UPS tops global logistics list for brand value

US logistics company United Postal Service (UPS) has been named the world’s most valuable logistics brand, according to the latest Brand Finance Logistics 25 report, despite a one per cent year-on-year decrease in brand value to US$22 billion ($28 billion).

UPS was followed by FedEx in second place, Japan Railways in third and DHL in fourth.

“There is no doubt that forging a distinct brand helps a business to build resilience,” said Richard Haigh, Managing Director, Brand Finance. “As Amazon prepares to launch ‘Shipping with Amazon’, having a strong brand can help protect incumbents from this new competition. Powerful brands alone will not be enough to prevent Amazon from gaining a foothold in the industry, however they will allow breathing room for the existing brands to riposte and limit their loss of market share.”

FedEx’s acquisition of TNT Express helped it achieve its second-place position, Brand Finance found, though notably the Petya cyber attack created a loss of revenue due to decreased volumes.

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