UPS, FedEx and DHL Ranked as Most Valuable Logistics Brands

Despite seeing its year-on-year value decrease by 2% to US$34.6 billion, UPS remains the most valuable logistics brand in the world.

That’s according to the latest research from Brand Finance which, every year, puts 6,000 of the biggest brands on the planet to the test and ranks them across all sectors and countries to produce its Global 500.

The leading brand valuation consultancy also produces more than 100 reports alongside smaller lists for each sector. 

UPS’ big competitor FedEx is deemed to be the second-most valuable logistics brand in the world, followed by Germany’s DHL. 

Brand value is defined by Brand Finance as the net economic benefit that an owner would achieve by licensing their brand in the open market. 

It also examines brand strength, calculated through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity and business performance.

Signs of normalisation in logistics

Brand Finance’s report asserts that the logistics industry is witnessing signs of normalisation following the unprecedented post-pandemic boom. 

Leading firms, including UPS and FedEx, have reported lower shipment volumes and reduced consumer spending compared to the high-demand periods immediately following the pandemic. 

Richard Haigh, Managing Director of Brand Finance commented: "Despite the cooling demand and inflationary pressures we’re seeing this year, the logistics industry is showing remarkable resilience and strategic adaptation. 

"As the market transitions in the post pandemic era, shaped by overcapacity, shifting consumer demands and geopolitical tensions, industry titans epitomise excellence and visionary leadership to remain competitive."

JR is ‘strongest’ logistics brand

Aside from the normalisation trend observed by Brand Finance, its logistics ranking continues to be led by UPS – for the 10th consecutive year, in fact. 

Fellow American brand FedEx has seen its value drop by 1% to US$28.6bn, while third-placed DHL is valued at US$12.2bn (down 3%).

Meanwhile, Japan-based JR tops the pile when it comes to the strongest global logistics brands, earning a Brand Strength Index (BSI) score of 86.9 out of 100 – despite a 14% drop in brand value to US$11.9bn. 

Brand strength is defined by Brand Finance as the efficacy of a brand’s performance on intangible measures relative to its competitors.

China's JINGDONG Logistics is the second-strongest with a score of 85.2, while MTR ranks third at 83.1. Both have a brand value of US$3.5bn. 

Notably, CPKC has seen the largest brand value growth by percentage (up 28% to US$2.7bn), paving the way for the Canadian firm to be included in Brand Finance’s global logistics ranking. 

The US’ DoorDash and France’s DPD have also achieved impressive brand value growth, rising by 14% and 10% respectively. 

UPS’ strong sustainability performance

Brand Finance also utilises its Global Brand Equity Monitor (GBEM) research to compile a Sustainability Perceptions Index. 

The study determines the role of sustainability in driving brand consideration across sectors and offers insight into which brands global consumers believe to be most committed to sustainability.

For each brand, the index displays the proportion of brand value attributable to sustainability perceptions. This ‘Sustainability Perceptions Value’ is the financial value contingent on a brand’s reputation for acting sustainably. 

From here, Brand Finance’s perceptual research is analysed alongside CSRHub’s ESG performance data to determine a brand’s ‘gap value’. This is the value at risk or to be gained, based on the difference between sustainability perceptions and actual performance.

The 2024 Sustainability Perceptions Index finds that, in the logistics sector, UPS has the highest Sustainability Perceptions Value of US$3bn and the highest positive gap value of US$224m. 

A positive gap value means that brand sustainability performance is stronger than perceived. UPS’s gap value suggests it could generate an additional US$224m in potential value through enhanced communication of its impact and accomplishments in sustainability.

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