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1、The annual report on the worlds most valuable and strongest brands January 2024Global 500 2024 Brand Finance Global 500 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Forward 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(USDm)22Brand Spotligh
2、t 32ADNOC 33Interview with Alexander Richmond Burnett,Chief Communications Officer,ADNOCBNP Paribas 36Interview with Elise Hermant,Head of Group Communications,BNP ParibasDeloitte 39Interview with Vimi Grewal-Carr,Global Chief Growth Officer,Deloitte Deutsche Telekom 42Interview with Ulrich Klenke,C
3、hief Brand Officer,Deutsche Telekometisalat by e&45Interview with Hatem Dowidar,GCEO,e&Infosys 50Interview with Sumit Virmani,CMO,InfosysInsights 53Why should I Value My Brand?54Interview with Mike Rocha,Chief Commercial Officer,Brand Finance How We Value the Brands in Our Annual Rankings 64Intervie
4、w with Thulith Perera,Head of Ranking Production,Brand FinanceSustainability The Driving Force behind Brand Value 68Interview with Robert Haigh,Strategy&Sustainability Director,Brand FinanceMethodology 72Our Services 78Our teams have experience across a wide range of disciplines from marketing and m
5、arket research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation S
6、tandards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every
7、year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all
8、types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press Enquires For all
9、 other enquiries:+44 207 389 ForewordBrand Finance Global 500 4David Haigh Chairman&CEO,Brand FinanceBrand 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 marke
10、ting and branding efforts,as well as providing 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.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine t
11、he 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 to improved business returns in several ways.First,a strong brand can help a company differentiate itself
12、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 also help a company command a higher price for its products or services,as consumers are willing to pay m
13、ore 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 reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather
14、 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 original research taking place in dozens of jurisdictions globally.The report you are reading is based on this e
15、xtensive 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 brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to
16、build a more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landsca
17、pe.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhance CommunicationDeepen your financial acumen an
18、d make well-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands value,as well as brand equity research.Each repor
19、t includes expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific learnings that inform decision making.41 countries
20、Benchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn from fast growing brands,market disrupters,and market leaders.Understand yo
21、ur brands standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand Equity Monitor Research utilises a comprehensive framework to track and me
22、asure the core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are complex.As such they require attention,direction and measured support if theyre
23、 to fulfil their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisApple clinches top spot as worlds most valuable brand,outshining Amazon,Google,and Microsoft +Apple achieves r
24、emarkable 74%growth in brand value,reclaiming its title as the worlds most valuable brand by huge margin+Artificial intelligence sector booms as Microsoft becomes the worlds second most valuable brand,NVIDIAs brand value surges 163%+Google sits in third for brand value and brand strength+Europes mos
25、t valuable brand,Deutsche Telekom,secures the worlds top telecom position and a spot in the global top 10+Tesla drops out of top 10,falling to 18th+Consumer cutbacks challenge high street brands+WeChat named worlds strongest brand+USA accounts for over 200 brands and half of total value of rankingBr
26、and Finance Global 500 9Ranking AnalysisApples brand value grows by 74%,becoming the worlds most valuable brand again by a huge marginApple has achieved truly exceptional brand value growth this year,with its brand value increasing by USD219 billion in a single year to USD516.6 billion.This years gr
27、owth is approximately equal to the total value of Starbuckss,Mercedes-Benzs,Teslas,and Porsches brands combined,marking an unprecedented milestone in Brand Finances extensive history of valuing the worlds most valuable and strongest brands.Apple has achieved a remarkable brand value increase,even as
28、 iPhone volume share has largely plateaued,as its strategy of finding new markets,expanding its ecosystem,and encouraging upgrades to higher-value iPhones has been highly effective.Apple has maintained its position as the dominant player in the premium smartphone market,with 71%value share.Brand Fin
29、ances research finds that Apples brand remains strong,with a brand strength index score of 86.5 out of 100 and an associated brand strength rating of AAA,an improvement from last years AAA-rating.Apple is one of the worlds most recognised brands,illustrated by its high brand awareness,averaging 96%a
30、cross the 17 countries researched by Brand Finance.In the US,Apples home market and biggest in terms of revenue,the brand ranks highest among tech brands in perceptions of product quality.“Apple has grown its brand value through strategic diversification and premiumisation,moving away from heavy rel
31、iance on iPhone sales towards ventures into wearables and services such as Apple TV subscriptions.According to our research,more than 50%of respondents recognised Apple as expensive,but worth the price,reinforcing the brands ability to demand a price premium”.David Haigh Chairman and CEO,Brand Finan
32、ceBrand Finance Global 500 10Ranking AnalysisThe Worlds 25 Most Valuable Brands 2024 Brand Finance Plc.2024+28%$75.7 bn+17%$73.3 bn+3%$71.8 bn-15%$96.8 bn+28%$84.2 bn109876-1+3+6+2-3 +74%$516.6 bn+78%$340.4 bn+19%$333.4 bn+3%$308.9 bn-0%$99.4 bn41532+1+20-3+1 -12%$58.3 bn+34%$53.1 bn+5%-14%$52.8 bn$
33、60.4 bn+1%$59.4 bn2019181716+1-1-9+16-7 +4%$50.3 bn+1%$50.1 bn-1%$49.3 bn+0%$52.7 bn+7%$50.5 bn2524232221-2+5+2-3-3 +6%$71.8 bn+21%$71.1 bn+48%$70.4 bn+5%$65.6 bn+14%$60.7 bn1411151312-3+3+13-2+3 Brand Finance Global 500 11Artificial intelligence sector booms as Microsoft becomes the worlds second m
34、ost valuable brand,NVIDIAs brand value surges 163%A key highlight of this years report is the strong gains of businesses that have invested heavily in AI.Brand Finance research finds very large increases in brand value amongst sectoral leaders such as Microsoft and NVIDIA.Microsofts brand value rose
35、 by 78%to USD340.4 billion,jumping two spots in the ranking to 2nd.NVIDIA,a key supplier of chips in the AI space,achieved a brand value rise of 163%to USD44.5 billion,making it the fastest growing brand this year.Microsofts investment in AI integration across platforms enhances market competitivene
36、ss,positioning it as a top technology innovator.Brand Finances original market research highlights Microsofts strong reputation for innovation,modernity,and trustworthiness.According to Brand Finance research,NVIDIA is perceived as highly innovative while familiarity,consideration and recommendation
37、 levels all increased year-on-year too.This overall performance firmly positions NVIDIA as a front-runner in the AI chip market,demonstrating that their innovative products are being adopted by the market.Google sits in third for brand value and brand strengthGoogle has retained third position,recor
38、ding a 19%increase in brand value to USD333.4 billion.The company has demonstrated good overall revenue growth,largely attributed to its narrative around AI,improved margins,and overall positive financial performance.That said,Google has navigated several shifts in its business landscape,marked by a
39、 6%reduction in the workforce,indicative of the strategic cost-cutting measures amid a digital advertising slowdown.Google faces further challenges stemming from a lawsuit alleging unauthorised use of user data to train AI tools,potentially impacting its brand perception negatively.As one of the fou
40、r US tech brands in the top 10 most valuable brands this year,Google falls behind Silicon Ranking AnalysisBrand Finance Global 500 12Valley peers Apple and Microsoft in value but secures the 3rd position globally in brand strength,trailing only Chinas messaging giant,WeChat,and fellow Alphabet brand
41、 YouTube.Googles brand demonstrates exceptionally high levels of familiarity,usage,and customer satisfaction,positioning itself in the top 10th percentile for overall reputation.Amazon falls from first to become worlds fourth most valuable brandAmazon,the worlds most valuable brand in 2023,has dropp
42、ed to 4th position,with its brand value growing by 3%to USD308.9 billion.A challenging consumer market over the past 12 months,influenced by high-interest rates,inflation,and a cost-of-living crisis have hurt Amazons prospects.While other online retailers grapple with impending changes to online adv
43、ertising,Amazon is capitalising on the shift to streaming TV by offering interactive advertising opportunities.Additionally,the company invests in retail media networks to expand its digital marketing footprint.In response to traditional tracking methods like cookies losing efficacy,Amazon aims to e
44、nhance ad relevance Ranking Analysisand authenticity using a combination of first-party brand and retailer insights.Despite little movement in brand value,Amazon has retained its AAA brand strength rating.Some of the key ingredients driving Amazons brand strength are high levels of brand considerati
45、on coupled with strong loyalty among existing customers.TikTok jumps from worlds 10th most valuable brand to 7th with 28%brand value growthTikTok/Douyin continues its fast rise in brand value,with an increase of 28%to USD84.2 billion.In the West,TikTok has built an outstanding peer-to-peer marketing
46、 engine which allows consumers to easily share content to people who do not have TikTok accounts,serving as an effective form of user acquisition.Douyin(the Chinese-facing brand name known as TikTok to Western audiences)has transformed beyond a media channel to establish a robust ecommerce platform,
47、akin to Amazons in the west.According to Brand Finances research,TikTok also boasts very high levels of awareness,averaging 91%awareness levels globally in market research.Brand Value Change 2023-2024(%)Brand Finance Plc.2024163%136%102%89%78%74%67%66%64%53%Brand Finance Global 500 13The Worlds 25 S
48、trongest Brands 2024 Brand Finance Plc.2024+4.390.2+2.390.2-0.790.0-0.790.6+0.890.4109876-1+5+40+10-2 +2.794.3+0.092.7-0.892.5+5.091.8+0.990.741532+30-23+6 +2.188.9+5.588.9+1.688.6+2.989.0-1.388.92019181716+25-8+15+72+11 +2.988.3+2.388.3-2.588.2-1.688.4+2.188.32524232221-11+16+33+22-18 -0.989.9+3.48
49、9.8+0.389.4+4.289.4-2.489.31411151312-5+23+1+45-12 Ranking AnalysisBrand Finance Global 500 14WeChat named worlds strongest brandIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investmen
50、t,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 41 sectors.According to this analysis,WeChat is the strongest brand in the world,
51、earning a brand strength index score of 94.3 out of 100,and the associated brand strength rating of AAA+.Just eleven other brands in the Global 500 ranking earn the coveted AAA+brand strength rating:YouTube,Google,Marina Bay Sands,Wuliangye,Deloitte,Coca-Cola,Netflix,Rolex,Ferrari,Moutai,and ICBC.Ra
52、nking AnalysisWeChats exceptional brand strength is underpinned by its essential,familiar,and trusted status in China,its dominant market.This unparalleled connection has solidified WeChats position as an integral part of daily life for millions of users.According to our latest brand tracking data,8
53、1%of respondents surveyed in China are current users of the brand.The brand also secured the top spot in China for perceptions of meeting customer needs,contributing to the brand attaining the highest Net Promoter Score across the entire Brand Finance Global 500 study.Like other Chinese brands,howev
54、er,WeChat must contend with Chinas continued economic slowdown predicted this year and beyond,ultimately limiting its financial potential and,consequently,its overall brand value.This year,WeChats brand value decreased by 17%to USD41.8 billion.Brand Finance Global 500 15Americas The United States co
55、ntinues to dominate the ranking,now accounting for 201 out of 500 of the brands in Brand Finances Global 500 2024 and over half of its overall value(total brand value up 14%to USD4.5 trillion).China is home to the second largest aggregate brand value of the Global 500 brands,with an overall brand va
56、lue of USD1.4 trillion,a 5%decrease year-on-year.The 72 Chinese brands included in the ranking contribute 16%of the overall global value.This year,the United States is home to the top four most valuable brands in the world,with South Koreas Samsung Group clinching 5th spot with a brand value of USD9
57、9.4 billion.Regional AnalysisMost Valuable&Strongest World Brands Per Region 2024 Brand Finance Plc.2024Brand Value$516.6 bnBrand Value$73.3 bnBrand Value$41.6 bnBrand Value$99.4 bnAmericasAsiaBSI 92.7 BSI 90.2BSI 89.4BSI 94.3Middle East&AfricaEuropeMost Valuable BrandsStrongest BrandsBrand Strength
58、 Index (xx.x/100)BSITD retains its position as the most valuable Canadian brand and is the 100th most valuable brand in the world,with a brand value of USD19.0 billion.Despite having gone from 93 to 100 in the Global 500 ranking this year,TD exhibits robust performance in Brand Finances latest consu
59、mer research especially around consideration and familiarity.TD stands out as the most recognised banking brand in the country,enjoying familiarity from 72%of respondents.31%of individuals claimed to be currently using TDs services,making it the most preferred banking brand in Canada.This steady mar
60、ket presence speaks to TDs enduring appeal in the industry.Brand Finance Global 500 16Regional AnalysisRBC(brand value up 11%to USD16.4 billion)and Canada Life(brand value up 7%to USD11.6 billion)round off the top 3 Canadian brands,sitting in 119th and 178th positions,respectively.This year,Corona E
61、xtra has emerged as the most valuable brand from Latin America.Its brand value surged by 40%to reach an impressive USD10.4 billion,overtaking Ita.Brand Finance research found a significant increase in brand strength globally,driven by an increase in consideration,reputation,and sustainability percep
62、tions by consumers.This built upon a 19%increase in sales outside of Mexico as consumers increasingly perceive Corona as a premium product.Ita is the second most valuable brand from Latin America,having suffered a minor decrease in brand value of 4%to USD8.3 billion.The fall in brand value was subst
63、antially caused by a fall in brand strength with brand investment falling.Although football sponsorship by Ita maintains high awareness,Brand Finance research found that customers were less likely to recommend the brand to others than in prior years.Banco do Brasil is the strongest brand from Brazil
64、 in the Global 500 ranking.Its brand value has increased by 11%to USD5.5 billion,complemented by a high brand strength index of 79.1 and an AA+brand rating.Modelo Especial,the second-strongest brand from the region,also obtained significant growth with a 24%increase in brand value to USD5.2 billion.
65、Its brand strength index of 78.9 and AA+brand rating reflects Brand Finances research finding an increase in customers recommending it to others,with Modelo Especial benefiting from consumers switching away from Bud Light in the North American market.Brand Finance Global 500 17Regional AnalysisMiddl
66、e East Aramco,the most valuable Middle Eastern brand,has experienced a brand value decline this year,falling to USD41.6 billion.This decrease,though primarily revenue-driven was also linked to a fall in Aramcos perceived quality and reliability.With American and European production increasing in res
67、ponse to sanctions on Russia,and Chinese demand falling,Aramco faces a brand positioning challenge,given that domestic and regional users of oil represent a relatively small market.The brand value of ADNOC,the second most valuable Middle Eastern brand,has grown by 7%over the past year to USD15.2 bil
68、lion,driven by a 1-point improvement in its BSI to 80.2 and is now an AAA-rated brand.ADNOC has diversified its operations and grown its brand internationally through acquisitions,recently making a strategic investment in Storegga,a company that focuses on the development of global carbon capture an
69、d storage projects.ADNOCs brand strength has also improved due to its commitment to decarbonisation;it is one of 50 founding signatories of the Oil and Gas Decarbonisation Charter(OGDC)that is a global commitment to speed up climate action across the industry,which was launched at COP28.e&groups tel
70、ecom vertical,etisalat by e&,has retained its position as strongest brand in the Middle East and Africa as well as the strongest telecom brand in the world with a score of 89.4 in the Brand Strength Index.The telecom operator has benefited from being part of a larger technology group,e&.Since the la
71、unch of the e&brand,the group has been branching out into new territories with its Partner Market scheme as well as undertaking some high-profile acquisitions and investments such as Careem,Vodafone,El Grocer and StarzPlay to provide new services to customers and returns for its investors.In additio
72、n,etisalat by e&and the e&group at large,have been investing heavily in a communication campaign around the launch of the e&brand.Both the communication investment and group activities have resulted in improvements in the brand investment measure in the Brand Finance Brand Equity Monitor research,as
73、 well as feeding through into higher consideration and ultimately the highest BSI in the region.Various activities contributed to this success,such as its continued activation of the Manchester City Football Club partnership,network leadership in 5G,innovative customer experience initiatives,and par
74、ticipation in global events including the Formula 1 Grand Prix in Abu Dhabi and COP28.Brand Finance Global 500 18Regional Analysisstc has shown impressive growth with its brand value increasing by 12%to USD13.9 billion and entering the top 150 within the Global 500 ranking this year.This achievement
75、 makes stc the first consumer brand in the Middle East to enter the 150 most valuable brands globally.stc has taken significant strides in its expansion strategy in both size and scope,creating an integrated system of subsidiaries specialised across digital infrastructure,the Internet of Things,clou
76、d computing,cybersecurity,business outsourcing services,in addition to telecommunications and recent extensions of the brand into fintech with stc Pay/Bank and entertainment with stc TV and stc Play.stcs acquisition of an interest in Telefonica,one the largest telecommunications companies in the wor
77、ld marks a key milestone in stcs growth journey in 2023.The stc brand has strengthened further this year,playing an important part in enabling stcs commitment to ongoing growth and diversification.Europe Deutsche Telekom(brand value up 17%to USD73.3 billion)has claimed the title as the worlds most v
78、aluable telecoms brand,surpassing Verizon.Ranked 9th globally,it also leads as the most valuable European brand.Deutsche Telekoms customer momentum,driven by network strength,has boosted group service revenues,while successful fibre deployment in Europe,alongside 5G leadership in the US,have enhance
79、d connectivity perceptions.Brand Finance research highlights Deutsche Telekoms leadership in customer satisfaction metrics,driving a Brand Strength Index increase to 83.0.This consistent global brand delivery is reinforced by the introduction of Deutsche Telekoms unified global claim,connecting your
80、 world,completing its Global Brand Strategy with heightened international focus and customer perspective.Mercedes-Benz follows closely as the second most valuable European brand,with a 1%increase in brand value this year to USD59.4 billion.Brand Finances research found that Mercedes-Benz has achieve
81、d a substantial enhancement in brand strength,with research identifying a notable rise in customer service scores.Brand Finance Global 500 19There have been significant uplifts across nearly all brand investment pillars,which will be essential to defend the brands leading position from competition i
82、n electric vehicles.Luxury Swiss watch maker Rolex stands as the strongest European brand with a brand strength index of 90.2,accompanied by an AAA+brand rating.The brand has stood apart from much of the high-end watch industry by managing to maintain its strong brand reputation for consistent quali
83、ty,while managing to scale up production.Ferrari is the second-strongest European brand,maintaining its iconic brand status with a Brand Strength Index of 90.0,and a brand value up 43%to USD10.6 billion this year.This brand value increase correlates with the brands profitability increasing substanti
84、ally over the last two years with global exports of Ferrari vehicles benefiting from COVID-era redirection of luxury spending from experiences to goods.ChinaTikTok/Douyin,a global phenomenon in the social media space,emerges as the most valuable brand from China.Its brand value has surged by an impr
85、essive 28%to USD84.2 billion.This substantial growth is a testament to the platforms ability to extract more revenue in China,where it has become a major ecommerce platform.This is leveraging the huge amount of attention it gains from users into a format which is monetizable.The Industrial and Comme
86、rcial Bank of China(ICBC),one of the largest banks in the world,stands as the second most valuable brand from China with a 3%increase in brand value this year,reaching USD71.8 billion.This growth,though modest,signifies ICBCs strong financial position,and is connected with Brand Finance research fin
87、ding increased familiarity with the brand.WeChat,the all-encompassing social media and messaging app,is not only the strongest brand from China but also holds the title of the worlds strongest brand.Regional AnalysisBrand Finance Global 500 20Regional AnalysisDespite a 17%decrease in brand value to
88、USD41.8 billion,its brand strength index is an impressive 94.3,with an AAA+brand rating.This high brand strength index score reflects WeChats integral role in the daily lives of its vast user base in China,where users positively love the brand.Wuliangye,a premium baijiu manufacturer,ranks as the sec
89、ond-strongest brand from China despite a decrease in brand value by 15%to USD25.9 billion due to concerns about future growth prospects for the brand.Wuliangye,has significant international expansion potential driven by its esteemed reputation.Despite challenges associated with the unique nature of
90、its brand and products,focused efforts are essential to promote Baijiu beyond China,adapting to diverse global tastes and preferences for gaining global traction.Within China,its brand strength index stands at a remarkable 90.1.Accompanied by an AAA+brand rating,its brand strength score is a reflect
91、ion of its rich brand heritage,which plays a significant role in Chinese culture.Asia(excluding China)Samsung,headquartered in South Korea,stands as the most valuable non-Chinese brand from East Asia.Its brand value witnessed a marginal dip from USD99.7 billion to USD99.4 billion.Despite this slight
92、 decrease,Samsungs retains a very high brand strength index of 85.0.This increased markedly from last year as a result of Brand Finance research finding improved performance on familiarity,consideration and recommendation metrics,reflecting its robust position in the consumer electronics and technol
93、ogy sectors.Viettel,representing the Telecoms sector,emerges as the second-strongest East Asian brand from outside China,with a 0.2%increase in brand value to USD8.9 billion.Its brand strength index is an impressive 89.4,along with an AAA brand rating.This high brand strength index score highlights
94、Viettels strong resonance with its audiences on its digitalisation and sustainability commitments with increased customer evaluations for innovation,environment and community metrics in its primary domestic market of Vietnam.Brand Finance Global 500 21Tata Group,a conglomerate with a diverse portfol
95、io,(notable companies include Tata Steel,Tata Motors,Tata Consultancy Services(TCS),and Taj Hotels)stands as the most valuable brand from South Asia.It has seen an 8.5%increase in its brand value,now standing at USD28.6 billion.The groups rise in brand value underscores its strategic initiatives in
96、innovation,global expansion,and strategic partnerships.In 2023,the conglomerate has consistently invested in research and development,as seen in Tata Consultancy Services(TCS)being a leading global IT services brand.Tata Group has also continued to leverage strategic partnerships.For example,Jaguar
97、Land Rover has collaborated with Tata Technologies to propel the digital transformation of its industrial operations,further cementing the relationship between the UK automaker and the wider Tata group.The Tata conglomerate also continues to sustain a widely positive reputation for its commitment to
98、 sustainable and responsible business practices,navigating challenges while maintaining a commitment to long-term growth.Jio,a relatively newer entrant in the telecommunications sector,emerges as the strongest brand with a notable 14%increase in brand value to USD6.1 billion,alongside a high brand s
99、trength index score of 89.0 and associated AAA brand rating.Jios meteoric rise in the telecom industry is benefiting from substantial brand investment by the Reliance Industries conglomerate,delivering rapid customer base growth and revenue growth.The brands high brand strength index and AAA rating
100、are reflected in its rapid customer base growth,market innovation,and strong brand perception.Regional Analysis2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating122AppleUnited StatesElectronics$516,582+73.6%$297,512AAAAAA-242Micro
101、softUnited StatesInternet&Software$340,442+77.7%$191,574AAAAAA330GoogleUnited StatesMedia$333,441+18.5%$281,382AAA+AAA+411AmazonUnited StatesRetail$308,926+3.2%$299,280AAAAAA562Samsung GroupSouth KoreaDiversified$99,365-0.3%$99,659AAAAAA-651WalmartUnited StatesRetail$96,842-14.9%$113,781AA+AA+7102Ti
102、kTok/DouyinChinaMedia$84,199+28.2%$65,696AAA-AAA-8142FacebookUnited StatesMedia$75,716+28.4%$58,971AAA-AAA-9112Deutsche TelekomGermanyTelecoms$73,321+16.5%$62,928AAA-AA+1071ICBCChinaBanking$71,828+3.3%$69,545AAA+AAA1181VerizonUnited StatesTelecoms$71,754+6.4%$67,443AAA-AA+12152State Grid Corporation
103、 of ChinaChinaUtilities$71,145+20.9%$58,846AAAAAA13262InstagramUnited StatesMedia$70,443+48.5%$47,439AAAAAA+14121China Construction BankChinaBanking$65,604+4.7%$62,681AAAAAA15182StarbucksUnited StatesRestaurants$60,669+13.5%$53,432AAA-AAA16172Agricultural Bank Of ChinaChinaBanking$60,398+4.7%$57,691
104、AAAAAA-17161Mercedes-BenzGermanyAutomobiles$59,436+1.1%$58,797AAAAAA-1891TeslaUnited StatesAutomobiles$58,272-12.0%$66,207AAA-AAA-19352OracleUnited StatesInternet&Software$53,099+34.2%$39,574AAA-AA+20131Home DepotUnited StatesRetail$52,768-13.6%$61,053AA+AA+21191ToyotaJapanAutomobiles$52,673+0.3%$52
105、,493AAAAAA22272Bank of ChinaChinaBanking$50,469+6.6%$47,336AAAAAA23252ShellUnited KingdomOil&Gas$50,302+4.3%$48,209AAAA+24211MoutaiChinaSpirits$50,095+0.7%$49,743AAA+AAA+25221AT&TUnited StatesTelecoms$49,253-0.7%$49,614AAAA26282CostcoUnited StatesRetail$48,380+3.9%$46,571AA+AA+27382UnitedHealthcareU
106、nited StatesHealthcare Services$47,632+28.4%$37,094AA+AA+28241Allianz GroupGermanyInsurance$46,889-3.0%$48,351AA+AA+29231DisneyUnited StatesMedia$46,717-5.6%$49,508AAA-AAA301172NVIDIAUnited StatesSemiconductors$44,488+162.9%$16,922AAA-AA+31301Ping AnChinaInsurance$44,369-0.7%$44,698AAA-AA+32320China
107、 MobileChinaTelecoms$44,238+2.0%$43,382AAAAAA-33402PorscheGermanyAutomobiles$43,117+17.3%$36,759AAAAAA34201WeChatChinaMedia$41,794-16.8%$50,247AAA+AAA+35452DeloitteUnited StatesCommercial Services$41,752+21.0%$34,514AAA+AAA+36291AramcoSaudi ArabiaOil&Gas$41,562-8.1%$45,227AAAA+37331BMWGermanyAutomob
108、iles$40,987+1.5%$40,367AAAAAA-38341accentureIrelandIT Services$40,502+1.6%$39,867AAAAAA39390McDonaldsUnited StatesRestaurants$37,993+3.1%$36,863AAA-AAA-40361Bank of AmericaUnited StatesBanking$37,256-3.6%$38,647AAAA+41672Hyundai GroupSouth KoreaDiversified$36,962+35.6%$27,253AA+AA+42462American Expr
109、essUnited StatesCommercial Services$36,475+7.0%$34,078AAA-AA+43371TencentChinaMedia$36,055-5.3%$38,059AAAAAA-44492Wells FargoUnited StatesBanking$35,807+8.6%$32,970AAAA45532ChaseUnited StatesBanking$35,807+14.3%$31,332AAAA+46431Mitsubishi GroupJapanDiversified$35,547+1.7%$34,962AA-AA-47482Coca-ColaU
110、nited StatesSoft Drinks$35,022+4.6%$33,468AAA+AAA+48421UPSUnited StatesLogistics$34,552-2.4%$35,400AAA-AA+49471VolkswagenGermanyAutomobiles$33,791-0.5%$33,958AAA-AA+50441MarlboroUnited StatesTobacco$32,555-6.3%$34,741AA+AA+Brand Finance Global 500 22Brand Value Ranking(USDm)Top 500 most valuable bra
111、nds 1-502024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating51552MitsuiJapanDiversified$32,491+5.8%$30,724AA-A+52702Louis VuittonFranceApparel$32,235+22.6%$26,290AAAAAA53602YouTubeUnited StatesMedia$31,721+6.8%$29,710AAA+AAA+54572Ci
112、tiUnited StatesBanking$31,401+2.8%$30,551AA+AA+55311HuaweiChinaElectronics$31,097-29.8%$44,292AAA-AAA-56411NTT GroupJapanTelecoms$31,061-15.1%$36,591AAAA57722EYUnited KingdomCommercial Services$30,845+20.0%$25,701AAAAAA+58511J.P.MorganUnited StatesBanking$30,762-3.3%$31,807AAA-AA+59561CVSUnited Stat
113、esRetail$30,218-1.1%$30,567AAAA60642XfinityUnited StatesTelecoms$30,046+4.5%$28,754AAAA61501CSCECChinaEngineering&Construction$29,962-6.1%$31,897AAA-AA+62541NikeUnited StatesApparel$29,873-4.6%$31,307AAA-AAA-63812UberUnited StatesMobility$29,736+27.6%$23,298AAAA64692Tata GroupIndiaDiversified$28,634
114、+8.5%$26,381AAA-AAA-65631FedExUnited StatesLogistics$28,556-1.0%$28,854AA+AA+66611PetroChinaChinaOil&Gas$28,500-3.9%$29,647AA-AA67682Sinopec GroupChinaOil&Gas$28,480+4.9%$27,145AA+AA+68621VISAUnited StatesCommercial Services$27,973-5.4%$29,575AAA-AAA-69802SpectrumUnited StatesTelecoms$27,482+17.8%$2
115、3,329AA-AA70752China Merchants BankChinaBanking$26,644+8.6%$24,536AAA-AA+71710IBM GroupUnited StatesIT Services$26,381+0.9%$26,156AAA-AAA-72651TargetUnited StatesRetail$26,355-4.5%$27,599AA+AAA-73982ChanelFranceApparel$26,068+34.5%$19,386AAAAAA-74762HondaJapanAutomobiles$25,947+7.1%$24,219AAAAAA-755
116、91WuliangyeChinaSpirits$25,895-14.5%$30,290AAA+AAA+76952Elevance HealthUnited StatesHealthcare Services$25,529+28.4%$19,883AA-AA-77912SAPGermanyInternet&Software$25,165+19.3%$21,095AA+AA78872TSMCChina(Taiwan)Semiconductors$25,052+16.2%$21,564AAA-AA+79521LowesUnited StatesRetail$25,014-20.8%$31,597AA
117、+AA+80731PWCUnited StatesCommercial Services$24,672-2.6%$25,332AAAAAA81892Siemens GroupGermanyDiversified$24,396+13.9%$21,413AAA-AA+82842SK GroupSouth KoreaDiversified$23,097+2.5%$22,539AA-AA83902LG GroupSouth KoreaDiversified$22,892+7.7%$21,261AA+AA+84771NetflixUnited StatesMedia$22,815-5.5%$24,150
118、AAA+AAA85781CiscoUnited StatesElectronics$22,793-4.8%$23,933AA+AA+86791Sumitomo GroupJapanDiversified$22,475-5.9%$23,884A+A+87741MastercardUnited StatesCommercial Services$21,818-12.2%$24,847AA+AAA-88831Dell TechnologiesUnited StatesElectronics$21,437-5.2%$22,612AA+AA89821IntelUnited StatesSemicondu
119、ctors$21,260-7.3%$22,936AAA-AA+901222HumanaUnited StatesHealthcare Services$20,963+27.1%$16,497AA+AA91861FordUnited StatesAutomobiles$20,902-6.1%$22,267AA+AA+92851NestlSwitzerlandFood$20,769-7.4%$22,427AAA-AAA-93942OptumUnited StatesHealthcare Services$20,376+1.2%$20,127AA-AA-941052OrangeFranceTelec
120、oms$20,276+10.2%$18,404AA+AA+951072PepsiUnited StatesSoft Drinks$20,209+10.2%$18,335AAA-AAA-96581TaobaoChinaRetail$20,147-34.0%$30,539AA+AA+97961HSBCUnited KingdomBanking$20,047+1.0%$19,851AAAA98992General ElectricUnited StatesEngineering&Construction$19,783+2.2%$19,349AAAAA+991352CATLChinaElectroni
121、cs$19,036+29.4%$14,706AA+AA-100931TDCanadaBanking$18,961-7.1%$20,404AA+AAA-Brand Finance Global 500 23Top 500 most valuable brands 51-100Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating1011162SantanderSp
122、ainBanking1021302LinkedInUnited StatesMedia103661TmallChinaRetail1041192BPUnited KingdomOil&Gas1051212HCAUnited StatesHealthcare Facilities1061152Postal Savings BankChinaBanking1071031Bank of CommunicationsChinaBanking1081001SalesforceUnited StatesInternet&Software1091081China LifeChinaInsurance1101
123、041Goldman SachsUnited StatesBanking1111021JD.comChinaRetail112971CRECGChinaEngineering&Construction1131011CRCCChinaEngineering&Construction114921TotalEnergiesFranceOil&Gas1151061Capital OneUnited StatesBanking1161482EquinorNorwayOil&Gas1171402HermsFranceApparel1181262AXAFranceInsurance1191342RBCCan
124、adaBanking1201812ZaraSpainApparel1211131BoeingUnited StatesAerospace&Defence1221362AirbusFranceAerospace&Defence1231242PurinaUnited StatesFood1241252IKEASwedenRetail1251111LidlGermanyRetail1261312CPICChinaInsurance127881WalgreensUnited StatesRetail1281382ADNOCUAEOil&Gas1291091GucciItalyApparel130152
125、2AdobeUnited StatesInternet&Software1311141ChevronUnited StatesOil&Gas1321271PayPalUnited StatesCommercial Services1331492Aldi SdGermanyRetail1341772CaterpillarUnited StatesEngineering&Construction1351201Sams ClubUnited StatesRetail1361472DiorFranceApparel1371291BoschGermanyAuto Components1381181Vod
126、afoneUnited KingdomTelecoms1391412GEICOUnited StatesInsurance1401542PETRONASMalaysiaOil&Gas1411281AdidasGermanyApparel1421420AudiGermanyAutomobiles1431722EDFFranceUtilities1441231SonyJapanElectronics1451502InfosysIndiaIT Services1461101China TelecomChinaTelecoms1471331KPMGUnited KingdomCommercial Se
127、rvices1481121KFCUnited StatesRestaurants1491592stcSaudi ArabiaTelecoms1501912RolexSwitzerlandApparelBrand Finance Global 500 24Top 500 most valuable brands 101-150Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Bran
128、d Rating1511652PublixUnited StatesRetail1521391TescoUnited KingdomRetail1531562CartierFranceApparel1541622LOralFranceCosmetics&Personal Care1551511S&P GlobalUnited StatesCommercial Services1561531Johnson&JohnsonUnited StatesPharma1571551China CITIC BankChinaBanking1581371Morgan StanleyUnited StatesB
129、anking1591581BarclaysUnited KingdomBanking1601692PICCChinaInsurance1611321AIAChina(Hong Kong)Insurance1621902NetEaseChinaMedia1632862EnterpriseUnited StatesMobility1641601UniversalUnited StatesMedia1651461HitachiJapanEngineering&Construction1661842MetlifeUnited StatesInsurance1671670ProgressiveUnite
130、d StatesInsurance1681752BNP ParibasFranceBanking1692102UBSUnited StatesBanking1701661DHLGermanyLogistics1714602Charles SchwabUnited StatesBanking1721992BYDChinaAutomobiles1731802LaysUnited StatesFood1741431JRJapanLogistics1751832NissanJapanAutomobiles1762392VolvoSwedenAutomobiles1771952etisalat by e
131、&UAETelecoms1781862Canada LifeCanadaInsurance1791571YiliChinaFood1801681CarrefourFranceRetail1812482Generali GroupItalyInsurance1821701HiltonUnited StatesHotels1832272BrookfieldCanadaBanking1841741AllstateUnited StatesInsurance1851731ChubbUnited StatesInsurance1861922Circle KCanadaRetail1871882John
132、DeereUnited StatesEngineering&Construction1881611ExxonMobilUnited StatesOil&Gas1892042VinciFranceEngineering&Construction1902192TravelersUnited StatesInsurance1911711EnelItalyUtilities1922242CEECChinaEngineering&Construction1931930DBSSingaporeBanking1941891auJapanTelecoms195-3FidelityUnited StatesBa
133、nking1962312DeltaUnited StatesAirlines19714417-ElevenJapanRetail1981871BMOCanadaBanking1991781Industrial BankChinaBanking2003042FerrariItalyAutomobilesBrand Finance Global 500 25Top 500 most valuable brands 151-200Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Val
134、ue Change2023 Brand Value2024 Brand Rating2023 Brand Rating2011641ScotiabankCanadaBanking2022432AetnaUnited StatesHealthcare Services2032282ChevroletUnited StatesAutomobiles2041821SoftBankJapanTelecoms2051451VankeChinaReal EUnited StatesLeisure&Tourism2073032Corona ExtraMexicoBeers2082712WhatsAppUni
135、ted StatesMedia2092852CignaUnited StatesHealthcare Services2102162Prudential PlcChina(Hong Kong)Insurance2112011HoneywellUnited StatesEngineering&Construction2121761Power ChinaChinaEngineering&Construction2132502American AirlinesUnited StatesAirlines2142111CapgeminiFranceIT Services2152131INGNetherl
136、andsBanking2163072ZurichSwitzerlandInsurance2171941Dollar GeneralUnited StatesRetail2181961ReweGermanyRetail2191791Shanghai Pudong Development BankChinaBanking2201851WoolworthsAustraliaRetail2212592TJ MaxxUnited StatesRetail2222121LICIndiaInsurance2232221U.S.BankUnited StatesBanking2242181EngieFranc
137、eUtilities2253222ADPUnited StatesCommercial Services2262151Lockheed MartinUnited StatesAerospace&Defence2272261MUFGJapanBanking2283322HDFC BankIndiaBanking2292031PNCUnited StatesBanking2302352DecathlonFranceRetail2312832Poste ItalianeItalyInsurance2322582BASFGermanyChemicals2332091PanasonicJapanElec
138、tronics2342972SyscoUnited StatesCommercial Services2352552UNIQLOJapanApparel2361981MideaChinaElectronics2372452SephoraFranceRetail2382331CNBMChinaEngineering&Construction2392622KiaSouth KoreaAutomobiles2402952HeinekenNetherlandsBeers2412341ViettelVietnamTelecoms2422251LexusJapanAutomobiles2432301Kro
139、gerUnited StatesRetail2443272AMDUnited StatesSemiconductors2453292McKessonUnited StatesHealthcare Services2462642BroadcomUnited StatesSemiconductors2472492E.LeclercFranceRetail2482532RocheSwitzerlandPharma2492231HPUnited StatesElectronics2502021TruistUnited StatesBankingBrand Finance Global 500 26To
140、p 500 most valuable brands 201-250Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating2512371ConocoPhillipsUnited StatesOil&Gas2522822United AirlinesUnited StatesAirlines2532441CognizantUnited StatesIT Servi
141、ces2542912TelusCanadaTelecoms2552081China Everbright BankChinaBanking2562171H&MSwedenApparel2573022Tiffany&CoUnited StatesApparel2582051MeituanChinaRetail2592902QNBQatarBanking2603262Red BullAustriaSoft Drinks2613102Reliance GroupIndiaDiversified2621971SkyUnited KingdomTelecoms2632421ItaBrazilBankin
142、g2642061EniItalyOil&Gas2652361TelstraAustraliaTelecoms2665822Nongfu SpringChinaSoft Drinks2673452PTTThailandOil&Gas2682411TysonUnited StatesFood2692690XboxUnited StatesElectronics2702842Luzhou LaojiaoChinaSpirits2712521PhilipsNetherlandsPharma2722201NBCUnited StatesMedia2733232EvernorthUnited States
143、Healthcare Services2742471Standard CharteredUnited KingdomBanking2752802NokiaFinlandElectronics2762291DanoneFranceFood2772511Union PacificUnited StatesLogistics2782211Intesa SanpaoloItalyBanking2792661BellCanadaTelecoms2802741DiscoverUnited StatesBanking28128823MUnited StatesElectronics2823012LegoDe
144、nmarkToys2832071AChinaRetail2842771MichelinFranceTyres2852731Japan Post HoldingsJapanDiversified2862601CIBCCanadaBanking2874462D.R.HortonUnited StatesEngineering&Construction2883622LSEGUnited KingdomCommercial Services2892791Warner BrosUnited StatesMedia2902932MovistarSpainTelecoms2913152FreseniusGe
145、rmanyPharma2922992AirtelIndiaTelecoms2933002China Minsheng BankChinaBanking2942561PinduoduoChinaRetail2953612VMWAREUnited StatesInternet&Software2962141Yahoo!GroupJapanMedia2973242BridgestoneJapanTyres2983652Munich ReGermanyInsurance2992781CCCCChinaEngineering&Construction3003492HCLTechIndiaIT Servi
146、cesBrand Finance Global 500 27Top 500 most valuable brands 251-300Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating3012981Sherwin-WilliamsUnited StatesPaints3023182QuakerUnited StatesFood3034062Cardinal H
147、ealthUnited StatesHealthcare Services3043872McKinsey&CoUnited StatesCommercial Services3053662ServicenowUnited StatesInternet&Software3063332MonsterUnited StatesSoft Drinks3073472GilletteUnited StatesCosmetics&Personal Care3082001FoxUnited StatesMedia3093412BudweiserUnited StatesBeers3103081NatWestU
148、nited KingdomBanking3112751China Resources LandChina(Hong Kong)Real Estate3122701MedtronicIrelandPharma3132571Xinghuacun Fen WineChinaSpirits3143202SubwayUnited StatesRestaurants3153522CoupangSouth KoreaRetail3163432BBVASpainBanking3174122OReilly Auto PartsUnited StatesRetail3182461QualcommUnited St
149、atesSemiconductors3193982Bloomberg L.P.United StatesCommercial Services3204152ConadItalyRetail3213210Taco BellUnited StatesRestaurants3223712AutoZoneUnited StatesRetail3233372SpotifySwedenMedia3242401AsdaUnited KingdomRetail3252941PlayStationJapanElectronics3263952Activision BlizzardUnited StatesMed
150、ia3273392SubaruJapanAutomobiles3283352BouyguesFranceDiversified3294242CumminsUnited StatesEngineering&Construction3303121State Bank of IndiaIndiaBanking3313281ESPNUnited StatesMedia3324362ASMLNetherlandsSemiconductors3333342Northrop GrummanUnited StatesAerospace&Defence3344162AirbnbUnited StatesLeis
151、ure&Tourism3353842RenaultFranceAutomobiles3363752DaikinJapanEngineering&Construction3372891Commonwealth BankAustraliaBanking3383442NiveaGermanyCosmetics&Personal Care3393422Lloyds BankUnited KingdomBanking3402681CanonJapanElectronics3413562SwisscomSwitzerlandTelecoms3423582HPEUnited StatesTech343292
152、1CarMaxUnited StatesRetail3444622EmiratesUAEAirlines3453191Mahindra GroupIndiaDiversified3462871HaierChinaDiversified3473732RabobankNetherlandsBanking348-3Wipro GroupIndiaDiversified3494172Crdit AgricoleFranceBanking3503742Prudential(US)United StatesInsuranceBrand Finance Global 500 28Top 500 most v
153、aluable brands 301-350Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating3512811EdekaGermanyRetail3524552CJ GroupSouth KoreaDiversified3532961BNSFUnited StatesLogistics3544092Al-Rajhi BankSaudi ArabiaBankin
154、g3552671Poly DevelopmentChinaReal Estate3564342LENNARUnited StatesEngineering&Construction3574372MarshallsUnited StatesRetail3583301YangheChinaSpirits3593131ColesAustraliaRetail3603051XiaomiChinaElectronics3613601GuerlainFranceCosmetics&Personal Care3622611MerrillUnited StatesBanking3634612Schneider
155、 ElectricFranceEngineering&Construction3643551L&MUnited StatesTobacco3654422Whole FoodsUnited StatesRetail3667352Marina Bay SandsSingaporeLeisure&Tourism3674672Crdit MutuelFranceBanking3684402JioIndiaTelecoms3694382KBCBelgiumBanking3705172GMCUnited StatesAutomobiles3713722PfizerUnited StatesPharma37
156、24052Merck&CoUnited StatesPharma3733111Dominos PizzaUnited StatesRestaurants3744522BHPAustraliaMining,Iron&Steel3753141KelloggsUnited StatesFood3763641Daiwa HouseJapanEngineering&Construction3773992CNRLCanadaOil&Gas3783802SafewayUnited StatesRetail3794492Micron TechnologyUnited StatesSemiconductors3
157、803812HyattUnited StatesHotels3814132WrigleyUnited StatesFood3824222LululemonCanadaApparel3834902PradaItalyApparel3844742SLBUnited StatesOil&Gas3854712CencoraUnited StatesHealthcare Services386-3VanguardUnited StatesBanking3873851E.ONGermanyUtilities388-3Continental GroupGermanyDiversified3894722Cad
158、illacUnited StatesAutomobiles3903791Tim HortonsCanadaRestaurants3912721GreeChinaElectronics3923501Pall MallUnited StatesTobacco3936212LillyUnited StatesPharma3943901GlencoreSwitzerlandMining,Iron&Steel3953911MercadonaSpainRetail3962631SF ExpressChinaLogistics3974032AIGUnited StatesInsurance3982651MC
159、CChinaEngineering&Construction3995872EnBWGermanyUtilities4004000Swiss ReSwitzerlandInsuranceBrand Finance Global 500 29Top 500 most valuable brands 351-400Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating
160、4015272RogersCanadaTelecoms4024592KauflandGermanyRetail4034072ManulifeCanadaInsurance4044792CaixaBankSpainBanking4054322BCGUnited StatesCommercial Services4064142AstraZenecaUnited KingdomPharma4072321Country GardenChinaReal Estate4084041JeepUnited StatesAutomobiles4094081ABCUnited StatesMedia4104192
161、UOBSingaporeBanking4113481CRRCChinaEngineering&Construction4125022ENEOSJapanOil&Gas4137152FanduelUnited StatesLeisure&Tourism4143771Saint-GobainFranceEngineering&Construction4154582ANZAustraliaBanking4163531LenovoChinaElectronics4175012PoscoSouth KoreaMining,Iron&Steel4183761eBayUnited StatesRetail4
162、194992ABBSwitzerlandEngineering&Construction4205262Applied MaterialsUnited StatesTech4215142Texas InstrumentsUnited StatesSemiconductors4224542LancmeFranceCosmetics&Personal Care4234682AbbottUnited StatesPharma4244332CNOOCChinaOil&Gas4254302AvivaUnited KingdomInsurance4264392PampersUnited StatesHous
163、ehold Products4273571China PostChinaLogistics4284271BayerGermanyPharma4294772Socit GnraleFranceBanking4305592BUICKUnited StatesAutomobiles4314812Banco do BrasilBrazilBanking4324782GatoradeUnited StatesSoft Drinks4333171Este LauderUnited StatesCosmetics&Personal Care4344181Centene CorporationUnited S
164、tatesHealthcare Services4353921Bud LightUnited StatesBeers4364632USPSUnited StatesLogistics4373361SuzukiJapanAutomobiles4383781MengniuChinaFood4395422Deutsche BankGermanyBanking4405082KB Financial GroupSouth KoreaBanking441370120th TelevisionUnited StatesMedia4423511DoveUnited StatesCosmetics&Person
165、al Care4434482FergusonUnited StatesEngineering&Construction4444962Southwest AirlinesUnited StatesAirlines4454532BAE SystemsUnited KingdomAerospace&Defence4465572BRIIndonesiaBanking4475632NintendoJapanElectronics4485302EnbridgeCanadaOil&Gas4494822GS GroupSouth KoreaDiversified4505042Marathon Petroleu
166、mUnited StatesOil&GasBrand Finance Global 500 30Top 500 most valuable brands 401-450Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating4513091CBSUnited StatesMedia4525892Red HatUnited StatesInternet&Softwar
167、e4535652IberdrolaSpainUtilities4545122QuickBooksUnited StatesInternet&Software4555602Modelo EspecialMexicoBeers4564872Larsen&ToubroIndiaEngineering&Construction4573831RaytheonUnited StatesAerospace&Defence4583971Best BuyUnited StatesRetail4595752CarrierUnited StatesEngineering&Construction4603881Bur
168、ger KingCanadaRestaurants4612761China Overseas Land&InvestmentChina(Hong Kong)Real Estate4623591HennessyFranceSpirits4634702Dai-Ichi LifeJapanInsurance4643671TIMItalyTelecoms4654451Electronic ArtsUnited StatesMedia4665712Dollar TreeUnited StatesRetail4674762Tokio MarineJapanInsurance4685702Ray-BanIt
169、alyApparel4695112Energy TransferUnited StatesOil&Gas4707752Novo NordiskDenmarkPharma4715512Ross Dress For LessUnited StatesRetail4724511TideUnited StatesHousehold Products4733961Pizza HutUnited StatesRestaurants4745862Indian OilIndiaOil&Gas4754211O2United KingdomTelecoms4764641NordeaSwedenBanking477
170、4651BradescoBrazilBanking4784281JD SportsUnited KingdomRetail4794912PumaGermanyApparel4804261SainsburysUnited KingdomRetail4814801Mizuho Financial GroupJapanBanking4823311HikvisionChinaElectronics4834351OCBC BankSingaporeBanking4843891Chow Tai FookChina(Hong Kong)Apparel4855452VeoliaFranceUtilities4
171、864411Tractor SupplyUnited StatesRetail4875292DensoJapanAuto Components4885182Aldi NordGermanyRetail4895032Bank of JiangsuChinaBanking4905242Cathay Life InsuranceChina(Taiwan)Insurance4914942SABICSaudi ArabiaChemicals4924561ChipotleUnited StatesRestaurants4935812Bajaj GroupIndiaAutomobiles4944841Dun
172、kin DonutsUnited StatesRestaurants4954751RakutenJapanRetail4964982Hua Xia BankChinaBanking4975962ArmaniItalyApparel4986302EiffageFranceEngineering&Construction4993931FISUnited StatesInternet&Software5005072PanteneUnited StatesCosmetics&Personal CareBrand Finance Global 500 31Top 500 most valuable br
173、ands 451-500Brand Value Ranking(USDm)Brand SpotlightBrand Finance Global 500 33 zBrand ValueUSD15.2 bn+7.2%#128Brand Strength80.2+0.7#170ADNOCBrand Finance Global 500 34Alexander Richmond Burnett Chief Communications Officer,ADNOCWhat are the key learnings and opportunities for energy brands as a re
174、sult of the recently concluded COP28 in UAE?COP28 demonstrated the value of a more comprehensive and inclusive approach to climate action and recognized that all stakeholders have an important role to play.In particular,it underscored the need to decarbonize both the demand and supply side of the en
175、ergy system in line with net zero 2050 goals to keep 1.5 degrees within reach.It also reinforced the importance of transparency,accountability,and collaboration in meeting global climate goals.The resulting UAE Consensus delivered an historic agreement for a just,orderly and responsible transition a
176、way from fossil fuels,and called for the tripling of renewable energy capacity while doubling energy efficiency by 2030.All brands must recognise their role in delivering on the commitments of the Consensus,while realizing the exciting economic opportunity that the energy transition presents.Moving
177、forward,energy brands must help fulfil growing global energy demand,while driving down emissions,and ensuring their own net-zero and sustainability goals are achieved.What role do you hope ADNOC can play in terms of sustainability and the climate change challenge?Energy is pivotal to progress,and gl
178、obal demand continues to grow.At the same time,the global challenge of climate change requires urgent,game-changing solutions to eliminate emissions.At ADNOC,we believe theres a way to meet growing energy demand while protecting our planet,to hold back emissions,not progress.Our twofold strategy rem
179、ains;rapidly decarbonizing todays energy system,while investing in lower-carbon solutions,new energies and value chains that will shape the energy system of tomorrow.Interview with Alexander Richmond Burnett Brand Finance Global 500 35In 2023,we demonstrated our commitment to these goals and made si
180、gnificant strides towards achieving them.We brought-forward our commitment to achieving net zero to 2045,while more than doubling our plans to expand carbon capture capacity.Additionally,we became a founding member of the Oil and Gas Decarbonization Charter,an initiative of the COP28 Presidency,whic
181、h is dedicated to zeroing out methane emissions by 2030 and aligning with net zero emissions by or before 2050.We are making tangible progress towards our goals.We are prioritizing reducing our carbon intensity by 25%by 2030 through energy efficiency,the deployment of carbon capture and storage tech
182、nology,and the electrification of our operations.Our low level of upstream GHG carbon intensity is industry leading.We generate 100%of our onshore grid electricity from emission-free solar and nuclear energy sources.Through our investment in Masdar,we are growing our lower carbon solutions and accel
183、erating the delivery of clean energy projects in the UAE and around the world.Looking ahead,what future plans and strategies does ADNOC have in place to further strengthen its brand and continue the growth of its brand value?As this years Brand Finance Global 500 Report demonstrates,ADNOC,and the AD
184、NOC brand,goes from strength-to-strength as we continue on our journey to transform,decarbonize and future-proof our company and reinforce our position as a progressive,diversified,and responsible global energy brand.Moving forward,you can expect our business and brand growth to continue at pace,as
185、we deliver on plans to expand and diversify domestically and internationally,with investment in every segment of our business,including new partnerships and potential acquisitions.We will also continue to leverage our track record of global cross-industry and cross-border partnerships,operational ca
186、pabilities,and relationships with cutting-edge technology providers to develop and commercialize the practical solutions and cutting-edge innovations that will help secure a net zero-energy future.We recognise the need to ensure we continue to deliver on our promises;providing Energy for Life,rapidl
187、y reducing emissions,and ensuring a responsible energy transition that leaves nobody behind.Brand Spotlight ADNOC|Interview with Alexander Richmond Burnett Brand Finance Global 500 36 Brand ValueUSD12.3 bn+9.4%#168BNP ParibasBrand Finance Global 500 37Interview with Elise HermantElise HermantHead of
188、 Group Communications,BNP ParibasCan you share with us,what is your secret for driving brand growth?The development of a brands image is linked to how its actions are perceived and comprehended by both,customers,and stakeholders.It must be acknowledged that the financial sector struggles to emerge a
189、nd has long suffered from a conservative image.However,in my daily experience,I witness a bank that is rapidly transforming,an innovative tech-company working with vast volumes of highly sensitive data,revolutionizing payments,and the daily management of budgets.A bank guiding people in acquiring or
190、 renovating their homes,preparing for retirement,and offering innovative mobility solutions.A bank,accompanying businesses in their development,both in France and internationally,supporting everyone,from aspiring students entrepreneurs to major corporations.A bank acting as a supporter for the reind
191、ustrialization,for the redefinition of supply-chains,and the ecological transition:these topics require substantial investments,that banks have the responsibility and the capacity to mobilize.Brand Finance Global 500 38The year 2023,had its share of significant events,that highlighted our purpose:ea
192、rly in the year,we announced the shift in our financing towards renewable energy sources,predominantly focused on low-carbon energies since 2022,and that will comprise no more than 20%fossil fuels by 2030.Our#UnexpectedJobs program at BNP Paribas,has strengthened our attractiveness as an employer,si
193、mply by empowering our colleagues to share their experiences.This initiative allowed them to explain their roles in their own words and with a sense of humor,whether they go by“InData Jones”,“BodyGuard Digital”,or“Guardian of the Financial Galaxy”.It stands as a rare and successful example of User G
194、enerated Content,with thousands of spontaneously created pieces and tens of millions of views.And this belief,that seriousness and creativity can coexist,has also manifested in the advertising campaigns of our commercial brands:from a secret agent struggling to break the window-glass at BNP Paribas
195、in France,to a stress-relieving masseur at Cetelem,or an equestrian costume at Hello Bank!Finally,just before last summer,we celebrated 50 years of the loyalty and commitment that unites BNP Paribas and Tennis.An exceptional edition of Roland Garros was marked by our desire to share the excitement o
196、f Tennis with as many people as possible.Brand Spotlight BNP Paribas|Interview with Elise HermantHow do you intend to further enhance the value of the BNP Paribas brand?The era of purely top-down approaches is over.Our communication approach increasingly relies on the ability to persuade the right p
197、eople with the right arguments,thereby achieving more precise and effective targeting.When our digital services receive the top ratings in digital rankings,or when our Nickel brand surpasses the milestone of three million clients in Europe,it resonates with both,our existing clients and potential cu
198、stomers.When we rank as the worlds leading bank for green bonds,but at the bottom in fossil tied to fuels bonds,its a wake-up call for anyone who cares about the environmental crisis.When we internally reinforce the guiding principles of our code of conduct,it resonates with everyone committed to el
199、iminating homophobia,racism,antisemitism,and all forms of discrimination from their workplace.Being the bank for a changing world means embracing,promoting,and accelerating all these transformations.This approach of dialogue and rational argumentation demands effort and commitment.Within BNP Paribas
200、,we all become both,actors of transformation and ambassadors of our company,it is truly exciting!CREDIT:Ooshot-Xavier-Alexandre PonsBrand Finance Global 500 39 kBrand ValueUSD41.8 bn+21.0%#35Brand Strength90.6-0.7#6DeloitteBrand Finance Global 500 40Interview with Vimi Grewal-CarrVimi Grewal-CarrGlo
201、bal Chief Growth Officer,DeloitteWhat factors does Deloitte attribute to its brand success?The enduring strength and success of Deloittes brand is rooted in many factors,but at our core is Purpose.Our shared Purpose,“to make an impact that matters,”is at the heart of everything we do.Its not just an
202、 aspirational message but a commitment we live daily.We firmly believe our commitment to our Purpose distinguishes us in serving Deloitte clients,attracting top talent,and effecting positive change.Additionally,a focus on building and keeping trust has helped Deloittes brand stand the test of time f
203、or over 178 years.Since William Welch Deloitte opened our first office,our commitment to our Shared Values has set us apart.While we have certainly grown and transformed,the constant has been our unwavering dedication to fostering robust,responsible growth and cultivating trust among our clients,our
204、 people,and the communities we serve.Collaboration and partnerships have become crucial elements in todays interconnected world.How has Deloitte fostered strategic alliances,and what role have these partnerships played in driving brand value growth?Our strategic alliances are an invaluable part of o
205、ur success story.Our global organization thrives on collaboration,leveraging our multidisciplinary skillsets and insights to drive positive and impactful outcomes for our clients.This collaborative approach is foundational to how we help our clients as they seek broad,transformative solutions in tod
206、ays complex business environment.Brand Finance Global 500 41Across our clients journeys,from advising to implementing to operating,we are able to harness the power of the relationships we have with many of the worlds leading technology providers.These alliances fortify our ability to deliver value-c
207、entric solutions at every turn,including digital transformation,AI offerings,cloud migration,and workforce initiatives.In essence,exceptional work is born from exceptional partners.Our collaborations with our ecosystem partners continually showcase the best of our brands reach and impact.Employee en
208、gagement can significantly impact brand perception.How does Deloitte involve employees in contributing to and aligning with the brands values and goals?Our people truly are our greatest asset.We have 457,000 brand ambassadors at Deloitte who contribute world-class skills and insights with a passion
209、that sustains and fuels our brands strength year after year.We want to foster a culture where all our people can thrive,so we prioritize their well-being and success by offering flexible work arrangements,promoting work-Brand Spotlight Deloitte|Interview with Vimi Grewal-Carrlife balance,diversifyin
210、g work assignments,facilitating innovative learning and development initiatives,and strengthening leadership capabilities and upskilling opportunities.Our continued investment in our Deloitte Universities builds on our commitment to leadership development and technical training for Deloitte people w
211、orldwide.Our Purpose to make an impact that matters is also key to attracting the best talent.We empower our people to champion causes important to them,such as advocating for LGBT+rights and climate change.Our people are also integral to Deloittes WorldClass ambition to impact 100 million people by
212、 2030 through programs and collaborations with some of the worlds leading education and skills building organizations.Its a personal point of pride for me that so many of our people actively volunteer their expertise,working with clients,governments,innovators,universities,and nonprofits to support
213、millions of students and education leaders worldwide.Since 2017,our efforts have helped propel 57 million individuals forward.Brand Finance Global 500 42 HBrand ValueUSD73.3 bn+16.5%#9Brand Strength83.0+4.3#112Deutsche TelekomBrand Finance Global 500 43Interview with Ulrich KlenkeUlrich Klenke Chief
214、 Brand Officer,Deutsche TelekomIn Brand Finances rankings,T has become the most valuable German brand of all time.What do you think have been the key contributing factors to this incredible achievement?The amazing results confirm the importance of our work,and that Deutsche Telekom is on the right t
215、rack.In recent years we not only implemented a consistent global brand strategy but also relentlessly invested in our network quality and crucial customer-oriented initiatives.It seems like now,it has all come together.In 2023,for the first time ever,nine out of our ten markets in Europe have achiev
216、ed the number one position in customer satisfaction.In addition,our emerging leadership in network performance throughout Europe and the US,significantly contribute to bolstering brand perceptions.Beyond our commitment to excellence,I think people have now noticed that in an increasingly digital wor
217、ld,the company is willing to take active responsibility for both our customers and the society as a whole.We are proud that the T is increasingly perceived as a strong symbol for the connection of people,because in the end,its all about the infinite opportunities and the social togetherness connecti
218、vity can provide.Brand Finance Global 500 44Brand Spotlight Deutsche Telekom|Interview with Ulrich KlenkeThis year,you introduced the inaugural unified global claim for the group:Connecting your world.How will this unified global claim be implemented in day-to-day operations to surpass competitors a
219、nd ignite additional growth?For us the brand claim,above all,is a powerful tool to support our global brand approach“One company.One brand”.For the very first time,every country organization shows commitment to one common brand concept by using the same tagline,in the same language.This brings us cl
220、oser to our goal of creating one global voice for the digitalization of private and business customers.Beyond this,the brand claim is easy to understand and covers both the human and the technological side of connectivity.In daily operations it suits all different contexts and offerings of our multi
221、-layered company.But what I like most about it,is that“Connecting your world.”places the primary focus on our customers and thus puts their requirements and expectations at the heart of our activities.Looking ahead,what future plans and strategies does T have in place to further strengthen the T bra
222、nd and continue the growth of its brand value?We know that we can still improve in terms of implementation of our global brand approach and cross-national business and communication activities.Examples like the successful Europe-wide Christmas campaign,or the fantastic spill overs from the Formula 1
223、 engagement of our US colleagues last year in Las Vegas,show the huge potential of international collaboration and present Deutsche Telekom as a true global player.In addition,we wont stop further integrating our subsidiaries under the T brand umbrella to constantly strengthen brand consistency and
224、to expand our geographical footprint.A digital world knows no borders and industry boundaries are increasingly disappearing.Global customer experience and requirements will continue to grow.We understand that we have to transform ourselves towards a“digital telco”platform driven,with highly scalable
225、,cross-national propositions.A strong global brand can help to make this change visible and provide guidance beyond national borders.Brand Finance Global 500 45 HBrand ValueUSD11.7 bn+11.8%#177Brand Strength89.4+0.3#13etisalat by e&Brand Finance Global 500 46Interview with Hatem DowidarHatem Dowidar
226、 GCEO,e&Collaboration and partnerships have become crucial elements in todays interconnected world.How has e&fostered strategic alliances,and what role have these partnerships played in driving brand value growth?We believe in harnessing the power of collaboration and building ecosystems with partne
227、rs whose synergy aligns with our growth vision to stay nimble,adaptable and future-ready.Through partnerships with private and public sectors and investments in startups,we have brought diverse perspectives and expertise to every area of our business growth,from leveraging new-gen technologies to dr
228、iving sustainability.Together,we are co-creating solutions that drive innovation.In 2023,we broadened our horizons with investments in Vodafone,followed by the binding agreement to acquire a majority stake in PPF Telecom expanding into Central and Eastern Europe.Most recently,we expanded our operati
229、ons in Pakistan with the 100%acquisition of Norwegian telecoms company Telenors local unit to serve the growing South Asian telecoms market.This combined the strengths of PTCL and Telenor Pakistan,creating synergies for innovation,market strength,and broader customer reach,accelerating their digital
230、 transformation journey.Additionally,the$400 million investment in Careem expanded our range of services and digital offerings for consumers while propelling our transformation into a global technology group.Brand Finance Global 500 47Further acquisitions of elGrocer,Smartworld,and a merger with Kha
231、zna,highlight expansion beyond the telecoms sector,while the acquisition of STARZPLAYs reinforced our commitment to international expansion in the entertainment and financial technology domains.We are also strengthening our presence in fintech,entertainment,and SuperApps,shaping the future of person
232、alised digital experiences worldwide.Leading the digital transformation journey across the business sector,e&enterprise made considerable achievements with acquisitions and strategic partnerships.e&enterprise acquired a majority stake in Beehive,MENAs leading peer-to-peer digital platform,tapping in
233、to opportunities in the Small and Medium Enterprise(SME)lending market.Marking the next step in e&enterprises expansion,this showcased its commitment to opening new avenues of growth across the UAE and wider region,while enabling Beehive to scale its business and offerings.Brand Spotlight e&|Intervi
234、ew with Hatem DowidarOur venture capital arm,e&capital,led the investment in companies like almentor,which excels in Arabic content for video learning,and Ikigai Labs,focused on democratizing and enhancing accessibility to AI.Another collaboration focus for e&is sustainability and green technologies
235、.We recently launch the Innovation Hub in partnership with the GCC Sustainability Alliance.This is a central ecosystem to lead the efforts in decarbonising the telecom industry.We also collaborated with Huawei to deploy the regions first net-zero 5G Massive MIMO site across the Expo City Green Zone,
236、powered entirely by renewable energy.As part of our Environmental,Social and Governance(ESG)standards,our collaboration with the global organisation Code.org aims to promote computer science and software education in markets where our group operates across the Middle East,Asia,and Africa.Brand Finan
237、ce Global 500 48Employee engagement can significantly impact brand perception.How does e&involve employees in contributing to and aligning with the brands values and goals?With people at the heart of our success,e&s human capital and talent are core drivers focused on creating a purpose-driven cultu
238、re with a competent,engaged and diverse workforce at every level.This aligns with our human capital vision to transcend the organisation to enable a healthy and agile culture that drives accelerated performance.The future will be transformational,with a dual focus on performing and transforming by a
239、llocating equal time,energy and resources to both.More importantly,e&will keep digital at its core by embracing breakthrough technologies.We recognise the central role that our employees play as change agents in our business transformation.We have brought their efforts closer to e&s global Brand Spo
240、tlight e&|Interview with Hatem Dowidarvision,modernising our HR technology portfolio with blockchain and introduced AI-powered solutions,chatbots and blockchain-powered HR credentials,focusing on a technology-leading employee experience.Our commitment to diversity,equality and inclusion principles h
241、as produced tangible results,with a 50%increase in women in senior management positions at the VP level and above.In addition,65%of management positions are now held by UAE nationals.We have also introduced flexibility and inclusivity benefits such as the Work from Anywhere programme.Recently we als
242、o announced a four-day workweek trial across three departments in etisalat by e&.Our initiatives to train staff in Emirati sign language and develop web extensions for those with autism also underlines our commitment to being inclusive and globally responsive.We are modernising our workplace strateg
243、ies,and with that,our employees contribution to the future of our business.Brand Finance Global 500 49Given the rapidly evolving tech landscape,which technology trends will have the most significant impact on customers and their behaviour in the near future?What is e&s strategic approach to stay ahe
244、ad of emerging trends?For telecom providers,opportunities for the future lie in moving from connectivity to providing comprehensive solutions.This has been the foundation of e&s evolution from a telco to a technology company.As digital technologies such as AI,IoT and cloud take centre stage,we belie
245、ve that there is a lot of room to extend our remit in several directions.For example,we are harnessing the power of digital technologies such as 5G,Internet of Things(IoT),and Artificial Intelligence(AI).In line with our ambitions and transformation journey is the recent creation of the Group AI&Dat
246、a department at e&.This will accelerate AI and Data Analytics strategies across the group to become an AI first organisation revolutionising both the way we operate internally,as well as how we solve the evolving needs and demands of our customers.Brand Spotlight e&|Interview with Hatem DowidarThis
247、department will integrate AI into all aspects of e&operations,leveraging its full potential through agility and innovation.It will achieve this by forging impactful alliances while simultaneously fostering the next generation of data scientists to lead and execute these AI initiatives.At e&,we are i
248、n a unique position to reshape the industrys future,and we are investing in these technologies to develop new products and services that leverage them.Building a more sustainable future remains our priority.We have followed the UAEs sustainability ambitions,resulting in e&s commitment to a net-zero
249、emissions mandate for its UAE and global operations by 2040.Through collaborations with industry leaders,not only do we aim to reshape the sector,but we also want to inspire others to embrace the dynamic changes within the telecom landscape and evolve profitably and sustainably.Brand Finance Global
250、500 50 uBrand ValueUSD14.2 bn+9.2%#145Brand Strength83.5+0.1#98InfosysBrand Finance Global 500 51Interview with Sumit VirmaniSumit VirmaniCMO,InfosysCongratulations to Infosys on being the fastest growing IT Services brand in the Global 500 over the last five years.What made this growth possible?A d
251、eep commitment to purpose and an aspiration to continuously evolve and stay relevant to the changing needs of our stakeholders thats the secret sauce.Today,delivering on the Infosys brand promise,we are helping our stakeholders to navigate and thrive in an AI-first world.The core purpose of our bran
252、d remains unchanged-to amplify human potential and create the next opportunity for everyone.With the evolution in the technology landscape,we remain committed to leveraging its shifting capabilities to move people,businesses and communities forward.What bets has Infosys placed in generative AI and c
253、loud technologies that can serve to build and strengthen the Infosys brand?For brand Infosys,the aspiration is to be the digital innovation partner of choice for our clients.To credibly own that position,we know we must continuously differentiate ourselves across markets.With cloud computing and art
254、ificial intelligence-especially generative AI-driving business transformation,we saw the opportunity to reset benchmarks early on.We have launched the industrys first cloud services brand-Infosys Cobalt.Infosys has also,for a long time,been making investments in the AI space.We are leveraging genera
255、tive AI to deliver business solutions as well as integrating it into many of our offerings to accelerate productivity.Infosys Topaz-our brand of AI-first services,solutions and platforms using generative AI capabilities was launched a few months ago to help our clients accelerate their journey towar
256、ds building an AI-first enterprise.In combination with Infosys Cobalt,it is helping brand Infosys build a credible digital-first,cloud-first and AI-first positioning within the marketplace.Brand Finance Global 500 52Brand Spotlight Infosys|Interview with Sumit VirmaniThe economic slowdown is creatin
257、g pressure on companies to scale back investments in ESG.How has Infosys responded?The somewhat prolonged economic uncertainty has certainly driven many skeptical investors to question the overall efficiency of firms incorporating ESG considerations into investment decisions.However,at Infosys,our c
258、ommitment to ESG stems from our very purpose.In fact,our co-founders have always advocated perusing whats better for all of us,even at a time when ESG was rarely part of the corporate lexicon.The core belief at Infosys is,and always has been,that society provides customers,employees,and investors fo
259、r a company,and businesses cannot thrive in failing societies.Therefore,Infosys maintains that it is upon businesses to create the next opportunity for all.From announcing our ESG Vision 2030 and embracing the aspirational goals,even as the pandemic raged,to realizing it in tangible and measurable t
260、erms today,Infosys has set a positive example enabling 8.5 million learners with digital skills,being carbon neutral 4 years in a row,and being recognized among the worlds most ethical companies 3 years in a row.Brand budgets can often be cut during a downturn,which provides opportunities to those w
261、illing to continue to invest for the long term.What is your point of view on this and what actions has Infosys been taking to continue to invest in its brand?In a downturn,growth is the overriding business priority and likely hardest to reach.Well-hedged marketing and branding bets are a must-have i
262、n such an environment to ensure that businesses are well positioned to garner market share at the other end of the downturn.These need to be hand-picked strategic programs that dont just support the growth engine in the near-term but also amplify positive perception and set the brand up for a head s
263、tart for when the markets revive.A good example of Infosys continuing to invest through the recent economic reality has been the launch of our Champions Evolve campaign along with our brand ambassadors Rafael Nadal and Iga Swiatek.Research has shown,with adequate data points over multiple recessions
264、,that brand strength is integral for long term business growth and marketers can make a material contribution to business health by making strategic brand moves to prepare the business well for economic recovery.InsightsBrand Finance Global 500 54Its one of the most frequently asked brand strategy q
265、uestions:when,why and how should I value a brand?We love to answer this question,because it gets to the heart of why brand valuation is important and the difference that brand value can make to your business.There is a multitude of reasons to value a brand,ranging from technical to applied,from mark
266、eting to finance,and everywhere in between.Regardless of the discipline,it is crucial to centre the conversation and base any strategic branding decisions on hard data.Your brand exists to differentiate and elevate your business.Measuring and valuing its performance should be done with the intention
267、 of understanding how you can leverage one of your most important assets to further your business goals,in the short and long term.In this article,we are going to explore six of the most common brand valuation applications for brand strategy.1.Brand TrackingIt is essential for any brand manager to i
268、dentify the period-to-period performance of their brands.The identification of changes in brand equity and brand value allows for quick action that can correct or improve performance.Most companies will track the performance of their brands in one way or another.One of the most commonly tracked metr
269、ics is Net Promoter Score(NPS).On top of this,brand managers will often be monitoring a whole host of other brand equity measures(awareness,familiarity,consideration,recommendation etc.),and bottom-line performance.To effectively track all of a brands attributes requires expert ability in market res
270、earch,communications,finance,HR,insights and analytics.Brand Valuation combines data on all of these areas,prioritises them,and provides financial numbers which are intelligible across the business.Indeed,this principle is how we arrived at our strapline Bridging the Gap between Marketing and Financ
271、e.Many senior managers have noticed a paradox in how firms perceive marketing.On the one hand,every chief executive and mission statement puts marketing at the very top of the agenda At the same time,marketing professionals,marketing departments and marketing education are not highly regarded The pa
272、radox will never be resolved until marketing professionals justify marketing strategies in relevant financial terms.Peter DoyleFormer Professor of Marketing at Warwick UniversityMike RochaChief Commercial Officer,Brand Finance Why Should I Value My Brand?Brand Finance Global 500 55Period-to-period t
273、racking helps to expose the brand attributes that are under or overperforming.Using brand valuation,you can start to expose the real financial impact of changes to key brand attributes.For example,between tracking periods,a company may invest in an advertising campaign to address shortcomings in bra
274、nd awareness.When the brand is assessed and valued again,awareness has improved,and brand value has also improved.By measuring the brand value difference we are able to put a dollar figure on the return on marketing investment from the awareness campaign.Brand trackers then become a strong tool for
275、communicating the development of the brand and its attributes to other internal stakeholders-especially in marketing efficacy and budget discussions.Over 100 businesses use our in-depth reports to identify how brand value and strength is changing and the underlying reasons for those changes and over
276、 300 report our valuations in their annual reports.Even more,businesses use other providers so the use of brand valuation is endemic among marketing and brand departments worldwide and growing in importance.2.Marketing Budget Allocation and Return on Marketing Investment(ROMI)When you are able to de
277、monstrate how much value you are generating through your current branding initiatives,you can determine if you are either over or under-allocating investment in the brand.Valuations can be used to identify what value of an investment is likely to be necessary to keep value topped-up.After analysing
278、the importance of brands versus other assets(by comparing their relative values),management teams can allocate the appropriate proportion of investment to brand building activities.Brands are built not only through promotion but also through product development,availability,price,customer service an
279、d many other factors.Therefore a strong brand valuation approach is one which identifies the relative importance of these activities,allowing for appropriate segmentation of spend;between these different levers as well as the various marketing channels available for promotion.Brand Valuations are th
280、e natural extension to the more short-term Marketing Mix Models and can(read:should)be used concurrently,if data allows it.Insight|Why Should I Value My Brand?Brand Finance Global 500 56Conducting scenario analysis on the assumptions in a valuation can be used as a dynamic tool to identify the retur
281、n on investment of specific activities such as improving the customer journey experience,updating visual identity or improving brand management processes.3.Brand Architecture and Brand Transition StrategyBrand Valuation also helps identify and inform whether you should increase or decrease the numbe
282、r of brands you use,often referred to as a brand portfolio.When valuing a brand portfolio you are testing each available brand through the impact of their strength on business performance.This enables you to review and track the impact of individual brands on the wider portfolio.As well as the effec
283、ts of brand equity,the analysis allows you to understand what brand-building activities are driving awareness to and brand perceptions of the overall group.When working with Vodafone throughout the mid-2000s,as it forged its place as the preeminent global telecoms brand,we developed a structured app
284、roach for each stage of the brand architecture strategy process and have continued to develop the process up to today.This process identified how strong the benefit of rebranding to Vodafone could be for the local brands,which enabled a prioritisation process to take place over which local brands to
285、 transition first.Following this came the brand transition planning.Brand transition strategy and brand architecture strategy are close cousins.Indeed,more often than not,one follows the other.For example,there may be a push from upper management to follow a Masterbrand strategy,which entails that a
286、ny dud or acquired brands will need to be transferred.With any brand transition strategy,you will need to weigh up the brand tactics,marketing tools,investment,and time planning that will create the biggest uplift in value.A successful brand transition strategy is one that ensures the transfer of th
287、e existing brand equity to the new brand while minimising the risk of customer value loss.A brand valuation lens can help you model the financial impact of the various transition strategies.The cost of a slow transition for the benefit of maintaining customer value is a consideration that is often m
288、isunderstood or overlooked in favour of quick action.And indeed,the opposite is also true,sometimes a quick transition will improve business performance.Insight|Why Should I Value My Brand?Brand Finance Global 500 57So do you proceed with an overnight transition?Do you adopt interim brand endorsemen
289、ts?How much additional investment will be required to effectively transfer brand equity?A brand valuation framework enables teams to weigh up cost,time and activities(such as endorsements)to complete the most successful transition possible.4.Sponsorship AnalysisSponsorship evaluation is one activity
290、 that is specifically suited to this type of analysis.Typically an area that has focussed on size of coverage rather than effect,there has been a general misunderstanding about how its benefit should be identified.The key question to ask when evaluating sponsorship is not How much would it cost as a
291、dvertising?but rather What is its benefit to our bottom line?The answer to the first question is effectively useless for determining the ROI of the activity,while the second gets straight to the point.A valuation-based approach to sponsorship evaluation provides a practical,logical and commercially
292、driven basis for assessment.By following an approach that establishes links between changes in brand equity,stakeholder behaviour and ultimately business and brand value,we gain a solid platform of insight to decide whether to enter into-or continue with-sponsorship activities,and how much to spend
293、to activate them.The ultimate benefit of this understanding is that it provides true firepower at the negotiation table with existing and potential sponsors,leading to better results for less investment.5.Brand Positioning DecisionsFaced with a decision on a change in positioning,many businesses con
294、sider the effects only through management hypotheses or market research.Management hypotheses on the effects of a change in positioning are high level and untested,but due to hierarchies of power and experience,most brand managers accept these hypotheses at face value.A brand valuation framework ena
295、bles teams to weigh up marketing cost,time and activities,and model the returns in real financial terms.Insight|Why Should I Value My Brand?Brand Finance Global 500 58Market research is useful but can be risky if you stop there.Strong market research programs will often include“Demand Drivers Analys
296、is”.Demand Drivers Analysis allows you to identify what aspects,or“attributes”,a brand needs in order to drive brand preference in a category.The idea goes that the brand positioning which maximises performance on the most important attributes should be the option selected.Demand Drivers Analysis is
297、 a fantastic start,but it is an exercise that needs to be performed at a segment level.If you take a large multi-service bank,for example,the factors that drive individual consumers to buy a credit card will not be the same as those for a mortgage nor will they be the same for a corporate customer t
298、rying to find the provider for a new loan.So if the positioning changes perceptions in different ways in different segments,how do you decide which segment to prioritise?Ultimately,this must be done by weighing up the overall financial implication to the business.Most importantly,and fundamental to
299、the discipline,brand valuation enables you to identify what you should be willing to spend on the change,knowing that you should never spend more than you predict to gain in value.6.Franchising&Licensing StrategyBrands are frequently licenced both internally and to other companies through franchise
300、or brand licencing agreements.In the late 1990s,we were approached by the United States Internal Revenue Service to provide a new approach to setting brand royalties that was grounded in the identified commercial effects of brands,rather than simply what had been paid for them in the past.Using rese
301、arch analysis techniques,we identify the uplift in yearly revenue and profitability caused by brand equity.The outputs of this analysis are always compelling,and provide a strong defense in negotiations.Establishing the commercial reality of a brands impact on a business rather than relying on often
302、 conservative perceptions or non-comparable agreements is a technique that is-and should more often be-used in licensing.Insight|Why Should I Value My Brand?Brand Finance Global 500 59The following applications range from technical to applied,from marketing to finance,and everywhere in between:1.Bra
303、nd Impact AnalysisThe most fundamental reason to conduct a valuation analysis is to find out how brands-that is,trademarks and their associated intellectual property-improve the financial performance of a business.Brands do this by impacting the perceptions that customers,employees and other relevan
304、t stakeholders.Finding out how brands contribute to revenue and profit and how their value stacks up in comparison to other assets is a fundamentally important piece of knowledge to glean for various reasons.Through our rankings of the worlds most valuable brands,we have found that brands consistent
305、ly make up 20%-25%of the value of listed companies.This figure differs by type of business,industry,segment,stage of life and many other factors so its important to analyse specific brands and on a segmented basis to glean out all the relevant information.And it is relevant for many reasons.One prin
306、cipal reason is education.Many boards are simply unaware of the benefit that brand building can make to your business.Demonstrating these effects can help build support for new measures to further strengthen the positions of brands in decision-making.Another reason is to benchmark your brand against
307、 its competitors,and through that process gain insight into its performance.Knowing how much your brand impacts your business and why,and how this compares to other brands over time,can help guide brand management in the direction of the most value-generating activities.The final reason is for incom
308、e allocation and investment planning.Knowing how much a brand is contributing to a business and from where enables the internal brand team to be compensated adequately for their work.This team will then be in a much better position to reinvest in segments,countries and products that will generate th
309、e highest return in the future,maximising brand value.2.Tax&Transfer PricingTransfer pricing refers to the practice of pricing transactions between companies within a commonly controlled group.The concept is originally a management accounting one,used by companies to ensure that individual divisions
310、 profit maximise in the absence of a true market for what they buy and sell this true market not existing since the common control gives incentives to buy internally.Brands and other IP are assets that one party owns,and another uses.In any third-party transaction,the user would usually be expected
311、to pay the owner for the privilege of use.Internally,the use by one group company of IP owned by another group company would therefore be a transaction just like any other and is usually covered by a licence agreement.Insight|Why Should I Value My Brand?Brand Finance Global 500 60A profit-seeking br
312、and owner and its profit-seeking brand user counterpart would both aim to maximise the return they receive from the deal partly through forceful negotiation but also through the professional management of processes for developing,protecting and exploiting the value inherent in its brand.Virgin,which
313、 owns its brand in a separate subsidiary,is a particularly clear case in point.Virgin does not own majority stakes in most of its companies.Instead,it operates a minority stake and brand licence model where management identifies opportunities that will maximise royalties to the brand-owning company,
314、while also developing and enhancing the brand to promote its other enterprises.It expects its licensees to invest in substantial amounts of advertising,PR and other types of promotion but keeps strategic control of the brands positioning and direction firmly under the remit of its brand owning subsi
315、diary.Tax authorities are increasingly recognising these obvious value dynamics for brands and the need to capture the value they create for the benefit of their treasury.Valuing brands to take account of this new fiscal compliance is therefore often essential.3.Brand Damages&Litigation SupportAs wi
316、ll generally be known,Trade Marks(or Trademarks,depending on which side of the Atlantic you reside)relate to the signs,symbols,words,shapes,colours and other signifiers that identify a product or service,allowing the public to clearly and precisely the subject matter of what they are procuring or us
317、ing.They are therefore the legal manifestation of what would generally be called“brands”.Across the world,there acts prohibit the infringement of trademarks,their unfair damage and their dilution(i.e.acts which negatively impact on their distinctiveness).Damage to a brand might have been caused for
318、a variety of reasons with the following being the most common:libel,slander and defamation;improper use of the marks in question;and confusion created by the use of an unlawfully similar mark.The US Trademark Act(also known as the Lanham Act),the Trade Marks Act in the UK and many other similar laws
319、 around the world allow the damaged party recourse to damages for some combination of the Insight|Why Should I Value My Brand?Brand Finance Global 500 61defendants profits,the damaged partys lost profits and the cost of any legal action.In order to calculate these damages,some kind of brand valuatio
320、n exercise is necessary.This might include royalty rate analyses,lost profits analysis,unjust enrichment calculations,corrective advertising calculations for example.In some cases,the business analyst may even need to recreate a hypothetical licencing or business structures to justify the what-if sc
321、enario without the damaging behaviour.4.M&A Due DiligenceMany companies boast impressive track records in M&As,however,precedence is almost always given to the“hard”factors,which relate to the financial,legal and economic features of the deal.The brand is one of the most valuable strategic assets a
322、company owns,yet often it is overlooked and remains an afterthought in deal situations,even in the worlds biggest companies.However,examining and analysing brands for due diligence can provide comfort to organisations acquiring companies brands and other intangibles by answering some of the followin
323、g questions:-Are we buying a good brand?A brand evaluation process,identifying how well a brand is known and perceived compared to its competitors can help buyers determine how resilient demand will be and how much growth to expect.-Having acquired a new brand,what would be the implications of rebra
324、nding it?It can be important to quantify the strength and value of the brand being acquired to assess both the positive and negative implications of integrating,merging or rebranding a target brand.In fact,Brand Finances Global Rebrand and Architecture Tracker(GReAT)report highlights that there can
325、be significant volatility in returns depending on the quality of the rebranding process and the timing of the transaction.It is therefore important to analyse trends and market research to predict the ideal timing for transactions as well as brand transitions.-How do we show our investment committee
326、 potential brand uplift?Insight|Why Should I Value My Brand?Brand Finance Global 500 62Valuations can also help identify any uplift in value and potential licensing and extension opportunities,given the strength of perceptions of the brand and its legal protection in potential categories and markets
327、.5.Fair Value ExercisesUnder the accounting standard IFRS3,in force since 2003,companies using IFRS(which includes all publicly traded European companies)are compelled to value all of the intangible assets of any company they acquire including brands.Every year,the acquired assets have to be reviewe
328、d in case there should be an impairment to their value.In the US and other jurisdictions,the rules are also very similar in function.Unfortunately,general practice has often been to misvalue intangible assets under this standard.It is usually in the interest of finance directors to reduce the value
329、of identified intangibles and increase the share of value attributable to Goodwill.It is also sometimes seen as a box-ticking exercise by many resulting in poorly done valuations with little depth of data or analysis.The folly of treating it this way is shown well with the cases of both Carillion an
330、 outsourcing firm and Kraft Heinz a consumer goods firm.For Carillion,inappropriate determination of the value of acquired intangible assets and a reluctance to impair them led to a total misrepresentation of their performance,and ultimately bankruptcy.When Kraft Heinz was purchased by the private e
331、quity firm 3G,the acquirer took the view as it has on a number of other occasions that the primary area to add value would be through cost synergies.3G expected to create massive savings by cutting back on marketing and product innovation since the brands were strong(when they were bought)and in a s
332、table market.As the winds of the industry changed and it became more competitive,Kraft Heinzs brands have weakened and been outcompeted by new entrants.Not valuing its brands properly led to misinvestment which has now led to massive loss of business value in this case,a$15bn impairment,the biggest
333、impairment in corporate history.Insight|Why Should I Value My Brand?Brand Finance Global 500 63These are examples of where things have gone spectacularly wrong.The problem of misinvestment is likely hampering all business performance on a smaller scale.However,where done thoughtfully and regularly,brand valuation and the valuation of other intangible assets can be a powerful tool for measuring the