1、Engineering & Construction 502022The annual report on the most valuable and strongest engineering & construction brandsMay 2022Brand Finance Engineering & Construction 50 2Contents. 2022 All rights reserved. Brand Finance Plc.About Brand Finance3Foreword7 David Haigh, Chairman & CEO, Brand FinanceEx

2、ecutive Summary9Brand Value & Brand Strength Analysis10Brand Value Ranking14Methodology15Our Services22Brand Finance Engineering & Construction 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set

3、 up in 1996 with the aim of bridging the gap between marketing and finance. For 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 5,000 of the worlds biggest brands to the test every year. Rank

4、ing brands across all sectors and countries, we publish nearly 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 ourselv

5、es on technical credibilityBrand Finance 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 s

6、tandards on Brand Valuation ISO 10668 and 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 Touch. business enquiries, plea

7、se contact:Richard HaighManaging DFor all other 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 incl

8、udes expert recommendations for growing brand value 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

9、Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Engineering & Construction 50 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance, whose purpose is to create and f

10、oster a professional environment for knowledge-sharing 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 valuat

11、ion and strategy practitioners with the necessary skills 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 histo

12、rical brand values, providing easy access to all Brand Finance 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 v

13、alues across countries, sectors, and global rankings +Purchase and 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 dri

14、ves brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measurement, and strategic thinking for a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI)

15、. Brand Dialogue manages communications activities across Brand Finance Groups 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 practica

16、l brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 36 countries and 29 sectors coveredOver 100,000 respondents surveyed annuallyWe are now in our 6th consecutive year conducting the studyVisit or email enqui

17、riesbrandfi David Haigh Chairman & CEO, Brand FinanceBrand Finance Engineering & Construction 50 7Foreword.What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money.Hu

18、ge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitor

19、ing of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers.As a result, marketing teams struggle to communicate the value of their work and

20、boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with in

21、sufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line.Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of dis

22、ciplines from market research and visual identity, to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line.By valuing brands, w

23、e provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can

24、you know if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price? If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand a

25、rchitecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.Brand Finances research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a

26、return almost double that of the average for the S&P 500 as a whole.Acknowledging and managing a companys intangible assets taps into the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to be

27、nefit the business.The team and I look forward to continuing the conversation with you.Brand Finance Engineering & Construction 50 8Most Chinese engineering and construction brands grow through pandemic as CSCEC remains worlds most valuable. + CSCEC retains title as worlds most valuable engineering

28、and construction brand valued at US$27.4 billion + John Deere is worlds strongest engineering brand with AAA rating + Honeywell enters top 10 with 42% increase in brand valueExecutive Summary.Brand Finance Engineering & Construction 50 10Brand Value & Brand Strength Analysis.CSCEC retains title as w

29、orlds most valuable engineering and construction brand valued at US$27.4 billion CSCEC (brand value down 10% to US$27.4 billion) remains the worlds most valuable engineering and construction brand, according to a new report from the worlds leading brand valuation consultancy, Brand Finance. While th

30、e Chinese construction giant is facing challenges from ongoing COVID-19 restrictions in China, much of the last two years has seen significant brand value growth for the brand. The Chinese State Construction Engineering Company has significantly grown revenue and profit this year, correlated with co

31、ntinuing urban development and infrastructure construction across China. It operates a vertically integrated brand from development through to property management, and has built a globally valuable brand based upon that complete brand control. Domestically, CSCEC is a giant construction brand, and w

32、hile it does face competition in some areas, it continues to dominate the super-high-rise market. While there are short-term and ongoing challenges from continuing COVID restrictions, most of the Chinese engineering and construction brands are continuing to grow. The brands benefit from close alignm

33、ent with the nations political leadership and a vertically integrated business plan which gives the brand strong control over its destiny.Richard HaighManaging Director, Brand FinanceBrand Finance Engineering & Construction 50 11Brand Value & Brand Strength Analysis.Top 10 Most Valuable Engineering

34、& Construction Brands 6-7%$17.1bn31 7-9%$14.6bn51 8+10%$9.2bn80 9152$9.0bn+42% 1091$8.7bn+9% 1-10%$27.4bn10 3+9%$19.7bn42 462$19.7bn+24% 572$18.2bn+22% 2+9%$22.4bn20Beyond CSCEC, fellow Chinese brands CRCC (brand value up 24% to US$19.7 billion) and CRECG (brand value up 22% to US$18.2 billion) each

35、 grew brand value by almost a quarter each. In both cases, brand value has increased as a result of forecast increases in revenue, and also Brand Finance research which revealed significantly improved the reputation of the two brands. Further down the rankings, fellow Chinese brands Power China (bra

36、nd value up 10% to US$9.2 billion), CNBM (brand value up 17% to US$8.3 billion), CCCC (brand value up 44% to US$7.6 billion) and MCC (brand value up 20% to US$7.6 billion) all grew significantly with the brands benefiting from significant and continuing investment in various national construction pr

37、iorities. John Deere is worlds strongest engineering brand with AAA rating In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Bran

38、d Finance Plc 2022Brand Finance Engineering & Construction 50 12Brand Value & Brand Strength Analysis.Compliant with ISO 20671, Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sect

39、ors. John Deere (brand value up 3% to US$8.1 billion) has retained its position as the worlds strongest brand in the engineering and construction ranking with a Brand Strength Index (BSI) score of 85.4 out of 100 and a corresponding brand rating of AAA. John Deere benefits from unusually strong bran

40、d affinity from some customers, and unusually amongst large engineering brands, even operates a popular consumer-facing clothing brand. Honeywell enters top 10 with 42% increase in brand value Honeywell (brand value up 42% to US$9.0 billion) grew extremely quickly this year, leaping six places on th

41、e global engineering and construction ranking from 15th to 9th. Honeywell has recently completed multiple acquisitions, and the larger, combined, brand is successfully integrating the various operations into its primary brand. In addition, Brand Finance research revealed a very large improvement in

42、the reputation of Honeywell, with its brand strength index increasing by 8.4 points from 73.9 to 82.3. This improvement to brand strength is correlated with a new brand rating of AAA- (formerly AA) and improving to be the 4th strongest brand in the engineering and construction industry globally.Top

43、10 Strongest Engineering & Construction Brands85.4+3.2 1AAA1082.4+3.4 3AAA-3082.3+8.4 4162AAA-80.6+2.5 562AAA-79.3+4.2 6AA+12283.9+7.1 2AAA-7279.3+9.7 7AA+NEW79.2+3.1 8AA+10279.1-2.2 921AA+78.8+4.5 10142AA+ Brand Finance Plc 2022Brand Finance Engineering & Construction 50 13Brand Value & Brand Stren

44、gth Analysis.Sandvik enters top 50 ranking with 57% brand value growth to to be fastest growing brand Swedish engineering brand Sandvik (brand value up 57% to US$2.6 billion) is this years fastest growing brand in the Engineering & Construction 50 report, and also a new entrant to the rankings in 48

45、th ranking. A significant factor in this brand value growth is the very high level of activity in acquisition of other brands, including CNC Software, Cambrio, ICAM, GWS Tool Group, DWFritz Automation, Dimensional Control Systems, DSI Underground and agreed to acquire Deswik. Each of those brands ha

46、ve an opportunity to complement the brand value of the primary Sandvik brand as the company expands within the broader mining and engineering sector. Further, research revealed that Sandvik achieved a significant improvement in its brand strength, with its brand strength index increasing by 9.7 poin

47、ts, from 69.6 (AA rating) to 79.3 (AA+ rating) and narrowly missing out on a AAA- rating. This improved brand strength was correlated with improved promotional activity on both paid and social media channels, with increasing awareness of the brands activity to improve corporate and social responsibi

48、lity. Brand Value Change 2021-2022 (%) Brand Finance Plc 202257%44%44%42%37%-15%-10%-9%-7%-2%Brand Value by CountryCountryBrand Value (USD bn)% of totalNumber of BrandsChina113.332.4%10United States97.527.9%18Germany42.712.2%3Japan34.49.8%5France33.09.4%6Switzerland7.92.2%2Other20.86.0%6Total349.610

49、0.0%50 Brand Finance Plc 2022Brand Finance Engineering & Construction 50 14Brand Value Ranking.Top 50 most valuable engineering & construction brands 1-502022 Rank2021 RankBrandCountry2022 Brand ValueBrand Value Change2021 Brand Value2022 Brand Rating2021 Brand Rating110CSCECChina$27,386-9.9%$30,383

50、AAAA220Siemens GroupGermany$22,430+8.6%$20,646AA+AA+342General ElectricUnited States$19,725+9.4%$18,028AA+AA+462CRCCChina$19,687+23.7%$15,911AA+AA-572CRECGChina$18,232+22.3%$14,902AAAA-631BoschGermany$17,058-7.2%$18,381AA+AA+751HitachiJapan$14,612-8.6%$15,981AA+AAA-880Power ChinaChina$9,163+10.2%$8,