Maersk brand value soars, while UPS woes continue

UPS brand value falls 8%, while Maersk rises 53% says research

According to research from Brand Finance, UPS and FedEx are the most valuable logistics brands globally, despite UPS seeing its year-on-year value decrease by 8% to US$35.4bn.

FedEx is the second-most valuable logistics brand, with Japan’s JR in third place.

Denmark-based shipping firm Maersk is the fastest-growing brand, achieving 53% year-on-year brand value growth. Maersk’s brand value has more than doubled – up 121% - compared to its pre-COVID level.

Doordash was the second fastest riser, followed by shipping company CMA CGM.

Brand Finance’s research is published annually, examining 5,000 of the world’s biggest brands, ranking them by the net economic benefit that an owner can achieve by the licensing of their brand in the open market. Brand strength is calculated via a scorecard of metrics, evaluating areas like marketing investment, stakeholder equity and overall business performance.

The brand value of UPS was negatively influenced because of the company’s low projected financial growth due to rising inflation, global recession threats and ongoing supply chain and labour problems.

Other companies in Brand Finance’s logistics top ten were DHL, Union Pacific, SF Express, BNSF Railway, Maersk, China Post and the United States Postal Service.

Managing director at Brand Finance, said: “Although there are hard times ahead, logistics brands can anticipate that this continued transition to online retail could serve as a driving force in sustaining revenue growth with the e-commerce segment, thereby offering some respite amidst the prevailing geopolitical challenges faced by the industry.”

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