2026年全球最具价值B2B品牌（英）

bridging the gap between marketing and finance since1996 B2BBrands creatIng lastIng economIc valueWorld's Most Valuable B2B Brands 2026 Contents Brand Finance Journal 2026 B2B 300 COMPANY INTRODUCTIONS7 FOREWORDS9David Haigh, Chairman, Brand FinanceBob Liodice, Chief Executive Officer, ANAFredrik Boreström, Chair and World President, IAA FINANCIAL IMPACT: HOW STRONG BRANDS DRIVE VALUE IN B2B12by Lorenzo Coruzzi, Valuation Director, Brand Finance STRENGTHENING THE MOAT: HOW B2B BRANDS18BUILD AND PROTECT LONG-TERM VALUEby David Haigh, Chairman, Brand Finance FROM BRAND STRATEGY TO STRENGTH TO VALUE IN A B2B CONTEXT22by Alex Haigh, Managing Director, Brand Finance Asia Pacific FROM BRAND VALUE TO REAL VALUE: THE REAL BENCHMARK FOR B2B26by Dean Aragon, CEO Shell Brands International & Chairman, ANA WHY B2B BRANDS MATTER28by Dagmara Szulce, Executive Vice President, B2B Practice, ANA IN B2B, BRAND IS NOT AWARENESS – IT’S ASSURANCE30by Khensani Nobanda, Group Chief Marketing Officer, Nedbank B2B BRAND VALUE AND THE NEW REPUTATION AGE32by Mimi Turner, Head of Marketplace Innovation, LinkedInand Jann Schwarz, Senior Director of Marketplace Innovation & Strategy, LinkedIn B2B’S BRAND REFRAME: THE JOBS TODAY THAT NEED DOING34by Tom Stein, Chairman and Chief Brand Officer, Stein BUILDING TRUST WITH INTENT: A COMMERCIAL FRAMEWORK40FOR B2B VALUE CREATIONby Paula Oliveira, Global Head of Strategic Services, Brand Finance UNDERSTANDING BRAND IN B2B44by Kevin Woods, Head of Research, Brand Finance THE FLAG BEHIND THE BRAND46by Konrad Jagodzinski, Place Branding Director, Brand Finance B2B BRAND SPOTLIGHTS36TCS36JLL38 METHODOLOGYB2B Brand Valuation58Brand Valuation60Brand Strength61 UPCOMING B2B EVENTS 202662 Brand Equity Data Industry and regionalcomparisons of brand strengthfrom our annual global researchstudy of over 6000 brandsto inform strategic brand decisionsbrandirectory.com/research Dive Deeperinto BrandValue andWhat Drives It SectorValue Tables Our ranking tables ofthe top brands in theworld per sector by valuebrandirectory.com/reports SustainabilityPerceptions The insight in this reportis derived from our proprietarybrand equity research data andbrand value calculations. 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 brandvalue database where we rank theworld’s leading brands by theirvalues across 31 sectors and 41countries and 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 Company Introductions The Brand Finance 2026 B2B 300 ranking is produced in partnership withthe Association of National Advertisers (ANA) and International AdvertisingAssociation (IAA). Association of NationalAdvertisers (ANA) International AdvertisingAssociation (IAA) Brand Finance Brand Finance is the world’s leadingbrand valuation consultancy. Foundedin 1996 with the aim of ‘bridging thegap between marketing and finance’, wehave spent three decades helping com-panies and organisations of all typesconnect their brands to the bottom line. IAA (International Advertising Associ-ation) is the only global association rep-resenting all sectors of the marketingand communications industry. Estab-lished in 1938, IAA and its worldwidecommunity,spanning 40 countries,have a united purpose: to elevate im-pact, establish standards and demon-strate the value of marketing to brands,economies and society through: Associationof National Advertisers(ANA) is the definitive voice of the mar-keting industry. Since 1910, we have setand advanced the agenda for marketingtransformation, connecting over 1,600member companies to an influentialglobal network, insights and resourcesthat drive growth. Each year, we analyse thousands of theworld’s biggest brands across all sectorsand countries, publishing over 100 re-ports that set global benchmarks forbrand value and brand strength. Ourinsights equip business leaders with thedata and frameworks needed to makeinformed strategic decisions, from in-vestment and M&A to brand architec-ture and positioning. Our members represent 20,000 brandsand USD400 billion in annual market-ing investment. Through industry-lead-ing research, the CMO Growth Council,and our proprietary Growth Agendaand Practices, the ANA empowers mar-keters to shape the future of marketingand create lasting impact for their or-ganisations and the industry. •Thought leadership:To enablethe expansion and acceleration ofideasthrough diverse