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CSCEC ranked as the world’s most valuable engineering brand for the sixth consecutive year

17 June 2025
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Brand Finance’s latest data shows Chinese engineering brands represent over 30% of the sector’s collective brand value

  • Eight out of 12 engineering brands ranked experienced a year-on-year decline in brand value
  • CRCC is China’s strongest engineering brand ranked, retaining its AAA brand strength rating
  • Mitsubishi Heavy’s brand value grows by 30% to become world’s fastest-growing engineering brand

BEIJING, 17 June 2025 CSCEC (brand value down 5% to USD28.3 billion) has once again been named the world’s most valuable engineering brand ranked for the sixth consecutive year, according to the Engineering 50 2025 rankings from Brand Finance, the world's leading brand valuation consultancy.

Despite representing a collective USD115.1 billion in brand value, eight out of the 12 Chinese engineering brands in the latest rankings recorded year-on-year declines.  This reflects a combination of challenges, including a sluggish global economy, domestic structural transitions, and softened demand amid China’s real estate downturn and reduced infrastructure investment. Additional strain has come from volatile raw material prices and regulatory pressures within the construction materials sector.

Meanwhile, CRCC (brand value down 6% to USD16.3 billion) emerges as China’s strongest engineering brand ranked with a Brand Strength Index (BSI) score of 93.3/100 and an AAA+ brand strength rating. Brand Finance’s research data underscores CRCC’s robust domestic reputation and broad market appeal as core drivers of its brand strength.

Scott Chen, Managing Director, Brand Finance China, commented:

“This year’s findings reflect the mounting pressures faced by engineering brands in China, with macroeconomic uncertainty and a prolonged property downturn weighing heavily on performance. As global competition intensifies, especially from markets with more stable growth trajectories, Chinese brands will need to adapt swiftly, balancing resilience with innovation to maintain their leadership on the world stage.”

Other Chinese engineering brands featured in the global rankings are:  

  • CRECG (brand value up 4% to USD18.3 billion) – ranked 5th globally
  • CEEC (brand value down 17% to USD9.2 billion) – ranked 11th globally
  • CNBM (brand value up 1% to USD9.1 billion) – ranked 12th globally
  • Power China (brand value down 20% to USD8.2 billion) – ranked 13th globally
  • CCCC (brand value down 16% to USD6.4 billion) – ranked 19th globally
  • CNNC (new entrant at USD4.9 billion) – ranked 25th globally
  • CRRC (brand value down 15% to USD4.8 billion) – ranked 26th globally
  • MCC (brand value down 28% to USD4.2 billion) – ranked 34th globally
  • SCRBG (brand value down 35% to USD2.8 billion) – ranked 41st globally

Engineering Sector Global Insights 

The combined brand value of the world’s top 50 engineering brands has reached USD366.9 billion, despite a broader global economic slowdown impacting the wider engineering sector. In the face of these headwinds, brands from Japan, the United States, and Europe continue to grow steadily. bolstered by stronger economies, government backing, and continued innovation.

Japanese brand Mitsubishi Heavy (brand value up 30% to USD4.8 billion) stands out as the fastest growing engineering brand ranked in 2025, climbing seven spots to rank 28th globally.

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Media Contacts

Gayathri Saravana Kumar
Marketing Director - Asia Pacific
Brand Finance

About Brand Finance

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.

Definition of Brand

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

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 Valuation Approach

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.

Disclaimer

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.

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