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US based Academic Medical Centres leverage global reputation to score highly in hospital brand strength ranking

31 January 2023
This article is more than 1 year old.
  • Mayo Clinic Health System is world’s leading academic medical centre, with USA centres filling top three positions
  • First of its kind study ranks the brand strength of the world’s leading Academic Medical Centre Hospitals 
  • Medical centres of prominent universities benefit from increased awareness and familiarity

Read the full report here –

Mayo Clinic Health System is the world’s leading academic medical centre (AMC) hospital, according to ground-breaking new research conducted among global healthcare professionals by Brand Finance, the world’s leading brand valuation consultancy. The first-of-its-kind study has revealed the brand strength of the world’s leading AMC Hospitals, with several American institutions topping the ranking. The original research study surveyed 2,500 leading healthcare professionals to build a peer-driven analysis of the performance of the world's leading AMC Hospitals, compiling their dispersed knowledge into one easy-to- digest and actionable report for AMC management.

An all-American top three is led by Mayo Clinic Health System

The Mayo Clinic Health System earned a brand strength index score (BSI) of 85.1 out of 100 and a corresponding AAA brand rating. Brand Finance’s research found that the system earned high scores across the board in patient treatment, research, and teaching categories, as well as coming out on top in familiarity and awareness, locally and globally.

Massachusetts General Hospital and Stanford University Medical Center followed closely behind to make an all-American top three. Each of the American AMCs at the top of the ranking scored extremely highly in local, regional, and international familiarity and awareness around the world. The size and commercial nature of the American healthcare system may have built a greater understanding and utilisation of brand equity amongst AMCs, compared to counterparts elsewhere.

Hugo Hensley, Associate Director of Brand Finance, commented:

“Like all brands, it is important that AMCs carefully manage their reputations amongst patients, healthcare workers and researchers alike, in order to build a strong brand on a global stage and drive success for all stakeholders. This will help AMCs to recruit staff, raise funds and consequently serve their communities."

Germany’s Charité was the highest ranked AMC outside of the US at 4th. Comprising of over 100 different clinics and departments, Charité has an extremely broad offering to patients, scoring second highest in the patient treatment metric in Brand Finance’s research. Its profile has also risen following the treatment of several high-profile politicians, including Russian opposition leader Alexei Navalny, following his poisoning in 2020.

Medical centres of prominent universities benefit from increased awareness and familiarity

Stanford University Medical Center, Oxford University Hospitals NHS Foundation Trust, and Yale New Haven Health System were amongst several AMCs linked with well-known universities from the US and UK that were ranked in the top 30. While they each scored well in the patient treatment and research and teaching metrics, they scored particularly highly in global awareness and familiarity. It is likely that these AMCs benefit from the global reputations of the universities they are attached to and shows the importance of strong research and education pillars in the development of a top AMC.

Specialist AMCs also performed well in the ranking, with Dana-Farber Cancer Institute in 6th place, followed closely by SickKids in 7th position and Great Ormond Street Hospital in 11th place. All scored highly for innovation within their fields as well as delivering world-class patient care.

At a regional level, the top ranked South Asian AMC was the All India Institutes of Medical Sciences (AIIMS) in 5th, while Singapore General Hospital (SGH), at 8th, was the top ranked Asia Pacific AMC. SGH is perceived as a leader in technology and innovation, with healthcare professionals recognising it in metrics including ‘excellent facilities / investment in technology and treatments’ and ‘strong culture of medical progress and innovation’. King Faisal Specialist Hospital and Research Center is the highest ranked AMC in the Middle East & North Africa region at 20th, and Argentinian Hospital Italiano de Buenos Aires was the top ranked South American AMC in 21st position.

Hensley concluded:

“Throughout our research, we found many regional leaders are very well perceived among those that interact with them, but don’t yet project their brand onto the global stage. This highlights a clear opportunity for many AMCs to carve out a unique brand positioning, and further increase their brand reputations beyond their regional vicinity.”

TOP 10 Academic Medical Centres


Read the full report here –

Note to Editors

Every year, leading brand valuation consultancy Brand Finance puts thousands of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The Global Top 250 Academic Medical Centre Hospitals are included in the Brand Finance Global Top 250 Hospitals Ranking.

Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. It is based on a balanced scorecard of metrics relevant to stakeholders within the industry, designed to reflect the importance of each in driving reputation and success for the organisation.

The full ranking, additional insights, charts, more information about Brand Finance’s methodology, and definitions of key terms are available in the Brand Finance Global Top 250 Hospitals 2023 report.

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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