Microsoft is the world’s most valuable B2B brand, report
Microsoft remains the world’s most valuable B2B brand, achieving a substantial 60% increase in B2B brand value to $220.4 billion, according to the latest report by Brand Finance, the world’s brand valuation consultancy.
The B2B brand value of Microsoft accounts for the majority of Microsoft’s total brand value of $340.4 billion, which includes both B2B and B2C components.
David Haigh, CEO, Brand Finance: “The evolution of branding has led to a symbiotic relationship between B2B and B2C brand and sectors, where the actions of one significantly impact the other. Understanding this interplay is crucial for brands to navigate and succeed in today's complex marketplace."
Year on year, the top 100 B2B brands increased 10%, a total value growth of a quarter trillion dollars.
NVIDIA emerges as the world's fastest-growing B2B brand, achieving a remarkable 163% growth in B2B brand value to USD44.5 billion. Microsoft and NVIDIA’s growth is largely attributable to their strong footholds in artificial intelligence (AI). Microsoft's brand is fuelled by its association with OpenAI, driving expansion in customer base and revenue streams through Azure, Microsoft 365, and LinkedIn.
Meanwhile, NVIDIA's brand value surge is propelled by innovations in AI-driven technologies like their class-leading AI platform for enterprises which have become the dominant platform in that market.
China's State Grid has risen to become the world's second most valuable B2B brand – overtaking Amazon - reflecting its strong financial performance and reinforced brand presence. Valued at USD 71.1 billion, State Grid’s brand value has grown 21% from last year.
As a crucial player in the Chinese economy and integral to global initiatives like the Belt & Road, State Grid remains a hidden giant in the B2B space amongst Western market observers, often overlooked despite its massive influence.
Brand Finance runs drivers analysis to determine the role of sustainability in B2B customer consideration across sectors. Among B2B brands, the most pronounced driver score is for IT Services (14.1%) – other B2B sectors with pronounced roles were Oil & Gas and Logistics (8.6% each), Chemicals, Energy, and Mining (8.3%), Commercial Services (8.2%), Insurance (7.7%), and Banking (6.8%).
Dagmara Szulce, Executive Director, International Advertising Association (IAA) Global: “Brand Finance and IAA partners in developing groundbreaking research that moves the marketing industry forward, including the first-ever Sustainability Perceptions Index and the Global Most Valuable B2B Brands Index.”
The case for B2B brand as well as investment in holistic corporate sustainability strategies have been strengthened immeasurably by these indices.
Jim Habig, Vice President of Marketing, LinkedIn Marketing Solutions: “As stewards of the world’s largest professional network, we at LinkedIn understand the indispensable role of data in B2B marketing. The research and insights Brand Finance shares in their 2024 B2B Brands Report are an asset for B2B marketers who want to make meaningful connections and gain a competitive edge.”
The 2024 B2B report is provided in partnership with IAA and Stein IAS, a leading B2B agency.
Craig Duxbury, Global President, Stein IAS: “The growing confidence among B2Bs in investing to drive brand strength is evident in this year’s quarter-of-a-trillion-dollar growth in brand value. Data of the depth and rigor in this report supports all B2B marketers in building the business case for brand as a value creator.”
