UPS claims title as most valuable logistics brand
FedEx and Japan Railways Group take follow-up honors.
Who’s the most valuable of them all? If you’re talking about the world’s most valuable logistics brands, it’s UPS, according to London-based valuation and strategy consultancy Brand Finance.
Every year, the company conducts a comparative study among some of the world’s biggest companies to evaluate the dollar value of their brands. Among other factors, it considers marketing investment, familiarity, loyalty, staff satisfaction, and corporate reputation as well as the brand’s contribution to a business’s revenue. The 25 most valuable brands in some 40 business sectors are then identified and ranked.
With a brand value of $22.1 billion, UPS Inc. was the clear winner in the logistics sector this year, earning the top spot on the “Brand Finance Logistics 25 2017” report. UPS placed well ahead of the second- and third-place finishers: FedEx Corp. with $17.1 billion and Japan Railways Group (JR) with $12.2 billion. Rounding out the top 10 were DHL ($10.3 billion), Union Pacific ($8 billion), McLane Co. ($4.9 billion,) Poste Italiane ($4 billion), La Poste ($3.9 billion), CSX Transportation ($3.8 billion), and Canadian National Railway Co. ($3.8 billion).
Overall, the United States had a strong showing, with U.S. companies (UPS, FedEx, Union Pacific, McLane, and CSX) taking five of the top 10 spots.