2017航空航天和国防25强品牌报告（英文版）_7页_2mb

Summary of Aerospace & Defence 25 2017 Annual Report

Core Content

This report presents the results of Brand Finance's analysis of the top 25 most valuable aerospace and defence brands in 2017, highlighting their brand values, changes in value, and overall performance. The methodology used is the Royalty Relief approach, which evaluates the financial contribution of a brand by estimating its future sales and applying a royalty rate based on brand strength and industry standards.

Main Points

Brand Value Overview

• The Aerospace & Defence industry is dominated by the United States, with 12 US brands in the top 25.
• Boeing remains the most valuable and strongest brand in the industry, with a 17% increase in brand value to $16 billion.
• Northrop Grumman is the biggest riser with a 50% increase in brand value, attributed to winning a $80 billion contract for the Long Range Strike Bomber.
• Airbus retained the 2nd position despite a 10% decrease in brand value, due to challenges with the A380 superjumbo.
• Embraer showed positive growth with a 10% increase in brand value and strong performance in the midsize market.

Brand Contribution

• Brand Contribution measures the increase in shareholder value from owning a brand rather than using a generic one.
• It highlights the impact of brands on various stakeholders, including customers, staff, investors, and regulators.

Brand Strength Index (BSI)

• The BSI is a score out of 100 that evaluates a brand's strength based on marketing investment, brand equity, and business performance.
• Brands are rated from AAA+ to D, with AAA+ indicating the strongest brands.
• Boeing and Northrop Grumman both received AAA and AA+ ratings in 2017.

Royalty Relief Methodology

• Brand value is calculated by discounting brand revenues to a net present value.
• The royalty rate is determined by:
  • Comparable Agreements
  • Industry Margins (typically 25–40%)
  • Affordability based on brand performance and profitability.

Key Drivers of Brand Value

• Marketing investment, brand equity, and business performance are the primary factors influencing brand value.
• Brand awareness, consideration, and preference are critical in converting brand strength into financial value.

Key Information

Brand Value Changes

Industry Trends

• The US defense budget in 2016 was $622 billion, or 40% of the global total.
• Trump's military spending pledges are expected to drive further growth in the US aerospace and defence sector.
• Airbus launched innovative marketing campaigns, such as the ‘A Family that Flies Together’ ad, to increase consumer awareness and engagement with its A380 model.

Brand Finance Services

• Brand Finance offers valuation, analytics, and strategy services to help businesses understand and improve their brand value.
• Services include:
  • Branded Business Valuation
  • Intangible Asset Valuation
  • Trademark Valuation
  • Brand Contribution Analysis
  • Brand Audit
  • Market Research Analytics
  • Brand Scorecard Tracking
  • Return on Marketing Investment
  • Brand Governance & Architecture
  • Mergers & Acquisitions (M&A) Due Diligence
  • Tax & Transfer Pricing
  • Expert Witness Services

Contact Information

• For brand value reports, contact Alex Haigh, Director of League Tables:
  • Email: a.haigh@brandfinance.com
  • Phone: +44 (0)207 389 9400
• For media inquiries, contact Robert Haigh:
  • Email: r.haigh@brandfinance.com
• For all other inquiries, contact:
  • Email: enquiries@brandfinance.com
  • Phone: +44 (0)20 7389 9400

Disclaimer

• Brand Finance's analysis is based on publicly available information and certain assumptions.
• The report is not intended as investment or business advice.
• Brand Finance does not accept responsibility for inaccuracies in the data used.

Conclusion

The report provides a comprehensive overview of the Aerospace & Defence 25 brands in 2017, focusing on brand value, strength, and contribution. It highlights the US dominance, the growth of key players, and the importance of brand management in driving business performance. The Royalty Relief approach and BSI are central to the methodology, ensuring a data-driven and transparent evaluation of brand value.