2023-03-27-Brand_Finance-最有价值和最强的航空航天和国防品牌25强的2023年度报告（英）_29页_8mb

Aerospace & Defence Brand Analysis

Report Overview

• Publication: Brand Finance (March 2023)
• Key Highlights:
  • Boeing retained the highest brand value at $17.5 billion (13% YoY increase).
  • Airbus became the strongest brand with an AAA- rating and $14.4 billion value (9% increase).
  • Chinese Brands showed remarkable growth (109% collective increase), with AviChina (+15%) and AECC Aviation Power (+29%).

Brand Value Rankings

• Top 10 Brands by Value:

  1. Boeing (USA, $17.5B)
  2. Airbus (France, $14.4B)
  3. Lockheed Martin (USA, $9.5B)
  4. Northrop Grumman (USA, $6.8B)
  5. Raytheon (USA, $6.0B)

• Fastest Growing Brands:

  • Rheinmetall (Germany, +33%)
  • MTU (Germany, +32%)

Sustainability & Perception

• Top Scores: Boeing ($450M) and Airbus ($399M) led in Sustainability Perceptions Value, highlighting investments in eco-friendly aviation.

Country Representation

• USA dominated (∼61% of total value, 13 brands).
• China saw the highest collective growth (109%).

Methodology

• Brand Value Calculation: Royalty relief method, based on Brand Strength Index (BSI).
• Brand Strength: Assessed via three pillars: Inputs (marketing, R&D), Equity (consumer perceptions), and Outputs (performance metrics).

Key Insights

1. Post-Pandemic Recovery: Commercial aerospace demand surged, lifting Boeing and Airbus valuations.
2. Geopolitical Influence: Increased defense spending (e.g., Russia-Ukraine conflict) boosted European arms manufacturers.
3. Sustainability Focus: Brands investing in green tech (sustainable aviation fuel) gained value.

Footnote: China's rising participation signals future competitiveness, while U.S. brands maintain dominance through technological innovation.