2017芬兰10强品牌报告（英文版）_7页_2mb

Finland 10 2017 Summary

Core Content

This document is the annual report on the most valuable Finnish brands published in May 2017 by Brand Finance, a leading brand valuation firm. It provides an in-depth analysis of the brand value chain, brand strength, and valuation methodology for the top 10 Finnish brands, with a particular focus on Nokia, Kone, and Valio. The report outlines the Brand Strength Index (BSI), which is used to assess the strength of a brand and determine its brand value using the Royalty Relief approach.

Main Points

Brand Value and Business Performance

• A brand is viewed as an intangible asset that contributes to a company's overall value.
• Brand Contribution is the uplift in shareholder value from owning a brand rather than a generic one.
• Brands influence various stakeholders, including customers, staff, investors, and regulators, and have a significant impact on financial value.

Brand Strength Index (BSI)

• The BSI is a key metric that evaluates a brand's marketing investment, brand equity, and business performance.
• Brands are rated from AAA+ to D, with AAA+ being the strongest.
• Nokia saw a significant recovery in 2017, with its brand value increasing by 56% to €4.4 billion, and its BSI score upgraded from AA to AA+.
• Kone grew its brand value by 23% to €1.5 billion, driven by increased operating income and new market opportunities.
• Valio, the fastest falling brand, saw its value drop by 24% to €564 million, due to Russia’s embargo, global overproduction, and legal issues.

Brand Valuation Methodology

• Brand Finance uses the Royalty Relief approach to calculate brand values.
• This method involves:
  • Estimating future brand-related sales.
  • Applying an appropriate royalty rate based on industry standards, comparable agreements, and profit margins.
  • Discounting post-tax brand revenues to net present value (NPV) to derive brand value.
• The BSI score is used to determine the royalty rate, which is then applied to forecast revenues to calculate brand value.

Key Information

Top 10 Most Powerful Brands

Drivers of Change

• Brand Value is influenced by:
  • Marketing investment
  • Brand equity
  • Stakeholder behavior
  • Business performance
• Brand Performance is evaluated through a balanced scorecard framework, including:
  • Brand strength tracking
  • Brand strength analysis
  • Management KPIs
  • Competitor benchmarking

Brand Investment and Strategy

• Brand Finance offers services to:
  • Evaluate brand value for strategic decision-making
  • Improve marketing effectiveness through analytics
  • Leverage intangible assets in transactions
  • Increase brand value through strategic planning

Supporting Services

• Valuation Services: Includes Branded Business Valuation, Trademark Valuation, Intangible Asset Valuation, and Brand Contribution.
• Analytics Services: Focuses on identifying drivers of demand and consumer behavior.
• Transaction Services: Aids in M&A due diligence, tax and transfer pricing, and franchising/licensing.
• Strategy Services: Supports brand governance, transition, architecture, and positioning.

Contact Information

For brand value report inquiries, contact:

• Alex Haigh (Director of League Tables)
  • Email: a.haigh@brandfinance.com
  • Phone: +44 (0)20 7389 9400

For media inquiries, contact:

• Robert Haigh (Marketing & Communications Director)
  • Email: r.haigh@brandfinance.com

For all other inquiries:

• Email: enquiries@brandfinance.com
• Phone: +44 (0)207 389 9400

Brand Finance Offices

For further information on Brand Finance services, contact your local representative. A list of contacts by country is provided in the document.

Disclaimer

• The report is based on publicly available information and certain assumptions.
• Brand Finance accepts no responsibility for inaccuracies in the data used.
• The report is not intended to provide investment or business advice.

Conclusion

The report highlights Nokia's recovery, Kone's growth, and Valio's challenges, providing a comprehensive overview of the brand value landscape in Finland. It underscores the importance of brand strength, marketing investment, and strategic brand management in driving business performance and financial value.