British brands are failing to unlock an estimated $10 billion in value by relying too heavily on short-term marketing tactics and struggling to differentiate themselves, according to the latest Kantar BrandZ Top 75 Most Valuable UK Brands report.
Globally, brand contributes 33% of company value on average, but in the UK that figure slips to 29%, highlighting a significant gap in long-term brand building.
While UK brands are generally well known and successful at meeting consumer needs, Kantar’s analysis shows many lack distinctiveness, putting a ceiling on growth potential.
Jodie Gillary, Head of Brand Activation at Kantar Insights UK & Ireland, said: “Strong brands perform better, are more resilient and grow faster in the long run. But almost half of the UK’s most valuable brands (45%) aren’t seen positively enough to justify charging a higher-than-average price for their category. It’s never been more important for businesses to grasp the financial imperative of brand building.”
Gillary warned that British businesses risk being “too polite to be bold,” with disruption proving the biggest driver of global brand growth. Since 2006, disruption has delivered $6.6 trillion in incremental value for the world’s top 100 brands, but UK disruptor brands have fallen 19% in value since 2019.
This year’s ranking saw HSBC take the top spot for the first time, with a brand value of $21.6bn, up 14% year-on-year. It overtook Vodafone ($18.5bn) in second place. Financial services dominated the list, accounting for nine of the 10 fastest-growing UK brands.
Elsewhere, British Airways climbed 11 places to reach 55, while Dettol made a strong debut at number 34.
Overall, the UK’s top 75 brands grew by 8% in 2025, reversing last year’s decline. However, this still lags the 29% average growth seen globally, with other European markets such as the Netherlands and Spain outpacing the UK.
Research from Kantar and the University of Oxford’s Saïd Business School shows that companies with strong brand equity achieve above-average share price returns and greater resilience during periods of crisis.
As Gillary notes, the fastest-growing brands are not necessarily the cheapest or biggest, but those that consistently set themselves apart: “The key is never to stand still – to consistently shake things up while staying absolutely true to the brand. Whether through innovation, branching into new categories, or standout digital experiences, brands must disrupt repeatedly to remain relevant.”
The findings underline a growing concern: while UK financial services brands are thriving, other sectors risk falling behind global competitors. Without bolder long-term investment in brand differentiation and disruption, the UK could continue to miss out on billions in untapped value.
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UK brands risk losing $10bn in value as short-term tactics limit growth potential
