《Brand Finance：2023年全球商业服务品牌价值及强度100强报告（英文版）（30页）.pdf》由会员分享，可在线阅读，更多相关《Brand Finance：2023年全球商业服务品牌价值及强度100强报告（英文版）（30页）.pdf（30页珍藏版）》请在三个皮匠报告上搜索。

1、CommercialServices1002023The annual report on the most valuable and strongest Commercial Services brandsMay 2023Brand Finance Commercial Services 100 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceExecutive Summary9Brand Value

2、&Brand Strength Analysis10Brand Value Ranking16Methodology18Our Services25Brand Finance Commercial Services 100 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 bridgin

3、g the gap between marketing 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 se

4、ctors and countries,we 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 credibilityBr

5、and Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation IS

6、O 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor

7、all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing br

8、and value 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 AnalysisR

9、oyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Commercial Services 100 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sh

10、aring and networking 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 ski

11、lls and tools,we have 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 F

12、inance rankings,reports,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

13、instantly unlock premium 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 del

14、ivering campaigns driven 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 Grou

15、ps companies and network.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

16、BrandEquity MonitorOriginal 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 David Haigh Chairman&CEO,Brand FinanceBrand Finance Commercial

17、 Services 100 7Foreword.Brand valuation helps 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 performan

18、ce.It can also be used to help attract investors 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 organisation

19、s understand the worth of their brand and how 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 le

20、ad 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 services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a str

21、ong 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 competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has investe

22、d 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 report you are reading is based on this extensive original research,with the findings representing a catalyst for furthe

23、r 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 forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Commercial Services

24、 100 8Deloitte reigns supreme as the worlds most valuable and strongest Commercial Services brand as the sector continues to bounce back.+Deloitte remains the worlds most valuable and strongest Commercial Services brand,valued at USD34.5 billion+HR brand Indeed is fastest-growing brand,up 102%+Profe

25、ssional Services brands achieve 14%aggregate brand value growth+S&P global benefits from merger,brand value up 32%to USD13 billion+Deloitte has the highest Sustainability Perceptions Value at USD2.1 billionRanking Analysis.Brand Finance Commercial Services 100 10Ranking Analysis.Despite challenging

26、economic and geopolitical conditions,the worlds largest Commercial Services brands have continued to recover from the COVID-19 pandemic.The Commercial Services 100 2023 ranking shows that the total value of all included brands has increased by 13%year-on-year to reach over USD400 billion.Of the 100

27、brands featured,more than two-thirds achieved brand value growth,with the top 16 brands all meeting or exceeding their pre-pandemic brand values.Brand Finances research highlights that Commercial Services brands are placing greater emphasis on customer experience and engagement and increasingly shif

28、ting towards more technology-driven and sustainable solutions.This indicates a positive outlook moving forward as the sector looks to expand and diversify.Deloitte remains the worlds most valuable and strongest Commercial Services brand,valued at USD34.5 billionDeloitte has once again emerged as the

29、 worlds most valuable Commercial Services brand after its brand value increased by 16%to USD$34.5 billion.In 2022,Deloitte achieved record revenue growth of USD$59.3 billion.Deloitte provides audit and assurance,tax and legal,consulting,risk advisory,and financial advisory services to a broad cross-

30、section of the largest corporations and governmental agencies around the world.Through the power of its global organisation,delivery centres,and strong collaboration between Consulting,Advisory,and Tax,it has increased its global alliance and ecosystems sales by 23%from the previous year.Despite sig

31、nificant challenges,the commercial services sector has demonstrated remarkable resilience and adaptability over the last two years.The industrys ability to innovate,pivot towards digital solutions,and prioritise customer experience has enabled it to weather the storm and emerge into the post-pandemi

32、c world even stronger.Annie BrownGeneral Manager of UK Consulting,Brand FinanceBrand Finance Commercial Services 100 11Ranking Analysis.Top 10 Most Valuable Commercial Services Brands 6+16%$24.8 bn6 7-15%$15.9 bn7 8+15%$14.8 bn8 99$13.0 bn+32%1010$7.5 bn+3%1+16%$34.5 bn1 3+9%$29.6 bn3 44$25.7 bn+11%

33、55$25.3 bn+9%2+25%$34.1 bn2 Brand Finance Plc 20230000000000Brand Finance Commercial Services 100 12Top 10 Strongest Commercial Services Brands91.3+1.1 1AAA+188.8-0.2 3AAA384.2-2.0 45AAA-84.2+1.8 58AAA-84.1-3.9 6AAA-489.9+0.3 2AAA+283.7+1.9 7AAA-982.4+2.5 8AAA-1081.6-1.4 96AAA-80.8-1.8 107AAA-Rankin

34、g Analysis.Brand Finance Plc 20231221100220In 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 business performance.Compliant with ISO 20671,Brand Finances

35、assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.As well as being the most valuable Commercial Services brand,Deloitte is also the strongest brand in the ranking.Its Brand Strength Index(BSI)score is 91.3/

36、100 in 2023,a 1.1-point year-on-year increase.This earns it an elite AAA+brand rating,one of only two brands to achieve this status in the Commercial Services 100 2023 ranking.Deloittes financial success was matched by a rapid expansion of its workforce,with its total headcount climbing to more than

37、 415,000.Recognising that its growth is powered by its people,Deloitte has been focused on supporting its workforce in a variety of ways.It has evolved its talent programs to help empower its people to design a work life that works for them.Deloitte has expanded health benefits so its professionals

38、can get the care they need,wherever and whenever they need it.And its made significant investments in mental health and wellbeing,from offering stronger mental health benefits to introducing flexible work arrangements to increasing paid time off.Deloittes University leadership centres are also an im

39、portant hub for its people to meet and focus on capability building,coaching,and mentoring.It has also leveraged its virtual learning platform,which uses artificial intelligence to provide customised,online learning programs as it continually invests in the workforce of tomorrow and the capabilities

40、 its clients need to navigate a complex world.Fellow Professional Services brand EY(brand value up 11%to USD5.7 billion)stays in second position for brand strength in the ranking,maintaining its BSI score of 89.9/100,and AAA+rating.UK based EY is also the fourth most valuable brand in the ranking,an

41、d highest ranked non-American brand.It comes behind US based Payment Services brands American Express(brand value up 25%to USD34.1 billion)and VISA(brand value up 9%to USD29.6 billion),who sit in second and third position.It is worth noting that the results contained in the Commercial Services 100 2

42、023 ranking are based on research and analysis by Brand Finance undertaken prior to the 1st January 2023.EYs planned split of its auditing and consulting businesses was not considered in the research,nor were the recent reports that this split would no longer go ahead following internal consultation

43、.Brand Finance Commercial Services 100 13Ranking Analysis.Brand Value Change 2022-2023(%)102%77%60%44%41%38%35%34%32%32%-16%-15%-15%-15%-14%-13%-12%-11%-11%-10%Brand Finance Plc 2023HR brand Indeed is the fastest-growing brand,doubling in valueJapanese based Human Resourcing brand Indeed is the fast

44、est growing brand in the ranking,up 102%to a brand value of USD1.6 billion.Indeeds revenues increased in 2022 mostly in relation to the relaxing of covid-induced regulations globally,and a subsequent high demand for talented workers on the Indeed platform.An imbalance between hiring demand of employ

45、ers and job seeker activity resulted in increased competition for talent on Indeed which was a key driver of revenue growth.Strong revenue and forecast performance is one of the key contributing metrics to brand value,and has underlined Indeeds growth in 2023.ADT also saw significant growth of 77%to

46、 a brand value of USD2.4 billion,making it the second-fastest growing brand.The Security Services brands revenues have increased,mostly attributed to strong customer retention,record revenue payback,and a flagship partnership with State Farm.This partnership involved a commitment to funding product

47、and technology innovation,which also received additional support and funding from Google.ADTs Brand Strength Index score also jumped 16 points from 62 to 78 out of 100.This was the second largest BSI hike in the ranking and has also contributed to ADTs brand value growth.Financial&Investment Informa

48、tion Services brand LSEG is the highest new entrant,entering the ranking in 12th position with a brand value of USD6.3 billion.LSEG is made up of the combined brand portfolio of London Stock Exchange,Refinitiv,LCH,and FTSE Russell.Brand Finance Commercial Services 100 14Ranking Analysis.Professional

49、 Services brands achieve 14%aggregate brand value growth Of the seventeen Professional Services brands included in the Commercial Service 100 2023 ranking,fourteen achieved brand value growth.The aggregate brand value increase for the Professional Services brands included was 14%.This impressive per

50、formance saw Big 4 accounting firms Deloitte,EY,PWC(brand value up 9%to USD25.3 billion)and KPMG(brand value up 15%to USD14.8 billion)all maintain their positions firmly in the top-ten of the ranking.PWC has continued to implement its new global strategy,which it launched in June 2021.This is focuse

51、d on forming greater connections with stakeholders and responding to their priorities and has contributed to a 13%gross annual revenue increase.This was the highest growth for the brand since 2005.At a time of significant layoffs in parts of the tech and Commercial Services industry,PWCs global work

52、force is also growing.It has added 32,000 new jobs over the past year,while also investing USD3.1 billion in its network over the same time span.Similarly,KPMG has had a successful year,achieving 15%year-on-year brand value growth.This achievement can be attributed,in part,to an improved brand perce

53、ption,as evidenced by the brands two-point rise in the Brand Strength Index(BSI)score to 84 out of 100,with AAA-rating.This is the brands largest BSI increase since 2018.Additionally,financial performance was a significant contributing factor to KPMGs brand value growth.The brand experiencing consis

54、tent growth across all functions,resulting in a 14%global revenue increase in 2022.The success of Transaction and Deal Advisory services,coupled with the persistent demand for digital transformation services,innovative technologies and advanced cyber security solutions,were the main drivers behind t

55、he growth.S&P global benefits from merger,brand value up 32%to USD13 billion In 2022,leading Financial&Investment Information Services brand S&P Global(brand value up 32%to USD13 billion)announced the completion of a merger with IHS Markit worth approximately USD140 billion.Through this merger,S&P G

56、lobal will be able to provide a wider range of solutions to its global customers through a diverse portfolio of products that includes data&analytics,ratings,benchmarks,indices,commodities&energy,transportation,and engineering.This will increase its scale and offer an improved value proposition to s

57、takeholders.The brands reported revenue increase of 35%suggests considerable returns from the merger and S&P Globals investment in growth and innovation.Brand Finance Commercial Services 100 15Sustainability Perception Values(SPV)Ranking Analysis.efficiently across its business.In 2022,91%of the ene

58、rgy purchased by Deloitte came from renewable sources.Deloitte also transparently reports emissions across its entire supply chain in order to reach its science-based target.In 2022,Deloittes Sustainability&Climate practice announced a US$1 billion investment in client-related services,data-driven r

59、esearch,and assets and capabilities to help accelerate its clients journeys to a more sustainable future.This includes helping organisations redefine their strategies,embed sustainability into their operations,meet tax,disclosure,and regulatory requirements,and accelerate transformation of their org

60、anisations and value chain.Deloitte has the highest Sustainability Perceptions Value at USD2.1 billionAs part of 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.Br

61、and Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Perceptions Score.The value that is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.In addition to being the most valuable and stronges

62、t Commercial Services brand,Deloitte also has the highest Sustainability Perceptions Value at USD$2.1 billion in this sector.Deloittes position at the top of the Sustainability Perception Value table is not an assessment of its overall sustainability performance,but rather indicates how much brand v

63、alue is tied up in sustainability perceptions.Deloitte has continued to make strong progress towards increasing renewable energy and electric vehicle use,while also operating more energy 64.26$1,467 m 74.68$996 m 84.62$804 m 9$802 m4.04 10$441 m4.37 14.51$2,083 m 34.71$1,866 m 4$1,588 m4.78 5$1,479

64、m4.36 24.52$2,061 m Brand Finance Plc 2023Brand Finance Commercial Services 100 16Brand Value Ranking(USDm).Top 100 most valuable Commercial Services brands 1-502022 Rank2021 RankBrandCountry2022 Brand ValueBrand Value Change2021 Brand Value2022 Brand Rating2021 Brand Rating110DeloitteUnited States3

65、4,514+15.8%29,811AAA+AAA+220American ExpressUnited States34,078+25.1%27,248AA+AA+330VISAUnited States29,575+9.2%27,089AAA-AAA-440EYUnited Kingdom25,701+10.6%23,248AAA+AAA+550PWCUnited States25,332+9.3%23,171AAAAAA660MastercardUnited States24,847+16.0%21,425AAA-AA+770PayPalUnited States15,889-15.1%18

66、,716AAA-AAA880KPMGUnited Kingdom14,818+14.9%12,901AAA-AAA-990S&P GlobalUnited States12,994+31.6%9,877AAA-AAA-10100SyscoUnited States7,544+3.0%7,327AA-AA11132ADPUnited States12-3LSEGUnited Kingdom13111McKinseyUnited States14140MSCIUnited States15121BloombergUnited States16151BCGUnited States17182BDO

67、GlobalBelgium18161randstadNetherlands19272AramarkUnited States20200Compass GroupUnited Kingdom21-3LeidosUnited States22220MoodysUnited States23211BallUnited States24231SodexoFrance25382SecuritasSweden26191Booz AllenUnited States27342Sunbelt RentalsUnited States28312United RentalsUnited States29251Sy

68、nchrony United States30291CintasUnited States31322Quanta ServicesUnited States32241Global PaymentsUnited States33261AdeccoSwitzerland34352Bain&CompanyUnited States35281WTWUnited Kingdom36360experianUnited States37331JacobsUnited States38562ADTUnited States39402EquifaxUnited States40432SECOMJapan4130

69、1RecruitJapan42420GartnerUnited States43-3Murata ManufacturingJapan44-3East MoneyChina45411Wolters Kluwer Netherlands46482TransUnionUnited States47441Swire PacificChina(Hong Kong)48512TeleperformanceFrance49391ManpowerUnited States50-3SAICUnited StatesBrand Finance Commercial Services 100 17Brand Va

70、lue Ranking.Top 100 most valuable Commercial Services brands 51-1002022 Rank2021 RankBrandCountry2022 Brand ValueBrand Value Change2021 Brand Value2022 Brand Rating2021 Brand Rating51461LexisNexisUnited Kingdom52491MercerUnited States53592Iron MountainUnited States54521SGSSwitzerland55782IndeedJapan

71、56471ISSDenmark57501Aecom TechnologyUnited States58541PaychexUnited States59581WorldpayUnited States60531Bureau VeritasFrance61551ElsevierUnited Kingdom62601Robert HalfUnited States63672RentokilUnited Kingdom64652nielsenUnited States65621AmcorAustralia66641WorldlineFrance67661InformaUnited Kingdom68

72、631Bread FinancialUnited States69611Eternal AsiaChina70-3NRIJapan71571VeriskUnited States72691BRINKSUnited States73681IntertekUnited Kingdom74731FleetcorUnited States75741BabcockUnited Kingdom76721GenpactUnited States77711ElisFrance78842New OrientalChina79952Korn FerryUnited States80701EdenredFrance

73、81751G4SUnited Kingdom82820ComputershareAustralia83791QontigoSwitzerland84-3AdvantageUnited States85771NexiItaly86761EliorFrance87-3MaximusUnited States88811WorleyAustralia89942ArvatoGermany90881PERSOLJapan91831HaysUnited Kingdom92901BidvestSouth Africa93851Bidfood GroupSouth Africa94891FTI Consulti

74、ngUnited States95972AMN HealthcareUnited States96871Oliver WymanUnited States97861AdyenNetherlands98801WSP GlobalCanada99-3H&R BlockUnited States100-3MazarsFranceMethodology.Brand Finance Commercial Services 100 19Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFacebookFacebo

75、okFacebookBrand 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 single branded business operating

76、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 marketing investment,brand-tr

77、acking 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 transferable brand assets only,making b

78、rand 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 craft the internationally rec

79、ognised 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 the minds of stakeholders,th

80、ereby generating economic benefits.Brand ValueBrand Finance Commercial Services 100 20Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of eco

81、nomic 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 valuation methodologies are essentially trying to identify this,although the approach

82、 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 out the“real”value is by looking at what people really pay.As a result,Brand Financ

83、e 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“Royalty Relief”methodology and is by far the most widely used approach for brand

84、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 research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this

85、 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 was deficient or unclear.Brand Finance accepts no responsibility and will not be li

86、able 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 or business advice.Brand Finance does not intend the report to be relied upon for a

87、ny 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 versus generic brands.This results in a range of possible royalties that could be char

88、ged 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 score of 80 out of 100,then an appropriate royalty rate for the use of this brand

89、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 strength of the brand;“Equity”which are real current perceptions sourced from our mar

90、ket 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 calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to

91、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 revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rat

92、e 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 StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Commercial Services 100 21

93、Brand 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 review of data that reflect the Brand Value Chain of brand-building activiti

94、es,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 modified Balanced Scorecard split between the three core pillars of the Brand

95、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,with customers being the most important.Quantitative market and financi

96、al 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 pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes i

97、ncluded 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 exclusiveness,word of mouth recommendation,and price premium,whereas an i

98、ndex 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 driving Brand Equity;Brand Equity measures for Brand-Related Business P

99、erformance 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 perceptions.Therefore,the majority of the Brand Strength Index is derived from Br

100、and 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.However,at Brand Finance we also believe that there are other measures

101、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 include online measures such as ratings by review sites and social media e

102、ngagement 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 incorporate intended behaviour rather than real.Over a period of 3 to 4 months e

103、ach 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 attributes within the scorecard,we then have to benchmark each attribute.We do

104、 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 calculation.Based on the score,each brand is assigned a corresponding rating up t

105、o 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 Commercial Services 100 22Global Brand Equity Monitor.Original market research in 38 countries and acros

106、s 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 your brandFamiliarityKnow

107、 something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsH

108、ousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Commercial Services 100 23Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,all

109、owing 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 generally weaker.What makes a brand great?Amazon is und

110、oubtedly 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 stronger than many of its critics might think.Every s

111、trong 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 is#1 among retailers in many more.Value has always

112、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 reputation.Does brand purpose deliver?Argument rages am

113、ong 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(India)or Bunnings(Australia).But brands like McDonal

114、ds 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.Porsche wins relatively few plaudits for sustainability

115、,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon 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 Convers

116、ion Brand Finance Commercial Services 100 24Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Meanwhile in France,the epitome of chic,the 2nd-highest highest scorer among n

117、on-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.avIn an absolute sense,big brands get talked about a lot

118、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,Peros Garment Factory(Canada),SAIC in,yes,t

119、he USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Commercial Services 100 26Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including ta

120、x,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 brand,you can use it as tool to

121、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 competitors.Brand Strength is a key ind

122、icator 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 Analysis+Soft Power+Brand Impact Anal

123、ysis+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 effectively?+How do I track and devel

124、op 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 tax compliant with the latest

125、 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 portfolio?+Am I carrying dead weight

126、?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Commercial Services 100 27Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across 30 markets in 10 consumer categories.C

127、lear,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 multiple brands ove

128、r 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 provide a robust under

129、standing 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 sophisticated analytics

130、,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 measure actual brand co

131、nversation 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 drives brand value.

132、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 nation brands and brand

133、s 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&EventsStrategic Partnershi

134、ps&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand

135、 Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Commercial Services 100 29Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy SAsia PacificAlex HAus

136、traliaMark CBrazilEduardo CCanadaAlexandre St-AChina Scott CEast Africa Walter SFranceBertrand C Germany/Austria/SwitzerlandUlf-Brun DIndiaAjimon FIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: