With the world turning to vaccines to combat the COVID-19 pandemic, pharmaceutical brand names across the world have surged in value as they have become household names globally, according to a new report from leading brand valuation consultancy Brand Finance. Brands such as Johnson & Johnson (brand value up 24% to US$13.4 billion), Pfizer (brand value up 58% to US$6.3 billion) and AstraZeneca (brand value up 77% to US$5.6 billion) have stormed to global consciousness as billions of people around the world have queued up to obtain the benefit of their vaccines – and much of the world is re-opening from lockdowns as a result.
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 sectors and countries. The pharmaceutical industry’s top 25 most valuable and strongest brands in the world are included in the annual Brand Finance Pharma 25 ranking.
Johnson & Johnson sits at the first position with a brand valuation of US$13.3 billion
Johnson & Johnson remains the world’s most valuable pharma brand with its COVID-19 vaccine complementing a variety of other Johnson & Johnson branded products. The Johnson & Johnson/Janssen COVID-19 vaccine – like all COVID-19 vaccines – was subject to significant public scrutiny and attracted attention for rare harmful side effects. However, in contrast with several other COVID-19 vaccines, the Johnson & Johnson vaccine required only one dose, and was widely recommended for use by people who would otherwise remain unvaccinated for COVID-19 due to limited access to Pfizer-BioNTech or Moderna (mRNA COVID-19 vaccines).
In addition to COVID-19 vaccines, Johnson & Johnson continued to provide a variety of consumer hygiene products which are also attracting increased consumer demand due to heightened customer interest in cleanliness and combating germs.
Alex Haigh, Managing Director of Brand Finance commented:
“The global pharmaceutical industry has saved millions of lives and trillions of dollars by allowing humanity to overcome the COVID-19 pandemic. These brands are widely recognised as hero brands for mitigating the risk of the pandemic and are rightly recognised for their global impact as a result. These brands represent the triumph of humanity over disease and the height of human scientific achievement.”
AstraZeneca is fastest growing pharma brand with brand jump of 77% due to COVID-19 vaccine development and deployment
AstraZeneca is the fastest growing pharma brand of 2022. The brand has seen an impressive growth of 77% over the past year to US$5.6 billion, up from US$3.2 billion in 2021, jumping eight places in the ranking from 12th to 4th position this year.
AstraZeneca cemented its brand identity amid the global pandemic by segmenting its product offering. The COVID-19 vaccine formulated with Oxford University was rebranded to be known as Vaxzevria. The brand has also maintained strategic partnerships with an artificial intelligence consultancy, university and technology companies to engage with key stakeholders and deliver results.
Pfizer is strongest pharmaceutical brand with an AAA Brand Strength Index (BSI) rating
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. Pfizer is recognised as the strongest pharma brand in the world with a Brand Strength Index (BSI) score of 87.8 out of 100 and a corresponding AAA rating. The brand grew in value over the past two years due to high efficacy of the COVID-19 vaccine and booster doses. The brand’s revenue has doubled and reached US$100 billion over the span of the pandemic.
Chinese brand Guangzhou Pharmaceutical achieved 147% brand value growth over past two years
Chinese brand Guangzhou Pharmaceutical achieved brand value growth of 147% since 2020. Over the course of 2021, the brand value grew by 42% to US$2.1 billion. The pharma brand is best known for its global supply chain and digital management of its cloud platform that result in efficient delivery of healthcare. Additionally, the brand led efforts to reduce the impact of COVID-19 at the height of the pandemic and contributed positively to the community tacking pandemic induced obstacles.
Medtronic retains top position among medical devices brands as Fresenius closes the gap
Medtronic (brand value down 10% to US$8.4 billion) has retained its position as the most valuable medical devices brand in the world, despite Fresenius (brand value up 28% to US$7.1 billion) closing the gap. Fresenius has achieved strong brand value growth as it continues to provide better medicine for more people, with a particular focus on hospital services and operations in the United States.
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 sectors and countries. The medial device industry’s top 25 most valuable and strongest brands in the world are included in the annual Brand Finance Medical Devices 25 ranking.
American pharma brand Medtronic holds onto top spot valued at US$8.3 billion
Medtronic is the most valuable medical devices brand in the world valued at US$8.4 billion. The brand’s product offerings vary from patient monitoring devices to surgical technology, and in the midst of the pandemic, Medtronic provided effective screening and diagnosis for COVID-19. The brand also emphasizes healthcare awareness and education in partnership with public health authorities. In the past year, the brand has pioneered projects at the intersection of healthcare and technology to provide digital resources to health care providers and professionals about surgical procedures.
Apart from innovation in the medical devices industry, the brand refocused on its Environmental, Social and Governance (ESG) activities. Medtronic is working towards closing the gap of unequal access to medical needs and healthcare technology.
Alex Haigh, Valuation Director of Brand Finance, commented:
“As expected, the demand for medical devices surged amidst the global pandemic. The sector was active in ensuring access to medical devices worldwide to tackle the impact of COVID-19. Brands in the ranking have demonstrated the ability to use their global network for the greater good and ensure a high standard of sustainability.”
Align is the fastest growing medical devices brand in the world, brand value growth of 67%
Align Technology is the fastest growing medical devices brand with a 67% growth in brand value since 2021. The brand jumped five spots in the ranking this year, rising from 12th to 7th place amongst medical device brands. With a particular focus on dental devices, Align is a trailblazer in the orthodontics technology industry with its main product offering being 3D scanners for dental Invisalign treatments.
The demand for orthodontic treatments, devices and services has grown significantly this year. Align is well placed as the brand invests heavily in research and development of treatments and medical devices to cater to the growing customer base of dental treatments. The brand has grown rapidly by leveraging its core competency in 3D scanning and providing patients with personalised dental treatment based on an individual customer’s case by case requirement.
Abbott is strongest brand with brand strength rating of AA
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. Abbott is the strongest medical devices brand in the world with a Brand Strength Index (BSI) score of 73.9 out of 100 and a corresponding AA brand rating.
The brand has strengthened its identity and reputation by spearheading innovation in the sector using artificial intelligence and imaging to assist coronary treatments. Enabling medical professionals to use data for treatments makes the process personalised and more effective to reduce human errors and assess risk of the procedure using predictive analysis.
Healthcare is saving lives as UnitedHealthcare remains most valuable and strongest
Healthcare services brands have played a key role in providing care through the COVID-19 pandemic, with the ten big American brands facing high demand for hospitals, doctors and medication. With demand skyrocketed, brands were put under significant stress – with new and innovative ways needed to serve patient needs by expanding their service offerings and by introducing new technology to meet demands.
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 sectors and countries. The pharmaceutical industry’s top 10 most valuable and strongest brands in the world are included in the annual Brand Finance Healthcare 10 ranking.
UnitedHealthcare retains title of world’s most valuable healthcare brand
American healthcare brand UnitedHealthcare achieved a 21% brand value growth this year, with the brand valued rising to US$32.9 billion. UnitedHealthcare’s mission of providing affordable and timely healthcare solutions has been possible with the launch of its virtual-first health plan which provides healthcare service around the clock. The platform is helpful for online consultations as well as booking appointments for procedures in-person.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors. UnitedHealthcare is the strongest healthcare brand in the ranking with a Brand Strength Index (BSI) score of 77.4 out of 100 and a brand rating of AA+. The brand has spearheaded initiatives to ensure equity and better medical outcomes by supporting communities that have low access to healthcare services. The brand uses a data-first approach to understand the needs of low-income families and provides diagnosis, and telehealth and medical assistance.
Alex Haigh, Managing Director of Brand Finance, commented:
“Facing a previously unknown virus, global healthcare brands answered the call to treat people as the pandemic spread. The brands have grown and adjusted to patient needs, recalibrated their services, and fought to deliver treatment in difficult conditions and under very stressful requirements.”
IQVIA named the fastest growing healthcare services brand, brand value growth of 47% year-on-year
IQVIA is the fastest-growing healthcare brand this year. The brand has seen an impressive growth of 47% over the past year to US$5.2 billion, up from US$3.5 billion in 2021. The healthcare brand has been active in various research and development projects for clinical development of new medication. In the next five years, IQVIA is expected to launch many new specialty drugs to contribute to medical developments and provide wider access to healthcare using its well-connected distribution network.
New entrant AmerisourceBergen outperforms competitors and joins the top ten healthcare brands, valued at US$4.8 billion
AmerisourceBergen (brand value up 11% to US$4.8 billion) is a new entrant in the Healthcare 10 ranking. The brand has achieved big gains in the past year owing to strategic partnerships and investments in emerging MedTech and healthcare start-ups. This year,
AmerisourceBergen launched its venture capital fund AB Health Ventures to accelerate its growth in new markets and innovative healthcare solutions. The brand has also prioritised its Environmental, Social and Governance (ESG) activities by supporting global non-profit organizations, COVID-19 vaccine distribution and by using sustainable and recyclable packaging for its products.
Note to Editors
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes around 100 reports, ranking brands across all sectors and countries. The world’s top 10 most valuable and strongest pharmaceutical brands are included in the Brand Finance Healthcare 10 ranking.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.
About Brand Finance
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations 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 nearly 100 reports which rank brands across all sectors and countries.
Brand Finance is a regulated accountancy firm, leading the standardisation 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.
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.