2026年航空航天与国防品牌25强_33页_6mb

2026 Aerospace & Defence Brand Value Report Summary

Core Content

This report presents the findings of Brand Finance's annual assessment of the most valuable and strongest aerospace & defence brands. It highlights the financial performance, growth trends, and strategic positioning of key players in the sector, emphasizing the role of brand strength and national reputation in shaping market access and business success.

Main Points

• Sector Growth: The global aerospace and defence sector saw a 52% increase in total brand value in 2026, reaching USD168.7 billion, driven by rising defence budgets and strong demand for both commercial and military aircraft, as well as aftermarket services.

• Brand Value Leaders:

  • Airbus secured the top spot with a brand value of $27.2 billion, up 63% from the previous year.
  • Boeing ranked second with $24.4 billion, up 34%, showing a disciplined recovery.
  • Lockheed Martin ranked third with $14 billion, up 27%, supported by strong demand for its F35 fighter jet and other programmes.
  • GE Aerospace, Northrop Grumman, BAE Systems, Safran, and Raytheon also featured in the top ten, with varying growth rates.

• Fastest Growing Brand: Hanwha Aerospace emerged as the fastest-growing brand in the sector, with a 118% increase in brand value to $3.1 billion, fueled by strong international demand for its advanced defence systems and strategic production initiatives.

• Brand Strength Index (BSI):

  • Rolls-Royce was rated the strongest brand with a BSI score of 92.6/100 and an AAA+ rating.
  • Airbus ranked second with a BSI score of 91.5/100.
  • Hanwha Aerospace improved its BSI score to 84.4/100 from 80.7/100 in 2025, reflecting its growing reputation as a reliable partner.

Key Trends

• Non-US Brands Gaining Ground: There is a noticeable shift in brand value towards non-US companies, driven by increasing trust in their offerings. South Korea, Germany, China, and Italy showed the largest brand value gains.

• Soft Power and National Reputation: National reputation plays a crucial role in defence procurement. Brand Finance's Global Soft Power Index indicates that non-US nations are gaining soft power, which helps open new export markets for their defence brands.

• U.S. Decline in Soft Power: The United States recorded the sharpest decline in soft power in the Index's history, falling 4.6 points. This is attributed to declines in Governance, International Relations, and People and Values.

• China's Rise: China is the only top-10 nation to record a soft power increase in 2026, closing the gap with the U.S. to under 1.5 points. However, its Governance pillar remains weak, limiting its access to premium allied programmes.

Competitive Dynamics

• Hanwha Aerospace has become a major contender due to its strong international demand, strategic production in customer countries, and investments in MRO capabilities.

• SpaceX leads in the commercial space sector, dominating satellite launches and crewed missions, with a BSI score of 84.0/100.

• Japan and South Korea are emerging as key players in the global aerospace and defence landscape, with Japan rising to 3rd place in the Soft Power Index and South Korea climbing rapidly.

Methodology and Services

• Brand Finance uses a robust methodology, including ISO 10668 and ISO 20671, and is certified by Austrian Standards.
• The report includes valuation analysis, brand strength analysis, and sector insights, providing a comprehensive view of the aerospace and defence industry's brand landscape.

Conclusion

The aerospace and defence sector is evolving rapidly, with brand value and national reputation becoming increasingly important in shaping market access and long-term growth. While U.S. brands remain dominant, non-US brands are gaining traction due to improved brand strength and soft power. Hanwha Aerospace exemplifies this trend, showing remarkable growth and becoming a key player in the international defence market.