Chinese real estate brands still top the global sector rankings, but signs of their waning influence are beginning to emerge, according to the Real Estate Services 25 2025 report from Brand Finance, the world’s leading brand valuation consultancy.
The report reveals that most Chinese real estate brands ranked saw their brand value decline this year as market challenges grow, opening the door for rising players from the US, and Middle East, to make their mark.
For the third year in a row, Vanke (brand value down 29% to USD7.4 billion) holds onto its title as the world’s most valuable real estate brand ranked. Its continued lead highlights the brand’s resilience, even as China’s property crisis weighs heavily on the sector.
Vanke also claimed the title of the strongest real estate brand ranked in 2025, with a Brand Strength Index (BSI) score of 92.7/100 and a AAA+ brand strength rating. According to Brand Finance’s market research, this boost reflects the brand’s strong recognition and familiarity among Chinese consumers.
China Resources Land (brand value down 2% to USD7.1 billion) ranks as the second most valuable real estate brand for the second consecutive year. Poly Development (brand value up 5% to USD6.7 billion) retains third place, also for the second consecutive year. In a tough market, Poly Development has managed to edge forward, showing steady progress where many others have slipped.
The UAE’s Emaar (brand value up 58% to USD4.0 billion) has emerged as the fastest-growing real estate brand ranked for the year, propelling the brand to move up six positions to rank fourth overall. This was largely driven by strong demand in the Dubai property market and the successful execution of key development projects in areas such as The Valley, Dubai Hills Estate, Dubai South, and The Oasis. This supports the brand’s strong upward trajectory since 2021, during which it has more than tripled in value from USD1.5 billion (167% increase).
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“Chinese real estate brands continue to lead the global rankings, but the momentum is clearly shifting. With most of the major players in China experiencing a decline in brand value, and others from regions such as the Middle East and the US showing strong growth, the competitive landscape is becoming more dynamic. China still holds a dominant position in terms of overall value, and the leading brand retains its top ranking despite significant challenges. However, staying ahead will increasingly depend on how well these brands adapt to shifting market conditions, intensifying international competition, and evolving consumer expectations.”
ROSHN GROUP (brand value at USD1.1 billion), a new entrant to the real estate rankings, debuts as the 24th most valuable real estate brand globally. Its rapid rise reflects an ambitious growth strategy, supported by a bold rebrand in late 2024 to signal its shift from residential housing to a multi-asset real estate group. The company aims to deliver over 400,000 homes, contributing to Saudi Arabia’s national homeownership goals. Its expanding portfolio includes residential, retail, commercial, and hospitality assets, as well as enabling infrastructure such as education and healthcare. With strong investment, high-profile partnerships, and record-breaking launches, ROSHN GROUP is well-positioned to become a major force in the global real estate sector.
Meanwhile, JLL (brand value up 3% to USD1.3 billion) climbed up five places from 2024 to rank 20th this year. JLL’s investment into technology and emerging trends such as AI-powered solutions like ‘JLL Falcon’ has enabled it to provide its clients with data-driven insights and enhanced decision-making capabilities.
Brand Finance also released its inaugural Commercial Real Estate 5 2025 sub-ranking as part of the Real Estate Services 25 2025 report. American brand CBRE (brand value at USD3.2 billion) made an impressive debut in the rankings, claiming top spot ahead of JLL (brand value at USD1.3 billion), and Cushman & Wakefield (brand value at USD619 million). CBRE’s strength lies in a smartly diversified business model that has allowed it to grow steadily while staying resilient to market shifts. The brand has seen strong momentum in workplace solutions, leasing and property management, alongside solid gains from strategic acquisitions like W&J Worldwide and the integration of Turner & Townsend.
