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1、Romania50 2023The annual report on the most valuable and strongest Romanian brandsSeptember 2023Brand Finance Romania 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 8Brand Value&Brand Strength Analysis9Brand
2、 Value Ranking 16Methodology17Our Services24Brand Finance Romania 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
3、 more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 rep
4、orts annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm
5、 regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our
6、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 Touch.For business enquiries,please contact:Mihai BogdanManaging Director,Brand Finance Romania +40 728 70
7、2 For all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemCommunications D 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 v
8、alue to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalt
9、y RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Romania 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
10、and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills an
11、d tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance
12、 rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instan
13、tly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in deliverin
14、g campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups com
15、panies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandE
16、quity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi Brand Finance Romania 50 7David Haigh Chairman&CEO,Brand FinanceFore
17、word.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be u
18、sed to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the wo
19、rth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased cus
20、tomer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help
21、a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researchi
22、ng and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If
23、you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Ranking Analysis.Brand Finance Romania 50 9+Switch o
24、f places at the top,with Dacia regaining the top spot over eMAG,reflecting opposite evolutions on automotive and retail markets +Real estate brand One United Properties enters the ranking on 24th place with a value of 49 million+Brick-and-mortar retail continues its post-pandemic recovery+Banca Tran
25、silvania remains the strongest Romanian brand,rated AAA+Over 60%of brands and brand value in the top 50 ranking come from brands created by the private sector over the past 30 yearsBattle for top position not over,brands showing resilience overall in a challenging environment.Brand Finance Romania 5
26、0 10Ranking Analysis.Dacia(brand value up 30%to 1,062 million)has recovered last years drop and overtaken eMAG (brand value down 15%to 877 million)to become again the most valuable Romanian brand according to a new analysis by Brand Finance,the leading brand valuation consultancy.Every year,leading
27、brand valuation consultancy Brand Finance puts thousands of the worlds biggest brands to the test,and publishes over 100 reports,ranking brands across all sectors and countries.The top 50 most valuable and strongest brands in Romania are included in the annual Brand Finance Romania 50 ranking.The ch
28、ange at the top,between Dacia and eMAG,reflects the two respective industries opposite pre-and post-pandemic evolution:automotive market has recovered as people started to move again,while the online shopping slowed down,despite a switch of consumers buying patterns towards online.Dacias recovery is
29、 even more interesting when compared to the evolution of the parent companys brand(Renault)which has been losing brand value constantly over the past 5 years.The remarkable swings at the top of last two years rankings,between Dacia and eMAG brands,are illustrative and symbolic for a general clash be
30、tween old,household names and new economy brands;this invisible battle is prevalent,with more than 60%of the brands in the ranking having been born over the past decades,in some cases alongside new industries altogether(like the case of eMAG).Mihai Bogdan Managing Director,Brand Finance RomaniaBrand
31、 Finance Romania 50 11Ranking Analysis.Top 10 Most Valuable Romanian Brands 2023f1+30%EUR1,062 m2D3+5%EUR530 m3g45EUR494 m+25%H56EUR426 m+32%D2-15%EUR877 m1 Brand Finance Plc 2023z6+1%EUR425 m4L7+28%EUR260 m7g8+44%EUR221 m8g99EUR177 m+22%z1011EUR168 m+30%1000220221Brick-and-mortar retail continues i
32、ts post-pandemic recoveryDedeman remains the most valuable brand held entirely by Romanian shareholders,defending the 3rd position in the ranking(brand value up 5%to 530 million),with the preponderantly brick-and-mortar retail sector continuing its post-pandemic recovery.Thus,Altex brand value is up
33、 13%to 139 million,and Mobexpert is up 17%to 22 million;the same trend is visible in the pharma retail,with Farmacia Tei going up 24%to 30 million,and Help net up 14%to 27 million.Brand Finance Romania 50 12Ranking Analysis.Brand Value Change 2022-2023(%)Brand Finance Plc 2023-20%-15%-11%-9%-2%72%63
34、%44%32%30%Brand Value by SectorSectorBrand Value (EUR m)%of totalNumber of BrandsRetail1,75226%8Automobiles1,06216%1Banking97315%4Oil&Gas63310%3Telecoms4266%1Beers3465%8Other1,43622%25Total6,628100%50 Brand Finance Plc 2023Brand Finance Romania 50 13Ranking Analysis.Top 10 Strongest Romanian Brands
35、202390.2+0.2g1AAA+183.7+0.8z3AAA-381.9+0.1H45AAA-80.0+4.2h511AAA-79.6-0.3z6AAA-788.4+1.5D2AAA277.7-1.9L7AA+877.1+5.6D8AA+1876.0-5.9h94AA+76.0+0.5D1012AA+Brand Finance Plc 20232221200220Banca Transilvania remains the strongest Romanian brand,rated AAA+In addition to calculating brand value,Brand Fina
36、nce 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 original market research data from over 150,00
37、0 respondents in more than 38 countries and across over 30 sectors.By this measure,Banca Transilvania is the strongest Romanian brand,achieving an elite AAA+brand ranking with brand value going up 25%to 494 million,up one place to the 4th position).The banking brand is,for the second year in a row,r
38、anking amongst the top ten strongest banks globally.Overall,the combined value of Romanias top 50 brands is up 13%from previous year,to over 6.6.billion,way above the whole Romanian economys rebound of 4.7%in 2022 yet another proof that branded businesses fare better in times of challenge.Although t
39、he Romanian economy has not had significant connections with Russia and Ukraine,the war shockwaves caused by the Russian invasion of Ukraine,which is expected to continue for the near future,may still cause unpredictable disruptions.Brand Finance Romania 50 14Ranking Analysis.Over 60%of brands and b
40、rand value in the top 50 ranking come from brands created by the private sector over the past 30 yearsNew brands created and developed by entrepreneurs and private companies over the past 30 years account for over 60%of the Brand Finance Romania 50 2022 both in number of brands and in brand value.Th
41、e high value ranking list has recorded a low churn rate over the years,with only a couple of brands moving in and out of top 50 every year.Thus,two brands from last years ranking didnt make the cut for this years:the respectable water brand Borsec,and the pharma retail brand Sensiblu-which was disco
42、ntinued by the new owners of the business in favour of their international brand.The new entrants are the local rising real estate brand One United Properties,which makes a remarkable entry on the 24th place with a brand value of 49 million,and the industrial brand ALRO(value 40 million,on 29th plac
43、e).Globalisation brings about greater exposure,even for businesses that do not stray outside their home country hence no shortage of challenges and trials for the local brands nowadays.However,it is this combination and alternance of opportunities and threats that stimulate brands to continuously ev
44、olve and build upon their equity.Mihai Bogdan Managing Director,Brand Finance RomaniaBrand Finance Romania 50 15Ranking Analysis.Top 10 Romanian Portfolio Brands 2023 Brand Finance Plc 2023h1+3%EUR219 m1h3+8%EUR108 m(*)3o44EUR103 m+28%o56EUR51 m+24%D2+20%EUR207 m2o6+3%EUR38 m7l7-11%EUR37 m5h8+1%EUR3
45、4 m8o99EUR30 m+1%E1010EUR25 m-2%2100000020Romanian Brand Portfolios Next to analysing individual brands,the Brand Finance Romania 50 report also ranks the 10 most valuable brand portfolios,calculated for those businesses that deploy more than one brand into the market.These portfolios encompass over
46、 40 well-known local brands,the most valuable of which are also featured individually in the main top 50 ranking.The top 10 portfolios list has been virtually the same since 2017,with smaller contenders not growing fast enough to overtake the incumbents.*Comprising only the local brands of HEINEKEN
47、Romania SABrand Finance Romania 50 16Brand Value Ranking(EURm).Top 50 most valuable Romanian brands 1-502023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122DaciaAutomobiles1,062+30.3%815AA-AA-211eMAGRetail877-14.6%1,027AA+AA+330DedemanR
48、etail530+5.3%504AAAAAA452Banca TransilvaniaBanking494+24.6%397AAA+AAA+562DIGITelecoms426+31.6%324AAA-AAA-641PetromOil&Gas425+0.7%422AAA-AAA-770ElectricaUtilities260+27.9%203AA+AAA-880BRDBanking221+43.6%154AAAA-990BCRBanking177+21.6%145AAAA-10112RompetrolOil&Gas168+29.5%130AAA-AAA-11122AltexRetail121
49、32BITDEFENDERTech13101CatenaPharma14140ARCTICTech15182FragedoFood16151TimisoreanaBeers17192CEC BankBanking18161CiucasBeers19171PRO TVMedia20212iriacRetail21232ARABESQUERetail22201FAN CourierLogistics23221UrsusBeers24-3One United PropertiesReal Estate25250OmniasigInsurance26260NOD(Network One Distrib
50、ution)Logistics27372TINMARUtilities28241Antena 1Media29-3ALROMining,Metals&Minerals30422OSCAROil&Gas31301AGRICOLAFood32281AGRICOVERCommercial Services33271NeumarktBeers34340DelacoFood35291BoromirFood36351RomstalRetail37331DEROHousehold Products38321CRIS-TIMFood39390Farmacia TEIPharma40311BergenbierB
51、eers41410AQUILALogistics42401Help NetPharma43361FLANCORetail44440BILKAEngineering&Construction45431Golden BrauBeers46460MOBEXPERTRetail47492CFRLogistics48480CiucBeers49451TerapiaPharma50471BucegiBeersMethodology.Brand Finance Romania 50 18Enterprise ValueBranded Business ValueBrand ContributionDefin
52、itions.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 br
53、anded 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 mark
54、eting 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 b
55、rand 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 craf
56、t the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the
57、 minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Romania 50 19Brand 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 va
58、riety 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
59、the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,
60、Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approac
61、h for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has p
62、roduced 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 wi
63、ll not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relie
64、d upon for any reason and excludes all liability to any body,government or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that c
65、ould 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
66、 this brand in the given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced
67、from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand R
68、ating 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
69、 royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Romania 50 20B
70、rand 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 activitie
71、s,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand V
72、alue Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financia
73、l measures representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes in
74、cluded are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an in
75、dex for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Pe
76、rformance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Bra
77、nd Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures t
78、hat can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media en
79、gagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months ea
80、ch year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do
81、this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to
82、 AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Romania 50 21Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors w
83、ith over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something abo
84、ut your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold Produ
85、ctsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Romania 50 22Highlights 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 withi
86、n and across product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brands are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds
87、strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-class,it is stronger than many of its critics might think.Every strong brand has its own win
88、ning 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 consum
89、er behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corporate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing guru
90、s over this issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites such as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amaz
91、on)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the only way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is ver
92、y apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Romania 5
93、0 23Highlights 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
94、 brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute sense,big brands get talked about a lot more than small ones their sheer mass pres
95、ence 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 To
96、p-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Romania 50 25Consulting 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 t
97、he language of marketers and finance teams they provide structure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding d
98、ecisions 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
99、 the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Di
100、ligence+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 brand
101、s?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acq
102、uisition?+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 Masterbr
103、and strategy the right choice for my business?Brand Finance Romania 50 26Brand 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 o
104、ptions 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
105、budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of altern
106、ative 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 bran
107、d scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and onlin
108、e buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our
109、 clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is
110、a member 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&EventsPr
111、omotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Resp
112、onsibility(CSR)Brand Finance Romania 50 28Brand 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 Br
113、azilEduardo 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.aher
114、nbrandfi 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
115、 Alonso 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: