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1、Luxury&Premium502023The annual report on the most valuable and strongest Luxury&Premium brandsJune 2023Brand Finance Luxury&Premium 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman,Brand FinanceRanking Analysis9Brand Value Ranking17Methodolog
2、y18Our Services25Brand Finance Luxury&Premium 50 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 finance.For more than 25 years,
3、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 100 reports annually.We off
4、er 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 accountancy firm regulated by the In
5、stitute 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 20671.Our methodology has been
6、 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 all other enquiries:+44 207 389 For media enquiries,please cont
7、act: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 offers a cost-effective way
8、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 FindingsInsightStrategyBenchmarki
9、ngEducationCommunicationUBrand Finance Luxury&Premium 50 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 practitioners and experts in the market.BF
10、I 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 wide range of programmes and certif
11、ications 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,and consumer research published s
12、ince 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,complete brand rankings,and researchVis
13、it 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,measurement,and strategic thinki
14、ng 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 is a brand identity management co
15、nsultancy 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 research on over 5,000 brands 38 c
16、ountries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Luxury&Premium 50 7David Haigh Chairman,Brand FinanceForeword.Brand valuation helps companies understand the value of
17、 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 investors and secure financing,as a stro
18、ng 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 it fits into their overall busine
19、ss 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.This,in turn,can lead to higher
20、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 talent,as employees may be more attrac
21、ted 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 customer perception of brands across th
22、e 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 stronger brand,or if you want to be
23、tter 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 Luxury&Premium 50 8Porsche leads the way as luxury sector recovers strongly.+With a US$36.8 billio
24、n brand value,Porsche continues to lead the sector+Porsche also achieves the highest Sustainability Perceptions Value(SPV)at US$8.1 billion+Louis Vuitton,(brand value US$26.3 billion)retains 2nd in the ranking and Chanel,(US$19.4 billion),climbs to the 3rd position pushing Gucci into 4th at US$17.8
25、billion+Accelerating hard is Lamborghini(+123%)as the fastest-growing brand in 2023+Ferrari remains the strongest brand in the Luxury&Premium sector+Post-covid recovery continues for the whole Luxury&Premium sector,with category growth of 20%in valueRanking Analysis.Brand Finance Luxury&Premium 50 1
26、0Ranking Analysis.Porsche leads the new Brand Finance Luxury&Premium 50 2023 ranking of the most valuable luxury and premium brands globally.With a US$36.8 billion brand value,the German brand has led from the front in overall brand value for 6 consecutive years.Louis Vuitton,US$26.3 billion,retains
27、 2nd in the ranking and Chanel,US$19.4 billion climbs to 3rd position,pushing Gucci into 4th at US$17.8 billion.Luxury brands have long flourished by providing exclusive and personalized experiences,and this trend has continued post-COVID-19.Utilizing data and technology,these brands are now generat
28、ing personalised recommendations,customised products,and tailored experiences for their customers.This focus on individualisation enhances customer loyalty and helps brands stand out in a crowded market.The sector is no stranger to new sustainable trends either.They are embracing sustainability by i
29、ncorporating eco-friendly materials,implementing ethical sourcing and production practices,and communicating their commitment to responsible business operations.Alex Haigh Director,Brand FinanceBrand Finance Luxury&Premium 50 11Ranking Analysis.Top 10 Most Valuable Luxury&Premium Brands 6+46%USD13.2
30、 bn7 7+1%USD12.5 bn6 8+28%USD10.7 bn8 911USD7.4 bn+10%109USD7.4 bn-8%1+9%USD36.8 bn1 3+27%USD19.4 bn4 43USD17.8 bn-1%55USD14.2 bn+5%2+12%USD26.3 bn2 Brand Finance Plc 20232102102100Porsche continues to push forward its strategy of modern luxury.The brand combines an outstanding product with a highly
31、 personal customer experience.Porsche is expanding its product portfolio with new sports car concepts but will also continue to focus on limited editions and expand their Sonderwunsch programme,which champions highly tailored cars where customers get involved in design outcomes.Porsche AG has a well
32、-filled order pipeline and was able to deliver 309,884 vehicles to customers in 2022 despite the effects of the war in Ukraine,the challenges of the coronavirus pandemic and global supply chain disruptions.This corresponds to an increase of 2.6%compared to 2021(301,915 vehicles).In the 2022 financia
33、l year,automotive net cashflow increased from 3.7 billion to 3.9 billion.In 2023,the company started its ambitious Road to 20 programme,with which Porsche is aiming for a Group operating return on sales of more than 20%in the long term.The objective of this initiative is to make Porsche even more re
34、silient and the brand stronger Brand Finance Luxury&Premium 50 12Ranking Analysis.Brand Value Change 2023-2022(%)123%51%46%41%39%34%33%30%28%27%Brand Finance Plc 2023Chanel moves into 3rd place behind Louis Vuitton and pushes Gucci into 4thChanel reported great financial results(revenue of US$17.22
35、billion for the year ending on December 31,2022 up 17%compared to the year prior,and profits of US$5.78 billion,representing an increase of 5.8%).The Chanel brand maintains a high Familiarity rate of 72%in recent years,especially high in Saudi Arabia,Malaysia and Italy.It also has one of the highest
36、 Consideration percentages among Luxury Apparels brands,51%,according to Brand Finances annual market research.Accelerating hard,Lamborghini(+123%)is named the fastest-growing luxury&premium brand in 2023 With an impressive increase of 123%in brand value up to US$4.1 billion,Lamborghini is the faste
37、st-growing brand in the ranking.According to the latest financial results,VW Groups premium manufacturers Audi,Lamborghini,Bentley and Ducati have clocked up record profits for 2022 of 6.85 billion(7.6 billion).Lamborghini delivered 9,233 cars(2021:8,405).It generated profits of 539 million(614 mill
38、ion)for the year specially thanks to the bands main markets:The United States,Lamborghinis biggest market,with 2,721 deliveries in 2021.Mainland China,Hong Kong,and Macau were the second-largest,followed by Germany.This is a golden time for Lamborghini in particular.The Italian brand also climbs to
39、second place in terms of Brand Strength,behind Ferrari which maintains its leadership.Lamborghini rose from a brand strength of 84/100 to 88/100 this year.Brand Finances research among high-income individuals in 16 countries confirms the growth and development of the brand from the point of view of
40、Brand Equity,especially in Asia Pacific and North America where the brand has increased its familiarity significantly.In addition to strengthening the brand globally,the company continues to demonstrate how equity translates into excellent financial performance.Lamborghini sales now exceed 2 billion
41、 for the first time,the best financial result in its history.Another potential brand advantage in a transforming market for luxury automotive brands is sustainability.Brand Finances global research indicates Lamborghini as the Italian automotive brand with the highest Sustainability Perception Score
42、(SPS)of 4.79/10.This score is strongly supported by the Cor Tauri Direction transition plan that will see the company make a 1.5 billion of investment to cut its CO2 emissions output in half by 2025.This will be the highest investment in the history of the brand.Brand Finance Luxury&Premium 50 13Top
43、 10 Strongest Luxury&Premium Brands90.7-0.2 1AAA+187.8+1.3 3AAA787.7+2.6 49AAA87.0-1.4 52AAA86.2-1.5 6AAA388.0+3.9 2AAA1286.0-1.0 7AAA486.0+0.8 8AAA886.0+6.1 926AAA85.9+8.1 1035AAARanking Analysis.Brand Finance Plc 20231102202212Ferrari remains the strongest brand in the Luxury&Premium ranking In ad
44、dition 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 assessment of stakeholder equity incorporates or
45、iginal market research data from over 100,000 respondents in 38 countries and across 31 sectors.Ferrari(brand value is up slightly 3%to 7.2 billion),retains the pole position in the Brand Strength Index(BSI)with an impressive 91/100 score and the consequent top rating of AAA+.For the Italian luxury
46、sportscar brand,growth is mainly due to two factors:the e-building-the home of its internally developed strategic electric components;and a higher degree of production flexibility for hybrid and full electric models.The strength behind the prancing horse marque remains the ability of this brand to b
47、e exclusive but leave no-one behind.It has achieved this through its presence,from the sports world of F1,to merchandising,from high fashion and lifestyle to amusement parks,it manages to enter everyones imagination.Brand Finance research into brand familiarity for Ferrari remains at a very high at
48、a global level,as well as its reputation and perceived quality.Brand Finance Luxury&Premium 50 14Ranking Analysis.Brand Value by CountryCountryBrand Value (USD bn)%of totalNumber of BrandsFrance105,50340%12Italy57,43122%15Germany36,75914%1United States23,0259%5Switzerland21,2898%6United Kingdom11,91
49、74%5Other11,0024%6Total266,926100%50 Brand Finance Plc 2023Brand Finance Luxury&Premium 50 15Ranking Analysis.Sustainability Perception Values(SPV)64.63USD1,014 m 74.79USD1,012 m 84.65USD946 m 9USD856 m4.42 10USD783 m4.92 14.44USD8,097 m 34.63USD1,702 m 4USD1,462 m4.88 5USD1,269 m4.60 24.66USD1,894
50、m Brand Finance Plc 2023Sustainability an increasingly important factor in driving consideration As part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute,is sustainability.Brand Finance assesses how sustainable spec
51、ific brands are perceived to be,which are then represented by a Sustainability Perceptions Score.This is an indexed score that provides a view of the role of sustainability in driving positive brand reputation.The value that is linked to sustainability perceptions,the Sustainability Perceptions Valu
52、e,is then calculated for each brand.Lancme has the highest Sustainability Perceptions Score,5.14 out of 10 Lancme launched its global sustainability program in 2021,labelled“Caring Together for a Happier Tomorrow”.The luxury beauty brand has further committed to advancing biodiversity,social inclusi
53、on,womens empowerment,and sustainable consumption choices throughout all aspects of its business.This is the start of a progressive programme to create more sustainable products by incorporating eco-friendly and ethically sourced ingredients.This will include implementing environmentally conscious a
54、griculture and manufacturing processes,increasing the use of sustainable packaging solutions,and promoting womens empowerment through its campaigns.The Write Her Future pillar of Lancmes sustainability strategy is key in the brands communication of its support of women,and womens education across th
55、e communities it serves.It launched this in partnership with non-profit organisation Care International to promote and support wider literacy among women.Lancme also collaborated with the NAACP to offer mentorship,workshops,and scholarships to college-bound young women of colour in the United States
56、.Initiatives such as these,while providing vital support to communities,also communicate Lancmes commitment to social causes.However,despite Lancmes position at the top of the table for sustainability perceptions,there is still further work to be done within the luxury beauty sector,both in terms of
57、 tackling social and environmental issues.Brands who engage with these issues and actively communicate this will build stronger sustainability perceptions and increase value for stakeholders.Brand Finance Luxury&Premium 50 16Ranking Analysis.Porsche has the highest Sustainability Perceptions Value,U
58、S$8.1 billion As well as being the most valuable Luxury&Premium brand,Porsche also has the highest Sustainability Perceptions Value(SPV)of any brand included in the Luxury&Premium 100 2023 ranking US$8.1 billion.The Luxury Autos sector accounted for a number of other brands that performed well in te
59、rms of Sustainability Perception Value,such as Ferrari and Lamborghini.Research from Brand Finances Sustainability Perceptions Index 2023 revealed the important role of sustainability perception in driving choice amongst consumers in the Luxury Auto sector,reflected through an average driver score o
60、f 22.9%-the largest of any sector.It might seem counterintuitive that brands associated with high fuel consumption are so reliant on a reputation for sustainability.However,our research has found that at the premium end of all sectors,sustainability plays a powerful role.In Luxury Auto,where the pur
61、chase is discretionary and the brand is publicly expressed,the role of sustainability is further enhanced.Porsches Sustainability Perceptions Score(SPS)is 4.44 out of 10.The Luxury Auto brand has increasingly looked to incorporate sustainability into its central business strategy in order to improve
62、 its company-wide sustainability,and drive a broader,industry-wide transition.There is further room for growth as the brand ramps up its sustainability initiatives in the years to come,particularly as electric vehicles become more mainstream and further sustainability related innovation enhances the
63、 market.Post-covid recovery continues for the whole luxury sector,with category growth of 20%in value The 50 most valuable brands in the Luxury&Premium sector have an aggregate brand value of US$266,9 billion.They have grown by a combined 20%in brand value.With the addition of Longines to the rankin
64、g with a value of US$777.47 million.The top 50 brands are distributed across just four sectors.Of these the dominating force is the Apparel sector,encompassing approximately seventy percent of the listed brands.The 33 brands representing this sector alone hold a collective worth of a remarkable US$1
65、80,615 billion.Meanwhile,the remaining thirty percent is divided up among the three other sectors.The Automobiles sector claims a significant portion,with seven prominent brands capturing twenty-one percent of the ranking.Following closely behind is the Cosmetics sector,boasting eight brands that ac
66、count for eight percent of the total value.Lastly,the Hotels sector secures its place in the ranking with two esteemed brands,albeit making up a mere one percent of the overall value.Brand Value by CountrySectorBrand Value (USD bn)%of totalNumber of BrandsApparel187,38870%33Automobiles55,69721%7Cosm
67、etics20,5228%8Hotels3,3191%2Total266,926100%50 Brand Finance Plc 2023Brand Finance Luxury&Premium 50 17Brand Value Ranking(USDm).Top 50 most valuable Luxury&Premium brands 1-502023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110Porsche
68、Germany36,759+9%33,713AAAAAA220Louis VuittonFrance26,290+12%23,426AAAAAA342ChanelFrance19,386+27%15,260AAA-AAA-431GucciItaly17,839-1%18,110AAAAAA550HermsFrance14,165+5%13,499AAAAAA-672DiorFrance13,152+46%9,027AAAAAA761CartierFrance12,538+1%12,419AA+AA+880RolexSwitzerland10,711+28%8,350AAAAAA9112Tiff
69、any&CoUnited States7,433+10%6,743AAA-AA+1091FerrariItaly7,424-8%8,047AAA+AAA+11101Este LauderUnited States12132CoachUnited States13152LancmeFrance14140BurberryUnited Kingdom15202PradaItaly16172OmegaSwitzerland17192Yves Saint LaurentFrance18302LamborghiniItaly19161Ray-BanItaly20212ArmaniItaly21181Mon
70、clerItaly22272GivenchyFrance23292ClineFrance24240BentleyUnited Kingdom25250TAG HeuerSwitzerland26260SK-IIJapan27332Van Cleef&ArpelsFrance28221BulgariItaly29312Shangri-LaChina(Hong Kong)30281Lao Feng XiangChina31342LoeweSpain32382Rolls-RoyceUnited Kingdom33321Bottega VenetaItaly34352Jaeger-LeCoultreS
71、witzerland35452MaseratiItaly36360ValentinoItaly37402Dolce&GabbanaItaly38462Salvatore FerragamoItaly39390SulwhasooSouth Korea40442Tom FordUnited States41371IntercontinentalUnited Kingdom42432Cle de Peau BeauteJapan43502TissotSwitzerland44472Aston MartinUnited Kingdom45-3YSL BeautyFrance46492FendiItal
72、y47-3VersaceItaly48-3KenzoFrance49-3La MerUnited States50-3LonginesSwitzerlandMethodology.Brand Finance Luxury&Premium 50 19Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFacebookFacebookFacebookBrand Value+Enterprise Value The value of the entire enterprise,made up of multi
73、ple 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 under the subject brand.A brand should be viewed in the context of the business in which i
74、t 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-tracking data,and stakeholder behaviour.+Brand Contribution The overall uplift in shareholde
75、r 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 brand contribution a wider concept.An assessment of overall brand contribution to a busines
76、s 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 recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related inta
77、ngible 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,thereby generating economic benefits.Brand ValueBrand Finance Luxury&Premium 50 20Brand Valu
78、ation 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 economic benefits to the entity.Brand ValueBrand value refers to the present value of earnings spec
79、ifically 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 and assumptions differ.As a result published brand values can be different.These differences ar
80、e 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 Finance always incorporates a review of what users of brands actually pay for the use of brands in the
81、 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 valuations since it is grounded in reality.It is the basis for a public rankings but we always a
82、ugment 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 study with an independent and unbiased analysis.The values derived and opinions produced in thi
83、s 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 liable in the event that the publicly available information relied upon is subsequently found to b
84、e 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 any reason and excludes all liability to any body,government or organisation.We review what brand
85、s 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 charged in the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied t
86、o 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 in the given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand
87、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 market research and other data partners;“Output”which are brand-related performance measures such a
88、s 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 AAA+in a format similar to a credit rating.We determine brand-specific revenues as a proportion
89、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 rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions
90、 to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Luxury&Premium 50 21Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement
91、 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 activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage
92、 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 Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised fact
93、ors 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 financial measures representing the success of the brand in achieving price and volume premium.Stakeholder Eq
94、uityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three pillars(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 d
95、iffer 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 index for a telecommunications company may emphasis customer service and ARPU as important metrics.Thes
96、e 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 Performance measures;and finally the relevance of Brand-Related Business Performance measures for drivi
97、ng 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 Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sampl
98、e 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 that can be used to fill gaps that survey research may not capture.These include total investment leve
99、ls 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 engagement that can give a more granular understanding of marketing effectiveness.Finally they also inc
100、lude 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 each year,we collect all this data across all the brands in our study in order to accurately measure th
101、eir 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 this by reviewing the distribution of the underlying data and creating a floor and ceiling based on t
102、hat 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 to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform
103、managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Luxury&Premium 50 22Global Brand Equity 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.
104、Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury Autom
105、obilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Fina
106、nce Luxury&Premium 50 23Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands outside your se
107、ctor 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 undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extre
108、mely 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 strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top of that list
109、 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 been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/ap
110、ps”),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 among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“care about the w
111、ider 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 McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and va
112、lues.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,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for
113、 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 Conversion Brand Finance Luxury&Premium 50 24Highlights from the Global Brand Equity Monitor.Similarly in the apparel cat
114、egory(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 non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another
115、 key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute 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 challeng
116、er 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,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our S
117、ervices.Brand Finance Luxury&Premium 50 26Consulting 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 bot
118、h to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding decisions using
119、 hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your br
120、and 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+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand
121、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 there any holes in my existing brand tracker?+What do different st
122、akeholders 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?+Which brand positioning do customers value most?+What are our b
123、est 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 strategy the right choice for my business?Brand Finance Luxury&Premiu
124、m 50 27Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across over 38 markets in 31 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price
125、.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 30-country database of brand KPIs enables us to benchm
126、ark 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 determin
127、e 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 return on m
128、arketing 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 measures with
129、 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 strategic
130、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&Measureme
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133、work.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/SwitzerlandUlf-Brun DI
134、ndiaAjimon FIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: