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1、GIFTTM2022Global Intangible Finance Tracker(GIFT)an annual review of the worlds intangible valueNovember 2022Brand Finance GIFT 2022 November 2022 3Contents.About Brand Finance4Foreword8 David Haigh,Chairman&CEO,Brand FinanceDefinitions10Financial Reporting:Background12Executive Summary14Sector Tren
2、ds 16Company Trends25Top 100 Companies by Total Intangible Value26Disclosure of Intangibles28Intangible Asset Reporting:A Manifesto30Our Services32 2022 All rights reserved.Brand Finance Plc.4 Brand Finance GIFT 2022 November About Brand Finance.Brand Finance is the worlds leading brand valuation co
3、nsultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of
4、brandsWe put 5,000 of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish nearly 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to b
5、rand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Stan
6、dards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing
7、Accountability Standards Board.Get in T business enquiries,please contact:Annie BrownGeneral Manager,Consultancy LFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data s
8、ources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsComp
9、etitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationU6 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 Finance Institute
10、Brand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives arou
11、nd the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and
12、 thought leaders in the field.is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating acr
13、oss publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agen
14、cy developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supportin
15、g nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand ident
16、ity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 36 countries and over 29 sectors coveredMore than 100,000 respondents surveyed annuallyWe are now i
17、n our 6th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand Finance8 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 9Foreword.25 years ago,on 1st April 1996,I launched Brand Finance to Bridge the Gap Between Marketing and
18、Finance.I thought that the gap between the silos would progressively disappear as finance people learned the importance of marketing for driving growth and marketing people learned the need for financial accountability.Progress has been made but the gap is still there and we are now working hard thr
19、ough our publications,rankings,forums and the Brand Finance Institute training programmes to narrow the gap.Over the last 25 years we have lived through four major recessions:2001,when the dotcom bubble burst;2009,when the Great Financial Crash washed over us;2013,when the Euro caused a meltdown in
20、Europe and in 2020,when the Covid Pandemic brought the world to a halt.Brand Finance has been through many ups and downs but we have survived because we have always tried to lead our growing niche market.We claim to be the Worlds Leading Brand Valuation Consultancy.Over the last 25 years we have inn
21、ovated continuously in our market place and we have transparently shared our innovations,knowledge and techniques to help grow the market,most obviously via ISO global standards on Brand Valuation and Brand Evaluation.Throughout the last 25 years we have always invested heavily in training and profe
22、ssionalising our staff,in research to bring greater insight to our work and in high profile marketing and communications.We practice what we preach to clients.There has never been greater recognition of brands as assets and the need to manage them for value.We are poised for significant growth as CE
23、Os and Boards wake up to the need to manage brands better.I started Brand Finance in the spare bedroom in Teddington.We now operate from the Brand Exchange building in the heart of the City of London and in 25 cities worldwide.But while there may be volatility,brands have never been more important f
24、or Nations,Companies,Products and Services.With a nudge from Brand Finance even Football teams and the Monarchy now recognise that they have valuable brands.I hope the next 25 years will be as interesting and fun as the last.I would like to thank all the clients,staff and partners who have helped Br
25、and Finance over the last 25 years.10 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 assets can be grouped into three broad categories rights,relationships and intellectual property:1 Rights.Leases,distribution agreements,employment contracts,covenants,financing arrangeme
26、nts,supply contracts,licences,certifications,franchises.2 Relationships.Trained and assembled workforce,customer and distribution relationships.3 Intellectual property.Patents;copyrights;trademarks;proprietary technology(for example,formulas,recipes,specifications,formulations,training programmes,ma
27、rketing strategies,artistic techniques,customer lists,demographic studies,product test results);business knowledge such as suppliers lead times,cost and pricing data,trade secrets and knowhow.Internally generated intangibles cannot be disclosed on the balance sheet,but are often significant in value
28、,and should be understood and managed appropriately.Under IFRS 3,only intangible assets that have been acquired can be separately disclosed on the acquiring companys consolidated balance sheet(disclosed intangible assets).The following diagram illustrates how intangible value is made up of both disc
29、losed and undisclosed value.Undisclosed intangible assets,are often more valuable than the disclosed intangibles.The category includes internally generated goodwill,and it accounts for the difference between the fair market value of a business and the value of its identifiable tangible and intangibl
30、e assets.Although not an intangible asset in a strict sense that is,a controlled resource expected to provide future economic benefits(see below)this residual goodwill value is treated as an intangible asset in a business combination on the acquiring companys balance sheet.Current accounting practic
31、e does not allow for internally generated intangible assets to be disclosed on a balance sheet.Under current IFRS only the value of acquired intangible assets can be recognised.In accounting terms,an asset is defined as a resource that is controlled by the entity in question and which is expected to
32、 provide future economic benefits to it.The International Accounting Standards Boards definition of an intangible asset requires it to be non-monetary,without physical substance and identifiable.In order to be identifiable it must either be separable(capable of being separated from the entity and so
33、ld,transferred or licensed)or it must arise from contractual or legal rights(irrespective of whether those rights are themselves separable).Therefore,intangible assets that may be recognised on a balance sheet under IFRS are only a fraction of what are often considered to be intangible assets in a b
34、roader sense.However,the picture has improved since 2001,when IFRS 3 in Europe,and FAS 141 in the US,started to require companies to break down the value of the intangibles they acquire as a result of a takeover into five different categories including customer-and market related intangibles rather
35、than lumping them together under Enterprise ValueMarket Premium to Book ValueUndisclosed Intangible AssetsBook Value of DebtDisclosed Intangible AssetsBook Value of EquityTangible AssetsBreakdown of corporate assets,including intangiblesthe catch-all term goodwill as they had in the past.But because
36、 only acquired intangibles,and not those internally generated,can be recorded on the balance sheet,this results in a lopsided view of a companys value.What is more,the value of those assets can only stay the same or be revised downwards in each subsequent year,thus failing to reflect the additional
37、value that the new stewardship ought to be creating.Clearly,therefore,whatever the requirements of accounting standards,companies should regularly measure all their tangible and intangible assets(including internally-generated intangibles such as brands and patents)and liabilities,not just those tha
38、t have to be reported on the balance sheet.And the higher the proportion of undisclosed value on balance sheets,the more critical that robust valuation becomes.Categories of intangible asset under IFRS 3Marketing-Related Intangible AssetsCustomer-Related Intangible AssetsContract-Based Intangible As
39、setsTechnology-Based Intangible Assets Artistic-Related Intangible Assets Trademarks,tradenamesService marks,collective marks,certification marksTrade dress (unique colour,shape,or package design)NewspapersInternet Domain NamesMastheadsNon-competition agreementsCustomer listsOrder or production back
40、logCustomer contracts&related customer relationshipsNon-contractual customer relationshipsLicensing,royalty,standstill agreementsAdvertising,construction,management,service or supply contractsLease agreementsConstruction permitsPermitsFranchise agreementsOperating and broadcast rightsUse rights such
41、 as drilling,water,air,mineral,timber cutting&route authoritiesServicing contracts such as mortgage servicing contractsEmployment contractsPatented technologyComputer software and mask worksUnpatented technologyDatabasesTrade secrets,such as secret formulas,processes,recipesPlays,operas and balletsB
42、ooks,magazines,newspapers and other literary worksMusical works such as compositions,song lyrics and advertising jinglesPictures and photographsVideo and audio-visual material,including films,music,videos etc.Definitions.GoodwillReputation of the company(generally calculated at the time of acquisiti
43、ons)Franchise AgreementsLegal right to operate under the name of another companyParentsExclusive rights to manufacture,sell or use of specific inventionCopyrightEextensive right to reproduce and sell a software,book,journal,etc.TrademarkLegal rights to a businesss name,logo or other branding itemLic
44、ensesPermits licensee to use trademark,patent or copyright though a license.Broadcast RightsAllows broadcasting organisation to display products/activitiesGovernment GrantsFinancial aid provided by the government to promote businessesNon-Competition AgreementPrevents a party from working with or bec
45、oming a competitorInternet Domain NameOwnership or control of the internet domainCustomer LitList of key clienteleOrder BacklogOrders yet to be fulfilled by the businessWork of Artistic ImportanceMusical or dramatic stage works,audio-visual works,graphic novels and comics and works of pictorial art,
46、and photographic worksService ContractAn agreement between the business and its employees,the clients or customersTrade Secret&Know HowProprietary information or materials used in the trade which provide a competitive advantageResearch&DevelopmentPlanned and detailed investigation into a product or
47、service for gaining scientific or technical know-how and application of this to develop new and better products and serviceIntangible Asset Classes12 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 Reporting:Background.In 2001,FAS 141 introduced the requirement for US comp
48、anies to capitalize acquired intangibles following an acquisition.Intangible assets should be separately disclosed on the acquiring companys consolidated balance sheet.In 2004,IFRS 3 introduced the same requirement as a global standard.In 2005,all listed companies in EU member countries adopted IFRS
49、.At present,approximately 90 nations have fully conformed with IFRS,with further 30 countries and reporting jurisdictions either permitting or requiring IFRS compliance for domestically listed companies.The adoption of IFRS accounting standards means that the value of disclosed intangible assets is
50、likely to increase in the future.Strong advocates of fair value reporting believe that the requirements should go further and that all of a companys tangible and intangible assets and liabilities should regularly be measured at fair value and reported on the balance sheet,including internally genera
51、ted intangibles such as brands and patents,so long as valuation methods and corporate governance are sufficiently rigorous.Some go as far as to suggest that internally generated goodwill should be reported on the balance sheet at fair value,meaning that management would effectively be required to re
52、port its own estimate of the value of the business at each year end together with supporting assumptions.However,the current rules state that internally generated intangible assets generally should not be recognised on the balance sheet.Under IFRS,certain intangible assets should be recognised,but o
53、nly if they are in the“development”(as opposed to“research”)phase,with conditions on,for example,technical feasibility and the intention and ability to complete and use the asset.“Internally generated goodwill”,as well as internally generated“brands,mastheads,publishing titles,customer lists and ite
54、ms similar in substance”,may not be recognised.IFRS:Allocating the cost of a business combinationAt the date of acquisition,an acquirer must measure the cost of the business combination by recognising the targets identifiable assets(tangible and intangible),liabilities and contingent liabilities at
55、their fair value.Any difference between the total of the net assets acquired and the cost of acquisition is treated as goodwill(or gain on a bargain purchase).Goodwill:After initial recognition of goodwill,IFRS 3 requires that goodwill be recorded at cost less accumulated impairment charges.Whereas
56、previously(under IAS 22)goodwill was amortised over its useful economic life(presumed not to exceed 20 years),it is now subject to impairment testing at least once a year.Amortisation is no longer permitted.Gain on a bargain purchase:Gain on a bargain purchase arises where the purchase price is dete
57、rmined to be less than the fair value of the net assets acquired.It must be recognised immediately as a profit in the profit and loss account.However,before concluding that“negative goodwill”has arisen,IFRS 3 says that an acquirer should“reassess”the identification and measurement of the acquired id
58、entifiable assets and liabilities.Impairment of assetsA revised IAS 36 Impairment of Assets was issued at the same time as IFRS 3,on 31 March 2004.Previously an impairment test was only required if a triggering event indicated that impairment might have occurred.Under the revised rules,an annual imp
59、airment test is still required for certain assets,namely:+Goodwill+Intangible assets with an indefinite useful economic life and intangible assets not yet available for use.Brands are one major class of intangible assets that are often considered to have indefinite useful economic lives.Where acquir
60、ed brands are recognised on the balance sheet post-acquisition,it is important to establish a robust and supportable valuation model Financial Reporting:Background.using best practice valuation techniques that can be consistently applied at each annual impairment review.The revised IAS 36 also intro
61、duces new disclosure requirements,the principal one being the disclosure of the key assumptions used in the calculation.Increased disclosure is required where a reasonably possible change in a key assumption would result in actual impairment.Impact on managers and investorsa)ManagementPerhaps the mo
62、st important impact of new reporting standards has been on management accountability.Greater transparency,rigorous impairment testing and additional disclosure should mean more scrutiny both internally and externally.The requirement for the acquiring company to attempt to explain at least a part of
63、what was previously lumped into“goodwill”should help analysts to analyse deals more closely and gauge whether management have paid a sensible price.The new standards are also having a significant impact on the way companies plan their acquisitions.When considering an acquisition,a detailed analysis
64、of all the target companys potential assets and liabilities is recommended to assess the impact on the consolidated group balance sheet and P&L post-acquisition.Companies need to pay close attention to the likely classification and useful economic lives of the identifiable intangible assets in the t
65、arget companys business.This will have a direct impact on the future earnings of the acquiring group.In addition to amortisation charges for intangible assets with definite useful economic lives,impairment tests on assets with indefinite useful economic lives may lead to one-off impairment charges,p
66、articularly if the acquired business falls short of expectations post-acquisition.The requirement for separate balance sheet recognition of intangible assets,together with impairment testing of those assets and also goodwill,is expected to result in an increase in the involvement of independent spec
67、ialist valuers to assist with valuations and on appropriate disclosure.b)InvestorsThe requirement for companies to attempt to identify what intangible assets they are acquiring as part of a corporate transaction may provide evidence as to whether a group has paid too much in a deal.Subsequent impair
68、ment tests may also shed light on whether the price paid was a good one for the acquiring companys shareholders.Regular impairment testing is likely to result in a greater volatility in financial results.Significant one-off impairment charges may indicate that a company has overpaid for an acquisiti
69、on and have the potential to damage the credibility of management in the eyes of the investor community.Executive Summary.16 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 Summary.More than 25 years ago,Brand Finance was established with a mission to bridge the gap betwee
70、n marketing and finance and to provide insights and the vocabulary with which these two departments can interact.At that time,global intangible assets were worth an estimated US$8 trillion.The past two decades have seen accelerated growth in the importance and therefore value of intangible assets.In
71、novation has contributed to the growth in value of software,marketing which can now be tailored to individuals automatically and instantly,and customers-who are increasingly connected with tech organisations due to products such as FinTech and HealthTech.However,global intangible value has followed
72、the trend seen in previous financial crises,and has now declined 25%year-on-year,from US$76 trillion in 2021 to US$57 trillion in 2022.This is considerably lower than the levels of intangible value seen even during the pandemic,where even amongst the uncertainty,total intangibles continued to grow,a
73、s the value grew at a 2-year CAGR of 12%,between 2019 and 2021,driven in large part by key technology brands in the study.Executive Summary.Global Value Composition Trend(USD trn)00 5.8 7.8 11.8 13.5 14.4 16.4 10.7 16.4 19.1 22.1 25.1 30.3 7.9 20.8 25.6 15.1 18.2 23.8 26.5 30.5 35.0 38.5
74、35.4 45.3 50.5 60.6 41.1 7.8 8.3 9.3 11.6 13.2 11.1 11.4 12.5 13.9 14.3 16.7 22.0 23.2 27.5 25.2 26.4 28.3 29.7 33.5 46.8 44.8 50.4 54.6 56.0 55.3 61.4 62.91996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Tangible
75、Net Assets Disclosed Intangible Assets Disclosed Goodwill Undisclosed Value Brand Finance Plc 2022Global Intangible Value(USD trn)Brand Finance Plc 2022807060504030201001996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2
76、022The last time a decline of this significance was seen in total intangible value was in 2011 where a 27%decline was observed,before that,a decline in 2008 was observed when there was a 59%drop in total intangible value.Despite the overall downward trend,not all companies have lost intangible value
77、;Apple and Exxon Mobil are the two brands with the highest absolute intangibles value increases from 2021 to 2022,at US$426.2 billion and US$212.9 billion respectively.On the other hand,the brands that have experienced the greatest decline in total intangible value include Meta,Amazon and Tencent,at
78、 US$680.5 billion,US$601.7 billion and US$482.1 billion respectively.Our estimate of total intangible value is mostly driven by undisclosed intangible value,with so few intangibles disclosed on balance sheets.Therefore,intangible value estimates continue to be sensitive to stock market shocks;and eq
79、ually investors remain equally poorly informed on some of the most valuable assets companies possess.Despite a record-breaking value of M&A transactions in 2021,intangible asset value disclosure remains low at 6%of global value for specific intangibles such as technology and brand,and 8%for Goodwill
80、.Due to the rate of M&A,disclosed intangibles have seen a year-on year increase of 6%for specific intangibles and 5%for goodwill regardless of the overall decline in total intangible value seen this year.The value of intangible assets has been widely disregarded in financial reporting standards;it i
81、s important for businesses to understand the potential impact of intangible assets.Brand Finances new data highlights the volatility of market values of firms when so much value is left unaccounted for.The bigger concern to investors is that not only are these intangibles undisclosed,but that could
82、indicate they are also insufficiently supported and managed.David Haigh Chairman&CEO,Brand Finance18 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 Summary.Executive Summary.Intangible Share of Total Value by Sector(%)Brand Finance Plc 20220 20 40 60 80 100Cosmetics&Perso
83、nal CareHealthcareInternet&SoftwareAerospace&DefencePharmaDrinksMediaTechnology&ITCommercial ServicesApparel,watches&jewelleryFoodToysHousehold ProductsRetail&Food RetailTelecomsChemicalsLeisure,Tourism&GamblingEngineering&ConstructionLogisticsAutomobilesOil&GasAirlinesUtilitiesInsuranceReal EstateB
84、anking88%86%78%85%83%80%72%74%68%72%60%67%50%58%57%51%49%46%36%33%47%28%32%16%-11%6%89%87%88%88%85%83%82%79%65%73%68%57%64%60%58%58%59%50%48%43%36%38%33%23%19%18%-2021 2022Sector trendsSectors to experience a year-on-year increase in intangible value were Oil&Gas,Utilities and Aerospace&Defence,seei
85、ng a 52%,6%and 5%increase respectively.The growth in the Oil&Gas sector is largely driven by the oil price recovery and three companies:Exxon Mobil(US$212.9 billion),Chevron(US$147.4 billion)and Saudi Aramco(US$141.8 billion).The Oil&Gas sector has seen the largest rebound in intangible asset intens
86、ity;from 36%of Enterprise Value in 2021 to 47%this year.The most intangible sector has continued to be Cosmetics and Personal Care(88%of total enterprise value).Healthcare climbed up two places to become the second most intangible sector(86%),followed by Aerospace and Defence(85%)in third place that
87、 got bumped down from its position as second in 2021.Internet&Software and Banking are the two sectors in the tracker that are contributing the most to the decrease in global intangibles value,with the absolute decrease in intangibles value in each sector accounting for 29%and 13%towards the year-on
88、-year of global intangible value decrease.For the Internet&Software sector,the tech sell-off has impacted estimated total intangible value greatly.Amazon was the most dominant company in driving the change in this sector with its decrease in total intangibles value from last year accounting for 11%o
89、f the sector decrease and 3%of the global decrease.Despite this,Amazon continues to make up 1.5%of total global intangibles for 2022.This decrease is evident as the brand has seen a 32%decrease in enterprise value whilst simultaneously experiencing a 76%increase in its tangible net asset value,as Am
90、azon continued to invest in expanding its fulfilment centres and delivery network,as the company focused on delivering to its Prime customers.Second to Amazon was Tencent,which contributed 9%to the total sector decrease,but more significantly saw a 73%year-on-year decline in its own total intangible
91、 value.The owner of WeChat has been facing significant share price pressure due to concern about the wider economic outlook in China.Similarly,E-commerce brands in the tracker,Alibaba and Shopify also saw significant declines in their total intangible value as they observed 93%and 85%of their intang
92、ible value diminishing.Total Intangible Value by Sector(USD trn)Brand Finance Plc 2022 2022 20210 5 10 15 20 9.67 8.09 Technology&IT 6.17 5.61 Pharma 3.99 3.61 Healthcare 2.34 3.56 Oil&Gas 4.45 3.51 Engineering&Construction 3.52 2.99 Retail&Food Retail 2.95 2.55 Telecoms 2.11 2.24 Utilities 3.08 2.2
93、1 Food 2.44 2.21 Drinks 1.99 1.72 Commercial Services 19.50 11.27 Other 13.10 7.64 Internet&Software20 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 Summary.Executive Summary.The Cosmetics&Personal Care sector continues to be the most intangible sector this year at 88%of
94、 total value,despite seeing a marginal decline in the overall intensity of intangibles value in the sector by 1%year-on-year.Although though the Aerospace&Defence sector was one of only three sectors to achieve an overall increase in its intangible value,the sector has become slightly less intangibl
95、e at 85%versus 88%last year.Demand for arms to be sent by Europe and the US to support the Ukrainian forces has boosted outlook for weapons makers.The top contributor to the increase in intangibles value in the Aerospace&Defence sector is Northrop Grumman,which manufactures Bushmaster guns and mediu
96、m-calibre ammunition which is being supplied to Ukraine.Northrop Grumman achieved an increase in intangibles value of US$22 billion,which is 52%of the total sector increase.The Real Estate sector is the only sector in the GIFT tracker with a negative intangible asset intensity,the sector has seen a
97、decline in intangibles value proportion from 19%to 11%.A negative intangible asset intensity occurs when the market value of a company drops below the book value of its assets.Country trendsChina and the United States are the countries accounting for most of the global intangible value decrease,at 3
98、9%and 27%of total value loss respectively.The United States accounts for nearly two thirds of global intangible value(61%),with China having the second largest contribution equalling 5%of global intangible value.Both countries have seen a decrease in intangibles value this year:-12%year-on-year for
99、the United States but,more significantly,China has lost 70%of its intangible value compared to 2021.Beyond this,Japan accounts for 8%of the loss in intangible value whilst Germany accounts for 5%.Largest Absolute Changes in IV(USD bn)-Top 5&Bottom 5200010000-1000-2000-3000-4000-5000-6000-7000-8000-6
100、351,376IndiaArgentinaGermany329Saudi ArabiaIndonesiaJapan275United Arab EmiratesSouth KoreaUnited StatesChina6058-882-1,514-4,961-7,258 Brand Finance Plc 2022Top 20 Most Intangible Markets-Value Composition Brand Finance Plc 2022Saudi ArabiaUnited StatesDenmarkIrelandKazakhstanIndiaUnited Arab Emira
101、tesFranceNetherlandsArgentinaSwitzerlandMexicoFinlandAustraliaUnited KingdomCanadaBrazilSwedenPeruBelgium0 20 40 60 80 100 Tangible Net Asset Value Disclosed Intangibles Disclosed Goodwill Undisclosed Intangible Value22 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 Summa
102、ry.Executive Summary.Looking at the top 50 countries in the tracker based on cumulative enterprise value of its listed companies,Saudi Arabia is the most intangible(74%)with the 8th highest enterprise value,closely followed by the United States(73%)with the highest enterprise value and Denmark(72%)w
103、ith the 24th highest enterprise value.Saudi Arabia continues to retain high intangible value since the initial public offering(IPO)of highly intangible company Aramco.China and the United States have the largest absolute decrease in intangibles value at-US$7.26 trillion and-US$4.96 trillion respecti
104、vely.India has seen the largest increase in absolute intangibles,gaining US$1.38 trillion from 2021-22.While the United States is still highly intangible,with 73%of corporate value attributable to intangibles including technology and brands,Chinas intangible asset intensity is only 15%this year,vers
105、us 39%last year.Australia has overtaken the UK in intangible asset intensity,driven by its oil and gas,drinks and utilities sectors.Australias oil&gas sector has seen a 173%year-on-year increase in total intangible value,with an absolute increase of US$26.7 billion,making Australia one of only six s
106、ectors in the country to see an increase in intangible value.Drinks has seen a year-on-year increase of 267%in total intangibles and the chemicals sector has seen a year-on-year increase of 8%in total intangibles.Among the highly intangible Australian companies,Woodside Energy has the sixth largest
107、enterprise value and has the largest absolute increase in intangibles value at US$26.7 billion.Intangible asset disclosure On a global basis,total intangible asset value disclosed on corporate balance sheets is$16.2 trillion.This represents just 28%of the estimated total intangible value worldwide.T
108、his ratio has been falling in the past because further home-grown intangible asset value has been generated by corporate innovation but not measured by financial reporting.The highest levels of intangible asset disclosure tend to mirror markets where the largest companies have a history of significa
109、nt mergers and acquisitions.Belgium has the highest rate of disclosure of intangibles;currently 94%of total intangible value is captured on corporate balance sheets,versus global average of just 28%,largely driven by AB InBev.The United States has a high total intangible asset intensity of 73%due in
110、 large part to Silicon Valley.Of total intangibles 79%are undisclosed;equivalent to 57%of the total company value in the US.The US is widely seen as a benchmark for financial stability and has a high rate of company listing on the stock market.Despite that,over half of company value is generated by
111、intangibles which are not disclosed on balance sheets.Intangible Asset Value Intensity-Top 3 Most Intangible Markets Brand Finance Plc 202002010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 United States Denmark Saudi ArabiaUS vs China-Intangible Asset Intensity(%)Brand Finance
112、Plc 2022 Tangible Intangible073%27%15%85%United StatesChinaDisclosed intangible value(USD trn)Brand Finance Plc 202220 15 10 5 01996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Disclosed Intangible Asset
113、s(ex g/w)Disclosed GoodwillProportion of overall value:disclosed vs undisclosed Disclosed IntangiblesUndisclosed IntangiblesTangibles Brand Finance Plc 2022042%55%3%30%67%2%7%92%1%34%58%7%22%71%8%BelgiumSingaporeSpainItalyGermany24 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2
114、022 November 2022 Summary.Executive Summary.On a global basis,total intangible asset value disclosed on corporate balance sheets is US$16.2 trillion.This represents just about one-third of the estimated total intangible value worldwide.This ratio has been decreasing because further intangible asset
115、value is being generated by corporates but not necessarily being measured by financial reporting.Major nations are failing to disclose their intangible assets data,this in turn poses a risk to accurate accounting standards for intangibles,the undisclosed nature of much of intangible value can lead t
116、o mismanagement and underinvestment in key assets including customer relationships and brand management.International financial reporting standards state that for the most part,home-grown intangibles should not be recorded on balance sheets.However,Brand Finance recommends that organisations manage
117、and monitor this significant share of company value.One of the key challenges in measuring intangibles is that there are synergies between the different intangible assets,and between investing in different intangibles.For instance,investing in an advertising campaign to promote a new software platfo
118、rm to better engage with customers will have synergistic benefits to brand,technology and customer intangible value.Therefore,it is important to consider the wider business value and then employ analytical tools to unpick the value generation from specific drivers.This process is highly valuable fro
119、m a management perspective,as it informs analysts as to how much different intangible assets are worth,indicating if the brand is over or underinvesting in various key areas of the business.The relative role and strength of a brands different intangibles,and the remaining value of synergies between
120、those different intangibles would also be determined.We encourage leadership to monitor the value of their intangibles periodically and where feasible and taking into consideration corporate governance rules,disclose this value to investors.The intellectual property owned by companies such as Apple,
121、Microsoft,Amazon,Alphabet(owner of the Google and YouTube brands),Tesla,and biotech companies is obvious:Western audiences are substantially familiar with,and recognise,the knowledge that is embedded in such businesses.We know and see that Apple and Tesla have a special design to their products.We u
122、nderstand that Microsoft has developed a range of sophisticated and proprietary software products.We can imagine that there is significant owned IP embedded in Googles search algorithms and YouTube recommendation engine.But Saudi Aramco is likely to be an outlier in this list in the eyes of many in
123、the west.While the other leading companies work with knowledge that produces an output measured in(mostly)computer bits and bytes,Saudi Aramco works with knowledge that produces an output measured in(mostly)litres and barrels.The biggest group of intangible assets that Saudi Aramco owns is not clear
124、 ownership of computer programs,or design methodologies,but rather,the intangible assets of rights to extract oil from certain areas granted via its unique relationship with the Saudi Arabian government.This year,Saudi Aramcos intangible asset value has overtaken Microsofts because in a world where
125、many Western nations are constraining,limiting and restricting investment in hydrocarbon extraction endeavours,Saudi Aramco is the biggest supplier in the world.These intangible assets give them very tangible power:few other businesses in the world can resist direct exhortations from the President o
126、f the United States of America to increase the supply of their product.Elsewhere,the 7th,8th and 10th most intangible companies of 2022 each receive very high valuations for their intangible assets in the broader health care sectors.Each of the three health-related companies work in different sector
127、s:UnitedHealth Group primarily operates as a(health)insurance company,AbbVie primarily operates as a(health)research company,and Johnson&Johnson operates as a very broad-based(health)research,development and deployment company.As populations age across the world(especially in Asia,Europe and North A
128、merica)this is likely to be an increasingly important part of our intangible-led economy.Top 10 Intangible Companies 202112022:2021:$2,297bn$1,871bn22022:2021:$1,786bn1,644bn32022:2021:$1,586bn$1,904bn42022:2021:$870bn$1,471bn52022:2021:$857bn$1,309bn62022:2021:$676bn$619bn72022:2021$526bn$389bn8202
129、2:2021:$458bn$450bn92022:2021:$451bn$422bn102022:2021:$353bn$291bn2232112122262 Brand Finance Plc 2022 Company Trends.26 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 100 Companies by Total Intangible Value.Rank 2022Rank 2021NameCountryIndustryTotal Intangible
130、 Value (USD bn)Total Intangible Value/Enterprise Value(USD bn)Total Intangible Value 2021(USD bn)Year on Year ChangeTangible Net Asset Value (USD bn)Net Disclosed Intangibles(USD bn)Disclosed Goodwill(USD bn)Undisclosed Intangible ValueEnterprise Value (USD bn)122AppleUnited StatesTechnology&IT$2,29
131、795.8%$1,871+22.8%$100$0$0$2,297$2,023232Saudi AramcoSaudi ArabiaOil&Gas$1,78685.9%$1,644+8.6%$293$16$27$1,743$1,974311MicrosoftUnited StatesInternet&Software$1,58693.3%$1,904-16.7%$115$8$50$1,529$2,037440AmazonUnited StatesInternet&Software$87081.0%$1,471-40.9%$204$5$15$849$1,587550AlphabetUnited S
132、tatesInternet&Software$85773.2%$1,309-34.5%$314$1$23$833$1,630682TeslaUnited StatesAutomobiles$67693.9%$619+9.2%$44$0$0$675$6437132United Health GroupUnited StatesHealthcare$526100.6%$389+35.3%-$3$10$76$440$4058112Johnson&JohnsonUnited StatesPharma$458101.2%$450+1.9%-$6$46$35$376$4389122VISAUnited S
133、tatesBanking$45198.8%$422+6.8%$6$28$16$407$42810262AbbvieUnited StatesPharma$353109.3%$291+21.2%-$30$76$32$244$26711172Procter&GambleUnited StatesCosmetics&Personal Care$33997.6%$354-4.3%$8$24$41$274$35612532Eli LillyUnited StatesPharma$33896.7%$184+83.3%$12$8$4$326$19313202WalmartUnited StatesRetai
134、l&Food Retail$33876.0%$343-1.6%$107$5$29$304$43914242LVMHFranceApparel,watches&jewellery$32893.1%$309+6.0%$24$28$29$270$33715141MastercardUnited StatesBanking$324100.3%$357-9.2%-$1$4$8$313$35616151NvidiaUnited StatesTechnology&IT$32295.5%$357-9.8%$15$3$4$315$37417182Home DepotUnited StatesRetail&Foo
135、d Retail$30787.8%$350-12.3%$43$0$7$300$38018212NestleSwitzerlandFood$29986.0%$334-10.5%$49$24$34$241$367191592Exxon MobilUnited StatesOil&Gas$29260.5%$79+268.0%$191$0$0$292$30320252RocheSwitzerlandPharma$27391.2%$306-10.6%$26$13$12$248$33321372PepsiCoUnited StatesDrinks$27095.9%$227+18.9%$12$19$18$2
136、33$24122332Coca-ColaUnited StatesDrinks$27094.3%$240+12.1%$16$15$19$235$26523422PfizerUnited StatesPharma$26796.4%$212+25.6%$10$25$49$192$22924272VerizonUnited StatesTelecoms$26379.7%$288-8.7%$67$159$29$75$40825462Merck&CoUnited StatesPharma$25994.3%$203+27.6%$16$23$21$215$22026231AT&TUnited StatesT
137、elecoms$25786.2%$314-18.0%$41$159$133-$36$41627302OracleUnited StatesInternet&Software$24986.3%$263-5.2%$40$2$44$203$26328322Berkshire HathawayUnited StatesInsurance$24628.4%$245+0.5%$620$30$74$142$78029712Novo NordiskDenmarkPharma$23898.0%$151+57.3%$5$6$1$231$15830432T-MobileUnited StatesTelecoms$2
138、3077.5%$212+8.5%$67$97$12$120$28431552Thermo FisherUnited StatesHealthcare$22497.8%$184+21.8%$5$20$42$162$19232382BroadcomUnited StatesTechnology&IT$223100.1%$224-0.6%$0$11$43$168$222331742ChevronUnited StatesOil&Gas$22260.8%$75+197.8%$143$0$4$218$2413491TSMCChinaTechnology&IT$21969.4%$471-53.5%$97$
139、1$0$218$55335161Kweichow MoutaiChinaDrinks$21785.9%$355-38.9%$36$0$0$217$38536412DanaherUnited StatesHealthcare$208102.6%$212-1.9%-$5$23$41$144$21337732AstrazenecaUnited KingdomPharma$20899.4%$149+39.4%$1$42$20$145$14438221ComcastUnited StatesMedia$20388.7%$331-38.5%$26$93$70$40$35539682CostcoUnited
140、 StatesRetail&Food Retail$20291.4%$153+32.1%$19$0$0$202$17040191DisneyUnited StatesMedia$20081.5%$347-42.4%$45$17$78$105$39041472Deutsche TelekomGermanyTelecoms$19870.8%$202-2.3%$81$128$23$47$29542582IHCUnited StatesPharma$19297.9%$175+10.1%$4$43$21$129$17543352Bristol Myers SquibbBelgiumDrinks$1911
141、00.3%$232-17.8%-$1$40$116$34$23144401AB InBevSwitzerlandPharma$19193.5%$214-11.1%$13$34$30$127$23445281NovartisNetherlandsTechnology&IT$18897.2%$279-32.5%$5$1$5$182$2884671ASMLChinaInternet&Software$17860.1%$661-73.0%$119$9$18$152$77247451TencentUnited StatesTelecoms$17895.6%$205-12.8%$8$4$38$137$21
142、548541CiscoUnited StatesTechnology&IT$174102.9%$184-5.4%-$5$13$56$106$18349442IBMUnited StatesHealthcare$17396.4%$210-17.5%$6$13$23$137$22350641Abbott LabsUnited StatesPharma$16996.6%$164+2.7%$6$15$15$139$16551312AmgenUnited StatesBanking$16834.4%$261-35.8%$319$1$50$117$57352651JP Morgan Chase&CoIre
143、landTechnology&IT$16794.0%$164+1.7%$11$2$11$154$17953702AccentureUnited StatesAerospace&Defence$16093.4%$151+5.9%$11$39$54$67$15554562Raytheon TechnologyFranceCosmetics&Personal Care$15891.2%$178-11.1%$15$4$13$142$21355792LOrealUnited StatesRetail&Food Retail$15785.6%$138+13.9%$26$29$79$49$17356662C
144、VS HealthUnited KingdomTobacco$155113.5%$157-1.1%-$18$98$58-$1$14157492BATUnited StatesInternet&Software$15194.3%$195-22.3%$9$7$26$118$21358851SalesforceFranceApparel,watches&jewellery$15188.5%$124+22.1%$20$27$28$97$15259392Christian DiorUnited StatesMedia$15194.0%$215-29.6%$10$71$30$50$220Top 100 C
145、ompanies by Total Intangible Value.Rank 2022Rank 2021NameCountryIndustryTotal Intangible Value (USD bn)Total Intangible Value/Enterprise Value(USD bn)Total Intangible Value 2021(USD bn)Year on Year ChangeTangible Net Asset Value (USD bn)Net Disclosed Intangibles(USD bn)Disclosed Goodwill(USD bn)Undi
146、sclosed Intangible ValueEnterprise Value (USD bn)60341Charter CommunicationsUnited StatesInternet&Software$14599.0%$239-39.2%$1$2$13$131$24161761AdobeUnited StatesChemicals$14490.0%$142+1.9%$16$14$27$103$15962592LindeUnited KingdomCosmetics&Personal Care$14096.5%$174-19.7%$5$21$23$96$18263671Unileve
147、rUnited StatesTechnology&IT$13994.7%$154-9.7%$8$4$18$118$16264602HoneywellUnited StatesTechnology&IT$13893.3%$170-18.8%$10$0$4$133$17865751Texas InstrumentsUnited StatesLogistics$13787.0%$146-6.1%$21$2$4$131$16766482UPSUnited StatesApparel,watches&jewellery$13491.2%$202-33.6%$13$0$0$134$21567941Nike
148、United StatesHealthcare$132103.2%$114+15.7%-$4$34$46$52$10868-3CignaUnited StatesInternet&Software$13252.3%-$120$1$19$Meta PlatformsIndiaOil&Gas$13155.3%$98+34.0%$106$18$1$111$19970692Reliance Industries LimitedUnited StatesTechnology&IT$13192.9%$152-13.9%$10$1$7$122$15471961QualcommUnited
149、 StatesAerospace&Defence$13095.2%$113+15.3%$6$3$11$116$11572722Lockheed MartinIndiaTechnology&IT$12888.5%$150-15.1%$17$0$1$127$166731251TCSUnited StatesBanking$12774.0%$96+32.2%$45$9$12$105$15674872SchwabUnited StatesReal Estate$126127.1%$123+2.1%-$27$21$13$92$108751162American TowerFranceApparel,wa
150、tches&jewellery$12589.0%$101+24.1%$16$0$0$125$11476522HermesUnited StatesHealthcare$12595.2%$184-32.3%$6$18$42$65$19377361MedtronicUnited StatesInternet&Software$12288.5%$228-46.5%$16$10$0$112$24478991NetflixUnited StatesUtilities$12254.5%$112+8.9%$101$1$5$115$204791112NexteraUnited StatesPharma$120
151、101.3%$105+14.3%-$2$33$8$78$10580772Gilead SciencesUnited StatesRetail&Food Retail$11978.6%$140-14.9%$33$0$0$119$16181-3LowesUnited StatesHealthcare$11890.5%-$12$11$24$83824922Elevance HealthUnited StatesOil&Gas$11768.4%$28+314.0%$54$0$0$117$85831142ConocoPhillipsChinaTechnology&IT$11684.9%$102+13.9
152、%$21$0$0$116$11484612ContemporaryUnited StatesBanking$11629.4%$167-30.6%$279$2$69$45$45985621Bank of AmericaGermanyInternet&Software$11387.2%$166-31.7%$17$5$35$74$176861041SAPUnited StatesInternet&Software$11095.4%$110+0.2%$5$3$6$101$11387902IntuitFrancePharma$11089.4%$120-8.5%$13$24$55$31$13188822S
153、anofiUnited StatesLogistics$10769.0%$129-17.4%$48$0$0$107$17389931Union PacificUnited StatesEngineering&Construction$10688.8%$117-9.5%$13$1$6$99$127901372CaterpillarUnited StatesCommercial Services$10690.9%$89+18.8%$11$1$4$101$88911002S&P GlobalUnited StatesBanking$10590.3%$111-5.7%$11$0$2$103$12192
154、1122BlackstoneUnited StatesEngineering&Construction$10384.2%$105-1.6%$19$1$3$99$12093862John DeereUnited KingdomPharma$102110.2%$123-17.1%-$9$41$14$47$127941211GlaxoSmithKlineUnited KingdomDrinks$10089.2%$97+2.6%$12$12$3$85$111954692DiageoUnited Arab EmiratesUtilities$10077.2%$31+223.0%$29$5$0$95$63
155、961652Abu Dhabi National Energy CompanyUnited StatesCommercial Services$9995.7%$78+26.7%$4$1$2$95$81971272ADPUnited StatesFood$9694.3%$96+0.9%$6$18$22$56$10098952Mondelz InternationalUnited StatesBanking$9582.6%$114-16.3%$20$18$15$61$130991021BlackRockUnited StatesBanking$9276.8%$110-16.9%$28$0$4$88
156、$1431001232American ExpressGermanyPharma$91101.9%$96-6.1%-$2$30$46$15$102Disclosure of Intangibles.30 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 November 2022 readers of the GIFT report will be familiar with Brand Finances position on intangible asset reporting.We are not alone in
157、promoting the importance of intangible asset value.We are proud to partner with various organisations including the IPA,the IVSC and WIPO to promote better monitoring and understanding of intangible assets.Intangible asset intensity of nations-as measured by the Brand Finance GIFT study-was this yea
158、r included as a measure within the UN-backed WIPO Global Innovation Index for the first time.Total Intangible Asset Value has dropped this year,by a significant margin of 25%.Such shocks to intangible value have been seen in the past;following the dot com bubble crash,the 2008 financial crisis and t
159、he 2011 financial crisis.What we have learned from the past is that value will be recovered.Crisis spurs further innovation and intangibles continue to thrive in a post-crisis economy.Companies who manage their intangibles and find ways to innovate through the challenges ahead will return to the his
160、toric upwards trajectory GIFT has recorded.The majority of intangible assets are not recognised,due to the limitations set by the accounting standards boards which state that internally generated intangible assets such as brands cannot be disclosed in a company balance sheet.The rationale of the exi
161、sting recognition criteria is that for any recognised asset value,there needs to be a counter-balancing figure elsewhere in the financial statements.For current assets in a balance sheet,the balancing figures are usually the cost of purchasing or developing said assets.Simultaneously,corporate leade
162、rship teams are careful to tiptoe within corporate governance principles here in the UK,and rules in the US.These principles mean management must avoid sharing anything that could be deemed forward-looking information which could unduly influence the share price.If you consider both the reporting ru
163、les and the limitations of corporate governance,it is unsurprising that few corporates report the value of their“home-grown”intangibles.Not to mention the perceived cost of this exercise.However,investors should not be deprived on this critical information.Intangible assets such as strong,valuable b
164、rand and innovative technology can be the differentiators that drive a$2 billion company to$2 trillion in 25 years as witnessed with Apple.This information vacuum for investors is part of the reason why Brand Finance endeavours to estimate the extent of“undisclosed intangible value”in our GIFT study
165、 each year.We feel the financial reporting standards will always be flawed while there is a dichotomy between recognising the value of acquired intangibles,versus no required disclosures about internally generated intangibles.To truly aid investors and provide them with useful information,we believe
166、 management should be allowed and required to:1.Identify the key intangibles of the entire business both internally generated and acquired.Intangible Asset Reporting:A Manifesto.Annie Brown General Manager UK Consulting2.Provide an opinion on the value of those intangibles in the notes to the financ
167、ial statements.3.Provide an opinion of the overall business value at the reporting date,to help investors to understand whether or not their capital is allocated efficiently.Identifying the key intangibles of the entire business should be a feature of good corporate governance anyway.Strong manageme
168、nt teams should be able to identify these assets,describe their nature and understand the levers that drive the value of those intangibles for the firm.It logically follows that management should also understand the value of these intangibles so that risks can be accurately estimated and managed.We
169、would suggest that independent experts are best placed to assist management in these valuations.As part of this process,the value of the overall business should also be calculated.Again,this should be either completed or verified independently to avoid price manipulation.This is both to provide info
170、rmation in itself to investors,and to provide a sense check for the specific intangible asset values the sum of the net asset values should not exceed the total business value.While we think this should apply to all listed companies of sufficient size,this process is particularly beneficial for firm
171、s undergoing business combinations.In particular,those companies that acquire others to gain intangible assets and integrate them into the overall business.More holistic reporting of all group intangibles will better reflect the performance of integrated acquisitions to investors,rather than just th
172、e separate intangibles acquired.Note that we do not think internally generated intangibles should be disclosed on balance sheets under the current financial reporting guidance,as we agree with the recognition criteria established under IAS 38.Instead,we think this information should be available in
173、the notes to the financial statements.However,we look forward to the results of ongoing projects at the IASB on Intangible Asset value recognition,including accounting for GoodwillIntangible Asset Reporting:A Manifesto.Our Services.34 Brand Finance GIFT 2022 November 2022Brand Finance GIFT 2022 Nove
174、mber 2022 Services.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or
175、avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams
176、 they provide structure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial return
177、s.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand T
178、ransition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is m
179、y brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other
180、categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Evaluation Services.How are brands perceived in my category?Brand
181、 Finance tracks brand fame and perceptions across 30 markets in 10 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more specialised sector?Our bespoke bra
182、nd scorecards help with market planning and can be designed to track multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in
183、 place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable customer behaviour and financia
184、l results.How can I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?
185、Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.36 Brand Finance GIFT 2022 November Communications
186、Services.How we can help communicate your brands performance in brand value rankingsTOP 100NATIONALITY OR SECTORBRANDMOST VALUABLENATIONALITY OR SECTORBRANDSTRONGESTNATIONALITY OR SECTORBRANDBespoke Events Organise a report launch,award ceremony or celebratory event,coordinate event opportunities an
187、d spearhead communications to ensure a good return on investment.Digital Infographics Design infographics visualising your brands performance for use across your brands social media platforms or on other digital materials.Trophies&Certificates Provide a trophy and/or a hand written certificate perso
188、nally signed by the Brand Finance Chairman to recognise your brands performance of that year.Media Support Offer editorial support in reviewing or copywriting your press release,pitching your content to top journalists across the world,and monitoring media coverage.Brand Spotlight Publish contribute
189、d brand article or an interview with your brand leader,in the relevant Brand Finance sector report,offered to the Brand Finance network and press.Video Endorsement Recorded video of Brand Finance CEO or Director speaking about the performance of your brand,for use in both internal and external digit
190、al communications for your brand.Brand Accolade Create a digital endorsement stamp for use in your brands marketing materials,communications,annual reports,sales documents,recruitment purposes,social media channels and website.With strategic planning and creative thinking,we develop communications p
191、lans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus o
192、n geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&C
193、ommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocia
194、l Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance GIFT 2022 November 2022 Finance Institute Learn how to build,protect and measure brand valueThe Brand Finance Institute is the educational div
195、ision of Brand Finance,offering expert training on brand evaluation,management and strategy.Our in-house training and workshops,online learning offer and webinars will help you answer key strategic questions about your brand for different levels of seniority and development needs:How can I grow bran
196、d value?How can I build a business case to show the return on my marketing investment?How can I set up my marketing budget using brand research and analytics?For more information,contact or visit Brand Finance Institute is a member of the Brand Finance plc group of companiesBrand Finance Network.For
197、 further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaCharles Scarlett-Smithc.sca
198、rlett-smithbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IndonesiaSutan Banuaras.banuarabrandfi IrelandDeclan Ahernd.ahernbrandfi Ital
199、yMassimo Pizzom.pizzobrandfi Mexico&LatAmLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi RomaniaMihai Bogdanm.bogdanbrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi UKAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamLai Tien Manhm.laibrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: