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1、The annual report on the worlds top 100 Executive LeadersJanuary 2023Brand Guardianship Index 2023Brand Finance Brand Guardianship Index 100 2Contents.2023 All rights reserved.Brand Finance Plc.What Do We Mean by Brand Guardianship?3Insights5Business leaders concerned about climate change can work t
2、o accelerate the green transition6 Punit Renjen,CEO,DeloitteInsights from our research on Executive Leaders9 Annie Brown,General Manager,UK Consulting,Brand FinanceBrand Guardianship Index Methodology11Top 25 Leaders15Top 100 Brand Guardians 202322Brand Spotlights25e&26 Hatem Dowidar,GCEO,e&Our Serv
3、ices29David Haigh Chairman&CEO,Brand FinanceBrand Finance Brand Guardianship Index 100 3What Do We Mean by Brand Guardianship?Despite global geopolitical conflict,the modern world is digitally interconnected in a manner that would be incomprehensible to our forebears.Both brands and leaders must har
4、ness the tool of digital information such as social media,but be wary of the double-edged sword.This openness and democracy of online media makes the reputation of businesses and their leaders inextricably linked.One of the biggest sources of online media in the West has itself seen turbulence in le
5、adership and perception on the brands future this year.Leaders traditionally are appraised based on their stock price performance and annual profitability,both of which can lead to short termism and misguided strategy.A value-based metric which promotes longer-term sustainable value is the strength
6、and value of the brand or brands of a business.The Brand Guardianship Index presents the top leaders who successfully foster growth for their brand(s)and thus deliver sustainable value to their organisations.A strong brand can lead to improved business returns in several ways.First,a strong brand ca
7、n 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 company command a higher price for its products or serv
8、ices,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.Finally,a strong brand can provide a company with a com
9、petitive 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 taking place in dozens of jurisdictions globally.The rep
10、ort 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 contact the Brand Finance team and I anytime.I look forwa
11、rd to the conversation and helping to build a more profitable future for your brand.Brand Finance Brand Guardianship Index 100 4Annie Brown General Manager UK Consulting,Brand FinanceThe theme of the WEF this year is Cooperation in a Fragmented World.With the continued war in Ukraine and the resulti
12、ng disruption of global trade,economies and corporations must remain agile and adaptable to prosper.At the same time,emissions targets and the ever-growing narrative around sustainability pose an existential crisis to existing operational models.We are in an era of major transformation,but at least
13、one thing remains the same;strong,influential leaders are an essential aspect of human success.This years top Brand Guardian is hailed as one of technologys great visionaries,Jensen Huang.Huang is renowned for his belief in the future of AI,and its potential to solve global challenges in areas such
14、as climate science,oceanography,sustainability and water resources.More than ever,it is imperative that good corporate leaders have the multidisciplinary expertise to lead innovation which makes the world work better and more sustainably.In practice,this looks different for different business models
15、.Consistently,the leaders featured in our Brand Guardianship ranking do one key thing well:diplomacy and stakeholder management.In our view,a strong leader is akin to a strong brand and therefore has positive influence on all stakeholders of importance to the business.CEOs who pander to investors an
16、d disregard employee needs carve an unsustainable path.The leaders who balance the needs of investors,employees,customers,partners,governments,regulators and media are the leaders who build the most sustainable legacy for their business.The need for these human relationships with stakeholders takes
17、time to develop,which is why over 70%of the top global Brand Guardians were appointed from within the organisation.These views on leadership are founded in original research conducted annually,as well as experience advising clients on brand building.If you want help to build a brand which meets the
18、needs of all key stakeholders,or if you want to better understand your results,please contact the Brand Finance team and I anytime.What Do We Mean by Brand Guardianship?Insights.Brand Finance Brand Guardianship Index 100 6Business leaders concerned about climate change can work to accelerate the gre
19、en transition.Deadly floods in Western Europe,China,and south Asia,out-of-control fires in Australia and the United States,and devastating drought in the Horn of Africa are some of the extreme climate events that have severely disrupted the lives of millions of people and many businesses and communi
20、ties.The war in Ukraine has fueled energy security concerns,leading to inflation and calls to slow the transition to green energy.Business leaders and government agencies are under increasing pressure to deliver solutionsand fast.Deloitte Global recently surveyed more than 2,000 C-level business lea
21、ders across 24 countries to get their perspective on the climate crisis.The results are telling,particularly about the mental health implications of climate change.Some 65 percent reported feeling worried or concerned all or most of the time about climate change,according to Deloittes 2023 CxO Susta
22、inability Report:Accelerating the Green Transition.Only five percent felt no stress at all.Despite alarm,Deloittes survey offered reasons for hope too.Most leaders(75 percent)have stepped up their sustainability investments over the past year.More than half indicated that employee activism and the c
23、hanging regulatory environment are impelling them to act.I believe they can harness that energy by embedding mitigation and adaptation strategies in their core strategies.The climate crisis and its damaging consequences are very much here.The climate transition must be about more than reducing emiss
24、ions of greenhouse gasses(GHG)and other mitigation measures.We will have to live with the realities of climate change even if mitigation measures stabilize global warming.So,adaptation measures the process of adjusting to the current and future effects of climate change are paramount.This includes t
25、aking steps to make infrastructure more resilient to climate impacts.As business leaders,the onus is on us to act now to prepare for the transition to a low-carbon future.Business strategy is the most important determinant of an organizations direction,according to Brand Guardianship Index 2022.I be
26、lieve by embedding sustainability into business strategies,organizations can translate ambition into actions.This requires reimagining,reinventing and redesigning many of the day-to-day experiences of our lives,as well as how businesses and economies operate.Deloitte launched a WorldClimate strategy
27、 in 2020,to drive responsible climate choices within Deloitte and beyond.Deloittes commitments include:Near-term(2030)greenhouse gas reduction goals which have been validated by the Science Based Targets initiative(SBTi)as 1.5C-aligned,science-based targets.Embedding sustainability within Deloitte t
28、hrough designated senior leaders responsible for prioritizing discussion of climate change on executive agendas and office operations.Punit RenjenCEO,DeloitteBrand Finance Brand Guardianship Index 100 7 Empowering Deloitte people through education campaigns,social media engagement,learning channels
29、and a mandatory learning program.Engaging ecosystems including Deloitte clients,alliance partners,NGOs,industry groups,suppliers,and others to increase demand for responsible products and services,remove roadblocks that get in the way of enacting change,and create innovative climate solutions at a s
30、ystems and operations level.Investing in the future of our planet is not just an obligation,it is also an opportunity.Climate inaction will cost the global economy US$178 trillion by 2070 atop other costs such as a lack of food and water,job loss,and worsening health and well-being,according to a De
31、loitte estimate.Investment in climate adaptation can unlock big profits.Taking climate action now can deliver US$43 trillion in net present value over the same period.In other words,we can help to avert the catastrophic impacts of climate change and increase the size of the world economy at the same
32、 time.Adapting to a changing climate requires understanding local risks and managing them.It means putting in place systems that respond to impacts we are experiencing today while preparing for an uncertain tomorrow.Some of those measures include diversifying crops that can tolerate warmer,drier or
33、wetter conditions,ensuring infrastructure can withstand more extreme weather patterns,and helping communities make sure we manage our food,water,and other natural resources wisely.For example,in my home country of India,Deloitte India collaborated with the State Government of Haryana to address stub
34、ble burning.Many states in northern India run two crop cycles,with a short window between harvest and the next crop cycle.Burning the residual stubble is a quick,low-cost approach to prepare for the next cycle,especially for small and marginal farmers who do not have access to equipment to remove th
35、e stubble.But stubble burning has negative impacts on soil fertility,greenhouse gas emissions,and community health.Deloitte India,in collaboration with the local government,has launched an awareness program to educate farmers about the negative effects of stubble burning and offer less injurious alt
36、ernatives.The CEO of the Future.Brand Finance Brand Guardianship Index 100 8Deloitte India also piloted a technology solution to make stubble removal equipment available to farmers.The solution uses real-time satellite imaging and predictive algorithms to identify farms due for harvest and connect t
37、hem to community-based equipment rental co-operatives.Expected outcomes include reduced greenhouse gases,improved health measures,and a 15-20%increase in farmer income.Deloitte India is also working with Indias finance minister to address coastal erosion which poses a serious threat to more than 200
38、0km of coastline in India.The ministry identified two coastal villages in Andhra Pradesh and engaged Deloitte India to develop a solution.Deloitte teams suggested building a 3-4 KM dike that uses local and geosynthetic materials,which is scientifically designed and low-cost.Combined with skill-devel
39、opment programs focused on aqua and marine culture,tourism and disaster management,the solution has the potential to regenerate both livelihoods and socio-economic development.What makes the measure more powerful is that it can be scaled across the region.Densely populated coastal communities alread
40、y find their homes regularly inundated from rising sea levels.Their farms shrink or become unusable.With adaptation measures,they can build resilience.The climate crisis weighs heavily on the minds of the worlds business leaders because they are faced with a monumental task.We are far enough along o
41、n the climate journey to know that real change will only come with bold,collective action.As leaders,we must act now and with urgency.Punit Renjen recently retired from Deloitte,after serving as Global CEO from 2015-2022.The CEO of the Future.Brand Finance Brand Guardianship Index 100 9Insights from
42、 our research on Executive Leaders.What matters to analysts and journalists?A strong brand is one which is not only popular with consumers,but esteemed among the business community,brings pride to its employees and has a positive influence on all stakeholders who engage with it.Analysts and journali
43、sts play a critical role in stakeholder views on a business;their views carry credibility and influence which filters through to direct stakeholders;customers,employees,and suppliers.Therefore,brand managers should consider how their brand(s)are perceived by these audiences.According to recent resea
44、rch by Brand Finance,strategy and leadership are the most important factors in analyst and journalist evaluation of the companies they cover.Analysts care less about historic profitability or industry outlook,and more about whether the company has a solid enough strategy to navigate growth in whatev
45、er industry they operate in.Therefore,marketing teams should consider how the business strategy is communicated externally,and how visible their CEO and senior leadership are to external stakeholders.Different CEOs tend to take different approaches based on their personal preference and personality;
46、increasingly we see an opportunity for CEOs to be outspoken and instill confidence in their brand(s)as a result.Annie Brown General Manager UK Consulting,Brand Finance24%Business strategy22%CEO/leadership12%Transparency and quality of reporting11%Environmental and social sustainability10%Treatment o
47、f employees6%Liquidity and solvency4%Industry outlookRecommendation from a peer Historic profitability Ownership structure2%4%5%Brand Finance Brand Guardianship Index 100 10After strategy and leadership,transparency,sustainability and employee treatment are the next most important factors,ahead of t
48、raditional financial indicators such as liquidity.This demonstrates the commercial importance of ethical,purpose-driven businesses today as analysts are more likely to base their investment advice on sustainability than historic profitability and industry outlook combined.What is important in leader
49、s?Our research also investigates the most important attributes for CEOs to be deemed reputable.This year,analysts and journalists appear far more concerned about commercial strength than they were last year,due to the worsened economic outlook.Last year,there were three standout attributes driving r
50、eputation;global recognition,strategy and an ethical approach.An ethical approach continues to be the third most important driver this year,but we also see similar importance for a wide variety of factors such as caring about employees and promoting diversity and inclusion,demonstrating that more th
51、an ever,CEOs need to balance multiple priorities to be deemed reputable.The CEO of the Future.Brand Finance Brand Guardianship Index 100 11Brand Guardianship Index Methodology.Brand Finance constructs its Brand Guardianship Index in a similar way to the Brand Strength Index that underpins its corpor
52、ate brand valuations.We have constructed a balanced scorecard of measures that capture the ability of a CEO to act as the guardian of their companys brand and a steward of long-term shareholder value.As with our Brand Strength Index,the Brand Guardianship Index includes Equity factors,which reflect
53、current perceptions,Performance factors which reflect the tangible results of these perceptions,and Investment factors which support future performance.These three pillars are informed by various sub-measures,whose weighting is reflected by the size of the slice in the diagram below.EquityOverall Re
54、putationGovernance ScoreEmployee ApprovalFamiliarityAverage BSICEO Tenure (Years)Inspires positive changeHas a strong strategy and long-term visionNet positive online coverage2023 Brand Portfolio valueBrand Value Growth during tenureFocuses on long-term sustainable valueMarket Cap Growth during tenu
55、reUnderstands the importance of brand and reputation for the organizationInvestmentPerformanceBrand Finance Brand Guardianship Index 100 12Brand Guardianship Index Methodology.Business analyst/Market analyst469Journalist484Balanced between analysts and journalists:respondent curent occupation2.1 to
56、5 years3745.1 to 10 years472More than 10 years152A sample of experienced professionals:respondent time in professionMarket Analyst and Journalist SampleFor the 2023 Brand Guardianship Index,Brand Finance commissioned a survey among a panel of over 1,000 market analysts and journalists-two stakeholde
57、r groups who have informed and influential views on chief executives reputation.Fieldwork was conducted in November-December 2022.A global view:respondent country of residenceUSA249China150UK100Japan&Korea100France,Italy,Switzerland80Middle East64Germany&Austria50India50Canada40ASEAN30Spain25Netherl
58、ands&Other25Africa25Australia10EconomyBrand Guardianship Index.Brand Finance Brand Guardianship Index 100 14Brand Guardianship Index.Brand Finances Brand Guardianship Index(BGI)2023 saw the rise of Nvidia CEO,Jensen Huang,and Mukesh Ambani of Reliance to 1st and 2nd position respectively.They both n
59、ow rank above last years leader,Microsofts Satya Nadella,who now sits in 3rd place.Jensen Huang has overseen Nvidias further advancement into the next era of computing,through innovation in the likes of artificial intelligence,digital biology,climate sciences,and autonomous vehicles and robotics.In
60、each of these fields,the massively parallel processing power from Nvidias technology is leading substantial economic and social change.Huang,who founded the business in 1993 and has been CEO since,has been central in driving this innovation,pushing the brand to achieve positive change by helping dev
61、elopers,businesspeople and decision-makers solve challenges and redefine the future.This year,half of the top ten Chief Executives or equivalents in the ranking came from the tech and media sectors,down from nine out of ten in 2022.Previously,widespread attention was given to tech and media companie
62、s and their leaders as key in dealing with responding to COVID-19:the rise of online communication disrupted many in-person activities.However,following the gradual reduction in pandemic-related regulatory restrictions,business executives in other sectors have increasingly shared more of the attenti
63、on,contributing to the Brand Finance Brand Guardianship Index 100 15Top 25 Leaders.#1 Jensen Huang#5 Sundar Pichai#9 Piyush Gupta#13 Minfang Lu#17 Reed Hastings#21 Bob Moritz#25 Miao Liu#2 Mukesh Ambani#6 Punit Renjen#10 Huateng Ma#14 Lei Ding#18 Lei Jun#22 Hatem Dowidar#3 Satya Nadella#7 Fabrizio F
64、reda#11 Leena Nair#15 Julie Sweet#19 Wei Wang#23 Anand Mahindra#4 Shantanu Narayen#8 Natarajan Chandrasekaran#12 Akio Toyoda#16 Henry Fernandez#20 Dr.Sultan Ahmed Al Jaber#24 Congqin Zeng#1 Jensen Huang Brand Finance Plc 2023 Brand Finance Plc 2023Brand Finance Brand Guardianship Index 100 16diversi
65、fication of sectors at the top of this years BGI ranking.Furthermore,according to Brand Finances research,this year there has seen a shift in the top drivers of brand guardian reputation.Commercial leadership and inspiring positive change are now the top two most important drivers of reputation,refl
66、ecting the necessity of maintaining a strong focus on commercial outcomes in an uncertain global financial environment.Looking broadly at the ranking,some key themes stand out.For example,Engineering and Finance are the most common backgrounds that those in the ranking came from.These backgrounds ac
67、counted for 27 of the brand guardians included in the ranking,with Engineering up from 23 in 2022,and Finance down from 34.These two backgrounds are more than double the next most common background,which was Computer Science with 12.It is also interesting to note that not all,but 42 of those in the
68、ranking have an MBA.Brand Guardianship Index.Brand Finance Plc 2023Number of Leaders in the Ranking by Industry#1 Tech#2 Banking#3 Automobiles#5 Telecoms#4 CommercialServices#6 Engineering&Construction#7 Apparel#8 Insurance#9 Oil&Gas#10 Media21 CEOs11 CEOs10 CEOs9 CEOs6 CEOs5 CEOs5 CEOs5 CEOs4 CEOs4
69、 CEOsBrand Finance Brand Guardianship Index 100 17The average age of brand guardians from the top 100 was 58,however,there was significant range within this.Christian Klein of German tech brand SAP is the youngest Chief Executive at 42(64th),while Canons Fujio Mitarai(99th),who has been largely resp
70、onsible for turning Canons fortunes around since his appointment of CEO in 1995,is the oldest at 87 years old.He has also significantly exceeded the average tenure as a Chief Executive or equivalent in the ranking,which is 10 years.Mitarais longevity is a testament to his success as a guardian of th
71、e Canon brand above and beyond any specific technological device:the market for selling printers,cameras and copiers has changed significantly over the last quarter-century,but Mitarais leadership continues.Mukesh Ambani,Managing Director and Chairman of Reliance sits in second position and is the l
72、ongest serving Chief Executive or equivalent in the ranking at 40 years.Ambani has gained increased mainstream awareness globally since news broke in 2022 of his potential interest in buying Arsenal Football Club,a valuable English football club which plays in the top-flight English Premier League.A
73、s the face of the Reliance brand,Ambani continues to oversee Reliances transition into green energy,and the diversification of its telecoms and retail branches,including the launch of its new FMCG brand,Independence.Ambani has demonstrated long term commitment to positive change,through the investme
74、nt of Legacy revenue from Reliances petrochemicals business into building a more diverse and sustainable business portfolio.This has positively raised his perception as Chairman and Managing Director of the group,and is reflected by Ambanis top performance on the Inspires positive change metric with
75、in the Brand Guardianship Index.Similarly,Microsofts Satya Nadella(3rd)continues to be central to Microsofts culture of teamwork,innovation,and inclusivity,further pursuing stakeholder empowerment through increasing access to Microsofts services and broadening its reach.Nadella is joined at the top
76、of the ranking by the brand guardians of a number of well-known brands:Adobes Shantanu Narayen(4th),Googles Sundar Pichai(5th),and Deloittes Punit Renjen(6th).Brand Finances research also considered how those featured in the ranking progressed to their current positions.While nine were the founders
77、of the companies they now lead,an astonishing 72 out of 100 were internally appointed.This demonstrates the importance that boards place on appointing executive leaders who have a sense of familiarity;know the business and how it works;and who already have a relationship with key stakeholders.On the
78、 other hand,there were 17 brand guardians in the ranking who were externally appointed.In these cases,it can be more difficult at the outset to build strong relationships with key stakeholders,however,externally appointed leaders are often a deliberate effort by board members to bring in new ideas,a
79、pproaches,and changes at the top of a business.Brand Guardianship Index.Founder72%17%9%Internally appointedExternally appointed0 10 20 30 40 50 60 70 80 90 100Youngest CEO:Christian KleinOldest CEO:Fujio Mitarai4287 Brand Finance Plc 2023 Brand Finance Plc 2023Brand Finance Brand Guardianship Index
80、100 18#15 Julie Sweet#43 Lisa Su#72 Safra Catz#78 Mary Barra#89 Jane Fraser#92 Kathy Warden#11 Leena NairBrand Guardianship Index.One such example of external appointment is the CEO of Chanel,Leena Nair,who is also the top ranked female brand guardian at 11th position.Appointed in December 2021,Nair
81、 is a strong advocate for diversity and inclusion,and was previously relatively unknown in the fashion world,having been Chief of Human Resources at Unilever.Her appointment acted as a landmark for change within Chanel and the fashion industry more widely.Kathy Warden of U.S.aerospace and defence co
82、mpany Northrop Grumman(92nd),came top in Brand Finances metric referring to strong strategy and long-term vision.Warden has demonstrated this through breaking Northrop Grummans reliance on Russian supply for its products,subsequent to the Russian invasion of Ukraine.Furthermore,she has been instrume
83、ntal in Northrop Grummans supply of weapons to Ukraine through US and European allies.Both moves have raised awareness around Warden and highlight how her leadership is helping to positively drive Northrop Grummans long-term vision and strategy.Despite Nair and Wardens success,just 7 out of the top
84、100 brand guardians are female.However,as diversity and inclusion become increasingly high-profile debates and important to society,we expect and hope to see an increase in the number of highly-ranking female Chief Executives or equivalents included in the ranking in coming years.2022 has seen wides
85、pread global financial change,and as a result,more than ever before,highly paid brand guardians(the average compensation per year of those in the ranking was US$20.9 million)are being held accountable for both their commercial and organisational leadership.Chief Executives or equivalents are expecte
86、d to manage the needs and expectations of more stakeholders,and getting this wrong can significantly affect brand guardians own reputation and the reputation of businesses.As a result of this,2022 has seen the dismissal of a number of high-ranking brand guardians.Bob Chapeks dismissal as CEO of Disn
87、ey in November 2022 highlights the extent to which business executives can be held accountable for their actions and priorities.Top Female Chief Executives Brand Finance Plc 2023Brand Finance Brand Guardianship Index 100 19Brand Guardianship Index.Brand guardianship is of the upmost importance in ma
88、intaining brand loyalty,particularly in the case of Disney,for whom fan loyalty has historically been a key pillar of business success.Undoubtedly,Chapek encountered difficult circumstances during his tenure as CEO of Disney,including the industry-wide transition towards streaming services and the i
89、mpact of the Covid-19 pandemic on themepark visitors and content production.Chapeks successful predecessor,Bob Iger,remained as a consultant at Disney after stepping down in 2021,continuing to have significant influence and making it difficult for his replacement to make meaningful changes and forge
90、 a legacy.This has previously been the case for other influential brand guardians,for example,in the case of Jeff Bezos at Amazon.Despite stepping down as CEO in 2021,Bezos still has huge influence over the business,making it difficult for Amazons new CEO,Andy Jassy,to make his mark as a brand guard
91、ian.Despite these difficulties,Chapek was judged by many to have handled controversies at Disney poorly,negatively impacting some fans perceptions of Disney and the direction it was going.Chapeks unpopularity amongst this important group of stakeholders demonstrates how brand guardianship can be an
92、important contributor to customer loyalty towards a brand.Disneys re-appointment of Bob Iger will be key as they embark on a complex period of transition and recovery.A notable dropout of the top 100 since last year is Teslas Founder and CEO Elon Musk(30th in 2022).Twitter has gone through a number
93、of changes in their executive leadership,starting with ex co-founder Jack Dorsey stepping down as Twitters CEO in 2021,followed by Parag Agarwal and most recently,Musk,after he took over Twitter in October 2022.Musk has been the centre of attention for a many reasons since he registered interest in
94、purchasing Twitter in early 2022.These include being threatened by hackers for manipulating the volatile cryptocurrency markets;his calls for an increase in US oil and gas production to combat Russia despite negative effect on Tesla;and most prominently of all,his efforts to cancel his purchase of T
95、witter before eventually relenting.Brand Finance Brand Guardianship Index 100 20Brand Guardianship Index.All have generated negative press coverage globally and along with Musks infamous social media presence have contributed to his drop in reputation.Musk also controversially restructured Twitter,e
96、liminating many roles as he seeks to refocus the company on profitability.The major changes in ownership and organisational structure have put the brand under strong criticism from some business journalists and commentators.Twitters reputation has subsequently taken a hit by the unpredictable change
97、s in the brands leadership;the large volume of news stories about high legal fees,congressional hearings and resignations;and the decreasing popularity of Twitter as a social media platform.Over the year,the net positive value decreased dramatically,highlighted by it no longer featuring in Brand Fin
98、ances Global 500 2023.Musks current tenure as Twitter CEO has included numerous events which have captured the attention of Western mainstream media outlets,such as creating a poll to ask users if he should step down as Twitters CEO,and promising to act based on the results.This presents itself as a
99、n unusual opportunity for consumers to directly cast a vote on the tenure of a high-profile CEO.Since a two-way communication channel between users and top leadership has not been commonplace,Twitters case might be a watershed moment in consumer empowerment.Although steps to follow through with the
100、promise are yet to be seen.It is key for brand guardians to uphold the brands reputation and ensure that internal and external stakeholders are confident in the Chief Executives or executives leadership and strategy.Failure to do this leads to a drop in reputation because of the wider public sentime
101、nt and media coverage of the high-profile executive leaders.Brand Finances Brand Guardianship Index measures how Chief Executives or equivalent perform with regard to meeting the needs of different stakeholders,as well as supporting their brands growth in the long term.At a country level,the Brand G
102、uardianship Index 2023 mirrors the Brand Finance Global 500 2023 ranking,with the US leading the way and China following.There are now 44 Chief Executives or equivalent from the United States in the ranking,one more than in 2022,and 16 from China,a reduction of 4 from 2022.0 5 10 15 20#1 Ernie Herrm
103、an#2 Fujio Mitarai#3 Sunil Mittal#4 Tim Hoettges#5 Piyush GuptaBrand Guardianship Index ScoreWhich leaders have seen their brand portfolios grow fastest?Brand Finance Plc 2023Brand Finance Brand Guardianship Index 100 21Brand Guardianship Index.Indian Chief Executives or equivalents also performed w
104、ell,with 6 in the top 100 and 2 of these featuring in the top 10.Indian brand guardians also headed up 2 key sectors:Mukesh Ambani of Reliance in Oil&Gas(2nd),Natarajan Chandrasekaran of Tata Sons in Engineering&Construction(8th).Furthermore,six of the top ten from the ranking are of Indian origin,4
105、 of whom are Indian-American(Satya Nadella 3rd,Shantanu Narayen 4th,Sundar Pichai 5th,and Punit Renjen,6th).This is an impressive performance and underscores the influence that business leaders of Indian origin have globally.Germany also accounted for 6 Chief Executives or equivalent featured in the
106、 ranking,increasing from three in 2022,after Vincent Warnery of Beiersdorf(39th);Oliver Blume of Porsche and Volkswagen(46th);Tim Hoettges of Deutsche Telekom(52nd);Oliver Zipse of BMW(68th);and Oliver Baete of Allianz(75th)all entered the top 100.Hoettges also has one of the largest BGI score incre
107、ases this year(12 points).He has made an important contribution to Deutsche Telekoms success in Europe and the United States,helping the T brand become the most valuable German brand and the second most valuable telecoms brand globally in Brand Finances Global 500 2023.As observed in previous years,
108、the UAE punched well above its weight in the Brand Guardianship Index 2023.The CEOs from the three UAE brands in the Brand Finance Global 500 2022 all feature in the top 100.Dr.Sultan Ahmed Al Jaber of ADNOC was ranked 20th,while E&s Hatem Dowidar was in 22nd position and Sheikh Ahmed Bin Saeed Al M
109、aktoum of Emirates was 51st.Their consistently high scores highlight the influences that the UAE,and the Chief Executives of some of its leading brands now have on the global stage.Brand Guardianship 100 by Country Brand Finance Plc 2023CanadaJapanSouth KoreaSingaporeGermanyUAEFranceUnited KingdomDe
110、nmarkSwedenBrazilNetherlandsIndiaSwitzerlandThailandUnited StatesChinaUnited States 44China 16India 6Germany 6Japan 4Other 3-0Brand Finance Brand Guardianship Index 100 22Top 100 Brand Guardians 2023.The worlds top 100 Brand Guardians 2023 1-502023 RankCEOCompanySectorCountryBGI 2023BGI 2022BGI Chan
111、ge1Jensen HuangNvidiaTechUnited States 83.0 81.1 +1.9 2Mukesh AmbaniRelianceOil&GasIndia 81.7 72.9+8.8 3Satya NadellaMicrosoftTechUnited States 81.5 88.3-6.8 4Shantanu NarayenAdobeTechUnited States 80.4 82.5-2.1 5Sundar PichaiGoogleMediaUnited States 79.6 83.3-3.7 6Punit RenjenDeloitteCommercial Ser
112、vicesUnited States 78.7 78.3+0.4 7Fabrizio FredaEste LauderCosmetics&Personal CareUnited States 78.4 73.5+4.8 8Natarajan ChandrasekaranTata SonsEngineering&ConstructionIndia 77.5 75.5+1.9 9Piyush GuptaDBSBankingSingapore 76.9 68.0+9.0 10Huateng MaTencentMediaChina 76.9 85.0-8.1 11Leena NairChanelApp
113、arelFrance 76.3 73.5+2.8 12Akio ToyodaToyotaAutomobilesJapan 76.2 77.4-1.2 13Minfang LuMengniuFoodChina 75.6 71.3+4.3 14Lei DingNetEaseMediaChina 75.5 66.7+8.8 15Julie SweetAccentureTechUnited States 75.1 71.5+3.7 16Henry FernandezMSCICommercial ServicesUnited States 74.9 73.6+1.3 17Reed HastingsNet
114、flixMediaUnited States 74.8 82.1-7.3 18Lei JunXiaomiTechChina 74.7 73.3 +1.3 19Wei WangSF Holding CoLogisticsChina 74.5 71.9+2.7 20Dr.Sultan Ahmed Al JaberADNOCOil&GasUae 74.4 78.1-3.7 21Bob MoritzPWCCommercial ServicesUnited States 74.4 71.3+3.0 22Hatem Dowidare&TelecomsUae 74.3 69.7+4.6 23Anand Ma
115、hindraMahindraAutomobilesIndia 74.3 73.2+1.1 24Congqin ZengWuliangyeSpiritsChina 74.1 75.2-1.1 25Miao LiuLuzhou LaojiaoSpiritsChina 73.9 77.5-3.6 26Sunil MittalAirtelTelecomsIndia 73.7 60.3+13.5 27Han Jong-HeeSamsungTechSouth Korea 73.7 69.1+4.7 28Toshihiro MibeHondaAutomobilesJapan 73.4 72.8+0.6 29
116、Franois-Henri PinaultKeringApparelFrance 73.3 72.2+1.2 30Gang PanYiliFoodChina 73.1 73.7-0.6 31Douglas PetersonS&P GlobalCommercial ServicesUnited States 72.6 75.2-2.6 32Wee Ee CheongUOBBankingSingapore 72.6 -33Tim CookAppleTechUnited States 72.5 87.6-15.1 34Cristiano R AmonQualcommTechUnited States
117、 72.5 75.0-2.5 35Bruce BroussardHumanaHealthcareUnited States 72.3 74.6-2.3 36Baoan XinState GridUtilitiesChina 72.3 78.5-6.2 37Michael MiebachMastercardCommercial ServicesUnited States 72.0 71.1+0.9 38Marc BenioffSalesforceTechUnited States 71.6 80.2-8.6 39Vincent WarneryBeiersdorfCosmetics&Persona
118、l CareGermany 71.6 65.5+6.1 40Darius AdamczykHoneywellEngineering&ConstructionUnited States 71.5 68.1+3.4 41Jim UmplebyCaterpillarEngineering&ConstructionUnited States 71.5 67.6+3.8 42Alfred KellyVisaCommercial ServicesUnited States 71.4 70.8+0.6 43Lisa SuAMDTechUnited States 71.3 79.3-7.9 44Tom Lin
119、ebargerCumminsEngineering&ConstructionUnited States 70.9 72.5-1.6 45Arvind KrishnaIBMTechUnited States 70.8 63.9+7.0 46Oliver BlumePorsche&VolkswagenAutomobilesGermany 70.8 65.2+5.7 47Martin LundstedtVolvoAutomobilesSweden 70.8 70.5+0.3 48Dinesh Kumar KharaState Bank of IndiaBankingIndia 70.7 72.7-2
120、.0 49Jim FarleyFordAutomobilesUnited States 70.6 74.3-3.7 50Richard FairbankCapital OneBankingUnited States 70.6 72.1-1.5 Brand Finance Brand Guardianship Index 100 23Top 100 Brand Guardians 2023.The worlds top 100 Brand Guardians 2023 51-1002023 RankCEOCompanySectorCountryBGI 2023BGI 2022BGI Change
121、51Sheikh Ahmed Bin Saeed Al MaktoumEmirates52Tim HoettgesDeutsche Telekom53Carmine Di SibioEY54Chuck RobbinsCisco55Darren EntwistleTelus56Salil ParekhInfosys57Milton Maluhy FilhoItau58Axel DumasHerms59Siu Kee WongChow Tai Fook60Severin SchwanRoche61Christopher NassettaHilton62Jie YangChina Mobile63A
122、uttapol RerkpiboonPTT64Christian KleinSAP65Kang PangHaitian66Brian MoynihanBank of America67Carlos RodriguezADP68Oliver ZipseBMW69Niels ChristiansenLego70Michel KhalafMetlife71Paul A MahonGreat-West Lifeco72Safra CatzOracle73Tae-Won CheySK Group74Ernie HerrmanTjx Companies75Oliver BaeteAllianz76Pat
123、GelsingerIntel77Chuanfu WangBYD78Mary BarraGeneral Motors79Soren SkouMaersk80Brian CornellTarget81Alan SchnitzerTravelers82Walt BettingerCharles Schwab83Charles WoodburnBAE Systems84Darryl WhiteBMO85Bob SternfelsMcKinsey86Bruce FlattBrookfield Asset Management87John DonahoeNike88Hongbo FangMidea89Ja
124、ne FraserCiti90John MayJohn Deere91Tomomi NakamuraSubaru92Kathy WardenNorthrop Grumman93Peter WenninkASML Holding94Michael DellDell Technologies95Jianmin MiaoChina Merchants Bank96Antonio NeriHPE97Ben Van BeurdenShell98Qingwei KongCPIC99Fujio MitaraiCanon100David CordaniCignaBrand Finance Brand Guar
125、dianship Index 100 24Medal Table.MetricBrand Guardianship 2023Jensen Huang,NvidiaMukesh Ambani,RelianceSatya Nadella,MicrosoftInvestmentMukesh Ambani,RelianceJensen Huang,NvidiaShantanu Narayen,AdobeEquityNatarajan Chandrasekaran,Tata SonsToshihiro Mibe,HondaMukesh Ambani,ReliancePerformanceHuateng
126、Ma,TencentMilton Maluhy Filho,ItauJohn May.John DeereCEO Tenure(Years)Mukesh Ambani,RelianceSheikh Ahmed Bin Saeed Al Maktoum,EmiratesWei Wang,SF Holding CoNet Positive CoverageTomomi Nakamura,SubaruBen Van Beurden,ShellAnand Mahindra,MahindraInspires positive changeMukesh Ambani,RelianceLeena Nair,
127、ChanelSiu Kee Wong,Chow Tai FookHas a strong strategy and long term visionKathy Warden,Northrop GrummanAkio Toyoda,ToyotaAkio Toyoda,ToyotaFamiliarityAkio Toyoda,ToyotaTim Cook,AppleMukesh Ambani,RelianceOverall reputationLeena Nair,ChanelDarius Adamczyk,HoneywellLei Jun,XiaomiUnderstands the import
128、ance of brand and reputation for the organizationFujio Mitarai,CanonErnie Herrman,Tjx CompaniesPat Gelsinger,IntelApproval%Gang Pan,YiliJensen Huang,NvidiaSatya Nadella,MicrosoftGenuinely cares about employeesPunit Renjen,DeloitteToshihiro Mibe,HondaVincent Warnery,BeiersdorfGovernance ScoreBob Mori
129、tz,PWCBob Sternfels,McKinseyBaoan Xin,State GridFocuses on long-term sustainable valueSiu Kee Wong,Chow Tai FookCongqin Zeng,WuliangyeVincent Warnery,BeiersdorfMarket Cap growthWei Wang,SF Holding CoLisa Su,AMDJensen Huang,Nvidia2023 Brand Portfolio valueSundar Pichai,GoogleTim Cook,AppleSatya Nadel
130、la,MicrosoftBV CAGRJensen Huang,NvidiaChuanfu Wang,BYDHongbo Fang,MideaAverage BSISundar Pichai,GooglePunit Renjen,DeloitteCarmine Di Sibio,EYBrand Spotlights.Brand Finance Brand Guardianship Index 100 26e&.H Rank Brand ValueUS$10.5 bn+3.5%1951 CEO Rank Brand Guardianship Index74.357+4.6%#222 Rank B
131、rand Strength89.1-0.1142Brand Finance Brand Guardianship Index 100 27Interview with Hatem Dowidar.Hatem DowidarGCEO,e&How are you driving sustainability into the organisational and brand culture at e&?With sustainability at the heart of everything we do,the e&ESG framework has become an integral par
132、t of our business model for the Group.At e&,we believe technology and connectivity is right at the center of a future that is good for the planet,creates a better life for all and brings cohesion and trust within societies.We aim to be playing a significant role in this digital revolution by spearhe
133、ading digital transformation and connectivity for a sustainable and inclusive future for all.We have successfully created an ecosystem in which we operate,communicate and deliver our products and services to stakeholders and customers,enabling us to be a key player in the pursuit of clean and green
134、solutions,which was recently crowned by the declaration of net zero e&targets by 2030,and marked a further step in confirming our commitment to reducing carbon emissions across our business and stepping up our efforts for global climate action.e&s strategy amplifies the sustainability agenda,underli
135、ning its position as a diverse and inclusive employer with ethical and transparent business practices.e&seeks,through its key ESG objectives,to give back to the communities in which it operates,to ensure a digital future for all and to cement its commitment to low-carbon operations,thereby contribut
136、ing to the decarbonisation of the world.e&is constantly adapting and evolving to become a catalyst for change in the world around us,diversifying and deepening our efforts across all verticals to ensure that we contribute positively to national and global ESG ambitions and consistently track their c
137、ontributions to the United Nations Sustainable Development Goals(SDGs).The Group recently joined the World Economic Forums(WEF)Stakeholder Capitalism Metrics,with over 100 global companies aligning their performance reporting with ESG indicators,making sustainability an integral part of their organi
138、sational and brand culture.e&will continue to focus on key initiatives to reduce its carbon footprint through improved energy efficiency and renewable energy procurement,among other initiatives.e&enterprise(part of e&)launched the FutureNow Sustainability initiative,calling upon scale-ups from acros
139、s the world to be part of shaping a sustainable future in the UAE prioritising energy efficiency and develop cutting-edge sustainable solutions that reduce reliance on the countrys electricity grid across more than 11,500 mobile network sites in the UAE.How is e&driving conversations around diversit
140、y,equity and inclusion to empower employees in this transformation journey?With thousands of employees across our markets,our human capital is the foundation of our success.In this transformation journey,it is more important than ever to prioritise diversity,equity,and inclusion in the workforce.It
141、includes diversity not only in terms of race and gender but also in terms of age,religion,and ability.By building a diverse and inclusive workforce,e&can tap into a broader range of perspectives and experiences,leading to more innovative and effective decision-making.At e&,aside from developing an a
142、spirational culture and determined workforce,we strive to take meaningful action to make our workplace more equitable,inclusive,and diverse.We see DEI as a critical factor in positively influencing the employee experience and have raised our efforts to ensure we strike the right balance.We foster a
143、socially and morally professional workplace,knowing that driving the digital future requires an innovative,diverse,and engaged workforce.In 2021,we Brand Finance Brand Guardianship Index 100 28launched a pillar dedicated to Diversity,Equity and Inclusion to raise awareness around the subject and dri
144、ve the DEI goals of the organisation.2021 was also the first year we had total equity across genders on all benefits and policies.Within our highly-productive workforce,we represent minorities with an increased representation of women,People of Determination(PoD),youth,diverse nationalities and neur
145、odiverse talent.For People of Determination working in various departments,we are working with strategic partners to enhance our work environment and raise awareness within the organisation.In 2022,gender diversity and the growth of people of determination joining our teams were the highest in the c
146、ompanys history at 24.2 and 60%respectively.Through employee empowerment initiatives addressing personal health,work environment,skills enhancement,we have been able to harness the valuable knowledge and dedication of our employees and drive productivity,quality and innovation to achieve our strateg
147、ic goals.We strive to be the best place to work;to be an employee experience organisation dedicated to people development by implementing global HR best practices that attract,retain and develop talent from around the world.We also focused on three groups of people:those within the organisation,rece
148、nt national graduates and those at the forefront of digital development whose talents need our tools to go further.As part of our 2030 strategy,we have great ambition for sustained growth over the next few years by abiding by four strategic guiding pillars,one of the key pillars is the continued foc
149、us on the Diversity,Equity and Inclusion pillar,in line with global ESG practices and as an essential part of the social pillar.ESG remains a priority and we are committed to adopting the best practice and performance,building e&brand awareness and value and fostering an engaged,diverse and inclusiv
150、e workplace.Delivering on our ESG commitments will become more prominent in making a profound human impact,both internally and externally,on our people and the communities we serve.By leading by example,we believe that values-based sustainability is essential to ensure a better future for generation
151、s around the world.As such,we invest in human capital with a clear vision of diversity and inclusion to promote well-being,security and sustainable growth.Through our Empowering People pillar,we ensure our people perform their best every day,focus on personal and professional development,and provide
152、 a wide range of learning and development opportunities.We believe a healthier workforce translates into a more productive workforce,and the more we look after our employees,the more we can progress together.Interview with Hatem Dowidar.Our Services.Brand Finance Brand Guardianship Index 100 30About
153、 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 marketing and finance.For more than 25 years,we have helped companies and organisations of all types
154、 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,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have expe
155、rience 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 chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,a
156、nd 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 Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Stan
157、dards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Annie BrownGeneral MFor media enquiries,please contact:Michael JosemAssociate Communications Director For all other enquiries:+44 207 389 Brand F
158、inance Brand Guardianship Index 100 31Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to
159、 work together to maximise returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the driv
160、ers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+F
161、air Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are th
162、ere any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?
163、+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strat
164、egy the right choice for my business?Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Brand Finance Brand Guardianshi
165、p Index 100 32Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across over 35 markets in 30 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessibl
166、e price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time,against competitors,between market segments and against budgets.Our 38-country database of brand KPIs enables us to
167、 benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to d
168、etermine which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve retu
169、rn on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measur
170、es with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver str
171、ategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Me
172、asurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingReta
173、il MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Brand Guardianship Index 100 3
174、4Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy SAsia PacificAlex HAustraliaMark CBrazilEduardo CCanadaAlexandre St-AChina Scott CEast Africa Walter SFranceBertrand C Germany/Austria/Swit
175、zerlandUlf-Brun DIndiaAjimon FIndonesiaSutan BIrelandDeclan AItalyMassimo PSouth AmericaPilar Alonso UMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NVietnamAlex HContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: