Insights from Brand Finance: The Evolving Landscape of Real Estate Branding

Recent data from Brand Finance’s Real Estate Services 25 2025 report reveals that the stability of Chinese real estate brands may be facing challenges, as nine of the eleven ranked brands in this sector recorded declines in brand value. This shift signals a potential turning point in the global real estate landscape, making way for emerging competitors from the US and the Middle East.

Vanke’s Resilience Amid Decline

Vanke, despite experiencing a significant 29% drop to USD 7.4 billion in brand value, retains its status as the world’s most valuable real estate brand. This year marks the third consecutive year Vanke has occupied this position, demonstrating an impressive level of brand resilience. The ongoing real estate crisis in China has undoubtedly affected many players in the market, however, Vanke’s sustained recognition among consumers continues to bolster its position. Additionally, the brand has earned the title of the strongest real estate brand in 2025, boasting a Brand Strength Index (BSI) score of 92.7/100 and a AAA+ strength rating.

Shifting Powers: Emaar’s Rapid Ascent

In contrast, the UAE’s Emaar has emerged as a standout performer. With a remarkable 58% increase in brand value to USD 4 billion, Emaar is now recognized as the fastest-growing real estate brand globally in 2025. This surge is largely attributed to the robust demand in the Dubai property market and the successful execution of several key development projects—namely The Valley and Dubai Hills Estate. Since 2021, Emaar’s brand value has tripled from USD 1.5 billion, marking a staggering 167% increase. This rapid rise illustrates how strategically executed initiatives can yield significant returns even in competitive environments.

Chinese Giants: Other Notable Rankings

Following Vanke and Emaar, China Resources Land ranks second, although its brand value saw a slight decline of 2%, bringing it to USD 7.1 billion. Poly Development, on the other hand, made modest gains, increasing its brand value by 5% to USD 6.7 billion. This reflects a steady performance amidst a turbulent market, highlighting that even in a challenging economic landscape, some brands manage to chart a course toward growth.

The Rise of ROSHN Group

A notable new entrant in the rankings is the Saudi Arabian ROSHN Group, debuting at 24th globally with a brand value of USD 1.1 billion. ROSHN’s rapid ascent is attributed to its ambitious growth strategy and a bold rebranding effort in late 2024. Transitioning from a focus solely on residential housing to becoming a multi-asset real estate group, ROSHN aims to contribute significantly to Saudi Arabia’s national homeownership goals by delivering over 400,000 homes. Its diverse portfolio includes residential, retail, commercial, and hospitality properties, and the organization is investing heavily in enabling infrastructure.

JLL’s Strategic Advancements

JLL (Jones Lang LaSalle) is another brand making waves, climbing five positions to rank 20th this year, with a brand value of USD 1.3 billion—up 3% from the previous year. JLL’s success can be attributed to its significant investments in technology and the adoption of innovative, AI-powered solutions like JLL Falcon. This commitment to leveraging technology has enabled the firm to provide clients with enhanced data-driven insights, a crucial factor in modern real estate decision-making.

Introduction of New Rankings

Brand Finance has expanded its scope by introducing a sub-ranking specifically for the commercial real estate sector, the Commercial Real Estate 5 2025. In this inaugural ranking, CBRE has made a notable debut, securing the top position with a brand value of USD 3.2 billion. Following closely are JLL and Cushman & Wakefield, with values of USD 1.3 billion and USD 619 million, respectively. CBRE’s diverse business model, allowing it to remain resilient amidst market fluctuations, has positioned it strongly in workplace solutions and property management.

Conclusion: A Dynamic Landscape

The contrast between the declining brand values of many Chinese firms and the ascendance of new players signifies a shifting landscape. While established brands like Vanke maintain their value through strategic positioning and consumer awareness, newer entrants like Emaar and ROSHN demonstrate that opportunities for growth abound through innovative strategies and regional demand. The competitive dynamics are likely to evolve further, inviting greater adaptability and fresh approaches within the global real estate market.