The 150 Most Valuable B2B brands: A quarter-trillion-dollar leap forward

• Microsoft is the top of the rankings, as the total brand value of the top 100 most valuable B2B brand value rises 10 percent from 2023
• China's State Grid overtakes Amazon to claim the title of the world's second most valuable B2B brand
• Amazon's B2B brand value falls amidst competition in cloud services
• Deloitte maintains its credibility as the world's strongest B2B brand, with ICBC following closely in second place
• NVIDIA demonstrates significant growth as the world's fastest-growing B2B brand
• The acquisition of Credit Suisse enhances trust in UBS as its B2B brand value doubles from 2023

The 100 most valuable business-to-business (B2B) brands are worth a quarter trillion more in 2024 than in 2023 as Microsoft remains the most valuable B2B brand globally, achieving a substantial 60% surge in B2B brand value to USD220.4 billion. In its second year, the Brand  Finance ranking expands from 100 to 150 most valuable B2B brands, as NVIDIA unsurprisingly emerges as the world’s fastest growing B2B brand.

Microsoft is the top of the rankings, as the total brand value of the top 100 most valuable B2B brand value rises 10 percent from 2023

Microsoft’s remarkable growth highlights the tech giant’s robust brand equity and strategic positioning within the global B2B marketplace. The brand is extremely valuable and growing quickly, thanks to its strong position in generative artificial intelligence (AI), given its association with OpenAI. This reflects that Microsoft is now a dynamic and responsive B2B brand.

Savio D'Souza, Brand Finance Director, commented: 

“Microsoft’s B2B brand is booming. Revenue growth is driven by strategic product segments, leveraging LinkedIn for broader market penetration, and its leadership role in generative artificial intelligence, building a formidable narrative of growth, innovation,  and market leadership. Microsoft’s trajectory in bolstering its B2B brand value is a testament to its strategic foresight, operational excellence, and  unwavering commitment to addressing the evolving needs of its global clientele."

China's State Grid overtakes Amazon to claim the title of the world's second most valuable B2B brand

China's State Grid has emerged as a global colossus in the B2B brand value arena. It secured the title of the world's second most valulable B2B brand with an impressive 21% surge in its valuation, reaching USD71.1 billion. This remarkarble achievement underscores its dominance within the utility sector, where it is the most valuable utility brand globally and across the broader B2B landscape.

Amazon's B2B brand value falls amidst competition in cloud services

Amazon's B2B journey has not been outstanding this year, with its B2B brand value subsiding by 2% to USD69.4 billion. This adjustment has led Amazon to move from the second to the third position in the rankings of the world’s most valuable B2B brands. The slight downturn in Amazon's B2B brand value can be attributed to a series of factors impacting its Amazon Web Services (AWS) division, which has been a cornerstone of Amazon’s B2B offerings.

Deloitte maintains its credibility as the world's strongest B2B brand, with ICBC following closely in second place

Deloitte remains at the pinnacle of the B2B brand landscape, remaining the world’s strongest B2B brand with a Brand Strength Index (BSI) of 90.6. This brand strength has played a vital role in achieving a remarkable 21% increase in brand value to USD41.8 billion. This standing is a testament to Deloitte's brand equity, characterised by high familiarity, consideration,  and satisfaction amongst its key customers. These elements underpin Deloitte's brand strength, coupled with strong financial performance and strategic brand investments. 

The Industrial and Commercial Bank of China (ICBC), one of the globe's premier state owned banks, has solidified its position as the world's second-strongest B2B brand.  With a Brand Strength Index (BSI) of 89.8, ICBC'sbrand value has witnessed a modest uptick of 2%, culminating in a valuation of USD43.4 billion. This achievement underscores ICBC's robust brand equity, a testament to its expansive presence and esteemed reputation across both B2B and B2C spectrums.

NVIDIA demonstrates significant growth as the world's fastest-growing B2B brand

NVIDIA's meteoric ascent to become the world’s fastest-growing B2B brand, with a staggering 163% increase in brand value to USD44.5 billion, marks a seminal moment in the tech industry. This phenomenal growth trajectory is primarily fuelled by a significant uptick in year-over-year revenue, propelled by NVIDIA's strategic expansions and technological innovations within key business-facing sectors. 

The acquisition of Credit Suisse enhances trust in UBS as its B2B brand value doubles from 2023

The brand value of UBS has seen a meteoric rise, positioning it as the world's second fastest-growing B2B brand, with its value soaring by 122% to USD9.6 billion, primarily due to the acquisition of Credit Suisse. This significant leap in brand valuation underscores UBS's burgeoning dominance within the banking and financial services sector and  highlights the strategic acumen behind its operations and growth strategies. The surge in brand value is a testament to UBS's robust performance, innovative services, and the increasing trust and reliance placed on it by businesses – and regulators – worldwide.