This article discusses the power of business-to-business brands. According to insight firm, Millward Brown, the world’s top business brands are worth a combined $360bn. GE is the second business-to-business brand name included on the annual BrandZ list of the top 100 most valuable global brands, which also includes Goldman Sachs, SAP and PetroChina. GE’s operations in technology, healthcare, finance and media give the company a brand value of $50.3bn, up 12% on last year. Chris Katsuleres, GE head of sponsorship and Olympic marketing, mentioned the brand would be stepping up its communication of the tangible benefits of its services, such as energy generation systems and healthcare technology.