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1、The annual report on the most valuable and strongest European brandsSeptember 2023Europe 5002023Brand Finance Europe 500 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceRanking Analysis9Brand Value&Brand Strength Analysis10Bran
2、d Value Ranking16Country Performances 26Global Soft Power Index28United Kingdom31Germany 32France 34Italy 35ITA:36 Interview with Giovanni Sacchi,Director,Italian Trade Agency LondonSweden 38Swedish Institute:40 Interview with Cecilia Andrae,Senior Adviser,Swedish InstituteIreland 42Methodology43Our
3、 Services48Brand Finance Europe 500 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,we have helpe
4、d 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 offer a unique c
5、ombination 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 Institute of Ch
6、artered 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 certified by
7、 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 contact:Michael J
8、osemCommunications 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 to gaining a better und
9、erstanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicatio
10、nUBrand Finance Europe 500 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.BFI organises events,in-company
11、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 certifications in collaboration with
12、 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 since 2007.+Browse thousands of
13、 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 researchVisit to find out more.Brand Fina
14、nce 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 thinking for a variety of clients,wi
15、th 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 consultancy working for clients
16、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 countries and 31 sectors covere
17、dMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman,Brand FinanceBrand Finance Europe 500 7Foreword.Brand valuation helps companies understand the value of their brand and how it contributes t
18、o 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 strong brand can be a valuable asset.Addi
19、tionally,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 business strategy.A strong brand can lead t
20、o 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 sales and revenue.A strong brand can
21、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 attracted to work for a well-known and repu
22、table 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 the world than ever before,with origina
23、l 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 better understand the value of your bra
24、nd,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 Europe 500 8Deutsche Telekom overtakes Mercedes-Benz to become the most valuable European brand.+Deutsche Telekom is the most valuable
25、European brand,valued at EUR60.7 billion+Mercedes-Benz is the second-most valuable European brand,brand value EUR56.7 billion+European automobile brands lose momentum,declining in brand value and strength+Another German brand makes up the top three as Allianz Group overtakes Shell +Swisscom is the s
26、trongest European brand,with a Brand Strength Index(BSI)score of 91.7/100+Nespresso is the European brand with the biggest change in brand value +Porsche has the highest Sustainability Perceptions Value(SPV)at EUR7.8 billionRanking Analysis.Brand Finance Europe 500 10Ranking Analysis.Deutsche Teleko
27、m is the most valuable European brandGerman telecoms provider Deutsche Telekom(brand value up 17%to EUR60.7 billion)surpasses former champion Mercedes-Benz to become the most valuable European brand,according to a new report from leading brand valuation consultancy,Brand Finance.Every year,leading b
28、rand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test,and publishes over 100 reports,ranking brands across all sectors and countries.The worlds top 500 most valuable and strongest European brands are included in the annual Brand Finance Europe 500 2023 ranking.Buildin
29、g on its success as the second most valuable telecoms brand globally,Deutsche Telekoms latest title as the most valuable European brand comes as a result of strong revenue growth across European markets and increasing customer numbers.The latter has also significantly propelled the brands growth in
30、the US,which has seen record customer additions.An essential component of the brands global brand strategy was the introduction of its new Group T logo last year.Through its unified,one-brand approach,Deutsche Telekom has continued to strengthen its global reputation and familiarity.Deutsche Telecom
31、 has had a remarkable year,surpassing Mercedes-Benz to become the champion of European brands.Thanks to its rebranding efforts,the German telecoms giant has successfully enhanced its brand visibility and strength across diverse international markets and consumer segments,aligning with its ambition t
32、o become a market leader,not just in Europe,but globally.David HaighChairman and CEO of Brand Finance Brand Finance Europe 500 11Ranking Analysis.Top 10 Most Valuable European Brands 6+22%EUR35.4 bn7 7-8%EUR32.7 bn5 8+25%EUR25.3 bn8 99EUR24.8 bn+24%Nestl Annual Review 20161011EUR21.6 bn+20%1+17%EUR6
33、0.7 bn2 3+20%EUR46.6 bn4 43EUR46.5 bn+8%56EUR38.9 bn+19%2+8%EUR56.7 bn1Mercedes-Benz is the second-most valuable European brand,brand value EUR56.7 billion Mercedes-Benz(brand value up 8%to EUR56.7 billion)leads the pack for luxury automobiles as the second-most valuable European brand.Despite dropp
34、ing to second place this year,the brand continues to enjoy international growth.This growth can be attributed to innovative new product developments,reflecting an industry-wide transition to electric vehicles and an all-electric future.Further,the construction of a new factory in Hungary last year e
35、xpanded Mercedes partnership with Chinese brand CATL,with the goal of developing next-generation high-performance battery cells and modules.The initiative also aligns with the brands Ambition 2039 sustainability agenda;Mercedes-Benz aims for carbon neutrality across its entire value chain,including
36、carbon-neutral production of battery cells from renewable energy sources and responsibly-sourced raw materials.Brand Finance Plc 20232100222121Brand Finance Europe 500 12Ranking Analysis.European automobile brands lose momentum,declining in brand value and strengthThe European automobile industry ha
37、s suffered since the pandemic due to supply chain disruptions,including a global semiconductor shortage,and rising energy costs for manufacturers.Moreover,the expansion of electric cars in China is posing an increasing threat for European automakers.This year,Chinese electric vehicle giant BYD intro
38、duced an ultra-affordable electric car in China priced at just CNY 80k(USD 11k),posing serious competition to Teslas Model Y.With a range of impressive tech features,ultra-affordable EVs like this threaten to disrupt Chinas first-car market.Electric vehicles also have simpler electric motors compare
39、d to combustion engines,meaning that,as battery costs fall,electric vehicles could become cheaper than gas cars.An extreme drop in battery prices could trigger a rapid global shift to electric vehicles,meaning that European automakers would face an enormous competitive disadvantage.This could in tur
40、n have a negative impact on their brand value,strength,and overall reputation.Another German brand makes up the top three as Allianz Group overtakes ShellInsurance powerhouse Allianz Group(brand value up 20%to EUR46.6 billion)is this years third-most valuable European brand.Allianzs brand value has
41、increased due to record results in revenue and operating profit in 2022,demonstrating particularly strong performance in the Property-Casualty,Life/Health,and Asset Management segments.Customer and employee satisfaction for the brand also reached an all-time high,solidifying its position as one of t
42、he worlds largest and most trusted financial institutions.Shell(brand value up 8%to EUR46.5 billion)moves down to fourth place this year.Shell played a global leadership role in helping customers divest from Russian following the Russian invasion of Ukraine,helping to mitigate damage to Europes ener
43、gy security.The economic fallout of the pandemic,leading to rising oil demand and increased hydrocarbon prices,has further benefitted Shell.With the appointment of a new CEO in 2023,the brand anticipates continued growth.However,concerns about high profits from increased energy prices and insufficie
44、nt commitment to alternative energy sources could present a risk to brand perceptions.Brand Finance Europe 500 13Top 10 Strongest European Brands91.7+2.9 1AAA+490.5+6.7 3AAA+4189.9+0.3 42AAA+89.4+13.6 5197AAA89.2+14.8 6AAA22990.7-0.2 2AAA+188.2-7AAA 88.1+2.3 8AAA1888.0+3.9 938AAA87.8+1.3 1017AAARank
45、ing Analysis.Swisscom is the strongest European brand,with a Brand Strength Index score of 91.7/100In 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 busin
46、ess 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.Swisscom(brand value up 18%to EUR6.1 billion)is the strongest European brand.The Swiss telecoms gian
47、t has boosted its brand strength through its pioneering initiatives in the European 50 market,announcing its new Fixed Wireless Access 5G service for business customers at the end of last year.Swisscom is committed to boosting its brand strength and global reputation through the establishment of mor
48、e physical shops worldwide,as well as revising its branding efforts,both in stores and online.Brand Finance Plc 20232322222121Brand Finance Europe 500 14Ranking Analysis.Nespresso is the European brand with the biggest change in brand value Nespresso(brand value up 245%to EUR2.8 billion)is a new ent
49、rant this year as the European brand with the biggest brand value change.Well-reputed for quality and luxury,Nespresso has maintained consumer loyalty by consistently developing new and innovative products across its coffee capsule and machine ranges.In addition,Nestl changed its reporting to enable
50、 enhanced transparency on financial information and an identification of Nespressos revenue separate from other brands in the portfolio.This caused a boost in brand value against estimated sales volumes from the year before.Improved financial reporting on brands is best practice for management to en
51、able investors and third-party users of accounts to add accountability on brand management.245%149%142%130%120%100%96%92%88%79%-53%-47%-34%-33%-32%-32%-32%-31%-30%-29%Brand Value Change 2022-2023(%)Brand Finance Plc 2023Brand Finance Europe 500 15Ranking Analysis.Sustainability Perception Values(SPV
52、)63.84EUR3,421 m 74.21EUR3,205 m 84.47EUR2,273 m 9EUR1,861 m4.96 10EUR1,826 m4.66 14.44EUR7,804 m 33.68EUR4,963 m 4EUR4,284 m4.73 5EUR3,774 m4.01 24.74EUR6,250 m Brand Finance Plc 2023EURxx=sustainability perceptions valuex.x=sustainability perceptions score/10Porsche has the highest Sustainability
53、Perceptions Value(SPV)at EUR7.8 billionLuxury German car manufacturer Porsche(brand value up 22%to EUR35.4 billion)has the highest Sustainability Perceptions Value of any brand included in the Europe 500 ranking,at EUR7.8 billion.Porsche is dedicated to advancing sustainability initiatives in the au
54、tomotive industry;the brand has committed to offering more electric and hybrid vehicles,promoting cleaner energy sources,and implementing innovative technologies to improve energy efficiency and reduce emissions.Porsches position at the top of the SPV table is not an assessment of its overall sustai
55、nability performance,but rather indicates how much brand value it has tied up in sustainability perceptions.That said,Brand Finance research finds that sustainability is a key driver of choice for consumers in the luxury auto sector,at 22.9%.Despite the well-known negative environmental consequences
56、 associated with the automotive industry,these brands are actively incorporating ESG(Environmental,Social,and Governance)principles into their communication strategies,thereby bolstering favourable consumer perceptions.Porsche has continued to advance its sustainability initiatives this year.The bra
57、nd has remained committed to advancing its Sustainability Strategy 30 agenda,which focuses on six key areas encompassing environmental action and social responsibility.In 2022,the brand also partnered with the UN Global Compact,the worlds largest corporate sustainability initiative,to accelerate the
58、 integration of its sustainability strategy across the entire company.Porsche will regularly report on its ESG activities to both the organisation and to the public.Brand Finance Europe 500 16Brand Value Ranking(EURm).Top 500 most valuable European brands 1-502023 Rank2022 RankBrandCountrySector2023
59、 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122Deutsche TelekomGermanyTelecoms60,653+16.9%51,883AA+AAA-211Mercedes-BenzGermanyAutomobiles56,672+8.2%52,393AAA-AAA-342Allianz GroupGermanyInsurance46,604+19.6%38,979AA+AAA-431ShellUnited KingdomOil&Gas46,466+7.9%43,05
60、0AA+AAA-562BMWGermanyAutomobiles38,908+18.9%32,720AAA-AAA-672PorscheGermanyAutomobiles35,430+21.9%29,070AAAAAA751VolkswagenGermanyAutomobiles32,730-7.5%35,394AA+AAA-880Louis VuittonFranceApparel25,340+25.4%20,200AAAAAA990EYUnited KingdomCommercial Services24,772+23.6%20,046AAA+AAA+10112NestlSwitzerl
61、andFood21,616+20.4%17,952AAA-AAA11101Siemens GroupGermanyEngineering&Construction12162SAPGermanyTech13252TotalEnergiesFranceOil&Gas14182HSBCUnited KingdomBanking15242ChanelFranceApparel16151OrangeFranceTelecoms17170GucciItalyApparel18192LidlGermanyRetail19232SantanderSpainBanking20121VodafoneUnited
62、KingdomTelecoms21141BPUnited KingdomOil&Gas22201IKEASwedenRetail23211AXAFranceInsurance24262AdidasGermanyApparel25221BoschGermanyEngineering&Construction26342KPMGUnited KingdomCommercial Services27312AirbusFranceAerospace&Defence28332TescoUnited KingdomRetail29302HermsFranceApparel30281AudiGermanyAu
63、tomobiles31532DiorFranceApparel32502EquinorNorwayOil&Gas33-3Aldi SdGermanyRetail34362CartierFranceApparel35432BarclaysUnited KingdomBanking36422LOralFranceCosmetics37-3SberRussiaBanking38442DHLGermanyLogistics39412CarrefourFranceRetail40291EnelItalyUtilities41381EDFFranceUtilities42371BNP ParibasFra
64、nceBanking43321ZaraSpainApparel44592RolexSwitzerlandApparel45391ReweGermanyRetail46401SkyUnited KingdomTelecoms47562VinciFranceEngineering&Construction48451EniItalyOil&Gas49490UBSSwitzerlandBanking50622CapgeminiFranceTechBrand Finance Europe 500 17Brand Value Ranking.Top 500 most valuable European b
65、rands 51-1002023 Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51481INGNetherlandsBanking52351H&MSwedenApparel53612EngieFranceUtilities54471Intesa SanpaoloItalyBanking55642DanoneFranceFood56802DecathlonFranceRetail57271VolvoSwedenA
66、utomobiles58712AsdaUnited KingdomRetail59511SephoraFranceRetail60732Standard CharteredUnited KingdomBanking61581Generali GroupItalyInsurance62571E.LeclercFranceRetail63822PhilipsNetherlandsPharma64551RocheSwitzerlandPharma65601BASFGermanyChemicals66660MichelinFranceTyres67541NokiaFinlandTech681062Ed
67、ekaGermanyRetail69651Poste ItalianeItalyInsurance70852MovistarSpainTelecoms71762HeinekenNetherlandsBeers72942LegoDenmarkToys73631FerrariItalyAutomobiles741242MaerskDenmarkLogistics75691ZurichSwitzerlandInsurance761022NatWestUnited KingdomBanking77741FreseniusGermanyPharma78461Land RoverUnited Kingdo
68、mAutomobiles79771Red BullAustriaSoft Drinks80681BouyguesFranceEngineering&Construction81862SpotifySwedenMedia829523United KingdomTelecoms83872Lloyds BankUnited KingdomBanking84791BBVASpainBanking85811NiveaGermanyCosmetics86882Le Groupe La PosteFranceLogistics87932SwisscomSwitzerlandTelecoms881132Hen
69、nessyFranceSpirits89902GuerlainFranceCosmetics90-3LSEGUnited KingdomCommercial Services91972Munich ReGermanyInsurance92701TIMItalyTelecoms93671RabobankNetherlandsBanking941032Saint-GobainFranceEngineering&Construction95521RenaultFranceAutomobiles961092E.ONGermanyUtilities97841NescafSwitzerlandSoft D
70、rinks981232GlencoreSwitzerlandMining,Metals&Minerals99891MercadonaSpainRetail100921Swiss ReSwitzerlandInsuranceBrand Finance Europe 500 18Brand Value Ranking.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand
71、Rating2022 Brand Rating101831Credit SuisseSwitzerlandBanking1021042AstraZenecaUnited KingdomPharma1031262ConadItalyRetail1041011Crdit AgricoleFranceBanking105-3GazpromRussiaOil&Gas1061122O2United KingdomTelecoms1071112SainsburysUnited KingdomRetail1081051BayerGermanyPharma1091202JD SportsUnited King
72、domRetail110721AvivaUnited KingdomInsurance111961ASMLNetherlandsTech1121382KBCBelgiumBanking1131192BAE SystemsUnited KingdomAerospace&Defence1141282LancmeFranceCosmetics115-3LukoilRussiaOil&Gas1161160KauflandGermanyRetail1171352Schneider ElectricFranceEngineering&Construction1181101NordeaSwedenBanki
73、ng1191001BTUnited KingdomTelecoms1201572Crdit MutuelFranceBanking1211252Socit GnraleFranceBanking1221362CaixaBankSpainBanking1231392Hannover ReGermanyInsurance1241272BurberryUnited KingdomApparel1251722PradaItalyApparel1261342PumaGermanyApparel1271141ABBSwitzerlandEngineering&Construction128911Repso
74、lSpainOil&Gas1291071SPARNetherlandsRetail130981Leroy MerlinFranceRetail131991Delivery HeroGermanyLogistics132-3Aldi NordGermanyRetail1331221SFRFranceTelecoms1341552OmegaSwitzerlandApparel1351081TelenorNorwayTelecoms1361692Yves Saint LaurentFranceApparel1371592LindtSwitzerlandFood1381432RossmannGerma
75、nyRetail1391642Deutsche BankGermanyBanking1401532BBCUnited KingdomMedia1411371VeoliaFranceUtilities1421171TeliaSwedenTelecoms143781ZalandoGermanyRetail144751El Corte InglsSpainRetail1453052LamborghiniItalyAutomobiles1461421IberdrolaSpainUtilities1471151Deutsche PostGermanyLogistics1481321Ray-BanItal
76、yApparel1491512SanofiFrancePharma1501712LindeGermanyChemicalsBrand Finance Europe 500 19Brand Value Ranking.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating1511411ContinentalGermanyTy
77、res1521471GarnierFranceCosmetics1532832EnBWGermanyUtilities1541540SafranFranceAerospace&Defence1551501bet365United KingdomLeisure&Tourism1561892ArmaniItalyApparel1571211CNP AssurancesFranceInsurance1581301dmGermanyRetail1592692OrlenPolandOil&Gas1601612BarillaItalyFood1611632ErgoGermanyInsurance16218
78、82CMA CGMFranceLogistics1632302CadburyUnited KingdomFood1641742BDO GlobalBelgiumCommercial Services1651441EiffageFranceEngineering&Construction1661561MorrisonsUnited KingdomRetail1671401randstadNetherlandsCommercial Services1681461InfineonGermanyTech1691621NovartisSwitzerlandPharma1701922ErsteAustri
79、aBanking1711661MapfreSpainInsurance1722012VattenfallSwedenUtilities1732532UniperGermanyUtilities1742202BiedronkaPolandRetail175-3VTB BankRussiaBanking1762242HolcimSwitzerlandEngineering&Construction1771671kpnNetherlandsTelecoms1781331GSKUnited KingdomPharma1791832Compass GroupUnited KingdomCommercia
80、l Services1801651MonclerItalyApparel1811810ThalesFranceAerospace&Defence1821761Swiss LifeSwitzerlandInsurance1831521ArcelorMittalLuxembourgMining,Metals&Minerals1841902BootsUnited KingdomRetail1851601UnileverUnited KingdomFood1861731DSVDenmarkLogistics1871771ArlaDenmarkFood1881841Rio TintoAustraliaM
81、ining,Metals&Minerals1891821DBGermanyLogistics1902062DNBNorwayBanking1911801Dassault SystmesFranceTech1921861NN GroupNetherlandsInsurance1932612GivenchyFranceApparel1941491COOPItalyRetail1951751Kuehne+NagelSwitzerlandLogistics1962152VestasDenmarkEngineering&Construction197-3Russian RailwaysRussiaLog
82、istics1982182AonUnited KingdomInsurance1991791RothmansUnited KingdomTobacco2002212Nationwide Building SocietyUnited KingdomBankingBrand Finance Europe 500 20Brand Value Ranking.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Bra
83、nd Value2023 Brand Rating2022 Brand Rating2012512Novo NordiskDenmarkPharma2021851SodexoFranceCommercial Services2032272Johnnie WalkerUnited KingdomSpirits2041941LiptonUnited KingdomSoft Drinks2052752SecuritasSwedenCommercial Services2062051ABN AMRONetherlandsBanking2071781EEUnited KingdomTelecoms208
84、2222TUIGermanyLeisure&Tourism2091961AmadeusSpainTech2102142FreeFranceTelecoms2112232BayWaGermanyFood2122312NesteFinlandOil&Gas2131951Marks&SpencerUnited KingdomRetail2142432Virgin MediaUnited KingdomTelecoms2152021ScaniaSwedenAutomobiles2163042ClineFranceApparel2172342BentleyUnited KingdomAutomobile
85、s2182392Ferrovie dello Stato ItalianeItalyLogistics219-3NespressoSwitzerlandSoft Drinks2201991UnipolSaiItalyInsurance2214072AkerBPNorwayOil&Gas222-3RosneftRussiaOil&Gas2232001Rolls-Royce(Aerospace&Defence)United KingdomAerospace&Defence2242131dpdFranceLogistics2252121ClarinsFranceCosmetics2262822CIC
86、FranceBanking2272041AdeccoSwitzerlandCommercial Services2282902UniCreditItalyBanking2292071SwedbankSwedenBanking2302362TAG HeuerSwitzerlandApparel2312602Atlas CopcoSwedenEngineering&Construction2322171PeugeotFranceAutomobiles2332081HalifaxUnited KingdomBanking2341481Legal&GeneralUnited KingdomInsura
87、nce2352372KnorrGermanyFood2362031EricssonSwedenTech2372742SikaSwitzerlandEngineering&Construction2382331EsselungaItalyRetail239-3PyaterochkaRussiaRetail240-3SmirnoffRussiaSpirits2412191WTWUnited KingdomCommercial Services2422562PrsidentFranceFood243-3MagnitRussiaRetail2441981SkanskaSwedenEngineering
88、&Construction2452091EDPPortugalUtilities2462642GuinnessIrelandBeers2472161KinderItalyFood2481931HochtiefGermanyEngineering&Construction249-3AxpoSwitzerlandUtilities2502672The Co-operativeUnited KingdomRetailBrand Finance Europe 500 21Brand Value Ranking.Top 500 most valuable European brands 251-3002
89、023 Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating2512111PersilGermanyConglomerates2522762RyanairIrelandAirlines2532441ColasFranceEngineering&Construction2543082Union InvestmentGermanyBanking2552772CepsaSpainOil&Gas2561581ITVUnited
90、 KingdomMedia2572682PKO Bank PolskiPolandBanking2582471LufthansaGermanyAirlines2593392Van Cleef&ArpelsFranceApparel2603352rstedDenmarkUtilities2612852STMicroelectronicsSwitzerlandTech2622591ValeoFranceAuto Components2632351Yves RocherFranceCosmetics2645002RWEGermanyUtilities2652251BUPAUnited Kingdom
91、Insurance2662421TE ConnectivitySwitzerlandTech2672401SEBSwedenBanking2681971BulgariItalyApparel2692451OpenreachUnited KingdomTelecoms2702281EndesaSpainUtilities271-3MTSRussiaTelecoms2722101Svenska HandelsbankenSwedenBanking2732501NaturgySpainUtilities2742711AB InBevBelgiumBeers2753102K GroupFinlandR
92、etail2762721British AirwaysUnited KingdomAirlines2772621MetroGermanyRetail2782291A1AustriaTelecoms2791291Just Eat TNetherlandsLogistics2802661Primark/PenneysIrelandApparel2811871AtosFranceTech282-3PolestarSwedenAutomobiles2832381VersicherungskammerGermanyInsurance2842651Danske BankDenmarkBanking2852
93、791IONOSGermanyTech2862892NXPNetherlandsTech2872321SandvikSwedenEngineering&Construction2881911SkodaCzech RepublicAutomobiles289-3NovatekRussiaOil&Gas2903442Galp EnergiaPortugalOil&Gas2912932Wolters Kluwer NetherlandsCommercial Services2923022NettoGermanyRetail2933502Turkish AirlinesTurkeyAirlines29
94、42921RexelFranceTech2952781DZ BankGermanyBanking2962992Anglo AmericanUnited KingdomMining,Metals&Minerals2972801EnedisFranceUtilities2982521KoneFinlandEngineering&Construction2993712TeleperformanceFranceCommercial Services3003402HelvetiaSwitzerlandInsuranceBrand Finance Europe 500 22Brand Value Rank
95、ing.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating3012811SchindlerSwitzerlandEngineering&Construction3023182Smurfit KappaIrelandEngineering&Construction3033832Eurofins ScientificLux
96、embourgHealthcare Facilities3043942JumboNetherlandsRetail3052481Scottish WidowsUnited KingdomINetherlandsRetail3073031B&MUnited KingdomRetail3083482LoeweSpainApparel3093892Rolls-RoyceUnited KingdomAutomobiles3102571ThyssenKruppGermanyMining,Metals&Minerals3114842a2aItalyUtilities3122861FiatItalyAuto
97、mobiles3132961Merck KGaAGermanyPharma3142871PandoraDenmarkApparel3153472Air FranceFranceAirlines3162541Raiffeisen Bank internationalAustriaBanking3173222Bottega VenetaItalyApparel3183412LOccitaneFranceCosmetics3192551Wind TreItalyTelecoms3203071DeliverooUnited KingdomLogistics3214082MaggiSwitzerland
98、Food3223782ICASwedenRetail3234972SunriseSwitzerlandTelecoms3243001SchwarzkopfGermanyCosmetics3253522John LewisUnited KingdomRetail3263091LafargeFranceEngineering&Construction3273662CommerzbankGermanyBanking3283171National GridUnited KingdomUtilities3292261JaguarUnited KingdomAutomobiles3303241LexisN
99、exisUnited KingdomCommercial Services3314002PenguinUnited KingdomMedia3323572PZUPolandInsurance3333271ScorFranceInsurance3344892Albert HeijnNetherlandsRetail3354032PGNiGPolandOil&Gas3363652Bank LeumiIsraelBanking3373011LeonardoItalyAerospace&Defence3383582LogitechSwitzerlandTech3393251BossGermanyApp
100、arel3403872SGSSwitzerlandCommercial Services3413331ProximusBelgiumTelecoms3423341GeberitSwitzerlandEngineering&Construction3433261Axe/Lynx/EgoFranceCosmetics3443381SebFranceTech345-3MilkaGermanyFood3463301Julius BaerSwitzerlandBanking3472701MANGermanyAutomobiles3483111CarlsbergDenmarkBeers3494302Ban
101、k HapoalimIsraelBanking350-3YandexRussiaMediaBrand Finance Europe 500 23Brand Value Ranking.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating3512951NutellaItalyFood3522581NatixisFrance
102、Banking3534132TwiningsUnited KingdomSoft Drinks3543792AptamilGermanyFood3554282Air LiquideFranceChemicals3563551BunzlUnited KingdomLogistics3572981Penny/Penny MarketGermanyRetail3584472AptivIrelandAuto Components3592941OMVAustriaOil&Gas3603752Heidelberg MaterialsGermanyEngineering&Construction361288
103、1FaureciaFranceAuto Components3623371Smith&NephewUnited KingdomPharma3634312DanfossDenmarkEngineering&Construction3643191LegrandFranceEngineering&Construction3653601CovestroGermanyChemicals366-3PGEPolandUtilities3671681MINIUnited KingdomAutomobiles368-3TatneftRussiaOil&Gas369-3ZFGermanyAuto Componen
104、ts3702731NextUnited KingdomApparel3714602Bank of IrelandIrelandBanking3723802SpieFranceEngineering&Construction3733541HansonUnited KingdomEngineering&Construction3743311DufrySwitzerlandRetail37533611&1GermanyTelecoms3763291ISSDenmarkCommercial Services3773671PirelliItalyTyres3782971BrewDogUnited Kin
105、gdomBeers3793842ArelikTurkeyTech3804792DettolUnited KingdomHousehold Products3813691ValioFinlandFood382-3PearsonUnited KingdomMedia3833561Jaeger-LeCoultreSwitzerlandApparel3844182EasyjetUnited KingdomAirlines3853611IfSwedenInsurance3862411AuchanFranceRetail3873141SKFSwedenEngineering&Construction388
106、3721Stella ArtoisBelgiumBeers3894152EuropcarFranceCar Rental Services3904162SixtGermanyCar Rental Services3914402Canal+FranceMedia3923911EvonikGermanyChemicals3934052TelefonicaSpainTelecoms3943151ColruytBelgiumRetail3953121MediaMarktSaturnGermanyRetail3963960Elsve/ElviveFranceCosmetics3973901Schaeff
107、lerGermanyAuto Components3984362KingspanIrelandEngineering&Construction3994022ElisaFinlandTelecoms4003461AccionaSpainEngineering&ConstructionBrand Finance Europe 500 24Brand Value Ranking.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand Value Cha
108、nge2022 Brand Value2023 Brand Rating2022 Brand Rating4013631VIGAustriaInsurance4023821ASRNetherlandsInsurance4034622MaseratiItalyAutomobiles4043731ValentinoItalyApparel4053741INEOSUnited KingdomChemicals406-3Rmy MartinFranceSpirits407-3SyngentaSwitzerlandChemicals4083991Bureau VeritasFranceCommercia
109、l Services4093681Grey GooseFranceSpirits4104292BBAustriaLogistics4114142Dolce&GabbanaItalyApparel4123811LavazzaItalySoft Drinks4133281Ferrero RocherItalyFood414-3WillysSwedenRetail4153451Tele2SwedenTelecoms4164101ElsevierUnited KingdomCommercial Services4174061LuxUnited KingdomCosmetics4184432Willia
110、m HillUnited KingdomLeisure&Tourism4194682DuluxUnited KingdomConglomerates420-3KLP NorwayInsurance4214862RentokilUnited KingdomCommercial Services4224662Salvatore FerragamoItalyApparel4234642Banco BPMItalyBanking4244201LagardreFranceMedia4254552BaileysIrelandSpirits4263921RTLGermanyMedia4274452Absol
111、utSwedenSpirits4284582UPMFinlandEngineering&Construction4294412SNCFFranceLogistics430-3MartellFranceSpirits4314882BrenntagGermanyChemicals4323951Mot&ChandonFrance#N/A433-3ZegnaItalyApparel434-3PlenitudeItalyUtilities4353511Tate&LyleUnited KingdomFood4363861RSAUnited KingdomInsurance437-3BillaAustria
112、Retail4383591Travis PerkinsUnited KingdomRetail4394592Hapag-LloydGermanyLogistics4404932EssitySwedenHousehold Products441-3SabadellSpainBanking4423161OpelGermanyAutomobiles4434802WorldlineFranceCommercial Services4443431CostaUnited KingdomRestaurants445-3Pingo DocePortugalRetail4464732Stora EnsoFinl
113、andEngineering&Construction4473771Sports DirectUnited KingdomRetail4484502SaipemItalyOil&Gas449-3UNIQAAustriaInsurance4502841ASOSUnited KingdomRetailBrand Finance Europe 500 25Brand Value Ranking.Top 500 most valuable European brands Rank2022 RankBrandCountrySector2023 Brand ValueBrand V
114、alue Change2022 Brand Value2023 Brand Rating2022 Brand Rating4513851IntercontinentalUnited KingdomHotels4524111B&QUnited KingdomRetail453-3Zrcher KantonalbankSwitzerlandBanking4544531BaslerSwitzerlandInsurance4554041AkzoNobelNetherlandsChemicals4564822InformaUnited KingdomCommercial Services457-3Cas
115、inoFranceRetail4584441VeepeeFranceRetail459-3EventimGermanyLeisure&Tourism460-3Swiss PostSwitzerlandLogistics4613131Allied Irish Banks(AIB)IrelandBanking4624271PeabSwedenEngineering&Construction463-3AndritzAustriaEngineering&Construction4644571LCLFranceBanking4653981OttoGermanyRetail4664261BershkaSp
116、ainApparel4674772HexagonSwedenTech4683061IvecoItalyAutomobiles4694171TelenetBelgiumTelecoms470-3Mizrahi-Tefahot BankIsraelBanking4714691JacobsGermanySoft Drinks4724942DS SmithUnited KingdomEngineering&Construction4733421BelfiusBelgiumBanking4743491CitronFranceAutomobiles4754651Barratt DevelopmentsUn
117、ited KingdomEngineering&Construction4764381AG InsuranceBelgiumInsurance4774812JamesonIrelandSpirits4784962MagnumBelgiumFood4794211GrandVisionNetherlandsRetail4803321Barry CallebautSwitzerlandFood4814221Vodafone ziggoNetherlandsTelecoms4824631Dr OetkerGermanyFood483-3RAIItalyMedia4844341Asseco GroupP
118、olandTech485-3TissotSwitzerlandApparel486-3MegafonRussiaTelecoms487-3RheinmetallGermanyAerospace&Defence488-3KLMNetherlandsAirlines4894871sonovaSwitzerlandPharma490-3PrudentialUnited KingdomInsurance4914011SchrodersUnited KingdomBanking492-3DaciaRomaniaAutomobiles4934511SIGNIFYNetherlandsTech4944481
119、STRABAGAustriaEngineering&Construction495-3mBankPolandBanking4963701ProSiebenGermanyMedia4974992Coop DanmarkDenmarkRetail4984711Pull&BearSpainApparel499-3Ardagh GroupIrelandEngineering&Construction5004831FastwebItalyTelecomsBrand Finance Europe 500 26GermanyGermany has the highest aggregate brand va
120、lue of all European countries included in this years ranking,at almost EUR589.7 billion.This years top three most valuable brands are German,with German insurance powerhouse Allianz Group entering the top three.Germany continues to excel in the European automobile sector,with this years top five Eur
121、opean automobile brands(Mercedes-Benz,BMW,Porsche,Volkswagen,and Audi)being German.A combination of high-quality engineering,continuous research,innovation,and globally iconic names associated with luxury,quality,and performance have all bolstered Germanys reputation as a global leader in the automo
122、bile sector and with the coming challenge of electric vehicles,it will be challenging for German manufacturers to maintain this brand image against Chinese-based challengers.German automakers are also increasingly being perceived as embracing sustainability,reflected in this years Sustainability Per
123、ceptions Value(SPV)ranking.Porsche and Mercedes-Benz are ranked first and second among all European brands,while BMW and Volkswagen also make the top 10.France20%of all brand value in this years Europe 500 table is attributed to French brands,worth just under a combined sum of EUR451.7 billion.Given
124、 its long-standing history and reputation as a European fashion hub,it is unsurprising that France holds the most value in the European apparel sector,with five of this years top 10 European apparel brands(Louis Vuitton,Chanel,Herms,Dior,and Cartier)being French.Country Performances.Known for their
125、exceptional quality and timeless appeal,these brands have demonstrated impressive resilience in challenging economic conditions and continue to enjoy immense global familiarity and prestige.France is also home to some of the most well-known luxury cosmetic brands and is the most dominant nation in t
126、he European cosmetics sector.With its enormous brand portfolio,LOral(brand value up 20%to EUR11.6 billion)continues to lead the way,while luxury brands Lancme(brand value up 27%to EUR5 billion)and Yves Rocher(brand value up 1%to EUR2.2 billion)are also strong performers,with the latter ranked third
127、amongst all European brands this year for its Sustainability Perceptions Score(SPS),at 5.87/10.United KingdomUK brands collectively account for nearly EUR394.8 billion in this years ranking making up 18%of the top 500 brands.Amongst these,we have UK oil and gas giant Shell as the fourth-most valuabl
128、e European brand.Also holding onto its top 10 rank this year is UK commercial services brand EY(brand value up 24%to EUR24.8 billion),while KPMG(brand value up 28%to EUR14.3 billion)is the second-most valuable European commercial services brand.UK banking brands have also increased their brand value
129、s,with HSBC(brand value up 23%to EUR19.1 billion)and Barclays(brand value up 23%to EUR11.9 billion)standing as the first and third most valuable European banking brands.These banking brands have enjoyed strong revenue growth thanks to improved economic forecasts post-pandemic.While expecting higher
130、costs due to inflation and increased investments,rising interest rates has helped major UK banks to offset these effects and maintain their competitive edge in the European market.Brand Finance Europe 500 27Country Performances.SwitzerlandComing in behind the UK we have Switzerland,with Swiss brands
131、 amounting to a collective sum of EUR153.7 billion in this years table.Swiss brands have seen a bigger leap in relative brand value than the top three European nations this year,at 22%,ahead of Germany and France which both achieved 13%in brand value growth amongst the brands included in the ranking
132、.This increase can be attributed to substantial brand value increases across various sectors,notably across the food and drink sector.Nestls(brand value up 21%to EUR21.6 billion)brand value is more than two and a half times higher than that of the second-most valuable European food brand Danone(bran
133、d value up 27%to EUR8.6 billion).Italy42 Italian brands comprise 7%of the top 500 European brands this year,worth a combined sum of EUR151.2 billion.Italian utilities brands are also performing strongly:Enel(brand value down 3%to EUR11.3 billion)is the most valuable European utilities brand,while A2
134、A(brand value up 92%to EUR1.8 billion)also makes the ranking of the top 10 fastest-growing European brands,having bolstered its brand image and reputation across Europe.With a rich history and heritage in luxury fashion,Italy also excels in the apparel sector.Iconic label Gucci(brand value up 10%to
135、EUR17.2 billion)comes in behind Chanel as the third-most valuable European apparel brand,while Prada(brand value up 50%to EUR4.6 billion)and Armani(brand value up 36%to EUR 3.6 billion)are strong contenders,jumping up the overall ranking this year.These iconic brands have experienced strong growth a
136、s demand for luxury goods has increased post-pandemic.Moreover,their enhanced brand strength(both earning AAA-ratings)exemplifies their ongoing commitment to meeting shifting consumer preferences,all while preserving their iconic heritages and distinctive brand identities.Nordics Sweden has the most
137、 brand value of all Nordic nations in the Europe 500 table,at almost EUR88 billion,representing 4%of the total.However,Swedish brands have experienced slower growth in contrast to Norway and Denmark,which have witnessed a remarkable 46%and 27%increase,respectively,in the cumulative value of their br
138、ands.Norwegian oil and gas brands have substantially increased their brand values,with Equinor(brand value up 57%to EUR12.6 billion)impressing as the fourth-most valuable European oil and gas brand,while AkerBP(brand value up 130%to EUR2.7 billion)is the fourth-fastest growing European brand overall
139、.Further,Denmark demonstrates strong growth in the logistics sector,with MAERSK(brand value up 71%to EUR7.1 billion)standing as the second-most valuable European logistics brand behind German giant DHL(brand value up 20%to EUR11.4 billion)thanks to acquisition and increasing expansion.Global Soft Po
140、wer Index.Brand Finance Europe 500 29Global Soft Power Index 2023.Brand Finance Plc 2023The worlds top 50 Soft Power nations,scored out of 100Score 74.8+4.110UNITED STATES20UNITED KINGDOMScore 67.3+2.430GERMANYScore 65.8+1.252JAPANScore 65.2+1.741CHINAScore 65.0+0.860FRANCEScore 62.4+1.870CANADAScor
141、e 60.7+1.280SWITZERLANDScore 58.5+2.0102Score 56.6+1.8152UNITED ARAB EMIRATESScore 55.2+3.2142SWEDENScore 55.1+2.8111SPAINScore 54.9+1.891RUSSIAScore 54.8-1.3131AUSTRALIAScore 54.6+1.9121SOUTH KOREAScore 53.9+1.0160NETHERLANDSScore 53.7+3.1170NORWAYScore 52.6+2.9180DENMARKScore 51.8+3.0242SAUDI ARAB
142、IAScore 51.3+4.1191BELGIUMScore 51.2+2.8201SINGAPOREScore 51.0+2.6252FINLANDScore 50.7+3.5221TRKIYEScore 50.4+2.6262QATARScore 49.9+4.1272AUSTRIAScore 49.9+6.5ITALY 2345678951222324251Brand Finance Europe 500 30The worlds top 50 Soft Power nations,scored out of 100 Brand Financ
143、e Plc 2023Global Soft Power Index 2023.211NEW ZEALANDScore 49.8+1.4231ISRAELScore 48.4+0.9292INDIAScore 47.0+3.8302IRELANDScore 46.7+4.8322PORTUGALScore 46.6+5.6281BRAZILScore 46.2+2.9412LUXEMBOURGScore 45.3+7.7402POLANDScore 45.1+6.9372ICELANDScore 44.7+6.2362KUWAITScore 44.3+5.2331GREECEScore 44.3
144、+3.9512UKRAINEScore 44.3+10.1311EGYPTScore 43.0+1.5390MALAYSIAScore 42.6+4.1341SOUTH AFRICAScore 42.5+2.3351THAILANDScore 42.4+2.2381ARGENTINAScore 42.2+3.7442CZECHIAScore 42.0+6.7421MEXICOScore 41.0+3.4472INDONESIAScore 40.9+6.2492OMANScore 40.7+6.1431CROATIAScore 40.7+5.3451HUNGARYScore 40.5+5.357
145、2GEORGIAScore 40.0+6.6682BAHRAINScore 40.0+8.0 2627282930337383940447484950Brand Finance Europe 500 31Andrew Pike Director,GREAT CampaignHow has the UK government leveraged Brand Britain to promote the countrys soft power and attract tourism,talent,trade,and investment,and what
146、 specific strategies has it employed to achieve these goals?Established just before the 2012 London Olympics and Paralympics,GREAT represents one of the UKs most successful deployments of soft power.It is designed to maximise immediate and longer-term benefits for all parts of the UK by building pos
147、itive global profile,reputation and soft power influence.The campaign has gone from strength to strength,and in the last year alone GREAT attracted over 60 million of foreign direct investment,helped to generate over 400 million from international students,and has a further 600 million of export,inv
148、estment,and tourism returns currently being assessed.I would say that GREATs ability to work cross-government and provide a clear,single voice from the UK to the world,has been key to its success.But in terms of soft power,our ability to work with the countrys leading brands and individuals,from the
149、 BBC and the Premier League,to Gordon Ramsay and Katherine Jenkins,gives us a special advantage.With the rise of digital diplomacy and social media,how is GREAT utilising these platforms to project soft power and showcase Brand Britain to a global audience,and what challenges and opportunities does
150、this present?We still see a place for in-person events.They help to engage key stakeholders and drive reputation,but digital platforms are a crucial tool in reaching diverse and dispersed audiences globally across different languages.Our research shows they play a key role in the inspiration phase o
151、f the customer journey.GREAT is very much a digital first campaign and we are always looking for innovative ways to utilise the latest technologies.For example,our partner VisitBritain is just about to launch an exciting new campaign that will invite consumers to take part in an accent challenge gam
152、e using machine learning.People from a variety of regions across the UK,will invite users to try their hand at local accents,while educating them about that region and its tourism offer.The campaign is a world first for using voice technology in this way and I cannot wait to see the results.The UK p
153、erforms particularly well within the Education&Science pillar,specifically linked to“strong educational system”.What role does science and education play in the future growth of the UK and how do you communicate this abroad?It is fantastic that our world-leading education and science credentials hav
154、e been recognised in this report.The UK is home to some of the greatest universities on the planet and more global leaders have been tutored in the UK than anywhere else on earth.We know the quality of our education system is a key attraction for prospective students,and GREATs StudyUK programme,in
155、partnership with the British Council,continues to promote the country as a first-class study destination all over the world.The Prime Minister has a clear mission.That we are the most innovative economy in the world and that we cement this country as a science and technology superpower.This will be
156、the driving force behind the governments commitment to boosting the economy through stronger growth,better jobs and careers-and new discoveries that advance the health and prosperity of society whilst ensuring we are secure as a nation.Rank#2 0#2Score 67.3/100+2.4Interview with Andrew Pike from the
157、GREAT Campaign.United KingdomBrand Finance Europe 500 32In last years edition of the Global Soft Power Index,I discussed the significant political changes happening in Germany.This included Germanys handling of the Covid pandemic,the end of Angela Merkels 16-year reign,and the start of the Russian w
158、ar of aggression in Ukraine,which is only 1,500 km away from the German border.However,this years Global Soft Power Index shows that Germany has demonstrated high resilience and stability,and continues to be perceived very well.Germany has maintained its third-place position in the Global Soft Power
159、 Index,increasing its absolute score by 1.2 points.The nation achieved the highest score in the new pillar Sustainability Future,while Germanys scores in the Governance pillar have improved,and Germanys score on people&values increased from 4.2 to 4.8.The results show that Germany is the most well r
160、egarded nation in the areas of sustainability and governance.It is also among the top three countries in International Relations and Media and Communication.Germany is the fourth highest country in terms of reputation and business&trade,and fifth best in the key metric of overall influence.Overall,G
161、ermanys position in the GSPI Index 2023 is impressive and reflects its ability to maintain its stability despite the challenges it has faced.The nations focus on sustainability and good governance has helped it to become a leader in these areas.Germanys high ranking in other pillars of the GSPI 2023
162、 also reflects its strong reputation,economy,and influence.Germanys ability to maintain its high Soft Power influence despite the challenges it has faced demonstrates its reliability and stability as a nation.In comparison to other top nations such as the USA,China,Japan,and the UK,which may react m
163、ore unpredictably during times of crisis,Germany has proven to be a consistent and dependable leader in the Soft Power arena.Germanys performance in the GSPI Index 2023 reinforces its status as one of the most stable and esteemed Soft Power nations in the world.Ulf-Brn Drechsel Managing Director,Bra
164、nd Finance DACHGermany Rank#3 0#3Score 65.8/100+1.2Brand Finance Europe 500 33In 2022,the triple threat of fuel supply disruption,goods supply disruption and labour supply disruption,and the ongoing war in Ukraine,triggered a series of crises that many industrial nations,including Germany,will have
165、to face.As the strongest economy in Europe,a leading political power,and a major world trading partner,Germany faces several specific challenges.Firstly,there is an energy crisis caused by the immediate exit from dependence on Russian oil and gas,while simultaneously transitioning away from coal and
166、 nuclear towards renewables.This presents a significant challenge for Germany.Secondly,an economic crisis is emerging due to rising inflation,sanctions against Russia,and sanctions against China.Additionally,the refugee crisis,caused by the admission of over a million Ukrainian war refugees within a
167、 few months,coupled with the continuing challenges of the integration of over a million refugees and migrants from 2015 and 2016,is increasingly burdening society,the state,and municipalities.Moreover,there is a significant housing shortage with 700,000 social housing units missing,and a demographic
168、ally induced labour shortage,which is impeding economic growth and exacerbating social conflicts.Rising inflation,rent and energy costs,and daily consumption are exacerbating the impoverishment of the lower working class and even spreading to the middle class.Furthermore,along with the US and the UK
169、,Germany is providing significant military support and arms supplies to Ukraine and has initiated a massive militarisation.All these factors will gradually make Germany a hard power nation again in the medium term.The era of cross-bloc moderating and passive neutrality has come to an end for Germany
170、.Global Soft Power Index 2023-Germany.Brand Finance Europe 500 34France is ranked 6th in the Global Soft Power Index 2023,and its overall index score has improved by 1.8 points to reach 62.4 out of 100.Although China remains ahead of France,it is regressing,while Germany and Japan are growing less,a
171、nd the UK and US are outpacing France in GSPI growth.Frances reputation score is stable this year,thanks to the re-election of President Macron in April 2022,which has brought continuity and confidence from abroad.However,the country is facing ongoing challenges and oppositions at the local level,es
172、pecially concerning modernization and reforms like the pension system.Despite this,France is perceived as politically stable and well-governed,and with perception of the leadership of Emmanuel Macron increasing from 4.2 points in 2022 to 5.2 points for internationally admired leaders,which is crucia
173、l to sustain Frances global reputation.However,Frances Familiarity score has remained steady,and its Overall Influence score has fallen by 0.1 points.Although France is still well-known and comes after the USA and UK in terms of familiarity,its presence is being diluted by increasing news coverage o
174、f other nations like Ukraine and Qatar.The Paris 2024 Olympic Games could help increase familiarity if they are managed properly.Although Frances Culture and Heritage backgrounds and components still give it leading influence,its overall influence is decreasing.This is due to a lower influence in di
175、plomatic circles and a lack of vision and leadership in Europe and beyond,leading to polarization.While Frances Soft Power is growing more than Germanys,it is still less than the UKs,and the gap between them remains significant.France is also still not seen as an easy country to do business with,alt
176、hough its Business and Trade score has improved from 6.3 to 6.8.Although France is making progress as a leader in technology and innovation,its Education&Science score has dropped from 5.5 to 4.7.France receives high scores for overall familiarity,international relations,and Culture&Heritage,ranking
177、 2nd in Arts&Entertainment,Food,and Tourism.The countrys attractive lifestyle and inspiring culture are embodied by leading luxury brands.However,France faces barriers to change and transformational objectives both nationally and internationally,which may affect its Soft Power influence.Despite this
178、,France is becoming more attractive to foreign investors,with initiatives from Bpifrance,Business France,and Atout France.The country ranked first in the 2020 EY Attractiveness Barometer for the most attractive country for foreign investors in Europe,with 1,197 projects,up 17%year-on-year.However,Fr
179、ances Business&Trade score in the 2023 Global Soft Power Index is slightly down,indicating a need for improvement in this area.Frances reputation remains stable,but its influence is declining,and it faces challenges in mobilizing other nations to tackle the fundamentals of a sustainable world.While
180、France is standing up for climate issues,there is a need to push for better perceptions in Business&Trade to avoid losing its Soft Power advantage in the future.Bertrand Chovet Managing Director,Brand Finance FranceFrance Rank#6 0#6Score 62.4/100+1.8Brand Finance Europe 500 35Massimo Pizzo Managing
181、Director,Brand Finance ItalyItaly has been ranked ninth in the 2023 Brand Finance Global Soft Power ranking,thanks to its strengthening position and Russias fall.Italys success can be attributed to its reputation,influence,and familiarity with people around the world.Additionally,Italys cultural her
182、itage is highly regarded,placing it third in the world,behind Greece and Egypt.Its cuisine is also popular,with Italian food being the most loved globally,followed by French and Mexican cuisine.From a tourism perspective,Italy is among the top four most attractive countries,only surpassed by the Mal
183、dives,Switzerland,and France.When it comes to arts and entertainment,Italy performs exceptionally well,ranking fourth globally,after the USA,France,and the UK.Although Italys lifestyle is viewed positively,it falls short of that of nine other countries,including Switzerland,Canada,and the USA.Italia
184、n people are highly regarded for their fun,sociability,and generosity,but they lose points when it comes to trust and tolerance&inclusiveness.In terms of business and trade efficiency,Italy performs well,thanks to its popular products and brands,which are only surpassed by those of the USA and Japan
185、.However,Italy struggles in terms of ease of doing business,with a relatively weak and unstable economy and poor growth potential.In fact,Italy ranks on par with France and is surpassed by many other nations.Italys international relations are viewed positively,particularly with other countries,where
186、 it ranks among the top three along with Switzerland and Canada.While interest in Italian affairs is quite high,trust in the Italian media is relatively low,despite its perceived influence.Italys perceived weaknesses lie in governance,education&science,and sustainability,all of which present opportu
187、nities for improvement.However,Italy also boasts strengths in areas such as culture&heritage and people&values that are difficult for other countries to surpass.This suggests that Italy has significant potential for growth in governance and education&science,where progress is more achievable.In cont
188、rast,some countries have already reached their maximum potential,leaving little room for further improvement.Italy Rank#9 2#10Score 56.6/100+1.8Brand Finance Europe 500 36Giovanni Sacchi Director,Italian Trade Agency LondonItaly has the leading number of protected foods among all European countries
189、with consortiums set up to regulate these protected foods.What role does the authenticity of these PDO products have in increasing Italys value as a nation brand?There is widespread confidence that products associated with a geographical area have now become a key factor for the development of the l
190、ocal culture,economy,and agriculture.The characteristics that are linked to products from these geographical locations offer consumers the guarantee that they are buying authentic products that have a rich heritage,as well as enhancing the work of the local producers and protecting the product again
191、st imitations and unfair competition.The PDO status is awarded to products of excellence that express a close tie to its territory of origin and follow specific production regulations to create quality.Italian PDO products play a huge role in Italys value as a nation brand,as it has the most amount
192、of GI and PDO products in Europe.Italy has 842 products with a Geographical Indication status,and 581 that have been awarded with Protected Designation of Origin status.These products contribute to 21%of exports in the Italian food-farming industry a historical record in exports in 2021.As a nation
193、brand,Italy is perceived as a country with strong affiliations with its ancient culinary culture that has continuously inspired gastronomical trends around the world.This reputation has been built over a long period of time.More than ever,we are more aware about sustainability and the sourcing of ou
194、r food.Consumers are willing to look for the best and sieve out what is good for them.Made in Italy continues to be a guarantee of quality in the food and wine industries,as it showcases the passion and expertise that is so often associated with Italy.Products such as Prosciutto di Parma,Parmigiano
195、Reggiano,and Mozzarella di Bufala,all of which have PDO status,have not changed their production methods for generations and therefore have contributed to creating and shaping the image of Italian cuisine and its nation brand status.This goes to show that PDO products are key to enhancing Italy as a
196、n influential and familiar nation.Italy has a rich tradition of food production,and in recent years has seen a boom in innovation as the demand for a more sustainable approach to agriculture has increased.What leverage will sustainability in Italian agribusiness have on building Italys reputation an
197、d what is the ITA doing to help promote this?The impact of climate change has brought the value of agribusiness to the forefront of international discussions-and Italy is spearheading conversations around sustainability and innovation.Currently,Italy leads the way in circular economy and champions e
198、fficiency on green matters and quality.Italys favourable climate and agronomic conditions provide a rich biodiversity to deliver high-quality fruits and vegetables globally.The country has long been known as a leader in organic agriculture and has one of the highest levels of eco-labels and EMAS in
199、the EU,giving sustainability an enormous amount of leverage on the countrys reputation.The ITA have just launched a new campaign in the UK,La Verde Vita which will focus on the promotion of sustainability in Italian Food and Wine products within the UK.Interview with Giovanni Sacchi the from the Ita
200、lian Trade Agency.Italy-Interview with Giovanni Sacchi the from the Italian Trade Agency.Brand Finance Europe 500 37Our aim will be to showcase Italian products as examples of the value and quality that Italian agribusiness confers upon these products.This value is highlighted not only in the rigoro
201、us standards relating to production methods,inspections,and protected products,but also in the increase in value of Italian cultural heritage,in the promotion of the diversity,tradition,and uniqueness of agricultural production,and in the maintenance of rural spaces all of which lead towards sustain
202、ability.We hope that this campaign will bring awareness to how crucial sustainability will be in the progression of Italy as a leading nation brand.Italy is a nation that prides itself on being a leader in creating high quality food and wine products.Do you think food being a major contributor to th
203、e global carbon footprint could jeopardise Italys reputation as a leading nation brand?For a long time,Italy has prided itself on being a nation that has been highly responsive towards the global climate crisis and has taken significant steps to stop its contribution to the global carbon footprint w
204、hich has helped stabilise its reputation as a leading nation brand.Over the recent years,Italy has shown great improvements and leadership in achieving its goals towards sustainability.As a nation we have taken significant steps to increase renewable resources in supply chains,reduce carbon emission
205、s,and pay greater attention to the issue of consumption.In Italys national recovery and resilience plan,there is 62 billion(of which 41 billion from the Recovery and Resilience Facility)earmarked for infrastructure projects under the Italian Ministry of Environment and Energy security supervision,in
206、cluding investments in rail infrastructure and low-emission public transport,digitalisation,and housing.Acting sustainably and being seen to do so is imperative for all Italian food and wine brands,which contributes to Italys overall reputation.Italy is well known for its traditional production meth
207、ods and foods that are sustainably grown and developed,with recipes being handed down through generations of passion and love for food.Reducing food waste and reusing food has long been common practice in Italy.Although there are still improvements to be made,Italy has laid out the right steps in or
208、der to achieve a high sustainability status,built from its deep-rooted respect for authentic productions and local,organic farming.Italy-Interview with Giovanni Sacchi the from the Italian Trade Agency.Brand Finance Europe 500 38Anna Brolin Managing Director,Brand Finance NordicsSweden is a nation t
209、hat has made significant strides in both hard and Soft Power over the years.With a long-standing reputation for neutrality,the country has often found itself in a unique position in global politics.In recent times,the nation has been making headlines due to its political and economic changes,includi
210、ng its application to join NATO and the shift in government in 2022.After much debate across society and with large parliamentary majorities supporting the decision,both Finland and Sweden handed their official letters of application to join NATO in May.The process for both nations joining NATO is c
211、urrently underway,with all member countries required to ratify the amended NATO treaty before Finland and Sweden can officially become NATO members.This decision reflects a shift in Swedens political stance,moving away from neutrality and towards a more proactive approach to international security.T
212、he 2022 general elections in Sweden resulted in a change of government.The new government has announced that combating rising crime will be among its top priorities,as crime and violence rose to new record highs in the previous year.This shift in focus reflects Swedens commitment to ensuring the saf
213、ety and security of its citizens,an essential component of Soft Power.Additionally,Sweden holds the Presidency of the Council of the European Union during the first half of 2023.This position will allow the country to showcase its diplomatic and leadership skills on a global stage,possibly further b
214、oosting its Soft Power.Despite market turmoil caused by increased mortgage rates,record-high energy prices,and inflation,many of Swedens strongest brands have proven resilient to the economic downturn.Sweden Rank#11 2#14Score 55.1/100+2.8 Brand Finance Europe 500 39IKEA,H&M,Volvo,and Spotify have ke
215、pt their positions as Swedens most valuable brands,contributing to the nations economic success.This resilience and success are reflected in Swedens Top 50 company brands having collectively grown by an impressive 12%over the previous year.Swedens Soft Power has been recognized globally,with the cou
216、ntrys Global Soft Power score increasing by 2.8 points in 2023,resulting in the nation climbing up the ranking by 3 spots to the 11th rank.Sweden retains its position as the most highly ranked Nordic Soft Power,followed by Norway(rank 17).Whereas safety and security aspects is now a major topic of d
217、ebate in Sweden,outside perceptions towards being politically stable and well-governed,having high ethical standards/low corruption,and being safe and secure remain particularly strong.This reflects Swedens long-lasting commitment to democracy,transparency,and accountability.Sweden ranks 3rd globall
218、y in the“Sustainable Future”pillar,a new addition into the Global Soft Power Index,falling behind only Germany and Japan.The nation ranks among the top 5 across all four individual metrics making up the“Sustainable Future”pillar.This reflects the nations efforts towards environmental sustainability,
219、which is increasingly turning into an important aspect of Soft Power.Finally,global perceptions towards Sweden having a strong and stable economy have resulted in score improvements also in the business and trade pillar.This reflects that Sweden remains an attractive destination for businesses and i
220、nvestors alike.In conclusion,as a relatively small nation Sweden continues to push way above its weight as a Soft Power nation.In the eyes of the world Sweden certainly remains a success story and particularly so in relation to environmental sustainability,governance and economic performance.So agai
221、n,the nation has climbed up the ranks in the Global Soft Power Index.It will be interesting to see if todays highly uncharacteristic domestic challenges will make a dent during 2023 or perhaps be outweighed by possible perception benefits relating to Swedens presidency of the Council of the European
222、 Union as well as Swedens efforts to become a NATO member.Global Soft Power Index 2023-Sweden.Brand Finance Europe 500 40This year we have introduced a new pillar,Sustainable Future,to enhance our measurement of environmental sustainability.Sweden grabs 3rd place worldwide.What do you believe are th
223、e key actions behind Swedens success in this field and what does it mean for Swedens brand story?Sustainability has long been a key feature in the Sweden brand story and of the Swedish society.Climate change is perceived to be one of the main global challenges among the general public in Sweden,and
224、Sweden has for a long time been engaged in finding innovative solutions.Together with ambitious climate policies,we think this has led to high credibility and a strong reputation in the sustainability area.Today different parts of the Swedish society:politicians,companies,and people,continue to cont
225、ribute to a sustainable future.It is acknowledged that sustainable change can only be realised with the participation of different stakeholders,and together with other countries.We also know that action speaks louder than words.This way Sweden can maintain its strong and positive image.When we asked
226、 people around the globe if Sweden enjoys a strong and positive reputation the answer was a resounding yes.Sweden now ranks as the worlds 6th most reputable nation,which is also an improvement compared to last year.What,in your opinion,explains Swedens excellent reputation and what storytelling effo
227、rts have contributed to the success?Even though Sweden is a small country,we have a strong nation brand,or brand identity,that has been built over a long period of time.Reputation cannot be built in one day.Today Swedens identity or reputation-mainly consists of positive attributes,such as good gove
228、rnance,sustainability,and stability.Sweden is also perceived to be a country that contributes positively to common global challenges.The nation brand of Sweden builds both on how the Swedish society is perceived,and on how Swedens actions are perceived.To have a positive reputation,you need to be co
229、nsidered a country contributing to the common good.We also know that Swedens reputation builds on attributes such as equality and high quality of life.Interview with Cecilia Andrae from the Swedish Institute.Cecilia Andrae Senior Adviser,Swedish InstituteSweden-Interview with Cecilia Andrae from the
230、 Swedish Institute.Brand Finance Europe 500 41In a world where many want a more balanced life these aspects are attractive to,for example,international talent.To remain attractive,and attract new target groups,it will be important to increase the knowledge about Sweden.All Nordic countries tend to p
231、erform very well within the People&Values pillar,with Sweden in the lead.Why do you think Sweden performs particularly well when measuring“soft”values,such as generosity,trustworthiness,and tolerance and inclusiveness?Universal values such as equality and democracy have long been part of Swedens ide
232、ntity,nationally and internationally.And we know that these values are very attractive to many target groups in different parts of the world.This is also true for“soft”values such as tolerance and inclusiveness,that are also key parts of Swedens society and identity.Promoting these aspects abroad is
233、 central in Swedens official communications,something that seems more important than ever,considering the democratic backsliding in the world.At the same time,we know that it is crucial to listen,and have a dialogue-based communication.This is Swedens approach along with being open and building on i
234、nterest and curiosity for Sweden.Being an innovative society that wants to try new ways and solutions,we see that there is a lot to be curious about in Sweden.This is a good starting point for communication.Sweden-Interview with Cecilia Andrae from the Swedish Institute.Brand Finance Europe 500 42Th
235、e Republic of Ireland is a small country with a population of just over five million.But it has a diaspora of 80 million people with Irish heritage scattered across the globe,particularly concentrated in the United Kingdom,Australia,United States of America,Canada,New Zealand,Argentina,Brazil,South
236、Africa and across Europe.Soon after our 2023 Global Soft Power Summit is St Patricks Day.Tourism Ireland,with the support of Irelands Department of Foreign Affairs,helps to turn the world green on March 17 every year.Irelands ministers take part in a long-held Irish custom-they are sent to all corne
237、rs of the globe to evangelise Ireland on the world stage a perfect opportunity for global reach.Several hundred buildings in dozens of countries are illuminated in the green of Ireland on this special day for Ireland.While overseas,Irelands ministers will engage with their diaspora and host function
238、s for the travel trade all of which helps to amplify Irelands story and exercises the Soft Power of Ireland.This also gives the whole world a chance to stop and think all things Ireland and the Irish not an unpleasant opportunity,with Brand Finances Soft Power research finding that the people of Ire
239、land are considered to be among the most charitable,generous and fun.As we said in our 2022 Global Soft Power Index:“Ireland has a long history of global flows of people,knowledge and money.There are thousands of Irish organisations around the world connecting back to Ireland while enabling cross-cu
240、ltural interchanges.Ireland constantly develops relationships around the world whether it be for business,sport,culture,education,tourism or other activity.Ireland is seen as a world leader in these spaces.”It is no surprise that Ireland has consolidated its position in the top 30 of national Soft P
241、ower rankings,rising one places to 29tt place this year.Given the current global geo-political challenges,Irelands role as a global leader for diaspora engagement and cross-cultural co-operation remains clear and extremely strong.Irelands Soft Power continues to be seen as a benchmark Soft Power for
242、 diaspora engagement and better cultural understanding.The world loves to turn green on March 17 each year.Simon Haigh Agent,Brand Finance IrelandIreland Rank#29 2#30Score 46.7/100+4.8Methodology.Brand Finance Europe 500 44Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFaceb
243、ookFacebookFacebookBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.+Branded Business Value The value of a single branded business o
244、perating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment
245、,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 assets only
246、,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 internatio
247、nally 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 minds of stakeh
248、olders,thereby generating economic benefits.Brand ValueBrand Finance Europe 500 45Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economi
249、c benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and
250、 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 Finance al
251、ways incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valu
252、ations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this stu
253、dy with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable
254、 in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any r
255、eason and excludes all liability to any body,government or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged
256、in the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in t
257、he given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market
258、research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+
259、in a format similar to a credit rating.We determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to
260、 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 Europe 500 46Brand StrengthAna
261、lytical 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,leading to bra
262、nd 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 Chain:Brand
263、 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 financial measures repre
264、senting 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 included are diffe
265、rent 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 index for a teleco
266、mmunications 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 Performance measur
267、es;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 Brand Finances prop
268、rietary 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 that can be used
269、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 engagement that ca
270、n 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 each year,we colle
271、ct 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 this by reviewin
272、g 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 AAA+in a format
273、 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 Europe 500 47Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with over 150,000
274、 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 your brandCon
275、siderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMedi
276、aPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Our Services.Brand Finance Europe 500 49Consulting 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 lang
277、uage 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 decision
278、s 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 dr
279、ivers 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 Diligence
280、+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?+Are
281、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 acquisitio
282、n?+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 str
283、ategy the right choice for my business?Brand Finance Europe 500 50Brand 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
284、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 budgets
285、.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 a
286、rchitectures 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 score
287、card 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 buzz
288、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 client
289、s 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 membe
290、r 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&EventsPromotion
291、al EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibil
292、ity(CSR)Brand Finance Europe 500 52Brand 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 BrazilEdu
293、ardo 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.ahernbrandf
294、i 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 Alonso
295、 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: