最具价值和最强大的房地产品牌25强2026年度报告

RealEstate 252026 The annual report on the most valuable and strongest real estate brands AboutBrand Finance Bridging the gap betweenMarketing and Finance Brand Finance was set up in 1996with the aim of 'bridging the gap betweenmarketing and finance'. For 30 years, wehave helped companies and organisationsof all types to connect their brands tothe bottom line. Quantifying thefinancial value of brands We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries,we publish over 100 reports annually. Unique combinationof expertise The world'sleading brandvaluationconsultancy Our teams have experienceacross a wide range of disciplinesfrom marketing and market research,to brand strategy and visual identity,to tax and accounting. Priding ourselveson technical credibility Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council.Our experts crafted standards (ISO 10668and ISO 20671) and our methodology,certified by Austrian Standards, is officiallyapproved by the Marketing AccountabilityStandards Board. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com Contents Foreword5David Haigh, Chairman & CEO, Brand Finance Sector Overview 6 Most Valuable Real Estate Brands 202610Fastest Growing Brand Value:Welltower12Brandto Watch:Host Hotels & Resorts13 Brand Strength Analysis14 Commercial Real Estate Brand17Value & Strength Analysis Regional Analysis20 Brand Spotlight24 JLL25Siddharth Taparia, Global CMO ROSHN GroupWaseem Khashan, Acting Group Chief Marketing& Communication Officer, Brand Value Ranking (USDm)31Real Estate31Commercial Real Estate32 Methodology33 Our Services39 Down 14% to $54.9billion: Real estate brandvalue under pressure ascapital, sustainability andAI redefine competitiveadvantage +Poly Developmentclaims top spot as mostvaluable real estate brand for the first time +Welltoweremerges as fastest-growing realestate brand of the year +Host Hotels & Resorts: New entrant and a Brandto Watch as brand value rises 17% to $998 million +Country Gardenclimbs up to become the strongestreal estate brand, Vinhomes and JLL move up toranks second and third strongest respectively +CBRE,JLL, andCushman & Wakefieldlead recoveryin commercial real estate services sector +Global real estate market shows mixed performanceas structural shifts reshape brand value dynamics Foreword This year marks Brand Finance’s 30thanniversary. Throughout our history as acompany, there has been one enduring truism: brands operate in a world shapedby continual change. Rapid advancements in AI, geopolitical fragmentation, economic uncertainty,and rising expectations of corporate behaviour have all placed new pressureson organisations. While the challenges have evolved, the importance of buildingand maintaining brand strength has remained constant. Looking back to 1996, the global brand landscape was dominated by traditionalconsumer names. Since then, the rise of technology and digital services, the movefrom products to ecosystems, the increasing prominence of B2B brands, and thegrowth of place branding have fundamentally reshaped how value is created. David HaighChairman & CEO,Brand Finance Today, the commercial contribution of a strong brand is well recognised. It drivesdemand, supports premium pricing, attracts and retains talent, increases resilienceduring uncertainty, and provides confidence to investors. Despite this awareness,many organisations still struggle to quantify brand value or explain its role in businessperformance. This lack of clarity often creates a gap between marketing ambitionand financial decision-making, limiting the ability to invest for the long term. At Brand Finance, our mission for 30 years has been to close that gap. By bringingtogether robust valuation methodologies and in-depth research, we help leadersunderstand the financial impact of their brand and make better-informed decisions.Whether you are looking to strengthen brand performance, evaluate marketinginvestment, support a transaction, or bring greater alignment across yourorganisation, our team is here to help. As you explore this year’s findings, I encourage you to consider how the insightscan support clearer decision-making within your organisation. Strong brands arebuilt through informed choices and consistent investment, and our team is readyto help you translate the data into practical next steps for your strategy. SectorOverview SectorOverview Entering 2026, the global real estate marketremained sharply divided. Transaction activityrebounded over the past year, driven by easingfinancing pressures, renewed institutional investmentappetite and sustained demand for specialised assetclasses, although