New data from Brand Finance reveals the shifting dynamics of the global mobility market, with platform diversification and digital innovation driving brand value growth
Grab is the fastest-growing mobility brand in the world, according to Brand Finance, the world's leading brand valuation consultancy. The Singapore-based platform’s brand value jumped 85% to USD1.1 billion, with strong market recovery, rising subscriber engagement, and improving investor sentiment propelling this growth. In Q3 2024, Grab surprised markets with a USD15 million profit, further lifting its valuation as share prices quadrupled in the final quarter of the year. However, while Grab has benefited from post-pandemic recovery and ecosystem expansion, the brand now faces mounting competition across Southeast Asia and has issued a more cautious revenue forecast for 2025.
According to Brand Finance’s research Grab earns full marks for familiarity, consideration, reputation, and brand relevance in its home market of Singapore. With consumer spending on the rise and food delivery demand recovering post-pandemic, Grab continues to strengthen its multi-service ecosystem and expand its regional footprint.
Uber (brand value up 25% to USD37.2 billion) remains the world’s most valuable mobility brand, well ahead of second-placed Enterprise (up 50% to USD19.2 billion). Uber continues to dominate the US market, fuelled by the expansion of its ride-sharing services, particularly UberX Share, which encourages riders to split journeys and increases driver earnings potential. Mobility is now Uber’s fastest-growing division, outpacing both its delivery and freight segments.
Uber is also the strongest mobility brand in the world, with a Brand Strength Index (BSI) score of 84.8 out of 100. The brand achieves best-in-class consideration scores in the US and performs strongly on familiarity and brand affinity at a global level. However, recent changes to its pricing model have caused confusion among users and drivers, leading to concerns about fairness and highlighting a potential risk to long-term trust and therefore perceptions.
Ayvens makes its debut in the ranking in 3rd, with a brand value of USD3.9 billion. Launched in October 2023 through the rebrand of LeasePlan by ALD Automotive, Ayvens highlights the rising importance of flexible vehicle leasing and integrated fleet solutions as a core component of the mobility ecosystem.
Lorenzo Coruzzi, Director at Brand Finance, commented:
“Brands like Grab and Uber are redefining what mobility means for consumers - convenience, flexibility, and integration across services are now baseline expectations. The shift away from traditional rental and ownership models continues to accelerate, forcing legacy brands to rethink their propositions. The strongest performers in this space are those that have embraced disruption, not resisted it.”
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.
