品牌价值-全球250个最具价值的B2B品牌（英）

global brand intelligence since 1996Emotion vs. Function: How top B2B Brands EngagE and Build valuEGlobal 250 Most Valuable B2B Brands2025 | B2B Brand Finance Journal | 3ContentsBrand Finance Journal 2025 B2B 250FOREWORD 6by David Haigh, Editor-In-Chief, Chairman & CEO, Brand FinanceNOT ONE SIZE FITS ALL: IN THE WORLD OF BRAND, 20 B2B QUIETLY TAKES CENTRE STAGE by Hugo Hensley, Valuation Director, Brand Finance TOP 250 B2B BRAND RANKING 2025 14FEELINGS VS. FUNCTION? THE POWER OF 20 EMOTIONAL ADVERTISING IN B2B BRAND BUILDING by Maialen Martinez, Consultant, Brand FinanceBRAND-TO-DEMAND COMES OF AGE 24 by Marc Keating, Chief Innovation Officer, SteinB2B BRAND SPOTLIGHTS 26LinkedIn  26WARC 28Wolters Kluwer 30EY 32TCS 34Cannes Lions 36BEYOND THE FINISH LINE: THE VALUE OF 38 MARATHON SPONSORSHIP FOR B2B BRANDS by Scott Moore, Sports Services Senior Consultant, Brand Finance METHODOLOGYB2B Brand Valuation 19Brand Valuation 42Brand Strength 43Brand Finance Journal 2025 B2B 250 | Contentsenquiries@brandfinance.comBrand Equity DataIndustry and regional comparisons of brand strength from our annual global research study of over 6000 brands to inform strategic brand decisions brandirectory.com/researchOur ranking tables of the top 500 banking brands in the world by value from 2007 to 2025 brandirectory.com/bankingBanking Sector Value TablesOur report on the contribution that perceptions of sustainability make to the values of the world’s leading brands brandirectory.com/sustainabilitySustainability PerceptionsOur measure of the contribution that CEOs make as “guardians” of the value of their brands brandirectory.com/ brand-guardianshipBrand Guardianship IndexRequest your own custom brand value report, providing a detailed diagnosis of brand strength and value relative to competitors with royalty rates and cost of capital calculations brandirectory.com/ request-a-valuationBrand Value ReportsDive Deeper into Brand Value and What Drives ItThe insight in this report is derived from our proprietary brand equity research data and brand value calculations. Much of this is available via Brandirectory, our online brand value database where we rank the world’s leading brands by their values across 31 sectors and 41 countries and regions.Brandirectory is the gateway to much deeper insight to what drives brand strength and brand value.6 | B2B Brand Finance Journal | 20252025 | B2B Brand Finance Journal | 7Foreword | David HaighEvery single B2B brand in the world has a powerful tool at their disposal to build confidence in complex, high-stakes re-lationships: emotional appeal. And far too many marketing leaders fail to use it. This oversight is somewhat under-standable. As tariffs cripple spend fore-casts and create chaos in supply chains, the natural response is pare down and focus messaging on the rational, func-tional qualities of a brand. This is an er-ror, and it could be a costly one – Brand Finance finds that the 250 strongest and most va