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Sustainable Development: D.R. Horton ranked the world’s fastest-growing Engineering brand

15 February 2024

New Brand Finance data indicates growth for American engineering sector, but slight decline for China

  • D.R. Horton is the world’s fastest-growing engineering brand with a brand value up 47% to US$7.8 billion.
  • Chinese giant CSCEC is most valuable engineering brand for fifth year running, despite brand value drop.

View the full Brand Finance Engineering 50 2024 report here

With a 47% increase in brand value, D.R. Horton has become the world’s fastest growing engineering brand, according to the world’s leading brand valuation consultancy. The American brand has raised its position in the ranking from 25th to 14th place, several years into an ongoing initiative to evaluate, improve and report on its governance and impact on the environment and society.

D.R. Horton has cultivated a strong brand reputation in the U.S. by focusing on reasonably priced, entry-level homes; this strategic positioning has bolstered its brand value as homebuyers grapple with rising house costs. The brand has also seen a slight uptick in its brand strength index score, driven by positive performance in Brand Finance’s research metrics, ‘Brand I Admire’ and ‘Positive Contribution.’ These results affirm the D.R Horton’s widely positive perception in its domestic market. D.R. Horton has also improved its position in the ESG metric of Brand Finance's research, with slightly higher scores across the community, environment, and governance categories, an indication that the brand is perceived as becoming more engaged with ESG initiatives. According to the company, all homes closed in 2023 featured LED lighting, energy efficient windows, and programmable thermostats. From a branding perspective, these features are positive for the environment and reduce homeowner costs - factors aligned with D.R. Horton’s corporate mission to provide homes that are both sustainable and affordable.

CSCEC is the world’s most valuable Engineering brand for the fifth consecutive year, despite a 6% drop in its brand value to USD30 billion. In a year defined by ongoing economic challenges, CSCEC’s leading market position and brand equity are supported by their ‘Built by China’ brand as the company continues to oversee major construction projects and maintains exceptional brand awareness and a strong domestic reputation.

Richard Haigh, Managing Director of Brand Finance UK, commented,

“As sustainability becomes an increasing priority across the engineering industry, it is indicative that this year's fastest growing engineering brand is also several years into a comprehensive ESG strategy. D.R. Horton is communicating its sustainability initiatives and performance, while maintaining core brand messages around affordability.”

This upward trend is reflected in the American engineering sector more widely, which has observed a 3% increase its overall brand value, relative to a 3.5% decrease for China.

View the full Brand Finance Engineering 50 2024 report here


Media Contacts

Penny Erricker
Communications Executive
Brand Finance

About Brand Finance

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 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 over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.

Brand Finance is a regulated accountancy firm, leading the standardization 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.


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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