2024-05-12-品牌价值-卡塔尔最有价值和最强大品牌的10强2024年度报告（英）_33页_21mb

Summary of Qatar 10 2024 Annual Brand Report

Core Content

The Qatar 10 2024 report is an annual assessment of the most valuable and strongest Qatari brands, highlighting their financial standing, growth, and strategic importance. Published by Brand Finance, a global brand valuation consultancy, the report offers insights into the financial value of brands, their market positioning, and the factors influencing their strength.

Main Points and Key Information

Brand Finance Overview

• Established in 1996, Brand Finance aims to bridge the gap between marketing and finance.
• It provides brand valuation services for over 6,000 global brands across 41 countries and 31 sectors.
• The firm is regulated by the Institute of Chartered Accountants in England and Wales and is the first brand valuation consultancy to join the International Valuation Standards Council.
• It has developed ISO standards (ISO 10668 and ISO 20671) and its methodology is certified by Austrian Standards and approved by the Marketing Accountability Standards Board.

Brand Value and Strength Insights

• The report provides brand value rankings and brand strength index (BSI) scores for Qatari brands.
• QNB retains its position as the most valuable and strongest Qatari brand with a brand value of USD8.4 billion and a BSI score of 85.9/100.
• QatarEnergy is the fastest-growing Qatari brand, with a brand value increase of 81.7% to USD3.2 billion.
• Other notable brands include Qatar Airways, Oredoo, and Qatar Islamic Bank, each showing varying degrees of growth and change in brand strength.

Brand Value Ranking (USDm)

Brand Spotlights

QNB: Most Valuable and Strongest Qatari Brand

• Brand Value: USD8.4 billion
• Growth: 10% increase
• BSI Score: 85.9/100
• Sector: Banking
• Key Drivers: Strong financial performance, strategic market positioning, and digital innovation.
• Partnerships: Collaborations with tech giants like Apple, Google, and Visa.
• Impact: QNB plays a key role in Qatar's infrastructure projects, such as the North Gas Field project.

QatarEnergy: Fastest-Growing Qatari Brand

• Brand Value: USD3.2 billion
• Growth: 81.7% increase
• BSI Score: 62.3/100
• Sector: Oil & Gas
• Key Drivers: Integration of Qatargas, rising gas production, and high oil prices.
• Strategic Focus: Aligning with global energy trends, especially European demand for LNG.
• Sustainability Goals: Supports Qatar's National Vision 2030 with a focus on renewable energy and carbon neutrality by 2050.

Brand Value Methodology

Brand Finance uses a comprehensive and transparent methodology to assess brand value and strength:

1. Brand Impact: Based on royalty relief and market research data.
2. Brand Strength: Measured through the Brand Strength Index (BSI), which includes:
   • Brand Inputs: Marketing and innovation investments.
   • Brand Equity: Stakeholder perceptions, especially from customers.
   • Brand Performance: Market share, revenue, and customer behavior.
3. Brand Value Calculation: Uses forecasted brand revenues and royalty rates derived from the BSI score.
4. Benchmarking: Compares brands across sectors and countries to provide strategic insights and competitive positioning.

Brand Strategy and Services

Brand Finance offers a range of brand strategy and valuation services, including:

• Consulting Services: Brand audits, primary research, syndicated studies, brand scorecards.
• Brand Insights: Benchmarking, driver analysis, brand associations, and market positioning.
• Brand Valuation: Used for tax, finance, and marketing purposes.
• Brand Strategy: Brand positioning, architecture, licensing, and transition.
• Sustainability Services: Focus on ESG alignment, stakeholder engagement, and reporting.
• Sponsorship Services: Help brands maximize the value of their sponsorships.

Key Takeaways

• QNB remains the most valuable and strongest Qatari brand, driven by financial performance and digital innovation.
• QatarEnergy shows significant growth due to brand integration and increased gas production.
• Brand Finance provides independent, credible, and comprehensive brand assessments.
• The methodology combines royalty relief, market research, and stakeholder perceptions to deliver actionable insights.
• Sustainability is a key factor in brand strategy, especially for the banking and energy sectors.
• The report is a valuable resource for brand owners, investors, and corporate strategists to benchmark, grow, and optimize brand performance.