicesresearchconfirmsthat“deepexpertiseinAI”isnowthetopdriverofbrandconsiderationandpreference,surpassingmoretraditionalattributessuchasdeliverycapability.AsAI-readinessbecomesakeyprocurementpriority,brandsdemonstratingleadershipinthisareaareseeingstrongerbrandvaluegrowth.Thesoftware-as-a-service(SaaS)marketshifttowardscloud-basedenterprisesolutionscontinues,fromcustomerrelationshipmanagementtoHRtoprojectmanagementplatforms.Theexpansionofthisyear’srankingrevealstherisingpresenceofdigitalenterprisebrands,suchasnewentrantsQuickBooks(162nd)andWorkday(242nd).

GeopoliticaltensionsarereshapingprioritiesacrossmanyB2Bsectors,withnationalsecurityconcernsrising.Globaldefencespendingreachedrecordlevelsin2024,drivenbygrowingsecuritythreats,themodernisationofdefencesystems,andincreasedinvestmentincybersecurityandartificialintelligence.Asaresult,aerospaceanddefenceB2Bbrandsaregrowingmorevaluable,withseveralleadingplayersenteringorclimbingtheranking.

RankingAnalysis|Notonesizefitsall:Intheworldofbrand,B2BquietlytakescentrestageNotonesizefitsall:Intheworldofbrand,B2Bquietlytakescentrestage|RankingAnalysis

10|B2BBrandFinanceJournal|20252025|B2BBrandFinanceJournal|11

Top10B2BBankingbyBV(USDm)

©BrandFinancePlc2025

BrandCountry

BrandBSI

Value20252025

1

ICBCChina

$43,493

91.4

2

ChinaConstructionBankChina

$34,824

93.7

3

4

5

6

7

8

9

J.P.Morgan

BankofChina

AgriculturalBankofChinaBankofAmerica

Citi

HSBC

GoldmanSachs

UnitedStates

China

China

UnitedStates

UnitedStates

UnitedKingdom

UnitedStates

$29,353

$29,126

$25,842

$20,481

$20,219

$17,662

$16,368

71.3

91.7

84.6

75.0

73.0

75.5

79.2

10

WellsFargoUnitedStates

$13,223

71.5

Top

10B2BOil&GasbyBV(USDm)

©BrandFinance

Plc2025

BrandCountry

Brand

Value2025

BSI

2025

1

AramcoSaudiArabia

$41,667

80.4

2

ShellUnitedKingdom

$38,010

87.5

3

4

5

6

7

8

9

SinopecGroup

ExxonMobil

PetroChina

ADNOC

TotalEnergies

BP

Equinor

China

UnitedStates

China

UAE

France

UnitedKingdomNorway

$29,785

$23,574

$22,088

$16,919

$13,963

$13,695

$13,460

78.0

85.0

74.0

81.9

83.3

80.7

81.9

10

PETRONASMalaysia

$12,792

83.7

Top

10B2BInsurancebyBV(USDm)

©BrandFinance

Plc2025

BrandCountry

Brand

Value2025

BSI

2025

1

AllianzGroupGermany

$24,672

66.6

2

PingAnChina

$22,141

80.4

3

4

5

6

7

8

9

ChinaLife

CanadaLife

AXA

Travelers

TheHartford

SwissRe

Zurich

China

Canada

France

UnitedStates

UnitedStates

Switzerland

Switzerland

$15,148

$9,515

$9,311

$8,510

$6,462

$6,221

$5,888

92.5

68.2

66.3

68.9

73.0

55.6

60.8

10

ChubbUnitedStates

$5,743

53.9

Top5B2BHealthcareServicesbyBV(USDm)©BrandFinancePlc2025

Brand

Brand

Value2025

$54,191

Country

UnitedStates

1UnitedHealthcare

BSI

2025

84.8

ElevanceHealth

OptumAetna

McKesson

UnitedStates

UnitedStates

UnitedStates

UnitedStates

$21,286

$19,748$7,981$7,905

54.5

51.7

62.7

49.0

2

3

4

5

MajordefencebrandssuchasLockheedMartin(86th),NorthropGrumman(152nd),BAESystems(163rd),andGeneralDynamics(171st)havebenefittedfromrisingdemandandlong-termprocurementcommitments,whileestablishedleadersBoeing(48th)andAirbus(53rd)remainamongthehighest-rankingB2Bbrandsglobally.

GLOBALSPREADREFLECTS

ECONOMICANDSECTORALDYNAMICS

TheUnitedStatescontinuestodominatetheglobalB2Bbrandlandscape,withtheUnitedStates’aggregateB2BbrandvalueofUSD1.7trillionaccountingforjustoverhalf(52%)ofthetotalbrandvalueofUSD3.34trillionintheranking,aslightincreasefrom51%lastyear.With111brandsfeaturedintherankingof250,thescale,maturity,andinternationalreachoftheUSbusinessecosystemareclearlyreflectedinthevalueofthecountry’sbrands.

AmericanB2Bbrandsoperateacrossabroadrangeofmodels,includingpurelyB2B,mixedbusinessandconsumerfocus,B2B2C,andB2G,demonstratingversatilityinvaluecreationacrossbothprivateandpublicsectors.

ThisdominanceisunderpinnedbythehighlyinterconnectednatureofkeyUSindustries,particularlyincommercialservices,technology,andaerospaceanddefence.Governmentinvestment,especiallyininfrastructureandnationalsecurity,hasfurtherbolsteredthepositionofbrandsoperatinginB2Gcontexts.

BeyondtheUS,thedistributionofB2Bbrandvaluebecomesmorefragmented.BrandsofChineseandEuropeanorigineachmakeup16%ofthetotalbrandvalue,howeverEuropeisrepresentedby57brandsacrossawiderangeofindustriesearningrevenuesglobally,whereasChinacontributes32brandswhichearn91%oftheirbrandvaluewithinChina,and24have'China'intheirname.

Althoughfewerinnumber,Chinesebrandstendtobelarge,state-influencedplayerslikeStateGridCorporationofChina(B2BValue$84.0bn)operatinginstrategicallyimportantindustriessuchasbanking,oil&gas,andheavyindustrylikeSinopecGroup(B2BBV$29.8bn).Whiledomesticscaleandpolicysupportremainkeystrengths,thesebrandsfacegrowingchallengesinWesternmarketsduetoincreasedscrutinyarounddatagovernanceandgovernmentaffiliations.

Europealsocontributes16%ofglobalB2Bbrandvalue,distributedacrossabroaderbaseof57brands.Thisreflectsamoredecentralisedandsector-specialistlandscape,withstrengthconcentratedinautomotive(MichelinUSD8.8bn,Mercedes-BenzUSD6.6bn),industrialmanufacturing(SiemensGroupUSD25.9bn),andpharmaceuticals(PhilipsUSD10.7bn).Thesebrandsarerootedinlongstandingreputationsforquality,engineeringexcellence,andsustainabilityleadership,withmanyhavingbuiltequityoverdecadesofconsistentperformanceandglobalpresence.

Asia(excludingChina)accountsfor11%oftotalbrandvalue,representedby34brands,manyofwhicharediversifiedconglomeratesheadquarteredinJapan,SouthKorea,andIndia.LeadingcontributorsincludeMitsuii(USD21.2billion),Samsung(USD37.3billion),TataGroup(USD28.1billion),andSKGroup(USD21.5billion).Thesefirmsbenefitfromlong-establishedreputations,verticallyintegratedoperations,andglobalreachacrosssectorssuchaselectronics,construction,andfinancialservices.18ofthe34brandsfromthisregionareconglomerates.

TheMiddleEastandCanadaeachcontribute2%,fivebrandsfromtheMiddleEastandnineCanadianbrandsinthetop250.MiddleEasternbrandsareheavilyconcentratedinenergyandinfrastructure(Aramcoranked8th),whileCanadianbrandsbenefitfromclosetradeandregulatoryalignmentwiththeUS,thoughthisadvantagemaybetestedasprotectionistmeasuresandtariffuncertaintiescontinuetoevolve.Australiaisrepresentedbytwobrands,acomparativelylimitedinternationalfootprintinB2Bsectors.

LEADERSBY

BRANDVALUE

Microsoftretainsitspositionastheworld’smostvaluableB2Bbrandthisbyaconsiderablemargin.ThebrandhasincreaseditsB2Bbrandvaluebyathird(+33%)toreachastaggeringUSD292.5billion.Microsoft’spositionatthetopoftheB2Brankingreflectsitscontinuedstrengthacrosscloud,AI,andenterpriseproductivity.Azurerevenuesurged33%year-on-year,withAIworkloadsaccountingforasignificantshareofgrowth.Thebrandnowservesover60,000organisationsthroughAzureAIservicesalone,up60%year-on-year.Microsoft’sintegratedoffering,frominfrastructuretoapplications,hascementeditsroleasacoreenablerofdigitaltransformation.

Top

20B2BBrandsbyBrandValue(USDm)©

BrandFinancePlc2025

Brand

Industry

Brand

Value2025

%

Increase

1

Microsoft

Internet&Software

$292,459

32.7%

2

Amazon

Retail

$110,858

59.7%

3

NVIDIA

Semiconductors

$87,871

97.5%

4

StateGridCorporationofChina

Utilities

$84,048

18.1%

5

Oracle

Internet&Software

$57,413

8.1%

6

UnitedHealthcare

HealthcareServices

$54,191

13.8%

7

ICBC

Banking

$43,493

0.2%

8

Aramco

Oil&Gas

$41,667

0.3%

9

Accenture

ITServices

$41,504

2.5%

10

Deloitte

CommercialServices

$41,107

-1.5%

11

Shell

Oil&Gas

$38,010

-16.2%

12

SamsungGroup

Tech

$37,266

1.8%

13

ChinaConstructionBank

Banking

$34,824

0.8%

14

TSMC

Semiconductors

$34,237

36.7%

15

VISA

CommercialServices

$32,163

15.0%

16

SAP

Internet&Software

$31,400

24.8%

17

SinopecGroup

Oil&Gas

$29,785

6.5%

18

J.P.Morgan

Banking

$29,353

-4.6%

19

BankofChina

Banking

$29,126

-7.2%

20

CSCEC

Engineering

$28,327

-5.5%

Top20B2BFastestRisers(USDm)©BrandFinancePlc2025

Brand

Value2025

1NVIDIA

Industry

Semiconductors

%

Increase

97.5%

$87,871

Brand

2AmazonRetail$110,85859.7%

Oil&Gas

Automobiles

Banking

Semiconductors

Banking

Internet&Software

Pharma

Banking

Telecoms

CommercialServices

Engineering

Internet&Software

Oil&Gas

Semiconductors

CommercialServices

Electronics

CommercialServices

ExxonMobil

HyundaiGroup

Chase

TSMC

HSBC

Microsoft

Philips

UBS

SKGroup

PayPal

Caterpillar

SAP

ADNOC

AMD

ADP

Cisco

Sysco

$23,574

$17,808$11,293

$34,237

$17,662

$292,459

$10,741

$12,379

$21,567

$18,518

$18,369

$31,400

$16,919

$10,967

$11,490

$27,549

$10,943

59.7%

49.1%

42.3%

36.7%

35.0%

32.7%

31.0%

29.0%

27.1%

25.1%

25.0%

24.8%

24.6%

24.3%

21.3%

20.9%

19.4%

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20JohnDeereEngineering$13,40218.6%

RankingAnalysis|Notonesizefitsall:Intheworldofbrand,B2BquietlytakescentrestageNotonesizefitsall:Intheworldofbrand,B2Bquietlytakescentrestage|RankingAnalysis

12|B2BBrandFinanceJournal|20252025|B2BBrandFinanceJournal|13

Amazon(B2BbrandvalueUSD110.9billion)reclaimssecondplacethisyear,recoveringitspositionafterslippingtothirdin2024.Thecompany’sbrandvaluehasseenimpressiveyear-on-yeargrowth,up60%,drivenprimarilybyperformanceinitsAmazonWebServices(AWS)division.AWSrevenuesurpassedUSD100billion,asdemandforcloudcomputingandAIservicescontinuestoaccelerateglobally.

NVIDIA(up98%toUSD87.9billion)claimsthirdposition,markingitshighest-everplacementfollowingexceptionalbrandvaluegrowthoverthepastyear.Itisalsothesecondfastest-growingbrandintheranking,NVIDIA’srisereflectsthecompany’scentralroleinpoweringtheglobalAIandcloudcomputingecosystem.

Continueddemandfromhyperscalecloudprovidersandexpandingapplicationsinautomotive,includingnewpartnershipsinautonomousvehicletechnology,havecontributedtothebrand’sincreasedrelevanceandcommercialmomentum.Thebrand’sstrongperformanceunderlinesthewidersurgeinvalueseenacrosssemiconductorandenterprisesoftwarebrandsin2025.

LEADERSBY

BRANDSTRENGTH

ChinaConstruct