Brand Finance data reveals the 50 most valuable asset management and sovereign wealth fund brands are 5% more valuable than in 2024
LONDON, 28 July 2025 – For the second year, BlackRock is ranked as the world’s most valuable asset management (AM) brand with a value of USD8.3 billion, and PIF is the most valuable and fastest-growing sovereign wealth fund (SWF), according to the latest data from Brand Finance, the world’s leading independent brand valuation consultancy.
The Asset Management and Sovereign Wealth Fund 50 2025 is the second iteration of the Brand Finance annual ranking of the world’s strongest and most valuable AM and SWF brands. The collective value of the 50 ranked brands has grown 5% year on year, totaling nearly USD73.9 billion in 2025.
BlackRock’s brand value has risen 17% in 2025, largely driven by a surge in assets under management, strategic acquisitions in private markets, and continued leadership in technology and AI. The coming months will be pivotal for the asset management giant and its ongoing efforts to carve out a share of private markets, as BlackRock announced 1 July it took over HPS Investment Partners, closing a trio of acquisitions totalling USD30.0 billion.
PIF has the single most valuable brand name among the world’s SWFs; valued at USD1.2 billion, up 11% from 2024. It also ranked seventh for brand value to AUM ratio among all AM and SWF brands combined, the only SWF to feature in the top 10. PIF’s assets under management have grown rapidly due to robust portfolio performance, driven by a range of key portfolio companies and long-term projects that are beginning to mature.
JP Morgan Asset Management (JP Morgan AM) is the second most valuable asset management brand, with a value just below USD7.2 billion, a modest 3% rise year on year. Vanguard’s brand value is roughly the same as in 2024 at USD6.0 billion, enough to hold onto its third place spot for the second year in a row.
JP Morgan also remains the world’s strongest AM & SWF brand ranked, boasting a Brand Strength Index (BSI) score of 87.6 out of 100, followed closely by BlackRock with a BSI score of 87.0 out of 100. Both achieve an AAA brand strength rating.
PIF’svalue is largely driven by high scores for the brand’s awareness, purpose and commitment to positive growth. Among the other notable high-ranking SWFs, Abu Dhabi Investment Authority is the strongest SWF brand, scoring 64.1 out of 100. PIF’s own BSI is 62.9 out of 100, an increase from last year and both brands achieve an A+ brand strength rating.
David Haigh, Chairman and CEO, Brand Finance, commented:
“Brand Finance research finds that high-profile investments with a positive impact continue to build the brand values of asset managers and sovereign wealth funds. This is evident in the impact of successful sports partnerships, which deliver an observable uplift in awareness and familiarity among B2B and informed audience. Formula 1 and football are powerful and popular ways for asset managers and sovereign wealth funds to raise their international profiles in a way that is consistent with the brands’ wealth and stature. For instance, JP Morgan’s banking division Chase just became the first sponsor of Arsenal FC’s VIP Lounge. In 2024, PIF signed groundbreaking global partnerships accelerating the growth of sports with ATP and WTA tennis, Concacaf and Formula E, Extreme E and E1 under the E360 umbrella while its ownership of LIV Golf has brought a new global audience to the game.”
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.
