LONDON: June 05, 2019. Brand Finance, an independent brand valuation consultancy, says UPS has retained its position as the world’s most valuable logistics brand followed by FedEx, Japan Rail, DHL and Union Pacific Railroad in an unchanged Top 5.

Rounding out the Top 10, BNSF remained in sixth position, France’s La Poste moved up to No.7 from No.12, US supply chain company McLane dropped one place to to eighth, Deutsche Post rose from No.10 to No.09 and CSX rose one position to No.10.

Brand Finance calculates the values of the brands in its league tables using the ‘Royalty Relief’ approach – a brand valuation method compliant with the industry standards set in ISO 10668. This involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a brand value understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market.

Based on this criteria, the company says UPS’s brand value has risen 33 percent in the past 12 months to a record US$29.3 billion, following further investment in reducing its carbon footprint and in drone technology.

FedEx mirrors the UPS brand value increase of 33 percent to total US$24.2billion during the period, as the company continues to promote itself as not just about packages, but also about what deliveries mean for the people shipping and receiving them.

Despite Amazon’s ongoing investments to reduce logistics costs, it has not had an impact on the value of the major logistics brands according to Brand Finance CEO David Haigh.

“Outstanding performances from FedEx and UPS reinforce the US dominance in the logistics industry. With vast areas to supply, both at home and abroad, the US brands are adept in addressing and resolving complex situations for customers seeking swift delivery solutions.

“E-commerce, insurance ventures, adaptability and emotional intelligence are heightening brand values for other players in this growing sector,” he added.

The biggest improvers over the past 12 months in the Brand Finance Top 25 are France’s Bolloré Logistics, up 50.9 percent to just over US$2 billion and No.21; La Poste, up 48.6 percent to US$5.5 billion and the aforementioned No.7 position; and Maersk, up 43.2 percent to US$4.4 billion and No.12.

Meanwhile DSV lost 6.8 percent of its brand value during the period dropping to US$1.5 billion and the No.24 position – despite agreeing to acquire Panalpina.

Brand Finance says it helped craft the standard on Brand Valuation – ISO 10668, and the recently-approved standard on Brand Evaluation – ISO 20671.