品牌价值-全球250个最具价值的B2B品牌（英）-2025_23页_3mb

B2B Brand Finance Journal Summary 2025

Overview

The Brand Finance 2025 B2B 250 ranking represents the world's top 250 Business-to-Business brands, showing a collective value of USD 3.34 trillion, with an 8% increase from 2024. This growth is attributed to heightened focus on emotional engagement, even in sectors traditionally driven by rational decision-making. Key themes include the migration of emotion into B2B branding, marathon sponsorships as strategic platforms, and advancements in brand valuation methodologies.

Methodology

Brand Finance evaluates brands based on:

• Royalty Relief: Assessing what brands actually charge for use.
• Brand Strength Index (BSI): A score out of 100 measuring brand familiarity, perceptions, and customer behavior impacts.
• Valuation Assumptions: Applying adjusted royalty rates based on brand strength within sectors.

Key Trends

• Emotional Appeal in B2B: Contrary to traditional belief, emotional connection significantly influences B2B decisions. Campaign effectiveness (measured by System1) correlates with stronger brand consideration and preference. Example: Microsoft and its focus on storytelling and trust-building.

• Methodology Integration: Collaboration with System1 introduced emotional testing to measure campaign effectiveness, showing that creative, emotional ads (like Adobe’s "Special Delivery") outperform purely functional ones.

• Marathon Sponsorships: Sponsors like TCS and Standard Chartered report increased familiarity (up to +30%) and consideration among marathon runners. Sponsorships offer multi-faceted benefits: visibility during races, community engagement, and brand alignment with values like sustainability.

Sectoral Analysis

• Top Brands: Microsoft tops the ranking with USD292.5 billion brand value, driven by cloud and AI innovation. Amazon and NVIDIA follow, with significant growth driven by AWS and semiconductor advancements, respectively.

• Growth by Sector: B2B sectors like IT services (NVIDIA), banking (State Grid, ICBC), and healthcare (UnitedHealthcare) show strong value increases. Digital transformation, AI integration, and sustainability leadership are key drivers.

• Economic Distribution: The United States accounts for nearly half the B2B brand value listed in the top 250. China and Europe follow, with notable contributions from conglomerates.

Spotlight Companies

• LinkedIn: Highlights the role of brand familiarity and community building in B2B success, fostering confidence through shared brand knowledge.

• EY: Uses emotional campaigns (emotionally resonant ads) to reinforce trust and long-term client relationships.

• Wolters Kluwer: Emphasizes continuous evolution through technological integration, cloud solutions, ensuring brand relevance in changing landscapes.

• TCS: Elevates brand through trust and participation in global events like marathons to foster economic impact and sustainability.

Methodology Details

• Brand Valuation: Calculated using the Royalty Relief method, adjusting royalty rates based on the Brand Strength Index, derived from global perception and behavior data.

• Brand Strength: Assessed via the Global Brand Equity Monitor, which surveys over 6,000 brands across 6,000+ categories. BSI scores are generated using a balanced scorecard approach.

Conclusion

Emotion-driven branding and strategic sponsorships are proving essential for B2B success in 2025. The report shows a clear link between emotional connections, brand strength, and long-term growth. Industries must prioritize integration of brand and demand strategies for sustainable competitive advantage.