2023-03-27-Brand_Finance-最有价值和最强大的石油和天然气品牌50强的2023年度报告_48页_12mb

Oil & Gas 50 2023 Summary

Core Content

This report presents the Oil & Gas 50 2023, an annual ranking of the most valuable and strongest Oil & Gas brands. It highlights the performance of key players in the sector, their brand value changes, and their strategic approaches to sustainability and market expansion.

Main Points

• Brand Finance is the leading brand valuation consultancy, known for bridging marketing and finance, and for its technical credibility and compliance with international standards such as ISO 10668 and ISO 20671.
• The report includes a Brand Value Ranking and Brand Strength Ranking, with data and analysis based on original market research from over 150,000 respondents across 38 countries and 31 sectors.
• The Brand Value Summary and Brand Strength Tracking provide insights into how brand value and strength are assessed and the factors that influence them.

Key Brands and Their Performance

Shell

• Brand Value: US$48.2 billion (down 3%)
• Brand Rating: AA+
• Position: 1st in the Oil & Gas sector
• Notes: Despite a slight reduction in brand value, Shell remains the most valuable Oil & Gas brand. It has taken a leadership role in helping customers divest from Russia, contributing to its brand strength. The brand is expected to recover and grow in 2024 if it aligns better with sustainability goals and energy transition strategies.

Aramco

• Brand Value: US$45.2 billion (up 4%)
• Brand Rating: AA+
• Position: 2nd in the Oil & Gas sector
• Notes: Aramco is closing the gap with Shell. It has a high Sustainability Perceptions Value of US$4.5 billion and a Sustainability Perceptions Score of 5.2 out of 10. The brand is actively investing in low-carbon solutions and renewable energy to support its Net Zero by 2050 goal.

PETRONAS

• Brand Value: US$12.7 billion (down 7%)
• Brand Rating: AAA
• Position: 10th in the Oil & Gas sector
• Notes: PETRONAS continues to be the strongest Oil & Gas brand, with a BSI score of 89 out of 100. It has launched Gentari, a clean energy solutions provider, and is focusing on renewable energy, hydrogen, and green mobility solutions. Its commitment to sustainability is a key driver of its brand strength.

TotalEnergies

• Brand Value: US$20.7 billion (up 37%)
• Brand Rating: AA
• Position: 5th in the Oil & Gas sector
• Notes: TotalEnergies has seen significant growth, partly due to increased hydrocarbon production and LNG sales. It has also expanded its operations in several regions, including the Middle East.

Chevron

• Brand Value: US$17.4 billion (up 19%)
• Brand Rating: A+
• Position: 6th in the Oil & Gas sector
• Notes: Chevron has experienced healthy growth and is investing in both traditional and new energy supplies. It has seen a drop in brand strength due to its reduced focus on renewable energy.

Qatargas

• Brand Value: US$3.1 billion (up 147%)
• Brand Rating: AA
• Position: 50th in the Oil & Gas sector (fastest growing)
• Notes: Qatargas has seen the fastest growth in the sector, driven by increased global demand for its LNG following the Russian gas embargo. It also benefited from its role as an official sponsor of the FIFA World Cup in Qatar.

Russian Brands

• Overall Trend: Decline in brand value due to the invasion of Ukraine and resulting sanctions.
• Key Brands:
  • Gazprom: US$5.5 billion (down 19%)
  • Lukoil: US$5.1 billion (down 17%)
  • Rosneft: US$2.8 billion (down 18%)

Insights

• Brand valuation is a critical tool for companies to understand their brand's financial value and its contribution to the overall company value.
• Sustainability is becoming a key factor in brand value assessment, with brands that demonstrate strong sustainability perceptions gaining an advantage.
• The energy transition is a major focus for many Oil & Gas brands, with investments in low-carbon technologies, renewable energy, and hydrogen playing a significant role in their brand strategies.

Methodology and Services

• Brand Finance uses a balanced scorecard to evaluate brand strength, incorporating marketing investment, stakeholder equity, and business performance.
• The firm provides a wide range of services, including brand valuation reports, brand strength tracking, sustainability analysis, royalty rate assessments, and competitor benchmarking.
• It also offers educational programs and brand identity management through its Brand Finance Institute and VI360 divisions.

Branddirectory.com

• Branddirectory is the world's largest database of brand values, offering access to historical and current rankings, reports, and consumer research.
• It allows users to browse brand values, track brand performance over time, and compare brands across countries and sectors.
• Premium data and research are available for purchase, providing deeper insights into brand positioning and performance.

Brand Finance Group

• The group includes Brand Finance Institute, Brand Dialogue, and VI360, each focusing on different aspects of brand strategy and management.
• Brand Dialogue provides communications strategies to enhance brand value.
• VI360 offers brand identity and compliance management services.

Contact Information

• Business Enquiries: Savio D'Souza, Senior Director, s.dSouza@brandfinance.com
• Media Enquiries: Michael Josem, Associate Communications Director, m.josem@brandfinance.com
• General Enquiries: enquiries@brandfinance.com, +44 207 389 9400, www.brandfinance.com

Conclusion

The report underscores the importance of brand value and brand strength in the Oil & Gas sector, highlighting the role of sustainability, market expansion, and strategic communication in driving brand performance. It also provides a detailed breakdown of the top 50 brands, their brand value changes, and their brand strength scores.