《Brand Finance:2023年全球品牌价值500强报告(英文版)(106页).pdf》由会员分享,可在线阅读,更多相关《Brand Finance:2023年全球品牌价值500强报告(英文版)(106页).pdf(106页珍藏版)》请在三个皮匠报告上搜索。
1、Global 5002023The annual report on the worlds most valuable and strongest brandsJanuary 2023Brand Finance Global 500 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Global Brand Equity Monitor7Foreword8Ranking Analysis10Brand Spotlights31ADNOC32 His Excellency Dr.Sultan Ahme
2、d Al Jaber,UAE Minister of Industry and Advanced Technology and ADNOC Group CEO Deutsche Telekom35 Ulrich Klenke,Chief Brand Officer,Deutsche Telekom Etisalat by e&37 Hatem Dowidar,GCEO,e&Infosys41 Sumit Virmani,CMO,Infosysstc44 Eng.Mohammad Abalkhail,Vice President,Corporate Relations,stcTCS46 Abhi
3、nav Kumar,Chief Marketing&Communications Officer Global Markets,TCSBrand Value Ranking(USDm)49Insights59Why Should I Value My Brand?60 Alex Haigh,Managing Director,Brand Finance Asia PacificCommunications in Times of Crisis67 Cristina Campos,Managing Director,Brand Dialogue SpainNon-Customers Like S
4、trong Brands68 Savio Dsouza,Head of EMEA,Brand FinanceImportance of selectiveand effective advertising70 Annie Brown,General Manager,Brand FinanceThe Brand FinanceGlobal Brand Equity Monitor(GBEM)An industry leading brand evaluation tool71 Ben Baigrie,Associate,Brand FinanceBrand Finance research fi
5、nds key drivers for global media brands 76 Carine Guillou,Research Director,Brand FinanceSector Reputation Analysis 81 Carine Guillou,Research Director,Brand FinanceMethodology83How We Value the Brands in Our Annual Rankings87Applying Brand Tracking and Valuation Techniques to Sponsorship91Brand Str
6、ength IndexTM:Creating a Scorecard for Your Brand96Our Services101Brand Finance Global 500 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between mar
7、keting and finance.For more than 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 brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,w
8、e publish over 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 brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a char
9、tered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Eva
10、luation 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 Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighGlobal Managing DFor media enquirie
11、s,please contact:Michael JosemAssociate Communications Director For all other enquiries:+44 207 389 A Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand va
12、lue to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty
13、 RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Global 500 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networkin
14、g among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around 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 ha
15、ve developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,rep
16、orts,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock pr
17、emium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns d
18、riven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and ne
19、twork.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity Monitor
20、Original market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Global 500 7Global Brand Equity Monitor.Original market research in
21、 40 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of yo
22、ur brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHea
23、lthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2David Haigh Chairman&CEO,Brand FinanceBrand Finance Global 500 8Foreword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall
24、value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand
25、 valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved bus
26、iness returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a co
27、mpany command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Fi
28、nally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research tak
29、ing place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please cont
30、act the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Global 500 9Tech downturn slashes billions from value of worlds most valuable brands.+Amazon reclaims position as worlds most valuable brand,despite
31、losing US$51 billion in value.+Bite taken out of Apple as it falls to be second most valuable commercial brand in the world.+Google remains third most valuable brand with 7%growth and becomes worlds strongest brand.+BYD is fastest growing brand in ranking,up 57%to over US$10 billion.+Tech remains mo
32、st valuable industry,one-sixth of top 500 value.+Retail sector remains above US$1 trillion threshold+Banking sector makes up the largest number of brands in ranking.+USA accounts for over 200 brands and half of total value of ranking.Ranking Analysis.Brand Finance Global 500 11Ranking Analysis.Amazo
33、n loses brand value,but becomes the worlds most valuable brand again,valued at US$299.3 billionAmazon has retaken top spot as the worlds most valuable brand despite its brand value falling 15%this year from US$350.3 billion to US$299.3 billion.Amazon was previously the worlds most valuable brand fro
34、m 2018 to 2020.Amazons brand has fallen by over US$50 billion this year,substantially in connection with its fall in brand strength,with its rating falling from AAA+to AAA as consumers evaluate it more harshly in the post-pandemic world.Brand Finances research has found that customer perception of c
35、ustomer service at Amazon has fallen at the same time as delivery times have lengthened and in concert with this,consumers have become less likely to recommend Amazon to others.Concurrent with the conclusion of pandemic restrictions,people are returning to shopping in-person,slightly mitigating the
36、need for online retail.At the same time,Amazon has failed to meet expected targets,with significant cost cutting and layoffs depressing its brand value.But despite its fall in value this year,Amazons brand is still up 36%in value since the beginning of the COVID-19 pandemic,as the Amazon brand has g
37、rown to become a dominant player across many different sectors of the economy:online retail brand,cloud computing,voice/home automation,digital streaming(in both audio and video,complementing its electronic bookstore).Brand Finance Global 500 12The Amazon brand have become integral parts of many peo
38、ples lives,building brand loyalty and reflected in its return to the top of Brand Finances Global 500 ranking.Amazon has returned to the top of the global brand leader board by overtaking Apple.Our research has found that Amazons brand value comes from its strong position in both B2C and B2B sectors
39、 of the economy,as it is a key global market leader in the massive markets of both online retail and online cloud computing services.Despite already having the worlds most valuable brand,it is continuing to expand into new verticals such as bricks and mortar retailing,acquisition of film studios,and
40、 payment processing.Further,with Amazons full online retail services available in just 18 nations,there remains further scope to expand its geographic reach.David HaighChairman&CEO,Brand FinanceBrand StrengthBusiness PerformanceExternal Changes-USD$41.2 bn+US$3.9 bn-US$13.7 bnDrivers of Change-Amazo
41、n Brand Finance Plc 202320222023050bn100bn150bn200bn250bn300bn350bn400bnUS$350.3 bnUS$299.3 bn2022 Start ValueBrand Strength fall Business performance gain External changes2023 End ValueBrand Finance Global 500 13Ranking analysis.The Worlds Top 25 Most Valuable Brands Brand Finance Plc 2023 6-7.1%US
42、$99.7 bn60 7-7.4%US$69.5 bn82 8-3.2%US$67.4 bn102 9282US$66.2 bn+43.9%10182US$65.7 bn+11.4%+4.6%US$62.9 bn -4.4%US$62.7 bn +8.4%US$61.1 bn US$59.0 bn-41.7%6720252029112211212US$58.8 bn-2.2%-3.2%+15.9%US$58.8 bnUS$49.7 bn -7.0%+5.5%US$57.7 bnUS$4
43、9.6 bn +16.9%-13.2%US$53.4 bnUS$49.5 bn US$52.5 bnUS$48.4 bn-18.3%+7.0%US$50.2 bnUS$48.2 bn-19.3%-3.4%-14.6%+6.8%+4.0%+1.7%-16.2%1US$299.3 bn22 3US$281.4 bn30 440US$191.6 bn 550US$113.8 bn 2US$297.5 bn11Brand Finance Global 500 14Ranking analysis.Bite taken out of Apple as it falls to be second most
44、 valuable brand in the worldApple has fallen to be the worlds second most valuable brand with its brand value falling 16%from US$355.1 billion to US$297.5 billion,to move from slightly above Amazons brand value to now be slightly behind Amazons brand value.This years fall in brand value relates to a
45、 fall in forecast revenue as a disrupted goods supply chain and a constrained labour market are expected to limit supply of its marquee hardware products.Despite these challenges,Apple continues to innovate,invest in long-term growth plans,and expand its offering into a broader range of services.Thi
46、s extension of its brand further diversifies its suite of products beyond its most successful product,the iPhone.Powerful customer loyalty and a continued strong customer response to products and services such as the Apple Watch,AirTags and Apple Pay saw the installed base of active Apple devices hi
47、t an all-time high in 2022.Top 5 Growth over time by Value Brand Finance Plc 2023400k 300k200k100k 02014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Google Amazon Microsoft Apple WalmartBrand Finance Global 500 15Apple continued to demonstrate its understanding of the importance of brand equity,fur
48、ther emphasising its ESG efforts and commitment to customer privacy and security.By introducing new security measures,Apple introduced end-to-end encryption of iCloud storage,further mitigating the risk of user information being accessed by third parties.Apple also doubled down on its environmental
49、commitments,with the ambition to create carbon neutral products by 2030 and seeking to reduce the environmental impact of its products.Google remains third most valuable brandGoogle(brand value up 7%to US$281.4 billion)retains its position as the worlds third most valuable brand.With a 7%increase in
50、 brand value year-on-year,Google is valued at US$281.4 billion as it continues to grow and expand into new products and services over the past year.The brand has expanded its technological capabilities vastly over the span of the year with its existing product offerings including Google Wallet,Googl
51、e Pixel and Google Cloud by optimising these products with new artificial intelligence and virtual reality features.The Google Pixel phone line in recent years has switched to Google-designed Tensor systems-on-a-chip which aspire to integrate machine learning and artificial intelligence with its con
52、sumer hardware deployments.In addition to rolling out new products and services,Google continues to communicate about the brands sustainability initiatives across the world.The brand has been actively involved in working towards tackling climate change and has launched projects to accelerate climate
53、 action,investing effectively in technology that enables the organization and its customers to make sustainable choices.For instance,Google has announced a strong commitment to climate-conscious data centre cooling and is aiming to operate entirely on carbon free energy by 2030.Brand Finance Global
54、500 16Ranking analysis.Alphabet owns worlds strongest and second-strongest brands in Google and YouTubeIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and b
55、usiness performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 40 countries and across 31 sectors.In brand strength,Alphabet Inc,the parent company of both Google and YouTube achieved a rare one
56、-two ranking with the worlds strongest brand Google earning a brand strength index score of just over 93,and YouTube(brand value up 24%to US$29.7 billion)earning a brand strength index score of just under 93.Those two brands both earned the elite AAA+brand rating,along with ten other brands from acr
57、oss the world.YouTubes brand has strengthened this year on account of improved familiarity,recommendation and consideration,with increasing numbers of customers coming to rely on it as a source of news,entertainment,education and information.The YouTube brand continues to update its various product
58、applications with new features,although its premium music service endures significant difficulty with low subscription rates in some markets.YouTube is increasingly building an offline brand in addition to its very large online presence,with events such as the tenth iteration of the YouTube Fanfest
59、which was hosted recently in Singapore.Additionally,the tech giant is constantly working on improving the new user experience and building interface enhancements for the mobile application.By revising its user experience,YouTube is building a brand which constantly enhances its services and is respo
60、nsive to the changing needs of its target audience.Brand Finance Global 500 17Ranking analysis.The Worlds Top 25 Strongest Brands Brand Finance Plc 2023 6272 7112 871 9282 10142 0220252437NEW6530677222222212 132 3232 411 592 24290.8+2.5AAA+90.7+0.7AAA+90.7
61、-0.2AAA+90.2+1.9AAA+89.9+0.3AAA+89.8+0.4AAA+89.6-3.7AAA+89.4+1.7AAA89.1-0.1AAA88.8-0.2AAA88.2-4.1AAA88.1+2.3AAA87.8+0.1AAA87.8+1.3AAA87.7+0.0AAA87.7+2.6AAA87.5-0.5AAA87.5+2.8AAA87.4+0.7AAA87.3+0.4AAA93.2-0.1AAA+91.7+2.9AAA+91.6-1.8AAA+91.3+1.1AAA+92.7-0.5AAA+Brand Finance Global 500 18Ranking analys
62、is.BYD(brand value up 57%to US$10.1 billion)is the fastest growing brand in the Brand Finance Global 500 2023 rankings,followed closely by American oil and gas brand ConocoPhillips(brand value up 56%to US$8.9 billion)Maersk(brand value up 53%to US$7.4 billion),and LinkedIn(brand value up 49%to US$15
63、.5 billion).BYDs brand value as an electric vehicle marque is growing substantially in connection with sales in the worlds largest electric vehicle(EV)market,China.Despite substantial disruptions from pandemic lockdowns,supply chain disruptions and even electricity shortages,BYD is dominating this m
64、arket as consumers flock to affordable BYD vehicles.With its strong focus on the budget/economy EV market as it no longer sells internal combustion cars,the BYD business is launching new brands in the Chinese market as it seeks to expand to more affluent customers.Meanwhile,the BYD brand is expected
65、 to expand geographically with a strong focus on growth into Europe.Brand Value Change 2022-2023(%)-56%-44%-43%-42%-38%-38%-37%-33%-30%-30%57%40%56%53%49%46%44%44%42%42%Brand Finance Plc 2023Brand Finance Global 500 19Ranking analysis.ConocoPhillips is the second-fastest growing brand after an impre
66、ssive year in which it continued to meet global energy needs.It has increased its focus on valuable energy transition fuels,particularly concentrating on low cost-of-supply and low greenhouse gas production,putting them in a strong position as the brand continues to move forward in the industry.Maer
67、sks brand value grew as demand for its services remained very high this year.Ocean freight shipping rates continued to increase,although it appears that freight rates have peaked and started to subside.While supply chain congestion is likely to dissipate with prices normalising,Maersk remains in a s
68、trong position to satisfy demand that has gone unmet with recent heightened prices.The fourth-fastest growing brand,LinkedIn,grew in connection with its improved standing as a recruitment and news advertising tool.Globally,it is building a very strong position amongst professional white-collar users
69、 as a dominant tool in this sector.Other fast-growing brands were in the airline industry with demand entirely recovered after the pandemic.United Airlines(brand value up 42%to US$7.8 billion)and American Airlines(brand value up 36%to US$8.5 billion)are the fastest-growing airlines in the Global 500
70、 ranking.BYD continues the strong growth that has seen it as one of the worlds fastest-growing brands for several years now.Ranked among the leading electric vehicle manufacturers on the basis of its Chinese dominance,it is now expanding geographically which opens up further room for growth.David Ha
71、ighChairman&CEO,Brand FinanceIn the automotive sector,the American brand Tesla(brand value up 44%to US$66.2 billion)sold the most electric cars globally in 2022,which contributed to its status as one of the rankings fastest growing brands.Observers of Teslas share price over the last few months may
72、be surprised by its result in our table this year,however it remains one of the lowest brand values in proportion to overall business value,at only 16.8%,in comparison to Mercedes-Benz at 32.1%at time of publication.Other brands may be getting into gear to compete with the pre-eminent EV producer,bu
73、t the public still sees Tesla as significantly more innovative and sustainable in Brand Finances Global Brand Equity Monitor study,a fact that outweighs the latest headlines about Teslas mercurial CEO.Elsewhere,the established traditional European automotive brands such as Renault(brand value down 3
74、3%to US$6.0 billion)and Volvo(brand value down 38%to US$8.8 billion)were amongst the fastest-falling brands in the ranking.Brand Finance Global 500 20The biggest declines in brand value of the ranking are A(brand value down 56%to US$10.0 billion)and Tmall(brand value down 44%to US$27.4 billion).Chin
75、ese e-commerce giant A has lost more than half of its brand value over the year.Similarly,business-to-consumer e-commerce platform Tmall lost 44%of its brand value over the same time span.The e-commerce sector in China was impacted significantly during the COVID-19 crisis due to strict lockdown guid
76、elines which caused major disruptions in business operations nationally and internationally.The brands also face rising competition in the sector and thus have lost market share.Due to a fall in sales,A also had laid off nearly 10,000 employees to reduce its expenses.3 Year Change in Brand Value Bra
77、nd Finance Plc 2023433%379%264%230%224%214%167%151%128%121%-48%-48%-47%-47%-45%-42%-39%-39%-38%-36%Ranking analysis.Brand Finance Global 500 21Brand Value by SectorSectorBrand Value (USD bn)%of totalNumber of BrandsTech1,180.914.8%48Retail1,059.713.2%51Banking986.512.3%71Media774.69.7%25Telecoms537.
78、56.7%30Automobiles530.46.6%27Engineering&Construction359.04.5%31Insurance347.34.3%29Oil&Gas331.14.1%23Other1,895.823.7%165Total8,002.8100.0%500 Brand Finance Plc 2023Tech remains most valuable industryThe Tech sector has once again remained the most valuable sector in Brand Finances Global 500 ranki
79、ng,with an overall brand value of at least US$1.2 trillion,accounting for around 15%of the total value of the rankings.Further,in addition to this,a number of other brands in other sectors such as Amazon(Retail),Google(Media),TikTok(Media),Facebook(Media),and WeChat(Media)have obvious connections to
80、 the broader technology industry space.Despite remaining the largest sector,the tech sector has seen a 6%decrease in value in 2023.This reflects widespread difficulties faced by tech brands and concerns about their wider reputations and growth trajectories,resulting in broad decreases in valuations
81、in the last year.There was a total of 48 tech brands that featured in the ranking,two down from the 50 in 2022,after Snapchat and Twitter both dropped out.This large overall sector brand value can mostly be attributed to the three big tech players who remain Ranking analysis.near the top of the rank
82、ing in 2023:Apple(brand value down 16%to US$297.5 billion),Microsoft(brand value up 4%to US$191.6 billion),and Samsung Group(brand value down 7%to US$99.7 billion).Together,their combined brand value makes up approximately half of the tech sector.The fourth most valuable tech brand,Huawei(brand valu
83、e down 38%to US$44.3 billion)has lost significant brand value in connection to a contraction in the geographies where it can operate due to political and regulatory confrontations.Brand Finance Global 500 22However,two other tech brands,Oracle(brand value up 36%to US$39.6 billion)and IBM(brand value
84、 up 22%to US$26.2 billion)saw very rapid brand value growth,helping the tech sector maintain its position as the most valuable sector.Oracles brand value growth was connected to its diverse offering of cloud infrastructure and applications,while IBMs brand value increase was connected from increased
85、 revenues from its business customers.Retail sector remains above US$1 trillion thresholdThe retail sector was once again the second most valuable sector in Brand Finances Global 500 ranking.A boom in e-commerce during the pandemic saw the sector cross the US$1 trillion threshold last year for the f
86、irst time,a reflection that the pandemic has seen a transfer in retail spending from small,offline,brands to large,online retail brands.The sector has managed to remain above this mark for the second year running,despite facing a 9%decrease in overall brand value from last year.There has been a wide
87、spread reduction of brand value in retail brands in 2023,as with the tech sector,following difficult operating conditions,including high employee absenteeism,supply issues and reduced consumer confidence.Retail giant Amazon,for example,saw a 15%reduction in brand value,despite becoming the worlds mo
88、st valuable brand in 2023,Amazons still significant brand value of US$299.3 billion makes up more than a quarter of the overall retail sector value in the Global 500 rankings,highlighting just how large Amazons brand has become relative to other large brands.Three more retail brands from the United
89、States,Walmart(brand value up 2%to US$113.8 billion),Home Depot(brand value up 8%to US$61.1 billion),and Costco(brand value up 24%to US$46.6 billion)achieved strong brand value growth as it benefited from a full year of trade substantially unaffected by pandemic restrictions.Ranking analysis.Brand F
90、inance Global 500 23Walmart maintained its position as the 5th most valuable brand in the global ranking,after continuing to increase its e-commerce capabilities,improving customer experience,as well as growing new revenue streams.Costcos brand value has now more than doubled since the beginning of
91、the pandemic receiving a significant boost during the pandemic as consumer spending increased on self-prepared food,and its offering to consumers has becoming particularly appealing in 2022 as consumers continue to seek out the lowest-price food due to widespread cost increases in other sectors of t
92、he economy especially industries such as restaurants and hospitality which are facing significant labour supply shortages.Banking sector makes up the largest number of brands in ranking Unlike the tech and retail sectors,the banking sector continues to achieve growth in its overall brand value,seein
93、g an increase of 4%year-on-year.The sector also has largest number of brands in the Brand Finance Global 500 2023 ranking,increasing from 64 last year to 72 in 2023.After the COVID-19 pandemic,the banking sector went through a digital transformation to serve its customers,businesses and governments.
94、Banking brands have focused on branding that highlights innovative use of technology by creating super apps in which customers can use a wide range of banking services.Chinese banking brands like ICBC(brand value down 7%to US$69.5 billion),China Construction Bank(brand value down 4%to US$62.7 billio
95、n),Agricultural Bank of China(brand value down 7%to US$57.7 billion)and Bank of China(brand value down 4%to US$47.3 billion)lead the ranking this year.It is followed closely by its American counterparts including Bank of America(brand value up 5%to US$38.6 billion),Wells Fargo(brand value up 10%to U
96、S$33.0 billion),JP Morgan(brand value up 10%to US$31.8 billion),Chase(brand value up 4%to US$31.3 billion)and Citi(brand value down 11%to US$30.6 billion).Ranking analysis.Brand Finance Global 500 24All but one Commercial Services brand in the ranking see brand value growthThe Commercial Services se
97、ctor has seen a healthy 21%overall increase in brand value year-on-year,making it the 10th most valuable sector in Brand Finances Global 500 ranking.Out of the sixteen Commercial Services brands that were featured in the global ranking,all except PayPal(brand value down 15%to US$15.9 billion)saw a b
98、rand value increase.Thirteen of the brands were also from the United States,highlighting the nations dominance within the sector.Deloitte is the highest ranked commercial services brand with a brand value of US$34.5 billion,a 16%year-on-year increase.Through tough circumstances,Deloitte continued to
99、 look to the future and subsequently protect value and trust amongst its stakeholders.Further,Deloitte increased its alliances with leading technology providers,allowing them to navigate the challenges faced by ongoing digital transformations,that in turn will allow them to adapt to the changing glo
100、bal landscape.Deloittes understanding of,and success in building its brand strength,has been reflected in the Global 500 ranking.It was the 5th strongest brand in 2023 with a BSI score of just over 91,earning them an elite AAA+brand rating,one of only twelve brands globally who were awarded this top
101、 score.Other high performing commercial services brands from the United States included American Express(brand value up 25%to US$34.1 billion)and VISA(brand value up 9%to US$29.6 billion).EY(brand value up 11%to US$25.7 billion)from the United Kingdom,was the most valuable non-American commercial se
102、rvices brand.Logistics sector struggles due to COVID-19 disruptions The logistics sector was substantially impacted by pandemic-connected restrictions and rapid changes in product demand.The aggregate brand value of the sector decreased by 7%this year.Ranking analysis.Brand Finance Global 500 25Majo
103、r logistics brands in the ranking are seeing a revival with new technological innovations,the ranking is led by Japans JR(brand value up 12%to US$13.8 billion),American brand UPS(brand value down 8%to US$35.4 billion)and Chinese brand SF Express(brand value up 3%to US$8.2 billion).With the world now
104、 looking towards a post-pandemic future,online shopping has increased significantly,creating growth in the consumer-facing parcel delivery sector and related logistics brands.The United States continues to dominate the ranking,now accounting for 202 out of 500 of the brands in Brand Finances Global
105、500 2023 and half of its overall value($US4.0 trillion).China is home to the second largest aggregate brand value of the Global 500 brands,with an overall brand value of US$1.4 trillion,a 9%decrease year-on-year.The 78 Chinese brands included in the ranking contributed 18%of the overall global value
106、.The next nations in terms of value contribution are Germany(24 brands,6%),Japan(32 brands,5%),France(31 brands,5%),the UK(23 brands,3%)and South Korea and Canada,which with 15 and 12 brands respectively contribute 2%of the value of the ranking each.CountryBrand Value (USD bn)%of totalNumber of Bran
107、dsUnited States3,981.249.7%201China1,430.017.9%79Germany479.66.0%24Japan425.55.3%32France331.24.1%31United Kingdom264.93.3%24South Korea195.52.4%8Canada140.31.8%15India108.21.4%12Other646.38.1%74Total8,002.8100.0%500 Brand Finance Plc 2023Brand Value by CountryRanking analysis.Brand Finance Global 5
108、00 26Regional Analysis.United StatesThe United States continues to dominate the ranking,now accounting for 202 out of 500 of the brands in Brand Finances Global 500 2023 and half of its overall value($US4.0 trillion).China is home to the second largest aggregate brand value of the Global 500 brands,
109、with an overall brand value of US$1.4 trillion,a 9%decrease year-on-year.The 78 Chinese brands included in the ranking contributed 18%of the overall global value.The next nations in terms of value contribution are Germany(24 brands,6%),Japan(32 brands,5%),France(31 brands,5%),the UK(23 brands,3%)and
110、 South Korea and Canada,which with 15 and 12 brands respectively contribute 2%of the value of the ranking each.US$45.2 bnUS$299.3 bnBSI 91.6AAA+BSI 93.2AAA+BSI 91.7AAA+US$62.9 bnUS$99.7 bnEuropeAsiaMiddle East&Africa Strongest Brands Most Valuable Brands*The telecom brand of e&in UAE and EgyptBSI 89
111、.1AAAAmericasMost Valuable and Strongest Brands per Region Brand Finance Plc 2023Brand Finance Global 500 27EuropeTwo German brands,telecommunications giant Deutsche Telekom(brand value up 5%to US$62.9 billion)and automotive producer Mercedes-Benz(brand value down 3%to US$58.8 billion)competed for t
112、he position of Europes most valuable brand.With a brand value of US$62.9 billion,Deutsche Telekom has become Europes most valuable,with Mercedes-Benz following closely behind.Both brands have felt the effect of difficult and uncertain economic conditions and disrupted supply chains as a result of th
113、e war in Ukraine but have still managed to remain at the top of the raking.Deutsche Telekom is now both Europes most valuable brand and the second most valuable telecoms brand globally.This impressive performance comes partly as a result of the brands strong organic revenue growth within European ma
114、rkets,with customer numbers growing at a steady rate across the board.However,the brands value has grown substantially in connection with its record customer additions in the United States.The American version of the same brand,T-Mobile US,posted industry leading growth,as well as seeing further gro
115、wth in its internet access products and the roll out of its 5G network.It is now the largest 5G network in the US and is continuing to grow and improve its services.Mercedes-Benz has seen a 3%decrease in brand value in 2022 in connection with uncertain macroeconomic and geopolitical conditions,resul
116、ting in a one position drop in Brand Finances Global 500 rankings.Despite this,Mercedes-Benz is still the second most valuable brand in Europe and maintains an AAA-BSI rating.Mercedes has benefitted significantly from increased tax incentives on car purchases in China.As well as this,Mercedes contin
117、ued to follow the industry-wide transition to electric vehicles,taking further steps towards an all-electric future.This saw the further development of next-generation high-performance battery cells and modules,and the announcement of the expansion of its partnership with CATL.Regional Analysis.Bran
118、d Finance Global 500 28Chinese brand CATL is also the highest-placed new entrant in this years ranking at 135th,with a brand value of US$14.7 billion.This partnership will see the construction of a new battery plant to supply European markets and is a major part of Mercedes sustainably focused futur
119、e development plan.Swiss telecommunications brand Swisscom(brand value up 5%to US$6.3 billion)is the strongest brand in Europe with a brand strength index score of 92,making it the third strongest brand globally and earning an AAA+brand rating.Swisscom has seen a twenty position rise in the brand st
120、rength ranking rankings from last years position of 23rd.Its recent announcement of its new Fixed Wireless Access 5G service for business customers,which provides solutions for remote buildings not covered by the wired network expansion,is a continuation of its pioneering work in the European 5G mar
121、ket.Further,Swisscom continues to ensure that it has physical implementations of its brand with a strong continued commitment to physical shops in the future.Swisscom plans to further update all its shops with new consistent branding from online operations,creating a consistent brand image across bo
122、th online and bricks and mortar environments.Commercial services giant EY also maintained its strong BSI score of 90,making it the second strongest brand in Europe.2022 saw significant further investments in technology consulting,audit quality and sustainability services and record levels of UK grow
123、th,contributing to its high position in the ranking.EY also continued to pursue ambitious targets around gender,ethnicity and black representation within the business,with a range of targeted initiatives to support its goals.These included the Launch of its first Neuro-Diverse Centre of Excellence(N
124、CoE)in Manchester,which it hopes will further promote diversity and innovation at EY.Regional Analysis.Brand Finance Global 500 29Middle EastOil and Gas brand Aramco(brand value up 4%to US$45.2 billion)is the most valuable brand in the Middle East region in the Brand Finance Global 500 2023 rankings
125、.The brand has expanded its operations significantly in the past year and announced its commitment to sustainability through partnerships with other brands.Namely,Saudi Aramco recently formed a strategic partnership with Chinese petrochemicals brand Sinopec to promote the usage of hydrogen,renewable
126、s and carbon capture in China.UAE-based oil and gas brand ADNOC is the second most valuable brand in the Middle East region with a brand value of US$14.2 billion.The brands value has grown by 11%over the past year and has a corresponding Brand Strength Index(BSI)score of 79 out of 100.The brand has
127、expanded its areas of operations via acquisitions,recently the brand acquired 25%stake in Borealis,a European petrochemical brand to expand into the fast growing petrochemicals sector.Etisalat by e&,the telecom brand of the tech conglomerate e&operating in the UAE and Egypt,retains its position as t
128、he strongest brand in the region with a Brand Strength Index(BSI)score of 89.1 out of 100.This year saw a new evolution from Etisalat Group to e&,a brand identity change to accelerate its transition into a tech-driven telco.This transition has manifested in both infrastructural changes to the Etisal
129、at by e&operations to enhance its services to the customer,as well as external-facing service offerings of the other e&divisions that previously operated under the Etisalat brand.This year the Etisalat by e&branded portion of the group is valued at US$10.5 billion,with the combined value for all e&b
130、randed operations at US$11.7 billion(up from a combined value of US$10.1 billion in 2022).The e&group,present across 16 countries,operates several other branded operations and boasts the most valuable portfolio of telecom brands in the Middle East and Africa,exceeding US$14 billion.Regional Analysis
131、.As the telecommunication industry continues to struggle with commoditisation,e&has taken the bold and necessary step to reposition its brand identity to unlock new opportunities and services.The ongoing brand evolution enhances the ability to branch out into new services as well as stepping up from
132、 being a strong regional player to being a brand with global aspirations.David HaighChairman&CEO,Brand FinanceBrand Finance Global 500 30Regional Analysis.AsiaIn the Asia Pacific region,Korean electronics brand Samsung Group(brand value down 7%to US$99.7 billion)is the most valuable brand.Since the
133、beginning of the COVID-19 pandemic,technology and electronics have assumed great importance for individuals,consumers and governments all across the globe,and Samsung has been a significant manufacturer of such items.The increase in demand and necessity of advanced electronic products has led to gro
134、wth in the brands perceptions among consumers.Most recently the brand launched its new models,the Galaxy Z Flip4 and the Galaxy Z Fold4 which are new flip and foldable models which have gained popularity since its launch.Following Samsung,Chinese banking brand ICBC(brand value down 7%to US$69.5 bill
135、ion).The brand has been involved in upcoming new sectors including green finance and sci-tech innovation which has led to an increase in its performance.Fellow Chinese brand Moutai(brand value up 16%to US$49.7 billion)is the strongest brand within the Asia-Pacific region in the Global 500 ranking,wi
136、th a Brand Strength Index(BSI)score of 91(AAA+).The brand continues to lead the sector with its iconic drink which is a unique,aspirational and market-dominating product in China.The brand has been adept in supplying its product to Chinese customers by leveraging its iMoutai mobile application which
137、 has over 10 million users for online payments and e-commerce fulfilment.The app also allows consumers to purchase the special drink in new and engaging ways.Telecommunications giant Chunghwa(brand value up 22%to US$5.3 billion)is the second strongest brand in Asia with a AAA brand strength rating.T
138、he brand is leading the way with a sustainable outlook to operations by enhancing its energy efficiency across its 5G network performance.The brand aims to establish a greener and digital future across the board by providing low carbon options to its customers.Brand Spotlights.Brand Finance Global 5
139、00 32ADNOC.z Rank Brand Strength Rank Brand ValueUS$14.2 bn+11.4%138279.4+0.41672Brand Finance Global 500 33Interview with His Excellency Dr.Sultan Ahmed Al Jaber.His Excellency Dr.Sultan Ahmed Al JaberUAE Minister of Industry and Advanced Technology and ADNOC Group CEOWhat are the successes and ini
140、tiatives you can attribute to your continued brand growth?The continued growth in ADNOCs brand value is testament to the wise guidance of the UAE Leadership,the support of the ADNOC Board of Directors and the hard work of the entire ADNOC family.Our commitment to make todays energy cleaner,while inv
141、esting in the clean energies of tomorrow,continues to strengthen our position as a reliable and responsible global energy provider while enhancing the strength and value of our brand.What role does ESG and sustainability play in the long term management of ADNOCs brand?ADNOC is one of the least carb
142、on intensive oil and gas producers in the world and we continue to take steps to enable and accelerate our Net Zero by 2050 ambition.We are committed to progressive climate action and now,more than ever,the world needs a practical and responsible approach that is both pro-growth and pro-climate.ADNO
143、C has made tangible progress on both fronts.We are the first major oil and gas company in the world to source 100%of our onshore grid power from zero carbon nuclear and solar power.We are electrifying our offshore operations to cut their carbon footprint in half and we are allocating$15 billion to f
144、ast-track investments in clean energy,low-carbon and decarbonization projects.The UAEs Founding Father,His Highness Sheikh Zayed bin Sultan Al Nahyan,embedded sustainability and responsible production into ADNOCs business practices and we are determined to continue building on this proud legacy to e
145、nable a lower-carbon future.How do brands ensure that sustainability communication is trusted by customers and other stakeholders?I think transparency is important in ensuring the credibility of our communications,and this is something that ADNOC takes very seriously.This has allowed us to attract w
146、orld-class partners that are helping to maximise value from our assets and resources,including some of the worlds most notable investors.Moving forward,we will continue to champion a more open and transparent approach to our communications to drive deeper connections with our audiences and stakehold
147、ers.Firstly,we need to put things into perspective.Our world is on its way to being home to 9.5 billion people.To meet their needs,we will have to produce 30%more energy than today.If the basic energy needs of billions of people across the world are not met,economies will slow down significantly,imp
148、acting the resources which need to be made available for the energy transition and climate action.While meeting the energy demand the world currently relies on,we must focus on driving down emissions and accelerating investment in new clean-energy systems.For this,the world needs all the solutions i
149、t can get.It is not hydrocarbons or solar,not wind or nuclear or hydrogen.It is all the above,plus the clean energies yet to be discovered,commercialised and deployed.The world needs maximum energy with minimum emissions.This is the approach we are taking at ADNOC.We were the first hydrocarbon produ
150、cer in the region to adopt carbon capture and storage on an industrial scale and the first to use nuclear and solar energy to supply 100%of our electricity needs.We are building on our position as a reliable and responsible supplier of some of the least carbon-intensive oil and gas in the world whil
151、e expanding into renewables and laying the foundations of the global hydrogen market.Brand Finance Global 500 34The energy transition will not happen at the flip of a switch,but it is attainable if we are pragmatic,practical and commercially focused.Collaborating with other companies is key in this
152、changing world.Are there any collaborations you are excited about?Partnership and collaboration are integral to ADNOCs strategy.Since we started our transformation in 2016,we have expanded our partnership and investment base and opened opportunities across our value chain to new categories of partne
153、rs from around the world.This approach is enabling us to unlock and maximise value and invest in growth.It is also helping us to improve integration across our value chain and optimise our operational and financial performance.We will continue to develop and explore additional investment and partner
154、ship opportunities across our value chain that deliver sustainable value.As we work towards our Net Zero by 2050 ambition,we extend an open invitation to industry and technology players to come and join us as we forge cleaner energy solutions that are practical and deliver progress for the climate a
155、nd for the economy.Dr Sultan wears many hats apart from being the CEO of ADNOC,the United Arab Emirates Minister of Industry and Advanced Technology,Chairman of Masdar,and the UAEs special envoy for climate change.What role can ADNOC and the UAE play in building a consensus around the goals for COP2
156、8?The UAE approaches its role as hosts of COP 28 with great humility and with a great sense of responsibility.This will be a milestone COP with the first ever Global Stocktake,which will allow the international community to assess progress,raise ambition and scale up action to meet the commitments t
157、he world has made.This will be an important outcome for the meeting.The UAE will focus on accelerating progress on all fronts,including adaptation,and loss and damage.We will also advocate for serious progress on climate finance for developing countries.It is imperative that all countries are able t
158、o access the resources needed to transition to clean energy,adapt to climate impacts and accelerate sustainable economic development.The UAE is ideally placed to build bridges to get the world where we need to be.We have always been a trading nation at the crossroads of the world and we do not want
159、any country to be left behind.We will bring together people from government,academia,civil society and every sector of industry in a concerted drive for greater climate progress.We are also deeply committed to making COP 28 a positive platform for women,youth and indigenous peoples,and will strive f
160、or solutions to address the needs of the most vulnerable.In addition,we aim to promote pragmatic,realistic and practical solutions to the energy transition.This includes pivoting towards clean and renewable sources,while at the same time decarbonizing existing sources and investing in innovation.Int
161、erview with His Excellency Dr.Sultan Ahmed Al Jaber.Brand Finance Global 500 35Deutsche Telekom.H Rank Brand Strength Rank Brand ValueUS$62.9 bn+4.6%11278.7-0.81822Brand Finance Global 500 36Interview with Ulrich Klenke.Ulrich KlenkeChief Brand Officer,Deutsche TelekomDeutsche Telekom has become the
162、 most valuable brand in Europe.What are the successes and initiatives you can attribute to this fantastic brand achievement?In recent years,we fundamentally strengthened the brand and its essential assets.We implemented a consistent global brand strategy based on a common brand positioning,a new bra
163、nd design and a reworked T logo.In an increasing digital world,we now focus more on social responsibility,with the T as a strong symbol for the connection of people.Internally,we started very effective customer-oriented initiatives and created together a communication powerhouse with PR and marketin
164、g:Agile brand management structures that enable us to make promptly and data-driven decisions regarding current events and the sentiment of people.How does Deutsche Telekom keep innovating to stay at the top of all telecoms companies?I think its crucial to find the right composition of internal divi
165、sions,partners,and agencies.The collaboration between these parties needs to run smoothly,like a vivid ecosystem.In addition,we foster constant use of the creative power and different cultural backgrounds within our global footprint.Thats the fuel for our innovative strength.As a benchmark for our c
166、reative excellence,we seek the steady comparison with the best-in-class brands at leading competitions world-wide.What role do you hope Deutsche Telekom can play in sustainability?We take our responsibility in this area very seriously.As one of the leading drivers of digitisation,we must take care o
167、f potential socio-political and environmental implications.Our purpose,therefore,is directly linked to this responsibility:“We wont stop until everyone is connected.”As a company and corporate citizen,we want to connect everyone to the infinite possibilities of the digital world.This means that no o
168、ne should be left behind or socially excluded.Thats why improved network access or digital education are key topics where we are especially committed to promote social cohesion.The same applies to environmental sustainability.Although we acknowledged that it still has less weight in purchase decisio
169、ns,for us it plays a major role in product development and for investments in general.How relevant is brand performance for attracting talent and to engage employees worldwide?Our T brand increasingly gains brightness and becomes a flagship on both sides of the Atlantic:In Europe the brand is charac
170、terised by its solid heritage and reliability,and in the USA by growth.We observe that the brand helps to convey the image of one global company,which is attracting both employees and talents.Especially for young talents,the brand,together with sustainability,can be a decisive differentiator and thu
171、s has a strong impact to become the employer of choice.Brand Finance Global 500 37Etisalat by e&.H Rank Brand Strength Rank Brand ValueUS$10.5 bn+3.5%195189.1-0.1142Brand Finance Global 500 38Interview with Hatem Dowidar.Hatem DowidarGCEO,e&The rebrand from Etisalat Group to e&might surprise some gi
172、ven the strength and heritage of Etisalat.Why was now the time for change?Its more than just a name change.We knew we had to signal to the world,to our staff and to ourselves as a management team that we were becoming something different.It was to signal the magnitude of the change.It signals that,y
173、es,we have our traditional telecoms business,but that a lot of other things are coming into play,as we dive deeper into the technology and digital space,and that we are now offering more than just traditional connectivity.The name e&reflects our ambition to push the boundaries,to go further and to b
174、e well positioned for the future.Our transformation into e&,a global technology and investment conglomerate,did not happen overnight.In fact,the evolution as e&was gradual,as we began to consider what the transformation as a telco would look like to meet the growing needs of our consumer and busines
175、s customers.In our quest to deliver on our promises to our customers,add value for our shareholders,seek out new opportunities in the countries where we operate,tap into new markets and accelerate the growth of the business,it was time to do things differently by adopting a growth mindset,creating a
176、 future-ready business model,focusing more on value creation and leveraging our customer base against the backdrop of a rapid digital revolution in the business landscape.Over the past 12 months,we have focused on realigning our business operations by creating a diversified business model with stron
177、g business pillars:etisalat by e&,e&international,e&life,e&enterprise and e&capital.While etisalat by e&continues to build on a 46-year telecom legacy,e&international is focused on two things.One is good governance,while the other is ensuring that we carry the best practice in different markets in a
178、reas such as commercial,technological and regulatory frameworks.We then have e&enterprise,the business pillar focusing on enterprise solutions such as cloud business,cybersecurity,Internet of Things(IoT)and AI.Next is e&life,a business pillar focusing on OTT(over-the-top)services to sell directly to
179、 customers.The current push is on fintech and content,though we may pursue other areas,such as health and education,in the future.Our investment arm is e&capital that focuses on investing in businesses that we dont intend to control,and it offers two distinct kinds of investments.We have a venture c
180、apital(VC)arm,which is looking into opportunities to invest in early-stage companies,and a growth arm,where we are more focused on taking bigger,but still minority,stakes in more established companies.What are the primary goals of the rebrand and restructuring,and have you seen any immediate benefit
181、s and opportunities?e&opened a new and exciting chapter in the Groups growth journey to create a digitally brighter future while empowering societies.As the business landscape underwent unprecedented changes,e&embraced a progressive outlook to seek ways to transform into a global technology conglome
182、rate that is customer-centric,digital-driven and propelled by next-generation technologies.The new brand identity leverages e&s market-leading position with state-of-the-art infrastructure,seamless operations and partnerships that build on years of sustainable growth and a continued commitment to in
183、novation.Brand Finance Global 500 39Today,we have a diversified business model with robust business pillars.The establishment of focused business verticals has increased organisational agility for each priority business vertical,set targets and strategies transparently,enabled the seamless execution
184、 of mergers and acquisitions,attracted relevant strategic partners and investors in line with the business verticals focus,retained the desired talent per business vertical and captured better synergies across the Group.The brand transformation positions us to be even stronger than we are today;we w
185、ill cater to new customer segments and other international markets,which will only help us grow and explore new horizons.To continue building on the success established throughout decades,e&will maintain that growth to stay digitally fit for the future.Therefore,we embarked on an ambitious journey t
186、hat encompasses so much more than a brand change,but is an exciting transformation towards a company that focuses on creating technology that empowers every person and organisation to stride into a digital future.Your telecom division,etisalat by e&,is once again the regions strongest brand.How have
187、 you used its continued success to facilitate the Groups transformation?Our telecom arm,etisalat by e&,is the most significant business unit.By maintaining its strongest brand position across all categories in the MEA region,etisalat by e&,underlines the UAEs global position as a leader in providing
188、 state-of-the-art telecoms infrastructure and achieving national digital transformation.It also ranks among the three strongest telecom brands in the world,confirming the groups rich telecom heritage,reinforcing the strong telecom network and maximising value for the different customer segments of e
189、&.This progressive evolution is firmly rooted in our rich telecoms heritage from the beginning of our journey.Under the visionary leadership of the UAE to elevate the ICT sector,we have grown from being the first telecom company in the UAE from simply offering voice and connectivity to digitally emp
190、owering societies.As e&,we are proud to become an organisation that caters to different customer segments in the markets we operate in.The Groups brand architecture is aligned with our vision and business strategy,and our vertical businesses are collectively linked to the sustainable growth of the b
191、rand and the transition to one of the worlds largest technology players.In line with its new strategy of Grow,Transform,and Excel,etisalat by e&s mission is to unlock shareholder value,deliver an exceptional customer experience and optimise business performance.To deliver leading-edge core and digit
192、al services,enriching consumer value propositions with digital services that address new lifestyles and emerging consumer demands beyond core telecoms services,including areas such as gaming,health and insurance.We will continue to act as a trusted partner and advisor to businesses in meeting their
193、connectivity needs and beyond.Interview with Hatem Dowidar.Brand Finance Global 500 40By strengthening its leading position as a digital telco,a customer champion in a hyper-connected digital world,etisalat by e&will pivot a new sustainable demand in future spaces like private networks,autonomous ve
194、hicles and AI.How do you see the role of ESG in the brand sustainable growth?Delivering our Environmental,Social and Governance(ESG)commitments has had a significant positive impact during our transition.Caring for the communities in which we operate has been instrumental,while improving the custome
195、r experience and maximising shareholder value creation have been key focus areas.More than ever,ESG is a necessity.It strongly influences how potential customers and employees engage and interact with us at all levels.Business growth and invention discussions are now being made on a global scale bas
196、ed on how companies,organisations or any type of business is making a real effort on ESG.Whether its sourcing services from companies that they believe are committed to ESG,or recruiting talent,ESG has become one of the main reasons for making these decisions globally.While taking huge steps to stre
197、ngthen our position as a global technology player,e&declared the Groups net zero targets by 2030 at the 27th Conference of the Parties of the UNFCCC(COP27)and became the first private sector entity in the UAE to join the Independent Climate Change Accelerators(UICCA).This reaffirms the groups commit
198、ment to climate change efforts by focusing on key initiatives to reduce our carbon footprint through improved energy efficiency and renewable energy,among other initiatives.Our participation in the upcoming 28th Conference of the Parties(COP 28)reaffirms the importance we place on contributing to an
199、d building the ecosystem in which we operate,communicate and deliver our services to stakeholders and customers.It has also helped us to be a key player in exploring clean and green solutions,and has enabled us to keep the ESG agenda at the heart of our business model.Interview with Hatem Dowidar.Br
200、and Finance Global 500 41Infosys.G Rank Brand Strength Rank Brand ValueUS$13.0 bn+1.8%150283.4+0.5892Brand Finance Global 500 42Interview with Sumit Virmani.Sumit VirmaniCMO,InfosysInfosys is celebrating its 4 decades of success,congratulations!To what would you attribute the continued growth of the
201、 brand over all these years?When Infosys was first founded as a fledgling startup in India,its aspirations then can best be described as audacious.The co-founders of the company hoped to build an institution that would stand shoulder to shoulder with the big boys of IT consulting and be respected th
202、e world over.Benchmark against the worlds best,reset those benchmarks,and build a brand that disrupts-that was the formula the Infosys founding team landed on to realise their aspirations.That very formula has continued to power brand Infosys over 4 decades of excellence,across a growth path that sp
203、ans more than 50 countries and scaled its value to$75 billion in market cap.With an aspiration to disrupt the existing business models,through those early years,Infosys instituted the worlds first-ever global deliver model for IT services,built Indias earliest software campuses,and set new standards
204、 in corporate governance,among many other firsts.Today,whether launching the industrys first cloud services brand(Infosys Cobalt)or turning carbon neutral 30 years ahead of 2050,the timeline set by the Paris Agreement the resetting of benchmarks,the disruption continues.And with it the brand evolves
205、 seeking to grow in relevance to stakeholders over changing times.Cooperating with other brands is key in this fragmented world.How do you approach these collaborations,especially for brand amplification?When it comes to collaborations for brand amplification,we have a significant ecosystem.This inc
206、ludes our signature marketing partnership with the Madison Square Garden also making Infosys the Official Digital Innovation Partner of key MSG properties including the New York Knicks,New York Rangers and the Madison Square Garden Arena.In addition,as a brand,we continue to nurture highly successfu
207、l collaborations with the global Tennis ecosystem-ATP,Roland Garros,the Australian Open and more recently the International Tennis Hall of Fame,while also forging brand partnerships with The Economist,Financial Times,Dow Jones and Bloomberg Media.These collaborations are unified in their approach th
208、ey are not just brand or tech partnerships,they are brand and tech collaborations.We believe that credible brands of the future are likely to be the ones that participate in creating that future.So,instead of just marketing our technology to the digital-first generation,we have chosen a path of mark
209、eting with technology-not just by talking the talk by plastering our brand across crowded sporting extravaganzas or media platforms,but by walking the talk by making the brand integral to the experience these platforms deliver.For us,this is an important demonstration of brand credibility.Brands tha
210、t consistently act in alignment with their stated purpose differentiate themselves through the trust they earn in the market.How does brand Infosys look to live and demonstrate its purpose?At Infosys,our purpose is to amplify human potential and create the next opportunity for people,businesses,and
211、communities.We seek to internalise this purpose in everything we do.Our employees and their potential are crucial to the realisation of our purpose.To meet the challenges that our rapidly changing world faces,that our clients face,and that society faces,we need people who function at their very best
212、,creating and developing opportunities to hurdle these challenges.The programs,policies,and ways of working that we have instituted are all geared to bring our purpose to life consistently whether it is for the amplification of our clients,through our ESG initiatives,or expressed as employee care.Br
213、and Finance Global 500 43What role does the sustainability agenda thats growing in importance for our world play in powering brand Infosys?At Infosys,we embraced the concept of sustainability in a very fundamental way long before it was norm to do so.Our founders were of the firm belief that success
214、 for a company comes from living in harmony with the context in which it operates.Taking on responsibilities like reducing carbon emissions,improving air quality,optimally using water and solar power,or even helping the underprivileged through the Infosys Foundation,comes naturally to us,given this
215、outlook.Today,over four decades after first embracing these values,Infosys continues to remain committed and strive hard to make our context better.Infosys long-standing commitment to sustainability has now expanded to focus across core areas including climate change,technology for good,diversity an
216、d inclusion,energising local communities,ethics and transparency,data privacy and information management.The outcomes of this focus are clear.As an example,Infosys Springboard the companys flagship global reskilling program democratising learning,with free digital content,already has 4.6 million use
217、rs registered to learn digital skills that are preparing them for a rapidly transforming talent market.Infosys also continues to be carbon neutral for three years now.Interview with Sumit Virmani.Brand Finance Global 500 44stc.H Rank Brand Strength Rank Brand ValueUS$12.3 bn+16.7%159287.0+1.3282Bran
218、d Finance Global 500 45Interview with Mohammed Abaalkheil.Eng.Mohammad Abalkhail,Vice President,Corporate Relations,stcHow significant is the stc Group strategy and what impact has it had on business processes within the ICT sector?We launched our“DARE strategy which stands for digitize stc,accelera
219、te performance,reinvent experience,and expand scale and scope-in 2017,followed by a refresh in 2020.The implementing of this strategy delivered immediate results,for instance,we doubled our brand value alongside accomplishing several other milestones,such as developing our organizational structure,g
220、overnance,operations,and overall corporate culture,thereby propelling the growth of our business.The ambitious nature of our strategy mirrors our support of the wider ICT sector as well as our strength as a driver of regional digital transformation.We are confident that we will achieve our strategic
221、 goals with the support of our employees and subsidiaries,as well as the Board of Directors.We will continue to unlock opportunities for our employees,consumers,businesses,and wider communities,using inclusive,innovative solutions and services to enable the easy adoption of a digital way of life.Wha
222、t are the outcomes of your strategy,and how did the group obtain the highest evaluation?Without a doubt,our“DARE”strategy is already creating significant positive impact on the business and the groups operating model.As evidence of the strategys success,stc Group was ranked as the fastest-growing br
223、and in the Middle East consecutively over the past five years in the Brand Finance Global 500 ranking,whilst increasing brand value by 16.7%to reach US$12.3 billion.This achievement is a testament to our focus on providing exceptional customer experience as well as our leading role in the market.Fur
224、thermore,to strengthen the groups position and expand in global markets,TAWAL,one of the groups companies,fully acquired the Pakistani tower company Awal Telecom.In addition,solutions by stc acquired 89.49%of GIZA Systems Company at a value of$158 million.The group also received a non-binding offer
225、from the Public Investment Fund(PIF)to buy 51%of Telecom Towers Company(TAWAL),which is completely owned by stc,with a total value of SAR 21.94 billion.Through these transactions,we are constantly maintaining stakes in value-added strategic assets and benefiting from the return on these assets in gr
226、owth,expansion,optimizing capital,enhancing our ability to invest in new areas and maximize the return on equity in a sustainable manner.How do you see the future of stc Group in the short and long term?It is crucial for us to keep pace with the sectors rapid growth.To that end,we are continuously d
227、eveloping technologies by introducing new digital solutions,local content,and supporting entrepreneurs;all in the interest of consumers and businesses.We are amping up our efforts to provide advanced solutions to support the digital transformation of Saudi Arabia and the wider region,while contribut
228、ing towards the achievement of the Kingdoms Vision 2030.Furthermore,we intend to capitalize on the regions strategic location at the crossroads of east and west through our international growth strategy.All in all,we look forward to progressing upon our journey and connecting the world through techn
229、ology.Brand Finance Global 500 46TCS.m*TCS is not ranked in the Brand Finance Global 500 report as it is part of the TATA Group conglomerate.TATA Group is ranked 69th.TCS new title partnership of the Jaguar TCS Racing Formula E TeamBrand StrengthBrand ValueUS$17.2 bn+2.4%82.3-0.9Brand Finance Global
230、 500 47Interview with Abhinav Kumar.Abhinav KumarChief Marketing&Communications Officer Global Markets,TCSWhat are the successes and initiatives you can attribute to your continued brand growth?As always,our marketing teams look forward to Brand Finances annual Global 500 report launched at Davos,to
231、 see how our brand has performed on value and strength.Last year was an instrumental year for us,with the TCS brand rising for the first time in its history to the number 2 rank in our industry.We are very pleased to retain that rank this year,besides adding an incremental$400 million to our brands
232、value.In terms of what contributes to it,there is so much which goes behind the growth of our brand.The hard-earned equity that our business teams build with our clients every day,continuous innovation in our services and product suites,the quality of talent which feeds our employer brand,earning re
233、spect from all stakeholders and the community,and the ability to communicate a distinct and engaging narrative for our brand.I couldnt be prouder of the work that our marketing and communications team do every day to tell our story and those of our clients,one tweet,one blog,one speech,one campaign
234、or one conversation at a time.Each of those instances add up to what the brand has evolved to.It wasnt always this way.I remember a couple of decades ago,one of our teams ran a brand campaign which labelled the company as:We are probably the largest IT company,you have never heard of.As a marketer,I
235、 hated that line.Who wants to be the company no one has heard of,far less say that with any pride.Fast forward to today,I recall a conversation where I was talking to a C-suite leader whom I had just met at an event fortuitously and I started talking about our company.He stopped me right in my track
236、s and said,“You dont have to tell me who TCS is.I am a runner.You guys are the partner to the TCS New York Marathon and tons of others across the world,I dont just know who you are,but in fact I love your company!”In a nutshell,that represents the growth in our brands awareness,preference and value
237、over the past decade and it is so gratifying to see.Probably one of the best brand and ad campaigns in history is the Avis one,where the car rental company stated,“We are number 2,we try harder.”TCS,similarly has only one more place to go up in our industry brand rankings,we will keep investing and
238、working on stronger marketing initiatives in the days and years ahead.We will keep trying harder.Cooperating with other companies is key in this fragmented world the theme of the World Economic Forum 2023.Are there any collaborations you are excited about?One hundred percent.We are living in a world
239、 of eco-systems,where no company,no industry nor any country can face alone the challenges that lie ahead or implement just by themselves an agenda of progressive change.TCS has the privilege of being in a network centrality position,wherein we are the strategic digital partner to over 1,200 of the
240、worlds leading companies in every sector,working side by side on their transformation and innovation agenda.The work that our technology teams do with these clients every day on Artificial Intelligence,Blockchain,IoT,Biotech,Edge computing,Robotics,Climate tech and so many other frontiers is fascina
241、ting and is literally bringing forth the future.As just one example,a new collaboration we started in 2022 was to become the main partner to the Jaguar TCS Racing team on the Formula E-Circuit.One of the most critical transitions that our planet needs to make over the coming decade is on the climate
242、 front,decarbonising our world and moving to renewable energy.A key part of that transition is going to be electric mobility.Our expert teams are working closely with Jaguar Land Rover to power their transition into fully electric fleets,by leveraging new technologies.Brand Finance Global 500 48By j
243、oining this team,we wanted to support a sport that was not just leading the way ahead in sustainability but also has become a testbed for innovations in electric batteries,materials recycling,and green logistics.This has fast become one of our most exciting new partnerships,and along with the Jaguar
244、 team,we have toured tradeshows and events across the world last year,from Florida to Paris to Australia,talking about the future innovations to come and in turn inspiring many of our own clients.What role do you hope TCS can play in terms of sustainability and the climate change challenge?Making a
245、concerted move to a zero-carbon planet and protecting our dwindling biodiversity,is going to be the most crucial change that our generation will be working on.If you look at the World Economic Forums global risks report,which was released this week,50%of the Top 10 short term risks and 60%of the lon
246、ger-term ones are all related to the environment.We take the responsibility we have very seriously at TCS and have pledged to be Net Zero by 2030,eliminating single use plastics,moving to renewable sources of energy and towards zero landfills and water waste.Leading from the front,our Asia Pacific o
247、perations have already attained Net Zero ahead of its 2025 target,and Europe moved to carbon neutrality last year.Besides making the change internally,TCS is also working with a range of clients to leverage digital technologies to help meet their own net zero commitments.Some of our new solutions ar
248、e already starting to make a big difference.TCS CleverEnergy uses AI,IoT and machine learning to optimise the carbon footprint of commercial buildings and factories,an area that accounts for a third of all emissions.Recently,it helped a North American pharmacy chain to bring down emissions across it
249、s chain of stores by 26%.TCS Envirozone helps organisations measure progress on the UNs Sustainable Development Goals(SDGs)across their supply chain.TCS Digifleet is helping logistics firms reduce fuel consumption and their emissions by better route planning and optimisation.These are just some exam
250、ples of the growing set of solutions in our stables.Our marketing teams have also worked with the Council for Responsible Sports to create ReScore,a first of its kind app,that helps sporting events bring down their environment footprints.We have made this app available,for free,to all organisations,
251、to help create scalable impact on this front.At Davos this year,we are highlighting the need for collaboration on climate action,by the Sustainable Planet theme at our reception there,which will use advanced augmented reality projection to create sky,forest and ocean environments in harmonious balan
252、ce.TCS has built quite a portfolio of marathon sponsorships.Can you tell us the strategy and vision for the marathon sponsorships?I can never overemphasise the importance that our marathons sponsorships portfolio has on our brand and in creating a culture of wellness inside our company and in our co
253、mmunities.We proudly partner with 14 running properties across the world,including the TCS New York City Marathon,the TCS Amsterdam marathon and many others.We further strengthened this portfolio this year by adding in new partnerships with the TCS London marathon and the TCS Toronto Waterfront Mara
254、thon.These partnerships serve multiple purposes for us.They help boost our brand at a city level is some of the worlds foremost business hubs,and at a global level though direct TV broadcasts of these events which reach 2 billion households.It strengthens our relationships with our clients,4,000 of
255、whom participate in these races,as do over 10,000 of our own employees.Over 200,000 of TCS colleagues are now active runners of different distances,something which has helped boost wellness and health in our sector,which has historically been beset by sedentary lifestyles and all the health issues t
256、hose entrail.These events also allow us to showcase our technology prowess,with most of the official marathon mobile apps being developed by TCS and adding new features every year.The TCS New York Marathon was able to live broadcast the race through the mobile app this year,a world first.Our teams a
257、lso have activated many exciting showcases using augmented reality,virtual reality,data analytics and other fronts.Given that most of these marathons are the foremost sporting event for the cities that host them,TCS long-term support for them also helps us give back to the cities and communities we
258、operate in,which is so central to the values and DNA of our group and our brand.Ultimately,building a brand is like a marathon,you need to have a map,a plan of action,determination,consistency,discipline,be in it for the long haul and most of all you must start with a belief that you can achieve wha
259、t you are setting out to do.We have made a great run over the past 10 or so years that we got into the marathons game,but I believe there is a long run ahead and the best is yet to come.Interview with Abhinav Kumar.Brand Finance Global 500 49Brand Value Ranking(USDm).The worlds top 500 most valuable
260、 brands 1-502023 Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122AmazonUnited StatesRetail$299,280-14.6%$350,273AAAAAA+211AppleUnited StatesTech$297,512-16.2%$355,080AAA-AAA330GoogleUnited StatesMedia$281,382+6.8%$263,425AAA+AAA+4
261、40MicrosoftUnited StatesTech$191,574+4.0%$184,245AAAAAA550WalmartUnited StatesRetail$113,781+1.7%$111,918AA+AAA-660Samsung GroupSouth KoreaTech$99,659-7.1%$107,284AAA-AAA-782ICBCChinaBanking$69,545-7.4%$75,119AAAAAA+8102VerizonUnited StatesTelecoms$67,443-3.2%$69,639AA+AAA-9282TeslaUnited StatesAuto
262、mobiles$66,207+43.9%$46,010AAA-AA+10182TikTok/DouyinChinaMedia$65,696+11.4%$58,980AAA-AA+11172Deutsche TelekomGermanyTelecoms$62,928+4.6%$60,169AA+AAA-12111China Construction BankChinaBanking$62,681-4.4%$65,547AAAAAA13202Home DepotUnited StatesRetail$61,053+8.4%$56,312AA+AAA-1471FacebookUnited State
263、sMedia$58,971-41.7%$101,201AAA-AA+15162State GridChinaUtilities$58,846-2.2%$60,175AAAAAA16151Mercedes-BenzGermanyAutomobiles$58,797-3.2%$60,760AAA-AAA-17141Agricultural Bank Of ChinaChinaBanking$57,691-7.0%$62,031AAA-AAA18292StarbucksUnited StatesRestaurants$53,432+16.9%$45,699AAAAAA19121ToyotaJapan
264、Automobiles$52,493-18.3%$64,283AAAAAA20131WeChatChinaMedia$50,247-19.3%$62,303AAA+AAA+21322MoutaiChinaSpirits$49,743+15.9%$42,905AAA+AAA22262AT&TUnited StatesTelecoms$49,614+5.5%$47,009AAAA23191DisneyUnited StatesMedia$49,508-13.2%$57,059AAAAAA+24302Allianz GroupGermanyInsurance$48,351+7.0%$45,204AA
265、+AAA-25231ShellUnited KingdomOil&Gas$48,209-3.4%$49,925AA+AAA-26472InstagramUnited StatesMedia$47,439+41.7%$33,483AAA+AAA+27241Bank of ChinaChinaBanking$47,336-4.5%$49,553AAAAAA28402CostcoUnited StatesRetail$46,571+24.2%$37,501AA+AAA-29312AramcoSaudi ArabiaOil&Gas$45,227+3.6%$43,637AA+AA30211Ping An
266、ChinaInsurance$44,698-17.8%$54,354AA+AAA-3191HuaweiChinaTech$44,292-37.8%$71,233AAA-AAA-32342China MobileChinaTelecoms$43,382+6.1%$40,903AAA-AAA-33392BMWGermanyAutomobiles$40,367+6.4%$37,945AAA-AAA-34432accentureUnited StatesTech$39,867+10.2%$36,190AAAAAA35572OracleUnited StatesTech$39,574+35.9%$29,
267、121AA+AA36412Bank of AmericaUnited StatesBanking$38,647+5.2%$36,719AA+AA+37271TencentChinaMedia$38,059-18.4%$46,653AAA-AAA-38502UnitedHealthcareUnited StatesHealthcare Services$37,094+12.6%$32,946AA+AA+39361McDonaldsUnited StatesRestaurants$36,863-7.2%$39,721AAA-AAA40462PorscheGermanyAutomobiles$36,
268、759+9.0%$33,713AAAAAA41351NTT GroupJapanTelecoms$36,591-10.1%$40,691AAAA+42381UPSUnited StatesLogistics$35,400-8.1%$38,533AA+AAA-43371Mitsubishi GroupJapanAutomobiles$34,962-10.8%$39,203AA-AA-44421MarlboroUnited StatesTobacco$34,741-4.2%$36,278AA+AA+45542DeloitteUnited StatesCommercial Services$34,5
269、14+15.8%$29,811AAA+AAA+46632American ExpressUnited StatesCommercial Services$34,078+25.1%$27,248AA+AA+47331VolkswagenGermanyAutomobiles$33,958-17.3%$41,046AA+AAA-48441Coca-ColaUnited StatesSoft Drinks$33,468-5.4%$35,379AAA+AAA+49532Wells FargoUnited StatesBanking$32,970+9.7%$30,054AAAA50622CSCECChin
270、aEngineering&Construction$31,897+16.5%$27,386AA+AABrand Finance Global 500 50Brand Value Ranking.The worlds top 500 most valuable brands 51-1002023 Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51582J.P.MorganUnited StatesBanking$3
271、1,807+10.1%$28,888AA+AAA-52481LowesUnited StatesRetail$31,597-5.4%$33,392AA+AAA-53521ChaseUnited StatesBanking$31,332+3.9%$30,148AA+AA54491NikeUnited StatesApparel$31,307-5.6%$33,176AAA-AAA-55752MitsuiJapanEngineering&Construction$30,724+26.3%$24,329A+A+56672CVSUnited StatesRetail$30,567+16.7%$26,18
272、5AAAA57451CitiUnited StatesBanking$30,551-11.3%$34,443AA+AAA-58221TaobaoChinaRetail$30,539-43.2%$53,762AA+AAA-59590WuliangyeChinaSpirits$30,290+5.4%$28,744AAA+AAA60792YouTubeUnited StatesMedia$29,710+24.4%$23,891AAA+AAA+61551PetroChinaChinaOil&Gas$29,647+0.0%$29,656AAAA62652VISAUnited StatesCommerci
273、al Services$29,575+9.2%$27,089AAA-AAA-63682FedExUnited StatesLogistics$28,854+10.9%$26,012AA+AA+64511XfinityUnited StatesTelecoms$28,754-8.0%$31,263AAAA65601TargetUnited StatesRetail$27,599-2.6%$28,342AAA-AAA-66251TmallChinaRetail$27,429-44.2%$49,182AAAA+67722Hyundai GroupSouth KoreaAutomobiles$27,2
274、53+9.1%$24,971AA+AA68702SinopecChinaOil&Gas$27,145+7.9%$25,165AA+AA+69782Tata GroupIndiaEngineering&Construction$26,381+10.3%$23,920AAA-AAA-70812Louis VuittonFranceApparel$26,290+12.2%$23,426AAAAAA71892IBMUnited StatesTech$26,156+22.3%$21,383AAA-AA+72822EYUnited KingdomCommercial Services$25,701+10.
275、6%$23,248AAA+AAA+73832PWCUnited StatesCommercial Services$25,332+9.3%$23,171AAAAAA74882MastercardUnited StatesCommercial Services$24,847+16.0%$21,425AAA-AA+75741China Merchants BankChinaBanking$24,536+0.7%$24,370AA+AA+76611HondaJapanAutomobiles$24,219-14.2%$28,243AAA-AAA-77561NetflixUnited StatesMed
276、ia$24,150-17.9%$29,411AAAAAA+78661CiscoUnited StatesTech$23,933-10.0%$26,599AA+AAA-79711Sumitomo GroupJapanTrading Houses$23,884-4.7%$25,050A+AA-80771SpectrumUnited StatesTelecoms$23,329-3.1%$24,083AAAA81852UberUnited StatesMobility$23,298+2.1%$22,820AAAA-82691IntelUnited StatesTech$22,936-10.4%$25,
277、612AA+AA+83872Dell TechnologiesUnited StatesTech$22,612+1.8%$22,220AAAA84731SK GroupSouth KoreaTelecoms$22,539-7.7%$24,421AAAA+85902NestlSwitzerlandFood$22,427+7.7%$20,819AAA-AAA86761FordUnited StatesAutomobiles$22,267-7.9%$24,178AA+AA+87932TSMCChina(Taiwan)Tech$21,564+5.3%$20,474AA+AAA-88972Walgree
278、nsUnited StatesRetail$21,560+9.5%$19,686AA+AA+89861Siemens GroupGermanyEngineering&Construction$21,412-4.5%$22,430AA+AA+90912LG GroupSouth KoreaTech$21,261+2.3%$20,792AA+AA+911062SAPGermanyTech$21,095+15.2%$18,309AAAA921282TotalEnergiesFranceOil&Gas$20,723+37.4%$15,086AAAA+931142TDCanadaBanking$20,4
279、04+16.5%$17,513AAA-AAA-941232OptumUnited StatesHealthcare Services$20,127+26.8%$15,873AA-AA-951042AnthemUnited StatesHealthcare Services$19,883+6.8%$18,611AA-AA-961092HSBCUnited KingdomBanking$19,851+10.3%$18,005AAAA971072CRECChinaEngineering&Construction$19,776+8.5%$18,232AA+AA981272CHANELFranceApp
280、arel$19,386+27.0%$15,260AAA-AAA-99951General ElectricUnited StatesEngineering&Construction$19,349-1.9%$19,725AA+AA+1001112SalesforceUnited StatesTech$19,125+6.7%$17,917AAAABrand Finance Global 500 51Brand Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySect
281、or2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating101961CRCCChinaEngineering&Construction102641JD.comChinaRetail1031122Bank of CommunicationsChinaBanking1041202Goldman SachsUnited StatesBanking1051021OrangeFranceTelecoms1061152Capital OneUnited StatesBanking107921
282、PepsiUnited StatesSoft Drinks108801China LifeChinaInsurance1091081GucciItalyApparel1101051China TelecomChinaTelecoms1111101LidlGermanyRetail1121132KFCUnited StatesRestaurants1131252BoeingUnited StatesAerospace&Defence1141322ChevronUnited StatesOil&Gas1151212Postal Savings BankChinaBanking1161262Sant
283、anderSpainBanking1171222NVIDIAUnited StatesTech118981VodafoneUnited KingdomTelecoms1191011BPUnited KingdomOil&Gas1201462Sams ClubUnited StatesRetail1211191HCAUnited StatesHealthcare Facilities1221382HumanaUnited StatesHealthcare Services123941SonyJapanTech1241412PurinaUnited StatesFood1251161IKEASwe
284、denRetail1261171AXAFranceInsurance1271031PayPalUnited StatesCommercial Services1281302AdidasGermanyApparel1291181BoschGermanyEngineering&Construction1301882LinkedInUnited StatesMedia1311241CPICChinaInsurance1321502AIAChina(Hong Kong)Insurance1331542KPMGNetherlandsCommercial Services1341001RBCCanadaB
285、anking135-3CATLChinaTech1361482AirbusFranceAerospace&Defence1371612Morgan StanleyUnited StatesBanking1381592ADNOCUAEOil&Gas1391522TescoUnited KingdomRetail1401452HermsFranceApparel1411492GEICOUnited StatesInsurance1421401AudiGermanyAutomobiles1431632JRJapanLogistics14414217-ElevenJapanRetail1451532V
286、ankeChinaReal Estate1461311HitachiJapanEngineering&Construction1472202Christian DiorFranceApparel1482142EquinorNorwayOil&Gas149-3ALDI SdGermanyRetail1501582InfosysIndiaTechBrand Finance Global 500 52Brand Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySect
287、or2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating1512012S&P GlobalUnited StatesCommercial Services1521371AdobeUnited StatesTech1531471Johnson&JohnsonUnited StatesPharma1541431PetronasMalaysiaOil&Gas1551572China CITIC BankChinaBanking1561622CartierFranceApparel157
288、1822YiliChinaFood1581742BarclaysUnited KingdomBanking1591842stcSaudi ArabiaTelecoms1601551UniversalUnited StatesMedia1611762ExxonMobilUnited StatesOil&Gas1621732LOralFranceCosmetics1631561SberRussiaBanking1641692ScotiabankCanadaBanking1652042PublixUnited StatesRetail1661772DHLGermanyLogistics1671752
289、ProgressiveUnited StatesInsurance1681722CarrefourFranceRetail1692082PICCChinaInsurance1701661HiltonUnited StatesHotels1711441EnelItalyUtilities1721651EDFFranceUtilities1731812ChubbUnited StatesInsurance1742132AllstateUnited StatesInsurance1751641BNP ParibasFranceBanking1762172Power ChinaChinaEnginee
290、ring&Construction1772522CaterpillarUnited StatesEngineering&Construction1781852Industrial BankChinaBanking1791341Shanghai Pudong Development BankChinaBanking1802382LaysUnited StatesFood1811511ZARASpainApparel1821291SoftBankJapanTelecoms1831331NissanJapanAutomobiles1841872MetlifeUnited StatesInsuranc
291、e1851902WoolworthsAustraliaRetail1861801Canada LifeCanadaInsurance1871972BMOCanadaBanking1882552John DeereUnited StatesEngineering&Construction1891391auJapanTelecoms1901681NetEaseChinaMedia1912432RolexSwitzerlandApparel1922212Circle KCanadaRetail1932342DBSSingaporeBanking1942112Dollar GeneralUnited
292、StatesRetail1951921Etisalat by e&UAETelecoms196-3ReweGermanyRetail1971671SkyUnited KingdomTelecoms1981861MideaChinaTech1993462BYDChinaAutomobiles2002022FoxUnited StatesMediaBrand Finance Global 500 53Brand Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySec
293、tor2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating2012182HoneywellUnited StatesEngineering&Construction2022252TruistUnited StatesBanking2032152PNCUnited StatesBanking2042302VinciFranceEngineering&Construction2051701MeituanChinaRetail2061931eniItalyOil&Gas207841AC
294、hinaRetail2081891China Everbright BankChinaBanking2092262PanasonicJapanTech2102100UBSSwitzerlandBanking2112542CapgeminiFranceTech2121791LICIndiaInsurance2132091INGNetherlandsBanking2141951Yahoo!GroupJapanTech2151961Lockheed MartinUnited StatesAerospace&Defence216-3Prudential PlcChina(Hong Kong)Insur
295、ance2171601H&MSwedenApparel2182452EngieFranceUtilities2192282TravelersUnited StatesInsurance2202121NBCUnited StatesMedia2212051Intesa SanpaoloItalyBanking2221911U.S.BankUnited StatesBanking2231941HPUnited StatesTech224-3CHINA ENERGY ChinaEngineering&Construction2251781LexusJapanAutomobiles2261831MUF
296、GJapanBanking2272592BrookfieldCanadaBanking2281711ChevroletUnited StatesAutomobiles2292642DanoneFranceFood2302932KrogerUnited StatesRetail2312902DeltaUnited StatesAirlines2321361Country GardenChinaReal Estate2332492CNBMChinaEngineering&Construction2342271ViettelVietnamTelecoms235-3DecathlonFranceRet
297、ail2362752TelstraAustraliaTelecoms2373982ConocoPhillipsUnited StatesOil&GUnited StatesLeisure&Tourism2391351VolvoSwedenAutomobiles2402872AsdaUnited KingdomRetail2412972TysonUnited StatesFood2423352ItaBrazilBanking2433042AetnaUnited StatesHealthcare Services2442291CognizantUnited StatesTech2452161Sep
298、horaFranceRetail2462682QualcommUnited StatesTech2473002Standard CharteredUnited KingdomBanking2482391Generali GroupItalyInsurance2492371E.LeclercFranceRetail2503582American AirlinesUnited StatesAirlinesBrand Finance Global 500 54Brand Value Ranking.The worlds top 500 most valuable brands
299、 Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating2512510Union PacificUnited StatesLogistics2523322PhilipsNetherlandsPharma2532231RocheSwitzerlandPharma2542572Longfor PropertiesChinaReal Estate2552071UNIQLOJapanApparel2561981Pinduoduo
300、ChinaRetail2574592Xinghuacun Fen WineChinaSpirits2582441BASFGermanyChemicals2592311TJ MaxxUnited StatesRetail2602461CIBCCanadaBanking2612722MerrillUnited StatesBanking2623832KiaSouth KoreaAutomobiles2632601SF ExpressChinaLogistics2643492BroadcomUnited StatesTech2652742MCCChinaEngineering&Constructio
301、n2662611BellCanadaTelecoms2672651Poly DevelopmentChinaReal Estate2682351CanonJapanTech2692822XboxUnited StatesTech2702411MedtronicUnited StatesPharma271-3WhatsAppUnited StatesMedia2722561GreeChinaTech2732061Japan Post HoldingsJapanLogistics2743102DiscoverUnited StatesBanking2753222China Resources La
302、ndChina(Hong Kong)Real Estate2762982China Overseas Land&InvestChina(Hong Kong)Real Estate2772701MichelinFranceTyres2782731CCCCChinaEngineering&Construction2793292Warner BrosUnited StatesMedia2802221NokiaFinlandTech281-3EdekaGermanyRetail2824162United AirlinesUnited StatesAirlines2832661Poste Italian
303、eItalyInsurance2842952Luzhou LaojiaoChinaSpirits2852781CignaUnited StatesHealthcare Services2863022EnterpriseUnited StatesMobility2872851HaierChinaTech28824713MUnited StatesTech2893342Commonwealth BankAustraliaBanking2903052QNBQatarBanking2912531TelusCanadaTelecoms2922942CarMaxUnited StatesRetail293
304、3472MovistarSpainTelecoms2942401PlayStationJapanTech2953172HeinekenNetherlandsBeers2963162BNSFUnited StatesLogistics2972891SyscoUnited StatesCommercial Services2982631Sherwin-WilliamsUnited StatesChemicals2992691AirtelIndiaTelecoms3002031China Minsheng BankChinaBankingBrand Finance Global 500 55Bran
305、d Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating3013782LegoDenmarkToys3023312Tiffany&CoUnited StatesApparel3033122Corona ExtraMexicoBeers3042581FerrariItalyAutomobil
306、es3051991XiaomiChinaTech3064772MaerskDenmarkLogistics3072801ZurichSwitzerlandInsurance3084012NatWestUnited KingdomBanking3092831CBSUnited StatesMedia3102361RelianceIndiaOil&Gas3112961Dominos PizzaUnited StatesRestaurants3122791State Bank of IndiaIndiaBanking3132881ColesAustraliaRetail3143140Kelloggs
307、United StatesFood3153071FreseniusGermanyPharma3162001Land RoverUnited KingdomAutomobiles3172621Este LauderUnited StatesCosmetics3183011QuakerUnited StatesFood3193642Mahindra GroupIndiaAutomobiles3203061SubwayUnited StatesRestaurants3213532Taco BellUnited StatesRestaurants3224702ADPUnited StatesComme
308、rcial Services3233612EvernorthUnited StatesHealthcare Services3243031BridgestoneJapanTyres3252501GreenlandChinaReal Estate3263201Red BullAustriaSoft Drinks3273742AMDUnited StatesTech3282331ESPNUnited StatesMedia3293952McKessonUnited StatesHealthcare Services3303422YangheChinaSpirits3313412HikvisionC
309、hinaTech3323191HDFC BankIndiaBanking3333572MonsterUnited StatesSoft Drinks3343512Northrop GrummanUnited StatesAerospace&Defence3352761BouyguesFranceEngineering&Construction3364952SuzukiJapanAutomobiles3373552SpotifySwedenMedia33838123United KingdomTelecoms3393361SubaruJapanAutomobiles3402421BaiduChi
310、naMedia3414052BudweiserUnited StatesBeers3423562Lloyds BankUnited KingdomBanking3433261BBVASpainBanking3443301NiveaGermanyCosmetics3454102PTTThailandOil&Gas3463862BlackrockUnited StatesBanking3473181GilletteUnited StatesCosmetics3482911CRRCChinaEngineering&Construction3493692HCLTechIndiaTech3503271P
311、all MallUnited StatesTobaccoBrand Finance Global 500 56Brand Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating3514492DoveUnited KingdomCosmetics3523702CoupangSouth Kore
312、aRetail3533391LenovoChinaTech3544032DanaherUnited StatesEngineering&Construction3553231L&MUnited StatesTobacco3563772SwisscomSwitzerlandTelecoms3572811China PostChinaLogistics3583281HPEUnited StatesTech359-3HennessyFranceSpirits3603652GuerlainFranceCosmetics3613151VMWAREUnited StatesTech362-3LSEGUni
313、ted KingdomCommercial Services3634302COACHUnited StatesApparel3643211Daiwa HouseJapanEngineering&Construction3653902Munich ReGermanyInsurance3664392ServicenowUnited StatesTech3672841TIMItalyTelecoms3683932HaitianChinaFood3693501WiproIndiaTech370267120th TelevisionUnited StatesMedia3713710AutoZoneUni
314、ted StatesRetail3723521PfizerUnited StatesPharma3732711RabobankNetherlandsBanking3743752Prudential(US)United StatesInsurance3753631DaikinJapanEngineering&Construction3762481eBayUnited StatesRetail3774022Saint-GobainFranceEngineering&Construction3784072MengniuChinaFood379-3Tim HortonsCanadaRestaurant
315、s3804132SafewayUnited StatesRetail3813882HyattUnited StatesHotels3824852WendysUnited StatesRestaurants3833872RaytheonUnited StatesAerospace&Defence3842191RenaultFranceAutomobiles3854282E.ONGermanyUtilities3863441NescafSwitzerlandSoft Drinks3874002McKinseyUnited StatesCommercial Services388-3Burger K
316、ingUnited StatesRestaurants389-3Chow Tai FookChina(Hong Kong)Apparel3904762GlencoreSwitzerlandMining,Metals&Minerals3913621MercadonaSpainRetail392-3Bud LightUnited StatesBeers3933661FISUnited StatesTech3944792MSCIUnited StatesCommercial Services3953381Activision BlizzardUnited StatesMedia3963891Pizz
317、a HutUnited StatesRestaurants3973131Best BuyUnited StatesRetail3984622BloombergUnited StatesCommercial Services3994092CNRLCanadaOil&Gas4003761Swiss ReSwitzerlandInsuranceBrand Finance Global 500 57Brand Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySector
318、2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating4013591MarubeniJapanTrading Houses4024372GeelyChinaAutomobiles403-3AIGUnited StatesInsurance4044142JeepUnited StatesAutomobiles4054972Merck&CoUnited StatesPharma406-3Cardinal HealthUnited StatesHealthcare Services407
319、2921ManulifeCanadaInsurance4082771ABCUnited StatesMedia409-3Al-Rajhi BankSaudi ArabiaBanking4104242GoertekChinaTech4113331Credit SuisseSwitzerlandBanking412-3OReilly Auto PartsUnited StatesRetail4134542WrigleyUnited StatesFood4144041AstraZenecaUnited KingdomPharma4154842ConadItalyRetail416-3AirbnbUn
320、ited StatesLeisure&Tourism4173971Crdit AgricoleFranceBanking4184982Centene CorporationUnited StatesHealthcare Services4194682UOBSingaporeBanking4203251GazpromRussiaOil&Gas4214352O2United KingdomTelecoms422-3LululemonCanadaApparel4234181ClaroMexicoTelecoms4244642CumminsUnited StatesEngineering&Constr
321、uction4253851Fubon Financial HoldingsChina(Taiwan)Insurance4264332SainsburysUnited KingdomRetail4274191BayerGermanyPharma4284552JD SportsUnited KingdomRetail4294382IQVIAUnited StatesHealthcare Services4302991AvivaUnited KingdomInsurance4314271CDWUnited StatesRetail432-3BCGUnited StatesCommercial Ser
322、vices4333091CNOOCChinaOil&Gas4344061LENNARUnited StatesEngineering&Construction4354822OCBC BankSingaporeBanking4363841ASMLNetherlandsTech4374121MarshallsUnited StatesRetail438-3KBCBelgiumBanking4393451PampersUnited StatesHousehold Products4404512JioIndiaTelecoms441-3Tractor SupplyUnited StatesRetail
323、4423991Whole FoodsUnited StatesRetail4433721HavalChinaAutomobiles444-3NABAustraliaBanking4454662Electronic ArtsUnited StatesMedia4464111D.R.HortonUnited StatesEngineering&Construction447-3ChunghwaChina(Taiwan)Telecoms448-3FergusonUnited StatesEngineering&Construction4493541Micron TechnologyUnited St
324、atesTech4504732General DynamicsUnited StatesAerospace&DefenceBrand Finance Global 500 58Brand Value Ranking.The worlds top 500 most valuable brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating4514431TideUnited StatesH
325、ousehold Products4522861BHPAustraliaMining,Metals&Minerals4534521BAE SystemsUnited KingdomAerospace&Defence454-3LancmeFranceCosmetics4554602CJ GroupSouth KoreaFood456-3ChipotleUnited StatesRestaurants4573601LukoilRussiaOil&Gas4584962ANZAustraliaBanking4594461KauflandGermanyRetail4604451Charles Schwa
326、bUnited StatesBanking461-3Schneider ElectricFranceEngineering&Construction4624611EmiratesUAEAirlines4634692USPSUnited StatesLogistics4644291NordeaSwedenBanking465-3BradescoBrazilBanking4663941BTUnited KingdomTelecoms467-3Crdit MutuelFranceBanking4684151AbbottUnited StatesPharma469-3Thermo Fisher Sci
327、entificUnited StatesTech470-3Dai-Ichi LifeJapanInsurance4714802AmerisourceBergenUnited StatesHealthcare Services4723801CadillacUnited StatesAutomobiles4734401CITIC SecuritiesChinaBanking474-3SLBUnited StatesOil&Gas4753081RakutenJapanRetail4764571Tokio MarineJapanInsurance4774812Socit GnraleFranceBan
328、king4784321GatoradeUnited StatesSoft Drinks479-3CaixaBankSpainBanking480-3Mizuho Financial GroupJapanBanking481-3Banco do BrasilBrazilBanking482-3GS GroupSouth KoreaFood483-3BlackstoneUnited StatesBanking4844831DunkinUnited StatesRestaurants4854912ValeroUnited StatesOil&Gas4864992BurberryUnited King
329、domApparel4874171Larsen&ToubroIndiaEngineering&Construction4884081McLaneUnited StatesLogistics4893731CliniqueUnited StatesCosmetics490-3PradaItalyApparel491-3PumaGermanyApparel492-3Phillips 66United StatesOil&Gas4933431Nissay/Nippon Life InsuranceJapanInsurance4944931SABICSaudi ArabiaChemicals495472
330、1Dish NetworkUnited StatesMedia4964671Southwest AirlinesUnited StatesAirlines4974341McCainCanadaFood4984871Hua Xia BankChinaBanking4994411ABBSwitzerlandEngineering&Construction5003681RepsolSpainOil&GasInsights.Brand Finance Global 500 60Why Should I Value My Brand?Its one of the most frequently aske
331、d brand strategy questions:when,why and how should I value a brand?We love to answer this question,because it gets to the heart of why brand valuation is important and the difference that brand value can make to your business.There is a multitude of reasons to value a brand,ranging from technical to
332、 applied,from marketing to finance,and everywhere in between.Regardless of the discipline,it is crucial to centre the conversation and base any strategic branding decisions on hard data.Your brand exists to differentiate and elevate your business.Measuring and valuing its performance should be done
333、with the intention of understanding how you can leverage one of your most important assets to further your business goals,in the short and long term.In this article,we are going to explore six of the most common brand valuation applications for brand strategy.1.Brand TrackingIt is essential for any brand manager to identify the period-to-period performance of their brands.The identification of cha