CPKC’s brand value surges in new report

Canadian rail company CPKC’s brand value increased 28 per cent to US$2.7 billion in Brand Finance’s Logistics 25 2024 report, and is this year’s global logistics brand with the largest brand value growth by percentage, paving the way for the brand to be included in the Brand Finance’s global logistics ranking.

DoorDash’s brand value went up 14 per cent to US$4.3 billion, holding second place in terms of largest brand value growth as the brand climbed six ranks from 2023 to emerge as the 12th most valuable logistics brand ranked in 2024, while France’s dpd placed third with a 10 per cent increase.

UPS is the most valuable logistics brand that has been ranked for the past decade, valued at US$34.6 billion.

Aside from the normalization trend observed in the sector, the Brand Finance Logistics 25 2024 ranking continues to be led by UPS, which retains its pole position as the most valuable logistics brand ranked, despite a brand value decline of two per cent.

Fellow logistics brand, FedEx also saw a decline in brand value of one per cent to US$28.6 billion, and follows as the world’s second-most valuable brand ranked, while Germany’s DHL saw a brand value increase of three per cent to US$12.2 billion and is placed third.

As part of its analysis, Brand Finance assesses the role that specific brand attributes play in driving overall brand value. One such attribute is sustainability. Brand Finance assesses how sustainable specific brands are perceived to be, represented by a ‘Sustainability Perceptions Score.’ The value that is linked to sustainability perceptions, the ‘Sustainability Perceptions Value,’ is then calculated for each brand.

The 2024 Sustainability Perceptions Index finds that in the logistics sector, UPS has the highest Sustainability Perceptions Value of US$3 billion and the highest positive gap value of US$224 million among brands in the rankings.