New data from Brand Finance reveals Chinese commercial services brands are now valued at $6.0 billion
BEIJING, 19 June 2025 – All Chinese brands featured in the Commercial Services 100 2025 rankings have recorded a positive brand value growth according to Brand Finance, the world’s leading brand valuation consultancy.
East Money (brand value up 43% to USD1.8 billion), climbed nine positions to rank 59th globally this year, maintaining its status as China’s most valuable commercial services brand for the second consecutive year. The brand’s growth is largely driven by its strong financial showing in 2024. The financial data services provider also took the title of China’s fastest growing commercial services brand, recording a notable 43% growth since 2024.
New Oriental (brand value up 8% to USD1.7 billion) is China’s second most valuable commercial services brand in the global rankings and retained its position as the strongest commercial services brand for two years running. New Oriental, also ranked as the eighth strongest commercial services brand globally, recorded a Brand Strength Index (BSI) score of 92.1/100 and an AAA+ brand strength rating. This can be attributed to its high familiarity within the Chinese market, along with being an admirable brand with a good reputation among local consumers.
Eternal Asia (brand value up 22% to USD978 million) climbs 11 places to rank 84th globally in this year’s ranking. As one of China’s leading supply chain brands for 25 years, Eternal Asia faced market headwinds in 2024, but the brand showcased resilience and focus on its "1+N" supply chain platform – which connects the brand with multiple upstream and downstream partners – boosted its standing. The "1+N" platform fosters a digital, decentralised ecosystem, enabling streamlined procurement, sales, and logistics operations across the network.
Scott Chen, Managing Director, Brand Finance China, commented:
“Chinese commercial services brands are thriving amid a sector undergoing rapid transformation. East Money’s strong growth reflects the expanding demand for secure, real-time financial data services in a market increasingly focused on innovation and efficiency. New Oriental continues to build trust through its solid reputation and deep connection with local consumers, while Eternal Asia’s rise shows how embracing digitisation and integrated supply chain solutions keeps brands agile and future ready. These brands are helping to shape the next phase of growth in a dynamic and evolving market.”
Global Insights
Consulting and advisory firm Deloitte (brand value down 2% to USD41.1 billion), is the world’s most valuable commercial services brand in 2025, is maintaining its leadership in the consulting and advisory services, for seven years in a row.
Japanese economic research and consultancy brand, NRI (brand value up 106% to USD2.1 billion) is the commercial services sector’s fastest-growing brand, after more than doubling its brand value from 2024. This is driven by a significant rise in its Brand Strength Index (BSI) score of 82.3/100, a substantial improvement from its score of 56.4/100 last year. Increased familiarity, a stronger reputation, and high assurance ratings have all contributed to this surge.
Japan’s SECOM climbs 21 spots to become the strongest commercial services brand this year, earning a BSI score of 95.6/100 and an AAA+ brand strength rating, reflecting its growing influence and trust.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It 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 brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
