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1、Restaurants252023The annual report on the most valuable and strongest Restaurant brandsMarch 2023Brand Finance Restaurant 25 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 9Brand Value&Brand Strength Analysis1
2、0Brand Value Ranking16Methodology17Our Services24Brand Finance Restaurant 25 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 marketing and fin
3、ance.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,we publish over
4、 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 chartered accounta
5、ncy 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 Evaluation ISO 20
6、671.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:Savio DSouzaSenior DFor all other enquiries:+44 207 389 For me
7、dia enquiries,please contact:Michael JosemAssociate Communications DA 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 value to drive performance and off
8、ers 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 RatesCustomer Research Findings
9、InsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Restaurant 25 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 networking among practitio
10、ners 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 have developed a wi
11、de 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,reports,whitepapers,
12、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 premium data,comple
13、te 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 driven by research
14、,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 network.VI360VI360
15、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 MonitorOriginal market r
16、esearch 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 David Haigh Chairman&CEO,Brand FinanceBrand Finance Restaurant 25 7Foreword.Brand valuation helps
17、companies understand the value of their brand and how it contributes to the overall 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 investo
18、rs and secure financing,as a strong brand can be a valuable asset.Additionally,brand 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
19、it fits into their overall business strategy.A strong brand can lead to improved business 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
20、.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 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 talen
21、t,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 competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding custom
22、er perception of brands across the world than ever before,with original research taking 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 st
23、ronger brand,or if you want to better understand the value of your brand,please contact 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 Restaurant 25 8Starbucks and McDonalds maintain dominance as the
24、Worlds most valuable restaurant brands.+Starbucks extends lead,remaining most valuable restaurant brand for 7th consecutive year+McDonalds maintains 2nd position despite 7%brand value reduction+American brands make up 93%of overall ranking brand value+Texas Roadhouse is the fastest growing brand,up
25、56%,Jollibee and Popeyes follow close behind+Greggs is the strongest brand in the restaurant sector with AAA rating+Starbucks has highest Sustainability Perceptions Value of US$3.1 billionRanking Analysis.Brand Finance Restaurant 25 10Ranking Analysis.Starbucks extends lead,remaining most valuable r
26、estaurant brand for 7th consecutive yearStarbucks(brand value up 17%to$53.4 billion)has cemented its position as the worlds most valuable restaurant brand at the top of the global restaurant ranking.The American multinational coffeehouse chain has held this position for seven consecutive years and h
27、as significantly widened its lead over the second most valuable restaurants brand,McDonalds(brand value down 7%to US$36.9 billion).Starbucks generated accelerating demand for its products throughout 2022 following a continued return to normality as pandemic-related restrictions reduced globally.Star
28、bucks brand value is now 30%higher than its pre-pandemic value.This success highlights the positive impact that the brands US Reinvention Plan has had since its launch in 2022.This three-year brand roadmap will include targeted investments in partners,customers,and stores that are expected to accele
29、rate the companys long-term growth and progressively expand operating margins.This will also focus on an increased digitalisation of the customer experience to deliver a more personalised experiential convenience in effect,allowing the Starbucks brand to expand from its iconic coffee shops to the ho
30、me,office,and jobsite.This is by growing its Starbucks Delivers program in the U.S.with a new partnership with DoorDash,which will expand to a national scale alongside UberEats in 2023.Brand Finance Restaurant 25 11Ranking Analysis.McDonalds maintains 2nd position despite 7%brand value reductionDesp
31、ite a 7%brand value reduction,McDonalds maintains its position as the second most valuable restaurants brand for the 7th consecutive year,with a brand value of US$36.9 billion.Like many large global enterprises,McDonalds has faced issues in relation to supply chains and rising inflation.Because of t
32、he macro-economic difficulties faced by the brand and market instability,McDonalds has raised prices on several popular menu items over the last twelve months.For a restaurant brand whose identity has relied upon low-priced products,this decision has not been taken lightly amongst consumers.The bran
33、ds forecast revenues and business value have also gone down in 2023,and all have likely contributed to McDonalds brand strength and value reduction.However,McDonalds Accelerating the Arches strategy has looked to try and counter this and put the brand back on track for future brand value and brand s
34、trength growth.This growth strategy is focused on staying ahead of the curve on customer desires and realising future growth potential.This includes a big focus on its digital,delivery and drive thru offerings.The brands digital offerings now account for over one-third of McDonalds enterprise-wide s
35、ales,highlighting its vital importance to the brand.This has further growth potential,and will offer a more personalised and convenient experience,thereby making customers feel more connected to the McDonalds brand,potentially increasing visits,engagement,and brand equity.American brands make up 93%
36、of overall ranking brand value American brands make up 93%of the overall brand value of the ranking,also accounting for 21 out of the 25 brands included.These include well known global fast-food chains such as KFC(brand value steady at US$17.1 billion),Dominos Pizza(brand value up 1%to 7.4 billion),
37、and Subway(brand value steady at US$7.1 billion),which round out the top five.Canadian brand Tim Hortons(brand value up 38%to US$6.1 billion)and Chinas Haidilao(brand value down 14%to US$4 billion)are the only non-American brands to place in the top 15 of the ranking.The relative lack of non-US bran
38、ds highlights the nations continued dominance within the sector,with few signs of change.Top 10 Most Valuable Restaurant Brands 6+11%US$7.1 bn6 7+38%US$6.1 bn11 8+27%US$6.1 bn9 912US$6 bn+39%107US$5.9 bn+0%1+17%US$53.4 bn1 3+0%US$17.7 bn3 44US$7.4 bn+1%55US$7.1 bn+0%2-7%US$36.9 bn2 Brand Finance Plc
39、 20230222100000Brand Finance Restaurant 25 12Ranking Analysis.Texas Roadhouse is the fastest growing brand,up 56%,Jollibee and Popeyes follow close behind Texas Roadhouse has achieved a 56%brand value increase in 2023,to a brand value of US$2.3 billion,making it the fastest growing restaurant brand
40、in the ranking.This brand value increase comes primarily as a result of the brands strong expansion strategy.The brand now operates 700 restaurants and has further raised its expansion targets for the coming years,hoping to reach 900 units.Texas Roadhouse has begun to expand into smaller markets,whi
41、ch it sees as regions with populations between 40,000 and 60,000,in which it has been received well by receptive consumers.This growth trajectory has resulted in an increase in revenue forecast,and continued projection of authentic brand values.Filipino brand Jollibee(brand value up 53%to US$1.6 bil
42、lion)followed closely behind as the second fastest growing brand in the ranking.Brand Value Change 2022-2023(%)39.3%-0.2%49.1%-7.2%52.9%-14.3%56.0%-24.8%Brand Finance Plc 2023The brands post-pandemic growth plans have seen it expand further into the US market,planning to open 500 stores in the comin
43、g years and rival other fast-food giants such as McDonalds and KFC.It is also looking to break into the Chinese market.This aggressive growth strategy has already reaped rewards for the brand,highlighted by its significant brand value increase,and if targets are met it may continue to do so in the y
44、ears to follow.American fried chicken fast food restaurant brand,Popeyes(brand value up 49%to US$1.8 billion),has also seen significant growth.Its brand value is now up 96%from its pre-pandemic levels.The brand has focused particularly on its social media outreach,proving extremely popular amongst c
45、ustomers,and increasing its talkability and brand awareness.Popeyes is re-entering the Chinese market to capitalise on a rebound in post-covid fast food consumption and cheap rentals in the country.Both have contributed to Popeyes rising brand value and have helped sustain a strong level of brand eq
46、uity amongst stakeholders.Brand Finance Restaurant 25 13Ranking Analysis.Greggs is the strongest brand in the restaurant sector with AAA ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marke
47、ting investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.British baked goods institution,Greggs(brand value up 17
48、%to US$1 billion),is the strongest brand in the ranking with a Brand Strength Index Score of 89/100 and corresponding AAA rating.Greggs remains the strongest brand despite raising the prices of its products in the face of rising operating cost,inflation,and supply chain issues.In comparison to brand
49、s such as McDonalds,which have seen brand value and strength reductions partly in connection with price increases,Greggs has remained remarkably resilient.Its price increases have seemingly not had as large an impact on customer choice.Top 10 Strongest Restaurant Brands88.6-0.8 1AAA186.9+1.9 3AAA585
50、.9+1.0 46AAA84.9-0.6 54AAA84.6-3.3 6AAA287.1+3.9 2AAA983.7+0.8 7AAA-1083.4-3.4 8AAA-382.3+4.1 916AAA-81.6-2.0 108AAA-Brand Finance Plc 20231212102212Greggs total sales for 2022 were better-than-expected as the brand has communicated its value-for-money offering of products to consumers who are incre
51、asingly looking to manage budgets without compromising on quality and taste.The brand has also continued to open new shops further increasing its reach across its markets.Brand Finance Restaurant 25 14Ranking Analysis.Starbucks has highest Sustainability Perceptions Value of US$3.1 billionAs part of
52、 its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute,growing rapidly in its significance,is sustainability.Brand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Percept
53、ions Score.The value that is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.As well as being the worlds most valuable restaurant brand,Starbucks also has the highest Sustainability Perception Value of US$3.1 billion.The brands position at
54、the top of the Sustainability Perceptions Value table is not an assessment of its overall sustainability performance,but rather indicates how much brand value the brand has tied up in sustainability perceptions.Consumers are increasingly demanding higher standards for sustainability when it comes to
55、 the food they eat and drink.Coffee is one of Starbucks primary product offerings,and the coffee trade in particular has been questioned over its impact on the environment through deforestation,reliance on pesticides,and unfair working conditions.However,Starbucks has taken an active effort to reduc
56、e its impact and communicate this to consumers.This includes new investments in eco-friendly operations,regenerative agricultural practices,and an environmentally friendly menu.It has also committed to becoming a resource positive company by storing more carbon than it emits,eliminating waste,and re
57、plenishing more freshwater than it uses.These initiatives,and successful communication of this to stakeholders has contributed to its industry-leading Sustainability Perceptions Value.Largest Sustainability Perceptions Value Brand Finance Plc 2023 6 7 8 9 10 1 3 4 5 23.73US$0.4 bn3.53US$0.3 bn3.97US
58、$0.3 bnUS$0.3 bn3.93US$0.3 bn3.804.303.764.384.563.93US$3.1 bnUS$0.9 bnUS$0.4 bnUS$0.4 bnUS$1.9 bnBrand Finance Restaurant 25 15Ranking Analysis.Brand Value by CountryCountryBrand Value (USD m)%of totalNumber of BrandsUnited States177,85693%21Canada6,0873%1China3,9882%1Philippines1,5531%1United King
59、dom1,0211%1Total190,505100.0%25 Brand Finance Plc 2023Brand Finance Restaurant 25 16Brand Value Ranking(USDm).Top 25 most valuable Restaurant brands 1-252023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110StarbucksUnited States53,432+1
60、7%45,699 AAAAAA220McDonaldsUnited States36,863-7%39,721 AAA-AAA330KFCUnited States17,662+0%17,623 AAA-AAA-440Dominos PizzaUnited States7,352+1%7,257 AAA-AAA-550SubwayUnited States7,053+0%7,054 AA+AA660Taco BellUnited States7,050+11%6,331 AAA-AA+7112Tim HortonsCanada6,087+38%4,399 AAA-AAA-892WendysUn
61、ited States6,058+27%4,761 AAA-AAA-9122Burger KingUnited States5,992+39%4,302 AA+AA+1071Pizza HutUnited States5,883+0%5,896 AA+AA+11132ChipotleUnited States1281DunkinUnited States13142Chick-fil-AUnited States14101HaidilaoChina15150Jack In The BoxUnited States16160Olive GardenUnited States17182Texas R
62、oadhouseUnited States18-3Dutch BrosUnited States19202PopeyesUnited States20222JollibeePhilippines21191Papa JohnsUnited States22171CostaUnited States23211ChilisUnited States24231Cracker BarrelUnited States25250GreggsUnited KingdomMethodology.Brand Finance Restaurant 25 18Enterprise ValueBranded Busin
63、ess ValueBrand ContributionDefinitions.Brand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.+Branded Business Value The value of a singl
64、e branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between
65、marketing investment,brand-tracking data,and stakeholder behaviour.+Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferab
66、le brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand Value The value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to
67、craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in
68、 the minds of stakeholders,thereby generating economic benefits.Brand ValueResturant Brands InternationalBurger KingBurger KingBurger KingBrand Finance Restaurant 25 19Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to
69、 take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand val
70、uation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find o
71、ut the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the
72、“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market researc
73、h on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data w
74、as deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment o
75、r business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector vers
76、us generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI
77、score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future str
78、ength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calcula
79、tion.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenue
80、s,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBran
81、d StrengthForecast Brand Value CalculationBrand Finance Restaurant 25 20Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative revi
82、ew of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modifi
83、ed Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups
84、,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three p
85、illars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the e
86、xclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in
87、 driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on peoples perceptio
88、ns.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries
89、.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also in
90、clude online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorpor
91、ate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable between attrib
92、utes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculati
93、on.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Restaurant 25 21Global Brand Equ
94、ity Monitor.Original market research in 38 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.
95、Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliance
96、sBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Restaurant 25 22Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust a
97、ssessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brands are gen
98、erally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-class,it is s
99、tronger than many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers believe Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,USA,UK,and
100、 is#1 among retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corporate rep
101、utation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites such as Jio(
102、India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the only way.Por
103、sche wins relatively few plaudits for sustainability,but its bercoolness is very apparent.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Ama
104、zon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Restaurant 25 23Highlights from the Global Brand Equity Monitor.Meanwhile in France,the epitome of c
105、hic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute
106、sense,big brands get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expectation WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spain,Per
107、os Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Restaurant 25 25Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a va
108、riety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your br
109、and,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competito
110、rs.Brand Strength is a key indicator of future brand value growth whether identifying the drivers 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 Analysi
111、s+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effecti
112、vely?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I
113、 tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfo
114、lio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Restaurant 25 26Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across 30 markets in 10 c
115、onsumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track
116、 multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to pr
117、ovide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sop
118、histicated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We mea
119、sure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that
120、 drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nat
121、ion brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&Events
122、Strategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis
123、 CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Restaurant 25 28Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy SAsia Pacifi
124、cAlex HAustraliaMark CBrazilEduardo CCanadaAlexandre St-AChina Scott CEast Africa Walter SFranceBertrand C Germany/Austria/SwitzerlandUlf-Brun DIndiaAjimon FIndonesiaSutan BIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NVietnamAlex HContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: