London, UK – The collective brand value of the top 100 commercial services brands is USD474.0 billion in 2025, with a year-on-year growth of 6%, according to the latest Commercial Services 100 2025 ranking by Brand Finance, the world’s leading brand valuation consultancy.
The commercial services sector is undergoing a major transformation, fuelled by rapid digital innovation, shifting consumer demands, and tightening regulatory frameworks. Brands from eight out of 17 countries (excluding Canada) recorded double-digit growth, led by brands from Belgium, Switzerland and the UAE.
Consulting and advisory firm Deloitte (brand value down 2% to USD41.1 billion) is again the world’s most valuable commercial services brand in 2025 for the seventh year in a row.
As a Worldwide Olympic Partner through to 2032, Deloitte applies its in-depth expertise in management and business consulting to help enhance and secure the IOC’s digital ecosystem, supporting the Olympic Movement. The significance and popularity of the Olympics and Deloitte’s brand placement likely contributed to gains in brand strength observed year on year in our general public tracking, demonstrating the continued deepening of Deloitte’s brand strength.
Credit card company American Express(brand value up 9% to USD39.6 billion) remains in second place, solidifying its dominance in premium financial services. The brand continues to capitalise on the rising demand for digital payment solutions, particularly in the B2B and luxury consumer segments.
Visa (brand value up 15% to USD32.2 billion) climbs to third, overtaking EY in the rankings, further strengthening its role as a leader in digital payments and global transaction networks. With the rise of real-time payments and digital wallets, Visa continues to set new standards for secure financial transactions across borders.
Japanese economic research and consultancy brand NRI (brand value up 106% to USD2.1 billion) is the commercial services sector’s fastest-growing brand, after more than doubling its brand value from 2024.
This is driven by a significant rise in its Brand Strength Index (BSI) score of 82.3/100, a substantial improvement from its score of 56.4/100 last year. Increased familiarity, a stronger reputation, and high assurance ratings have all contributed to this surge.
Annie Brown, Valuation Director, Brand Finance, commented: “In an era of unprecedented disruption in the business landscape, the value of commercial services brands is now strongly influenced by their ability to navigate digital pivots, regulatory shifts, and critical sustainability mandates, among others.
Our latest ranking underscores that the brands commanding the top positions are those exhibiting remarkable resilience, pioneering innovation, and a powerful connection with evolving market and stakeholder expectations.”
Japan’s SECOM climbs 21 spots to become the strongest commercial services brand ranked this year, earning a BSI score of 95.6/100 and an AAA+ brand strength rating. SECOM’s BSI score reflects its exceptional brand perceptions in the Japanese market, where it consistently excels in metrics such as familiarity, assurance, and appeal.
Equifax(brand value up 31% to USD3.9 billion) is the second strongest brand in the sector with a BSI score of 94.2/100 and a AAA+ brand strength rating whilePayPal(brand value up 25% to USD18.5 billion) takes the third rank with a BSI score of 93.6/100 and AAA+ rating, exemplifying a brand with a broader presence beyond its domestic market.
While it has a strong reputation at home in the US, especially in familiarity and appeal, Brand Finance’s market research reveals that PayPal has also built significant recognition in India and Egypt.
