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Holding steady at #27, UPS saw its brand value rise slightly this year. Slow growth in the US economy and an overall decrease in international volume, however, have stymied what might have otherwise been a banner year for the renowned global logistics provider. Dedicated to further enabling worldwide commerce, UPS focused on strategic acquisitions to bolster its capabilities and presence in both international markets and the business-to-consumer sector. In fact, a defining milestone for the brand was the announced acquisition of Netherlands-based TNT, an international express and mail delivery services company. The acquisition would be the largest in UPS’s 105-year history, and would provide an integrated network that expands its presence in Europe, Asia, and Latin America. Additionally, new services in the consumer space, such as MyChoice in the US and alternate delivery locations in other global markets, will position UPS to extend its solutions beyond the enterprise and into the growing consumer area. Building upon its legacy in sustainability, UPS was one of only 10 US corporations to achieve an A+ status for superior transparency in 2012. The company also made significant progress in boosting its global fleet of 2,500 alternative fuel vehicles. Such efforts not only prove that UPS has successfully aligned sustainability with its core brand proposition of logistics, but have also earned it a spot (#43) in Interbrand’s 2012 Best Global Green Brands report. Additionally, brand-building improvements in the communities it serves have helped UPS land among the top tier of companies creating positive social change.
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