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1、Food&Drink 2023The annual report on the most valuable and strongest Food,Dairy&Non-Alcoholic Drinks brandsAugust 2023Brand Finance Food&Drink 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 8Food 1009Non-Alcohol
2、ic Drinks 25 19Dairy 10 26Brand Spotlight 31Yili 32Methodology34Our Services41Brand Finance Food&Drink 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
3、 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 sectors and
4、 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 credibilityBrand Finan
5、ce 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 ISO 10668 a
6、nd 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 all other
7、 enquiries:+44 207 389 For media enquiries,please contact:Michael JosemCommunications 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
8、performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustome
9、r Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Food&Drink 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 pract
10、itioners 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
11、a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepap
12、ers,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,co
13、mplete 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 rese
14、arch,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.VI360VI
15、360 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 mark
16、et research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Food&Drink 7David Haigh Chairman&CEO,Brand FinanceForeword.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 invest
18、ors 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 retentio
20、n.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 tale
21、nt,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 custo
22、mer 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 s
23、tronger 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.Ranking Analysis.Brand Finance Food&Drink 9Nestl savours success as worlds mos
24、t valuable food brand.+Nestl once again named worlds most valuable food brand,with a brand value of USD22.4 billion+Chinese dairy brand Yili is the second-most valuable food brand,valued at USD12.4 billion+Snack brands see strong brand value growth+Healthy Choice is a fresh new entrant as this years
25、 fastest growing food brand+Hershey holds onto title as the worlds strongest food brand,with an AAA+rating+Nestl has the highest Sustainability Perceptions Value at USD1.4 billion +Finnish brand Valio has the highest Sustainability Perceptions Score,at 6.43/10Brand Finance Food&Drink 10Food 100.Nest
26、l once again named worlds most valuable food brand,with a brand value of USD22.4 billion Nestl(brand value up 8%to USD22.4 billion)once again earns the title of the worlds most valuable food brand,according to a new report from leading brand valuation consultancy,Brand Finance.Nestles brand value ha
27、s steadily increased this year due to strong sales growth across its extensive and varied brand portfolio,encompassing multiple food and beverage categories.Every year,leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test,and publishes over 100 reports,rankin
28、g brands across all sectors and countries.The worlds top 100 most valuable and strongest Food brands are included in the annual Brand Finance Food 100 2023 ranking.Nestls ability to meet evolving consumer preferences,stay ahead of trends,and effectively launch new products has been a driving force b
29、ehind its continued brand value growth.This year,Nestl expanded its plant-based portfolio with the introduction of a new milk alternative,catering to an ever-increasing global demand for plant-based products.The brands coffee area has continued to enjoy strong sales growth.This year,Nestl launched i
30、ts first-ever Nescaf Ice Roast coffee,designed to satisfy rising consumer demand for iced coffee at home.Brand Finance Food&Drink 11Nestl Annual Review 2016Food 100.Top 10 Most Valuable Food Brands 1+8%USD22.4 bn1 3+29%USD11.1 bn3 44USD8.9 bn+14%55USD8.7 bn+21%2+17%USD12.4 bn2As an iconic global bra
31、nd,Nestl continues to raise the bar,setting new benchmarks for the industry and inspiring trust among consumers worldwide.With a rich heritage and a portfolio of trusted brands,Nestl has built a legacy of success and an unmatched global reputation,enhanced by its enduring dedication to creating a he
32、althier and more sustainable future for all.Savio DSouza Valuation Director,Brand Finance Brand Finance Plc 2023 6+4%USD7.3 bn7 7-1%USD7.1 bn6 8+8%USD6.2 bn8 99USD6.1 bn+10%1011USD5.6 bn+11%2100200000Brand Finance Food&Drink 12-33%-25%-22%-19%-15%-14%-13%-12%-11%-10%Brand Value Change 2022-2023(%)19
33、0%76%48%44%40%40%38%37%37%33%Brand Finance Plc 2023Food 100.Chinese dairy brand Yili is the second most-valuable food brand,valued at USD12.4 billionChinese dairy brand Yili(brand value up 17%to USD12.4 billion)retains its title as the worlds second-most valuable food brand.Yili has fostered strong
34、customer loyalty in its local market by consistently delivering products of exceptional quality and perceived health benefits.This has contributed to strong domestic sales growth,while the brands global presence has also propelled its overseas revenue.Yili products are available in over 60 countries
35、 across five continents worldwide.Yilis focus on quality,innovation,and environmental responsibility has contributed to its world-leading reputation in the dairy industry.Last year,the Yili Future Intelligence and Health Valley launched its Global Smart Manufacturing Industrial Park in Hohhot,China,
36、featuring some of the worlds largest-scale,advanced technology.The aim is to contribute to the advancement of the dairy industry with a focus on high-quality development.Further,the Yili Future Intelligence and Health Valley also aims to generate ecological,social,and economic benefits,creating empl
37、oyment opportunities and attracting residents by 2035.Exemplifying its commitment to innovation and leadership in the global dairy industry,Yili won the World Dairy Innovation Award in June this year.Brand Finance Food&Drink 13Food 100.Snack brands see strong brand value growthThe snack industry has
38、 continued to grow in brand value in the post-pandemic world,with this years top five snack brands(Lays,Doritos,Want Want,Cheetos and Tostitos)increasing their brand values by an impressive average of 40%.Among these brands,Lays(brand value up 29%to USD11.1 billion)also retains third place position
39、in the ranking overall.With its rich history and global presence,the enduring dominance of Lays can be attributed to the brands innovation and product developments,popular and far-reaching marketing campaigns,and enhanced e-commerce strategies since the pandemic.Originally known for its iconic rice
40、crackers,Asian snack brand Want Want(brand value up 38%to USD3.5 billion)has also increased its brand value and strength this year.Brand Finance research finds that consideration and familiarity scores for the brand have increased in China.The brands growing regional popularity and success can be at
41、tributed to its strategic marketing endeavours.Want Want has also amplified its presence in the realm of Chinese social media and e-commerce,as well as developing patriotic marketing campaigns which aim to resonate with local consumers and further boost the brands popularity.Healthy Choice is a fres
42、h new entrant as this years fastest growing food brandHealthy Choice,(brand value up 190%to USD1.2 billion)a frozen food brand owned by ConAgra Foods,is a new entrant in this years Food 100 ranking.As consumer demand for healthier options continues to increase following the pandemic,food brands are
43、under increasing pressure to manufacture and promote more nutritious offerings.Coupled with resilient demand for frozen foods,this trend has enormously benefitted the Healthy Choice brand,which strategically markets its products as nutrition-packed and convenient,while also offering a range of moder
44、n and delicious recipes.Brand Finance Food&Drink 14Hershey holds onto title as the worlds strongest food brand,with an AAA+ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investmen
45、t,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.Hershey(brand value up 12%to USD3.9 billion)reigns supreme as the worl
46、ds strongest food brand,building on last years success with an AAA+rating and an impressive Brand Strength Index(BSI)score of 91/100.Despite increased inflation rates,supply chain disruptions,and an extended period of global economic uncertainty,customer demand for Hershey products remains strong.As
47、 well as boosting its familiarity across the globe,the American confectionary giant continually seeks to adapt and extends its product portfolio and meet the needs of its enormous consumer base.Top 10 Strongest Food Brands91.4+1.6 1AAA+188.2-0.1 3AAA388.0-0.2 44AAA87.6+2.5 512AAA87.0+3.0 6AAA2089.0+
48、1.9 2AAA686.6+2.0 7AAA1586.4-0.7 8AAA786.3+0.3 99AAA86.0-0.9 108AAA Brand Finance Plc 20232210100022Food 100.Brand Finance Food&Drink 15Nestl Annual Review 2016Sustainability Perception Values(SPV)64.87USD508 m 75.05USD453 m 84.17USD447 m 9USD392 m4.28 10USD339 m4.11 14.10USD1,353 m 34.40USD716 m 4U
49、SD597 m4.54 5USD510 m3.98 25.22USD953 m Brand Finance Plc 2023Nestl has the highest Sustainability Perceptions Value at USD1.35 billion This years most valuable food brand Nestl also has the highest Sustainability Perceptions Value in the Food 100 2023 ranking,valued at USD1.35 billion.Nestl also ea
50、rned a Sustainability Perceptions Score of 4.10/10.The Swiss giants ongoing commitment to environmental and social responsibility,responsible sourcing,and nutrition has contributed to its global perception as a sustainable company.It should be noted that Nestls position at the top of the SPV table i
51、s not an assessment of its overall sustainability performance,but rather indicates how much brand value it has tied up in sustainability perceptions.That said,the brand has made significant progress in its sustainability objectives.For example,Nestl is the first company to disclose the nutritional v
52、alue of its entire global product portfolio,benchmarking against the Health Star Rating system.The brand aims to lead the industry in providing delicious and balanced meals worldwide as part of it Good for You focus.Food 100.Further,Nestl has also significantly reduced its greenhouse gas emissions a
53、nd is reportedly on track to achieve 100%renewable electricity by 2025.The brand also released its second voluntary Climate Risk and Impact Report,demonstrating its ongoing transparency and commitment regarding climate-related issues.In addition to sustainability,the brand takes an active stance on
54、ESG(environmental,social and governance)matters,supporting equal economic opportunities for young people across the globe,and committing to advancing womens equality in the workplace.USDxx=sustainability perceptions valuex.x=sustainability perceptions score/10Brand Finance Food&Drink 16Finnish brand
55、 Valio has the highest Sustainability Perceptions Score,at 6.43/10Valio(brand value up 1%to USD1.5 billion)has established itself as a prominent player in the dairy industry by positioning sustainability at the core of its brand narrative and identity.Valios initiatives to reduce carbon emissions an
56、d promote responsible farming practices,detailed in its annual Sustainability Report,align with its ambitious target of achieving zero carbon Food 100.footprint for milk production by 2035.The brand also promotes sustainable packaging as well as responsible sourcing practices,ensuring he traceabilit
57、y and sustainability of the raw materials used in its high-quality products.As global demand for sustainable and environmentally conscious products continues to grow,Valio is attracting a loyal consumer base.As such,Valios sustainability work positions the brand favourably to enhance its competitive
58、ness in the market and strengthen its global reputation in the coming years.Brand Finance Food&Drink 17Brand Value Ranking(USDm).Top 100 most valuable Food brands 1-502023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110NestlSwitzerland
59、22,427+7.7%20,819AAA-AAA220YiliChina12,405+17.1%10,594AAA-AAA-330LaysUnited States11,056+29.2%8,557AAA-AAA-440DanoneFrance8,942+13.8%7,860AA+AA+550TysonUnited States8,722+20.5%7,238AA+AA+672KelloggsUnited States7,281+4.3%6,982AA+AAA-761QuakerUnited States7,084-0.6%7,128AAAAAA880HaitianChina6,235+7.8
60、%5,783AAAAAA990MengniuChina6,095+10.1%5,533AAA-AAA-10112WrigleyUnited States5,602+11.1%5,042AA-AA-11101McCainCanada12120LindtSwitzerland13192DoritosUnited States14182KikkomanJapan15150HersheyUnited States16141BarillaItaly17272CadburyUnited Kingdom18212Kraft HeinzUnited States19302Want WantChina(Taiw
61、an)20171Uni-PresidentChina(Taiwan)21262CheetosUnited States22252AlmaraiSaudi Arabia23131UnileverUnited Kingdom24221HormelUnited States25161ArlaDenmark26282Oscar MayerUnited States27512TostitosUnited States28241VinamilkVietnam29201AmulIndia30312MarsUnited States31402ReesesUnited States32320KnorrGerma
62、ny33330HeinzUnited States34340PrsidentFrance35231KinderItaly36351LotteSouth Korea37452BimboMexico38412OreoUnited States39291Master KongChina40432CheeriosUnited States41442Lean CuisineUnited States42361YakultJapan43421AjinomotoJapan44472ShinewayChina45381McCormickUnited States46391CampbellsUnited Sta
63、tes47482illumaChina(Hong Kong)48371EnfamilUnited States49490Sanderson FarmsUnited States50602RufflesUnited StatesBrand Finance Food&Drink 18Top 100 most valuable Food brands 51-100Brand Value Ranking.2023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating202
64、2 Brand Rating51532SpamUnited States52552NissinJapan53572ArawanaChina54672MaggiSwitzerland55702PhiladelphiaUnited States56722Nature ValleyUnited States57541StouffersUnited States58612MilkaGermany59461NutellaItaly60632AptamilGermany61682M&MsUnited States62642SadiaBrazil63662BritanniaIndia64652WH Grou
65、pChina(Hong Kong)65742MissionMexico66621ValioFinland67842OlamSingapore68591BelvitaUnited States69690UNFIUnited States70762Bright DairyChina71710HellmannsUnited States72501Ferrero RocherItaly73730S-26United States74782General MillsUnited States75812SkippyUnited States76581Tate&LyleUnited Kingdom77822
66、AnleneNew Zealand78862Pepperidge FarmUnited States79972MarfrigBrazil80561BiostimeChina81902DevondaleAustralia82-3Healthy ChoiceUnited States83872AnchorNew Zealand84791OlivoilaVietnam85-3Betty CrockerUnited States86912YoplaitUnited States87831MagnumBelgium88521Barry CallebautSwitzerland89771Dr Oetker
67、Germany90881SnickersUnited States91851BegaAustralia92952DairylandCanada931002PringlesUnited States94891Mother DairyIndia95931Galaxy/DoveUnited States96-3Jell-OUnited States97-3SmuckersUnited States98921GerberUnited States99-3ActiviaFrance100-3NeilsonCanadaBrand Finance Food&Drink 19Coca-Cola fizzes
68、with success as reigning champion of non-alcoholic drinks brands.+Coca-Cola sipping success as worlds most valuable and strongest non-alcoholic drinks brand,valued at USD33.5 billion+Energy drink brands hold onto top 10 ranks +Nespresso is the fastest-growing non-alchoholic drinks brand+Coca-Cola ha
69、s the highest Sustainability Perceptions Value,valued at USD4.6 billion Brand Finance Food&Drink 20Non-Alcoholic Drinks.Coca-Cola sipping success as worlds most valuable and strongest non-alcoholic drinks brand,valued at USD33.5 billionCoca-Cola(brand value down 5%to USD33.5 billion)retains its titl
70、e as the worlds most valuable non-alcoholic drinks brand,according to a new report from leading brand valuation consultancy,Brand Finance.Every year,leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test,and publishes over 100 reports,ranking brands across all
71、 sectors and countries.The worlds top 25 most valuable and strongest non-alcoholic drinks brands are included in the annual Brand Finance Non-Alcoholic Drinks 25 2023 ranking.Coca-Colas(brand value down 5%to USD33.5 billion)enduring brand value can be largely attributed to its global familiarity and
72、 reputation,bolstered by innovative product developments,large-scale marketing campaigns,and,in more recent years,digital engagement.Ahead of the FIFA World Cup in 2022,the brand launched its Believing in Magic campaign,aiming to celebrate the shared passion and connection experienced by football fa
73、ns and foster deeper consumer relationships.The brand also launched its digital engagement platform,the Coca-Cola Fan Zone.Approximately 5 million fans connected with the hub that was activated in 41 markets,further boosting the brands international exposure and prestige.Brand Finance Food&Drink 21N
74、on-Alcoholic Drinks.Top 10 Most Valuable Non-Alcoholic Drink Brands 1-5%USD33.5 bn1 3+1%USD7.0 bn3 45USD6.8 bn+8%54USD6.0 bn-7%2-11%USD18.3 bn2With a rich history,iconic brand story,and a steadfast dedication to customer experience and satisfaction,Coca-Cola has remained a global leader.The brand co
75、ntinues to boost its international reputation and capture the loyalty of generations across the globe through ingenious and powerful marketing campaigns,product evolutions and innovative digital strategies.Savio DSouza Valuation Director at Brand Finance Brand Finance Plc 2023 6-7%USD4.9 bn6 7+11%US
76、D4.4 bn8 8-17%USD4.2 bn7 9NEWUSD4.1 bn-109USD3.0 bn-6%021100210Brand Finance Food&Drink 22In 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 perfo
77、rmance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.Top 10 Strongest Non-Alcoholic Drink Brands89.6-3.7 1AAA+185.2-1.9 3AAA484.1-2.9 45AAA-81.8-8.3 52AAA-80.5-2.
78、3 6AAA-987.1-2AAANEW80.4+3.1 7AAA-1679.7-4.7 8AAA-779.2+3.2 918AA+79.2-6.8 106AA+Brand Finance Plc 2023221210221Non-Alcoholic Drinks.Coca-Cola also maintains its position as the worlds strongest non-alcoholic drinks brand,with an AAA+rating and a Brand Strength Index(BSI)score of 89.6/100.The giant
79、continues to enjoy immense global recognition and popularity.Its iconic brand narrative,logo,and memorable marketing campaigns,aimed at connecting with consumers on an emotional level and evoking nostalgic sentiments,have become deeply ingrained in popular culture and have fostered customer loyalty
80、across the globe.Brand Finance Food&Drink 23-26%-22%-17%-12%-11%208%37%22%14%13%Brand Value Change 2022-2023(%)Brand Finance Plc 2023Non-Alcoholic Drinks.Energy drink brands hold onto top 10 ranksRed Bull(brand value up 1%to USD7 billion)Monster(brand value up 8%to USD6.8 billion)and Gatorade(brand
81、value down 7%to USD4.9 billion)maintain their top 10 ranks this year,with Red Bull ranking as the third-most valuable non-alcoholic drinks brand.Energy drink consumption has continued to rise since the pandemic,with both adults and teens seeking energy drinks as convenient options to fuel busy and a
82、ctive lifestyles.Red Bull remains one of the worlds most recognisable drinks brands,with a unique brand identity,catchy slogan,and enormous global presence fuelled by its various sporting endorsements and sponsorships.The Austrian brand owns several football teams and sponsors renowned athletes acro
83、ss multiple sports,including Formula One racing,football,basketball,and more.Nespresso is the fastest-growing non-alcoholic drinks brandNespressos(brand value up 208%to USD2.9 billion)brand value has increased enormously since the pandemic,when home coffee consumption surged as customers sought a pr
84、emium experience at home.With its emphasis on quality and luxury,Nespresso became a popular choice.The brand has continued to boost its premium perceptions and global reputation with its innovative range of coffee machine and capsule offerings,as well as its sustainability initiatives,winning an awa
85、rd in 2022 for its innovation efforts in promoting fairtrade coffee.Brand Finance Food&Drink 24Sustainability Perception Values(SPV)63.69USD695 m 75.23USD673 m 84.05USD528 m 9USD496 m3.59 10USD442 m4.67 14.35USD4,559 m 33.92USD856 m 4USD822 m3.86 5USD714 m4.64 23.81USD2,191 m Brand Finance Plc 2023C
86、oca-Cola has the highest Sustainability Perceptions Value,valued at USD4.6 billion As 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.Brand Finance assesse
87、s 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.Coca-Cola has the highest Sustainability Perceptions Value(SPV)at USD4
88、.6 billion.It should be noted that Non-Alcoholic Drinks.the brands position at the top of the SPV table is not an assessment of its overall sustainability performance,but rather indicates how much brand value it has tied up in sustainability perceptions.That said,Coca-Cola,with its enormous global p
89、latform,promotes an ambitious sustainability agenda.The brand strives for a circular economy for packaging,aiming to make 100%of its packaging recyclable globally by 2025 and use at least 50%recycled material by 2030.The company also aims to implement sustainable solutions throughout its value chain
90、,aiming to reduce greenhouse gas emissions by 25%by 2030 and achieve net-zero carbon emissions by 2050.USDxx=sustainability perceptions valuex.x=sustainability perceptions score/10Brand Finance Food&Drink 25Brand Value Ranking(USDm).Top 100 most valuable Non-Alcoholic brands 1-252023 Rank2022 RankBr
91、andCountry2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110Coca-ColaUnited States33,468-5.4%35,379AAA+AAA+220PepsiUnited States18,335-11.5%20,712AAA-AAA+330Red BullAustria6,962+1.0%6,892AA+AAA-452MonsterUnited States6,788+8.1%6,277AAAA+541NescafSwitzerland6,005-
92、6.5%6,425AAA-AAA-660GatoradeUnited States4,916-6.8%5,276AAA-AAA782Dr PepperUnited States4,401+10.8%3,972AA+AAA-871SpriteUnited States4,166-16.6%4,997AA+AAA9-3Nongfu SpringChina4,113-AAA-1091LiptonUnited Kingdom3,021-5.8%3,206AAAAAA11212NespressoSwitzerland121207-UpUnited States13101Mountain DewUnite
93、d States14111FantaUnited States15131TropicanaUnited States16151TwiningsUnited Kingdom17-3EastrocChina18192MiloAustralia19141LavazzaItaly20171JacobsGermany21181AquafinaUnited States22232FolgersUnited States23161Kas/MirindaSpain24201OvaltineUnited Kingdom25221San PellegrinoItalyBrand Finance Food&Drin
94、k 26Dairy 10.Top 10 Most Valuable Dairy Brands 6+6%USD3.0 bn6 7-8%USD3.0 bn5 8+10%USD2.5 bn8 99USD2.1 bn-0.2%10USD1.9 bn+7%1+17%USD12.4 bn1 3+10%USD6.1 bn3 47USD3.4 bn+24%54USD3.3 bn-6%2+14%USD8.9 bn2 Brand Finance Plc 20230100300210Brand Finance Food&Drink 27Dairy 10.Top 10 Strongest Dairy Brands89
95、.0+1.9 1AAA182.1+2.3 3AAA-581.9-0.5 43AAA-80.8-0.2 54AAA-75.0-0.2 6AA+686.0-0.9 2AAA275.0-0.2 7AA+770.9+2.9 8AA1070.4+1.8 9 AA66.9-1.6 109AA-Brand Finance Plc 20230023102110Brand Value Change 2022-2023(%)24%17%14%10%10%Brand Finance Plc 2023Chinese brand Yili is the most valuable dairy brand in the
96、world valued at USD12.4 billion.Yili demonstrates its unwavering commitment to sustainability with its active participation in United Nations initiatives and programmes.This year,it completed the United Nations Global Compact(UNGC)s Climate Ambition Accelerator(CAA)Programme.During the closing cerem
97、ony dialogue in Shanghai,Yili shared about how its carbon neutrality progress had picked up pace owing to the programmes support.By the end of 2022,31 Yili factories had been certified as state-level“green factories”.In addition,at the UN 2023 Water Conference in New York,Yili proposed its Low Water
98、 Footprint Initiative for the dairy industry making Yili Chinas first company to join the UN Water Action Agenda.This initiative aims to extend the companys best practices globally to reduce water footprints through cross-sectoral cooperation and synergies.Brand Finance Food&Drink 28Dairy 10.Brand V
99、alue by CountryCountryBrand Value (USD bn)%of totalNumber of BrandsChina18.539.6%2France11.524.6%2Saudi Arabia3.47.2%1Denmark3.37.1%1Vietnam3.06.4%1India3.06.4%1Other4.08.7%2Total46.6100.0%10 Brand Finance Plc 2023Brand Finance Food&Drink 29Top 3 Dairy Brands-Brand PotentialDairy 10.Rank123Analyst R
100、ecommendation99.699.480.0Forecast Revenue Growth100.0100.070.6Price Premium Scale72.457.691.1Brand Potential90.785.780.6YiliMengniuillumaTop 10 Most Valuable Dairy Portfolios 6+15%USD6.5 bn6 7+10%USD6.1 bn7 8-3%USD5.2 bn8 99USD4.4 bn+9%1010USD4.1 bn+23%1+17%USD12.4 bn4 3-8%USD11.6 bn1 Nestl Annual R
101、eview 201643USD8.9 bn-18%55USD7.4 bn-4%2+8%USD11.9 bn20000021100 Brand Finance Plc 2023 Brand Finance Plc 2023Brand Finance Food&Drink 30Sustainability Perception Values(SPV)64.82USD234 m 74.91USD216 m 84.49USD167 m 9USD164 m5.20 10USD130 m4.58 15.22USD953 m 35.05USD453 m 4USD282 m5.69 5USD253 m5.75
102、 24.54USD597 m Brand Finance Plc 2023Dairy 10.USDxx=sustainability perceptions valuex.x=sustainability perceptions score/10Brand Spotlights.Brand Finance Food&Drink 32Yili.o Rank Brand Strength Rank Brand ValueUSD12.4 bn+17.1%1081.9-0.541Brand Finance Food&Drink 33Yili ranks among the top five in th
103、e global dairy industry and has been ranked first in the Asian dairy industry for nine consecutive years.It is also the largest dairy company in China with the most comprehensive product categories.With the best product quality,leading integrated service and sustainable development capabilities,Yili
104、 has always been trusted and recognised at the worlds top events and competitions.The brand is also a leading household name to governments and people from all walks of life.Yili actively promotes ESG development,with the outcomes of its sustainable development practices in terms of economy,society
105、and environment recognised on several occasions.These include distinctions awarded by the Chinese Academy of Social Sciences such as a“5-Star+”rating,the highest rating in the industry,by the academys China Corporate Social Responsibility Report Rating Expert Committee for three consecutive times an
106、d clinching top position within the dairy industry in the academys China Corporate Social Responsibility Development Index for five consecutive years.Yili also ranked first in the inaugural release of the Hurun China Top 100 Private Enterprises for Sustainable Development report by the Hurun Researc
107、h Institute and had the honour of being the only dairy brand featured in Forbes Chinas 2022 China ESG 50 list.Yili has always adhered to a consumer-centric approach,leveraging diversified and new healthy consumption trends.It comprehensively deploys new technologies,categories and channels in contin
108、uing to cultivate the growth potential of its high-quality products in order to provide consumers with nutritious and healthy products.The brands latest initiative was an upgrading of its subsidiary,Westland Milk Products,plant in Hokitika,New Zealand in July 2022.With the upgrading,Westland Milk Pr
109、oducts will see its Westgold Butter product having a new production line,enabling it to double its annual production to 42,000 tonnes of high-quality grass-fed butter.With this new production line,Westgold Butter will be the biggest butter factory on New Zealands west coast and the largest built by
110、a Chinese dairy brand overseas.Yili also commits to industrial innovation and research.This is evident in the brands harnessing of global innovation,talent and other resources to create a“Global Wisdom Chain”which is a network spanning multiple regions,including Asia,Europe,Oceania and America.The n
111、etwork comprises of innovation centers that conduct specialised research in key areas such as nutrition and health,product development,food safety and breast milk research.At present,Yili has built 15 innovation centers globally.In 2022,Yili achieved a total operating revenue of 123.17 billion yuan(
112、$17.82 billion),an increase of 11.37%year-on-year and a net profit of 9.43 billion yuan($1.36 billion)attributable to its parent company,which translates to an increase of 8.34%year-on-year.Yili.Methodology.Brand Finance Food&Drink 35Enterprise ValueBranded Business ValueBrand ContributionDefinition
113、s.MetaFacebookFacebookFacebookBrand 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
114、 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 marketing
115、 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 transferable brand
116、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 craft the
117、 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 the mind
118、s of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Food&Drink 36Brand 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
119、 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 valuation methodologies are essentially trying to identify this,although the a
120、pproach 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
121、 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“Royalty Relief”methodology and is by far the most widely used approach for
122、 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 research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produc
123、ed 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 was deficient or unclear.Brand Finance accepts no responsibility and will no
124、t 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 or business advice.Brand Finance does not intend the report to be relied upo
125、n 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 versus generic brands.This results in a range of possible royalties that could
126、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 score of 80 out of 100,then an appropriate royalty rate for the use of this
127、 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 strength of the brand;“Equity”which are real current perceptions sourced from
128、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 calculation.Based on the score,each brand is assigned a corresponding Brand Rating
129、 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 revenues,equity analyst forecasts,and economic growth rates.We then apply the roya
130、lty 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 StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Food&Drink 37Brand
131、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 activities,lea
132、ding 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 Value
133、Chain:Brand Inputs,Brand Equity and Brand Performance.Brand 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 br
134、and 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 index for a telecommunications company may emphasis customer service and ARPU as important me
135、trics.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 Performance measures;and finally the relevance of Brand-Related Business Performance measures
136、 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 Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study
137、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 that can be used to fill gaps that survey research may not capture.These include total inves
138、tment 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 engagement that can give a more granular understanding of marketing effectiveness.Finally the
139、y 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 each year,we collect all this data across all the brands in our study in order to accurately
140、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 this by reviewing the distribution of the underlying data and creating a floor and ceiling
141、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 to AAA+in a format similar to a credit rating.Analysing the three brand strength measures hel
142、ps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand 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.Q
143、uantitative market and financial measures representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Finance Food&Drink 38Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with o
144、ver 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 something about yo
145、ur brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLo
146、gisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Food&Drink 39Highlights 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
147、 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 undoubtedly one of the worlds stron
148、gest 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 strong brand has its own winning
149、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 been a big driver of consumer be
150、haviour,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 among CMOs and marketing gurus ove
151、r 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 McDonalds and Nike(as well as Amazon)ar
152、e 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,but its bercoolness is very app
153、arent.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 Conversion Brand Finance Food&Drink 40H
154、ighlights 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 non-luxury brands is.Burger King.Get your bran
155、d 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 sense,big brands get talked about a lot more than small ones their sheer mass presence
156、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,the USA and iinet in Singapore.1st2nd3rd Top-ran
157、ked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Food&Drink 42Consulting 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 la
158、nguage 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 understand the business impacts of strategic branding decisi
159、ons 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 indicator of future brand value growth whether identifying the
160、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 Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligen
161、ce+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 develop my brand equity?+How strong are my competitors brands?+Ar
162、e 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 transfer pricing?+How do I unlock value in a brand acquisit
163、ion?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand s
164、trategy the right choice for my business?Brand Finance Food&Drink 43Brand 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 option
165、s 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 over time,against competitors,between market segments and against budge
166、ts.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 understanding of the current positioning.The effectiveness of alternative
167、 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,we have a proven track record of developing comprehensive brand sco
168、recard 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 conversation and advocacy,both real-world word of mouth and online buz
169、z 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.Our approach is integrated,employing tailored solutions for our clie
170、nts 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 brands with a geographical indication(GI).Brand Dialogue Limited is a mem
171、ber of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromoti
172、onal EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsib
173、ility(CSR)Brand Finance Food&Drink 45Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilE
174、duardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbran
175、dfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alon
176、so Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: