Bayer Brand Value Reaches all-time High

Bayer is one of the strongest and most valuable brands in the world. This is confirmed by the latest Brand Financial Global 500 2025 Report, which was published in January. Bayer's brand value increased by 13%, reaching $6.215 billion—the highest value ever recorded. The brand continues to lead in the AgriScience industry, and features among the top 10 most valuable Pharma brands, with improved strength driven by enhanced familiarity and assurance metrics.

In the recently launched Brand Finance Global 500 2025 report, Bayer saw a jump in its financial brand value from $5.485 billion in 2024 to $6.215 billion in 2025. This value surpasses the last peak seen in January 2019 delivering on our efforts to get back to previous strength. The Brand Strength Index increased by 5 points to an AAA- rating with Bayer being categorized as an “extremely strong brand” that is “able to carry brand strength across categories”. 

Recognized Among the World’s Strongest & Most Valuable Brands

• Bayer continues to be ranked as the most valuable Agriscience brand in the world for the fourth consecutive year

• The company also continues to feature among the top 10 most valuable Pharma brands moving up two ranks from the 7th place in 2024 to the 5th position in 2025. (The Brand Finance Healthcare Report 2025 will be officially released on April 3)

• Consumer Health also contributed to brand value growth over the past year 

What are the contributing factors?

Despite lower revenue forecasts, Bayer's brand strength improved due to enhanced familiarity and assurance metrics (e.g. reputation). There is a mix of complementary factors that we believe have contributed to the improved perception including increased brand presence through owned channels and product communication, media attention surrounding Bayer’s transformation and Dynamic Shared Ownership (DSO), global visibility of Bayer 04 throughout the year, and an impactful Ag positioning campaign in the U.S.

Does the brand value impact share price? 

Many different factors affect stock prices, including company news and performance, product launches, industry performance, investor sentiment, and economic factors. Studies show that a strong corporate brand drives positive perceptions, and hence subsequently desired behavior among all stakeholder groups – including the willingness to invest, purchase, recommend, engage or invest. In general, a resilient corporate brand serves as a stabilizer, driver, and motivator, helping to safeguard a company’s license to operate – especially in challenging times.

What is brand value and brand strength?

It’s the hypothetical license fee we save because we own our brand. Brand Finance uses the “Royalty Relief Approach”, which values the company brand based on the hypothetical cash flows that are saved because the respective business owns the brand and therefore does not need to license it. 

Every year, over 5,000 of the world's biggest and strongest brands are valued and ranked by Brand Finance, a world-leading independent brand valuation consultancy. As the foundation for calculating brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating Brand Familiarity, Brand Assurance and Brand Appeal. Read more here

Understanding core metrics

• Brand Familiarity measures whether the brand’s presence in the market and its key products and services are recognized and understood. 

• Brand Assurance evaluates the brand's ability to influence customers through functional attributes, such as its reputation

• Brand Appeal quantifies the brand’s ability to influence customers through emotion. We still have potential for improvement in this category as our assessment saw a decline.