150个最具价值的B2B品牌排名

global brand intelligence since 1996 apRil|2024 BRAND FINANCE RANKING:150MOST VALUABLE B2B BRANDS Revealing theexpanding value of the B2B ecosystem Contents Brand Finance Journal 2024 B2B 150 FOREWORD6by David Haigh,Editor-In-Chief, Chairman & CEO, Brand Finance RANKING ANALYSIS8The 150 Most Valuable B2B brands: A quarter-trillion-dollar leap forward WHAT A DIFFERENCE 50 BRANDS MAKES18by Jamie Hyman,Global Director of Communications, Brand Finance FROM AI TO EVENTS: IT DECISION MAKERS &WHAT REALLY INFLUENCES THEIR CHOICES20by Lorenzo Coruzzi,Associate Director, Italy, Brand Finance B2B BRANDS RISING IN THE EAST26by Scott Chen,Managing Director, China, Brand Finance FORGING AHEAD: NAVIGATING REPUTATION AND SUSTAINABILITYIN THE MINING INDUSTRY32by Jonathan Ong,Manager, Brand Finance B2B BRAND SPOTLIGHTS HSBC Bank34Deloitte36Capgemini38ADNOC40Aramco42Shell44 BRAND BUILDING THROUGH SPONSORSHIP:CONSIDERATIONS FOR B2B BRANDS46by Hugo Hensley,Head of Sports Services, Brand Finance SUSTAINABILITY’S ROLE IN B2B BRAND CONSIDERATION &BUSINESS RELATIONSHIPS52by Robert Haigh,Strategy and Sustainability Director, Brand Financeand Sofia Liszka,Strategy & Sustainability Consultant, Brand Finance TOP 150 B2B BRANDS FOR SUSTAINABILITY BRAND VALUE METHODOLOGYB2B Brand Valuation17Brand Valuation58Brand Strength59 Brand Equity Data Dive Deeperinto BrandValue andWhat Drives It Industry and regionalcomparisons of brand strengthfrom our annual global researchstudy of over 6000 brandsto inform strategic brand decisionsbrandirectory.com/research Banking SectorValue Tables Our ranking tables of the top500 banking brands in theworld by value from 2007 to 2024brandirectory.com/banking The insight in this reportis derived from our proprietarybrand equity research data andbrand value calculations. SustainabilityPerceptions Our report on the contributionthat perceptions of sustainabilitymake to the values of the world’sleading brandsbrandirectory.com/sustainability Much of this is available viaBrandirectory, our online brand valuedatabase where we rank the world’sleading brands by their valuesacross 31 sectors and 41 countriesand regions. BrandGuardianship Index Our measure of the contributionthat CEOs make as “guardians”of the value of their brandsbrandirectory.com/brand-guardianship Brandirectory is the gateway tomuch deeper insight to what drivesbrand strength and brand value. Brand Value Reports Request your own custom brandvalue report, providing a detaileddiagnosis of brand strength andvalue relative to competitors withroyalty rates and cost of capitalcalculationsbrandirectory.com/request-a-valuation Foreword by David Haigh,Editor-In-Chief, Chairman & CEO, Brand Finance plexityinherentinapparentlysimplebusiness ecosystems is a pro bono BrandFinance client, Ocean Diamonds. As thename implies, the businesses recoversdiamonds from the seabed to the west ofNamibia that have washed downstream,riding rivers from the interior to the coast. also have positive perceptions of B2Bbrands, because at some point they arelikely to have a transaction with thosebrands. Holistic brand and reputationmanagementacrossallstakeholdergroups in the specific sector ecosystemtranslates into business and economicsuccess in the long run. porate customers. For example, withinthe Oil and Gas industry, brands like Shellsell a huge amount B2C via their retailnetworks globally, but they also explore,drill and refine the raw feedstock. The lat-ter operations are entirely B2B. by positioning themselves as ingredientbrands. Teflon, Goretex and Intel haveall successfully raised their profiles fromgreat B2B brands known within their sec-tor ecosystem to B2C-recognized marksof quality. UNDERSTANDINGB2B ECO-SYSTEMSThe 2024 Brand Finance ranking of the strongest and most valuable Business toBusiness (B2B) brands in the world onceagain exposes the huge brand value tiedup in B2B brands. This year, the top 100B2B total brand value, has grown 10 per-cent – totalling a quarter-trillion dollars- when compared to 2023. B2B brandsaccount for nearly half the value in theBrand Finance Global 500, which in-cludes both Business to Consumer (B2C)and B2B brands. The 2024 ranking isexpanded to include the top 150 B2Bbrands, which will make an interestingcomparison when next year’s ranking isreleased. In the meantime, it remains evi-dent that many boards have yet to realizethe true economic impact of B2B brands. Several years ago, Brand Finance con-ducted a stakeholder audit and study forthe Corporate Affairs team at Cemex, oneof the world’s leading cement and con-crete companies, which required us toform an understanding of Cemex’s stake-holder groups. After considerable discus-sion, we identified 18 different stakehold-er groups, including retail customers (forbaggedcement),corporatecustomers(for bulk concrete), suppliers of materials,current staff, potential staff, communitiesand their local governments, regulatorybodies,NGOs,environmentalgroups,