Brand Finance’s Logistics 50 2026 reveals that Chinese brands contribute 14% to the sector’s total brand value this year
BEIJING, 27 August 2026 – The logistics industry has experienced several headwinds since February last year, such as tariffs imposed by the US, and geopolitical tensions that have disrupted supply chains. According to the Logistics 50 2026 report by Brand Finance, the world’s leading brand valuation consultancy, the top 50 logistics brands record a brand value of USD216.8 billion, with the 10 featured Chinese brands remaining the second-largest contributor to the sector’s total brand value with a 14% share (USD30.6 billion).
SF Express (brand value at USD6.3 billion) leads Chinese brands as the sixth most valuable brand in the ranking. The brand remains steadfast amid industry-wide headwinds this year, thanks to its partnership with the global air freighter service provider, AIR ONE, to expand its routes into Europe and broaden its global network. This partnership also streamlines transit times while supporting rising trade and logistics demand between China and the UK.
China Post (brand value up 6% to USD5.8 billion) ranks as the 10th most valuable logistics brand globally. The brand reinforces its standing as a reliable and reachable national service provider through extensive nationwide coverage, strong penetration in lower-tier or rural markets, and close linkage with public welfare initiatives. Additionally, China Post marked its entry into low-altitude logistics by unveiling its subsidiary brand, China Post UAV (Beijing) Co., Ltd., in January 2025. The subsidiary brand focuses on researching and developing unmanned aerial vehicles (UAVs), strategically accelerating the development of its low-altitude logistics business, and boosting China Post’s long-term competitiveness.
JINGDONG Logistics (brand value up 20% to USD4.9 billion) rises two positions from 2025 to rank as the 12th most valuable logistics brand globally, supported by its self-operated logistics network, integrated warehousing, and distribution capabilities. Recently, the brand posted its total revenue for the first half of 2026, which recorded a 27% year-over-year increase to CNY124.7 billion (approximately USD18.5 billion). JINGDONG Logistics’ adjusted operating profit outpaced its revenue growth, recording a 40% year-on-year growth to CNY3.6 billion (approximately USD535 million), signalling optimistic progress in its cost reduction, efficiency gains, and business optimisation strategies. JINGDONG Logistics also ranks as the second strongest logistics brand globally, receiving a Brand Strength Index score of 91.9/100 and an AAA+ brand strength rating. According to Brand Finance’s market research data, JINGDONG Logistics excels at key metrics such as price acceptance, advocacy, engagement, and likeability in its home market.
Scott Chen, Managing Director China, Brand Finance, commented:
“The Chinese logistics industry demonstrates a clear shift from domestic scale to global reach. SF Express extending into Europe and China Post moving into low-altitude delivery with its new UAV subsidiary both reflect that Chinese brands are building the international networks and technical capabilities needed to solidify the standing of Chinese logistics brands among the world’s long-established industry players. JINGDONG Logistics, now the second strongest logistics brand globally, shows that this expansion is being matched by genuine brand strength, with its self-operated network and warehousing capabilities underpinning both its domestic standing and its ambitions abroad."
Other notable brands featured in the Brand Finance Logistics 50 2026 report include:
Global Insights
The global logistics sector records a brand value of USD216.8 billion amid a recovering industry, with the US maintaining the largest brand value share at 42% (USD90.8 billion).
UPS remains the most valuable logistics brand for the 12th consecutive year, despite an 8% brand value drop to USD30 billion. FedEx (brand value up 10% to USD25.1 billion) and JR (brand value at USD13.1 billion) follow in second and third place, respectively.
CEVA (brand value up 129% to USD2.1 billion) emerges as the fastest-growing brand, driven by its acquisition Borusan Lojistik, providing the brand with a stronger presence in Turkey, consolidating its operational expertise, and establishing a foothold in a region that strategically connects Europe, the Middle East, and Asia.SBB, a new entrant, ranks as the strongest logistics brand this year, receiving a BSI score of 95.2/100 and an AAA+ brand strength rating. The Swiss rail brand’s strength underpins its “Expansion Step 2025”, a programme that spans 60 projects focusing on improving customer satisfaction and comfort.
SBB, a new entrant, ranks as the strongest logistics brand this year, receiving a BSI score of 95.2/100 and an AAA+ brand strength rating. The Swiss rail brand’s strength underpins its “Expansion Step 2025”, a programme that spans 60 projects focusing on improving customer satisfaction and comfort.
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, 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.
