品牌价值-最有价值和最强大的食品、乳制品和非酒精饮料品牌的年度报告英）-2023.8_46页_15mb

报告摘要

Purpose: Brand valuation helps organizations understand the economic value of their brands, aiding in strategic decisions, attracting investors, securing financing, and facilitating mergers/acquisitions. It also assesses brand strength through metrics like the Brand Strength Index (BSI).
Key Sponsor: Brand Finance, established in 1996, quantifies brand value using a methodology based on ISO standards and incorporates market research to connect marketing and finance.

Food 100 (Most Valuable): Nestlé leads with $22.4 billion (8% increase), followed by Yili ($12.4 billion, 17% increase), Lay's ($11.1 billion, 29% increase), and Danone. Hershey is the strongest food brand (BSI 91/100), and Nestlé has the highest Sustainability Perceptions Value ($1.35 billion).
Non-Alcoholic Drinks (Most Valuable): Coca-Cola is the most valuable and strongest brand ($33.5 billion, down 5%; AA+ rating), with key growth in energy drinks (Red Bull, Monster) and Nespresso. Nespresso showed the fastest growth (208%).
Dairy (Most Valuable): Yili tops the list at $12.4 billion (17% increase), emphasizing innovation, sustainability, and global presence. Other strong performers include Mengniu and Vinamilk.
Overall Trends: - Snack brands (e.g., Lay's) saw high growth due to pandemic recovery and marketing efforts. - Healthy food brands like Healthy Choice (190% growth) gained prominence amid post-pandemic demand. - Sustainability influenced brand perceptions and value significantly.

Snack Brands: Average 40% brand value growth (e.g., Lay's and Want Want), driven by e-commerce and innovation.
Healthy Foods: Demand shifted to nutritious options, boosting frozen food brands (Healthy Choice) and plant-based alternatives (Nestlé).
Sustainability: Brands prioritizing ESG (Environmental, Social, Governance) and circular economy (e.g., Coca-Cola's recycling goals) enhanced their perceptions value and competitiveness.

Brand Valuation: Uses the Royalty Relief method, analyzing real-world brand usage in royalty agreements and adjusting for brand strength via BSI scores (0-100) across Marketing Investment, Stakeholder Equity, and Business Performance.
Brand Strength Index (BSI):
- Assesses attributes like awareness, loyalty, and quality perceptions.
- Derived from global market research involving over 100,000 respondents across 38 countries.
Key Metrics: Brand value based on forecasted revenues, sustainability perceptions, and relative strength compared within sectors.

Brand Value Drivers: Strong sustainability and innovation lead to higher customer loyalty, premium pricing, and competitive advantage. Companies should align ESG goals with market demands to maximize brand equity.
Global Benchmarks: While Nestlé and Coca-Cola lead, emerging brands (e.g., Yili) show rapid growth through local innovation and global expansion.
Future Trends: Focus on circular economy, health-conscious products, and digital engagement is crucial for maintaining brand value amid economic uncertainties.

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