1、Aerospace&Defence252023The annual report on the most valuable and strongest Aerospace&Defence brandsMarch 2023Brand Finance Aerospace&Defence 25 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceRanking Analysis9Brand Value&Brand

2、 Strength Analysis10Brand Value Ranking16Methodology17Our Services24Brand Finance Aerospace&Defence 25 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap

3、 between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and

4、 countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finan

5、ce is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 a

6、nd Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all other

7、 enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value

8、 to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty Ra

9、tesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Aerospace&Defence 25 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sh

10、aring and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary ski

11、lls and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand F

12、inance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and

13、instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in del

14、ivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Grou

15、ps companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal

16、BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Aerospace&

17、Defence 25 7Foreword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.

18、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 the value of the brand being acquired.Overall,brand valuation helps organisations u

19、nderstand 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 from its competitors and establish a unique identity in the market,which can lead

20、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 more for a brand they perceive as high-quality and trustworthy.In addition,a strong

21、 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 economic downturns or industry disruptions.This year,Brand Finance has invested m

22、ore 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 extensive original research,with the findings representing a catalyst for further c

23、onversations.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 build a more profitable future for your brand.Brand Finance Aerospace&Defence 25 8

24、Boeing and Airbus Maintain Dominance at the Top of Global Aerospace&Defence Industry.+Boeing remains the worlds most valuable Aerospace&Defence brand,valued at US$17.5 billion +Airbus overtakes Boeing to become the strongest brand with AAA-rating +German brands Rheinmetall and MTU are the fastest gr

25、owing Aerospace&Defence brands +US based brands dominate the ranking,but Chinese brands grow quickly+Boeing and Airbus have the two highest Sustainability Perceptions Values Ranking Analysis.Brand Finance Aerospace&Defence 25 10Ranking Analysis.Boeing remains the worlds most valuable Aerospace&Defen

26、ce brand,valued at US$17.5 billionUS based large jet manufacturer,Boeing,remains the most valuable aerospace and defence brand in 2023,following a 13%brand value increase to US$17.5 billion.Demand for commercial aircraft increased following the continued recovery of the airline sector as a result of

27、 an increased return to global travel following the COVID-19 pandemic.This has helped sustain Boeings brand value growth,which is 4%higher than its main competitor Airbus(brand value up 9%to US$14.4 billion).Boeings brand value does however remain 23%lower than its pre-pandemic value,highlighting th

28、e significant impact that the widespread shutdown of global travel had on the brand and that further growth needs to be implemented in order to sustain the brands recovery.Boeing has seen increasing demand for its products,and secured a number of important partnerships,including Air Indias selection

29、 of up to 290 Boeing jets to expand its future fleet.Boeing also continues to serve the US Air Force,being awarded a number of high-value contracts to provide tanker aircraft and additional Next Generation Automated Test Systems in early 2023.Such contracts will be vital in combination with Boeings

30、production of domestic aircraft as the brand looks to sustain healthy brand value growth going forward.Brand Finance Aerospace&Defence 25 11Ranking Analysis.Top 10 Most Valuable Aerospace&Defence Brands 6+8%US$5.3 bn7 7+3%US$5.2 bn6 8+1%US$4.0 bn8 99US$3.5 bn+2%1012US$3.1 bn+0%1+13%US$17.5 bn1 3-5%U

31、S$9.5 bn3 44US$6.8 bn+7%55US$6.0 bn+2%2+9%US$14.4 bn2Airbus overtakes Boeing to become the strongest brand with AAA-rating Airbus(brand value up 9%to US$14.4 billion)has overtaken rival Boeing to become the strongest Aerospace&Defence brand.Its Brand Strength Index Score was 82 out of 100,up 3.4 poi

32、nts year-on-year,with a corresponding AAA-rating.The French brand is also the second most valuable brand in the ranking.In addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeho

33、lder 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 31 sectors.Airbus has now surpassed its pre-pandemic brand value after a year in which it

34、saw an increased demand for its products.This allowed the brand to achieve solid financials despite an adverse operating environment that prevented its supply chain from recovering at the pace expected.Brand Finance Plc 20232100200000The brand has also increased the communication of its work towards

35、 helping communities and creating a more sustainable future for the aerospace industry.This has been done through partnerships with non-profit organisations and the Airbus Foundation.The Foundation facilitates philanthropic initiatives worldwide,using its diverse portfolio of products and capabiliti

36、es to provide humanitarian aid amongst other positive contributions.This,and Airbus continued efforts to address the challenges that the aviation industry poses to the environment have helped it build a strong Brand strength score and top the ranking for this metric.Brand Finance Aerospace&Defence 2

37、5 12Global security and aerospace company,Lockheed Martin,remains the third most valuable Aerospace&Defence brand despite a 5%year-on-year brand value reduction to US$9.5 billion.The brand has faced difficulties in relation to global supply issues,however,continues its ongoing expansion of 21st Cent

38、ury capabilities and commercial partnerships to deliver deterrence solutions and value enhancing growth opportunities across its businesses.This included a new contract with the U.S.Navy worth potentially more than US$2 billion to provide the USs first sea-based hypersonic strike capability.Lockheed

39、 Martin is also actively reinvesting capital with the hope to boost enterprise and brand value in 2024.German brands Rheinmetall and MTU are the fastest growing Aerospace&Defence brands German arms manufacturing company,Rheinmetall,has seen the fastest year-on-year brand value growth of 33%to US$1.1

40、 billion.The brands military arm has achieved particular success in 2022 as a result of increased global defence spending in relation to Russias ongoing invasion of Ukraine.Top 10 Strongest Aerospace&Defence Brands81.8+3.4 1AAA-273.9-3.3 3AA473.3-2.2 46AA73.3+0.5 511AA73.0-1.5 6AA979.0-3.1 2AA+172.6

41、-2.0 7AA872.4-4.8 8AA372.2-3.0 97AA70.7+6.4 1021AA Brand Finance Plc 20232211222221Brand Finance Aerospace&Defence 25 13Ranking Analysis.This is a common theme for other defence focused brands,such as Northrop Grumman(brand value up 7%to 6.8 billion).Rheinmetalls civilian products have also seen a g

42、rowing numbers of orders for components and systems to drive electrification,highlighting the brands position at the centre of the transformation of the industry to full electric mobility.Fellow German brand MTU followed closely behind as the second fastest growing Aerospace&Defence brand with a bra

43、nd value growth of 32%to US$1 billion.The aero engine brands revenue increased by 27%in 2022 despite difficulties with supply chains causing issues.MTU sustained a high order backlog at the end of 2022,highlighting further evidence of the sustained demand for the brands products,reflecting the pick-

44、up in global air traffic and the confidence placed in MTU by stakeholders.US based brands dominate the ranking,but Chinese brands grow quicklyThere were thirteen US based brands included in the ranking,making up an astonishing 61%of the total brand value of all brands included.Nine of these US brand

45、s came in the top fifteen.The continued dominance of the US in the industry is evident throughout the ranking,further emphasised by the fact that the next largest contributor in terms of number of brands and brand value was France with three brands and 23%of the overall brand value.Despite US domina

46、nce,Chinese brand have seen the largest overall collective year-on-year brand value increase 109%.This was considerably larger than the next largest increase which was Germany at 32%.Chinese brands impressive brand value increase comes despite a difficult past couple of years due to Covid lockdowns,

47、highlighting both AviChina(brand value up 15%to US$1.2 billion)and AECC Aviation Powers(brand value up 29%to US$1 billion)resilience in difficult operating conditions.AviChina has played an important role in the development of Chinas first domestically produced commercial aircraft,the C919,which is

48、placed to rival aircraft produced by Boeing and Airbus.While AECC Aviation Power is developing domestically produced aircraft engines which will introduce an electric propulsion system and sustainable fuel in order to reduce emissions and noise from its engines.Both brands innovations highlights a c

49、oncerted effort to reduce over dependence on US and European manufacturers and suggest further potential growth for Chinese aerospace and defence brands in the coming years as their production capabilities increase.Brand Value Change 2022-2023(%)33%32%29%26%-13%-12%-11%-5%Brand Finance Plc 2023Brand

50、 Finance Aerospace&Defence 25 14Brand Value by CountryCOUNTRYBrand Value (USD m)%of totalNumber of BrandsUnited States58,95461%13France21,88323%3United Kingdom7,9518%2China2,1812%2Germany2,1342%2Italy1,7232%1Canada1,0591%1Brazil8191%1Total96,704100.0%25 Brand Finance Plc 2023Brand Finance Aerospace&

51、Defence 25 15Ranking Analysis.Boeing and Airbus have the two highest Sustainability Perceptions Values As part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute,growing rapidly in its significance,is sustainability.B

52、rand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Perceptions Score.The value that is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.Sustainability has been at the forefront of many A

53、erospace&Defence brands communication with stakeholders as brands look to transition towards a more sustainable era of flying.Boeing and Airbus had the two highest Sustainability Perception Values of US$450 million and US$399 million a piece.While both brands position at the top of the Sustainabilit

54、y Perceptions Value table is not an assessment of their overall sustainability performance,it rather indicates how much brand value the brands have tied up in sustainability perception.Boeing and Airbus also had solid Sustainability Perception Scores of 4.06 and 4.37 out of 10 respectively.Both bran

55、ds have particularly focused on reducing carbon emissions,looking to invest and innovate in clean technology and set commercial aviation on course for net-zero carbon emissions.Sustainable aviation fuel is the primary focus for aerospace brands and can reduce life-cycle CO2 emissions by up to 80%com

56、pared to conventional fuel.As global airlines look to update their fleets to improve their carbon emissions,large aerospace manufacturers are set to further benefit from producing increasingly environmental conscious aircraft,likely boosting both brand value and sustainability perception value in th

57、e future.Largest Sustainability Perceptions Value Brand Finance Plc 2023 6 7 8 9 10 1 3 4 5 23.95US$0.15 bn4.20US$0.14 bn4.44US$0.11 bnUS$0.10 bn4.42US$0.10 bn4.824.063.954.464.604.37US$0.45 bnUS$0.24 bnUS$0.19 bnUS$0.15 bnUS$0.40 bnBrand Finance Aerospace&Defence 25 16Brand Value Ranking(USDm).Top

58、25 most valuable Aerospace&Defence brands 1-252023 Rank2022 RankBrandCOUNTRY2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110BoeingUnited States17,483+13%15,497 AA+AAA-220AirbusFrance14,393+9%13,256 AAA-AA+330Lockheed MartinUnited States9,525-5%9,979 AAAA+440Nor

59、throp GrummanUnited States6,788+7%6,355 AAAA+550RaytheonUnited States6,050+2%5,916 AAAA+672General DynamicsUnited States5,263+8%4,865 AA-AA-761BAE SystemsUnited Kingdom5,202+3%5,073 AAAA-880SafranFrance4,027+1%3,995 AAAA990ThalesFrance3,463+2%3,404 AAAA+10122Pratt&WhitneyUnited States3,142+0%3,134 A

60、AAA+11132L3 HarrisUnited States12111Collins AerospaceUnited States13101Rolls-Royce(Aerospace&Defence)United Kingdom14152LeonardoItaly15162Spirit AerosystemsUnited States16172GulfstreamUnited States17182AviChinaChina18192RheinmetallGermany19202BombardierCanada20242MTUGermany21210Howmet AerospaceUnite

61、d States22-3AECC Aviation PowerChina23221EmbraerBrazil24252TransdigmUnited States25-3Teledyne TechUnited StatesMethodology.Brand Finance Aerospace&Defence 25 18Enterprise ValueBranded Business ValueBrand ContributionDefinitions.Brand Value+Enterprise Value The value of the entire enterprise,made up

62、of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value is the same as branded business value.+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in

63、 which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand Contribution The overall uplift in sh

64、areholder value that the business derives from owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a

65、 business provides additional insights to help optimise performance.+Brand Value The value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-rela

66、ted intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueLockheed MartinSikorskySikorskySikor

67、skyBrand Finance Aerospace&Defence 25 19Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand

68、value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published

69、brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users o

70、f brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It

71、is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this study with an independent and unbiased analys

72、is.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available

73、information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any bo

74、dy,government or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a ran

75、ge of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the r

76、ate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”w

77、hich are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We

78、determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand rev

79、enues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Aerospace&Defence 25 20Brand StrengthAnalytical rigour and transparency

80、are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onw

81、ards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand P

82、erformance.Brand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand

83、 in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A b

84、rand strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasi

85、s customer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of

86、Brand-Related Business Performance measures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Rese

87、arch Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey researc

88、h may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understan

89、ding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the

90、brands in our study in order to accurately measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underl

91、ying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Anal

92、ysing the three brand strength measures helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Aerospace&Defence 25 21Global Brand Equity Monitor.Original market research in 38 countries and across more than 31 sectors with approximately 150,000 co

93、nsumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsid

94、erationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPh

95、armaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Aerospace&Defence 25 22Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison both within and acr

96、oss product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brands are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest

97、 brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-class,it is stronger than many of its critics might think.Every strong brand has its own winning form

98、ula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers believe Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,USA,UK,and is#1 among retailers in many more.Value has always been a big driver of consumer behavi

99、our,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corporate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over th

100、is issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites such as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are li

101、ked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the only way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is very apparen

102、t.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Aerospace&Defence

103、25 23Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Meanwhile in France,the epitome of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get you

104、r brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute sense,big brands get talked about a lot more than small ones their sheer mass pre

105、sence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expectation WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spain,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd T

106、op-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Aerospace&Defence 25 25Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interprete

107、r between the language of marketers and finance teams they provide structure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic

108、 branding decisions in terms of real financial returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether

109、identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support

110、+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my compet

111、itors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in

112、a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is

113、 a Masterbrand strategy the right choice for my business?Brand Finance Aerospace&Defence 25 26Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across 30 markets in 10 consumer categories.Clear,insightful signals of brand performance,wi

114、th data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time,against competitors,between market segme

115、nts and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effecti

116、veness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing co

117、mprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of

118、 mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored s

119、olutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dial

120、ogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMa

121、rketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorpo

122、rate Social Responsibility(CSR)Brand Finance Aerospace&Defence 25 28Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy SAsia PacificAlex HAustraliaMark CBrazilEduardo CCanadaAlexandre St-AChi

123、na Scott CEast Africa Walter SFranceBertrand C Germany/Austria/SwitzerlandUlf-Brun DIndiaAjimon FIndonesiaSutan BIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NVietnamAlex HContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: