US-based United Parcel Service (UPS) has held on to the top spot as the most valuable logistics brand in the world with a brand value of $38.5 billion, according to a new report from the leading brand valuation consultancy, Brand Finance.

Despite disruptions to the global supply chain, the brand value of UPS jumped by a quarter over the year as demand for its services increased. Further, UPS has benefited from improved goodwill in many nations as it actively contributed to improving access to Covid-19 vaccination supplies for 110 countries. The brand used their logistics supply chain network to deliver shipments and medical equipment as needed throughout the world.

Every year, Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all countries. The world’s top 25 most valuable brands are included in the annual Brand Finance Logistics 25 ranking.

The brand value of UPS has grown by 28 per cent in part due to acquisitions. In 2021, UPS acquired Roadie, a new delivery platform that provides same day delivery in the US. UPS also forays into digital transformation with an innovation centre in Singapore to serve as a R&D hub in the APAC region.

More broadly, the logistics sector is seeing a revival after pandemic induced restrictions with new technological innovations. Correlated with lockdown restrictions, many consumers shifted spending from services to goods – causing a surge in demand for various goods just as the ability to move products was restricted. With the world now looking towards a post-Covid future, online shopping has increased significantly, creating growth in the parcel delivery sector.

David Haigh, Chairman and CEO, Brand Finance commented: “The logistics industry has transformed during the pandemic to keep up with changing customer demands adeptly. With new partnerships and acquisitions across the board, the sector has achieved great performance and brand value growth.”