Brand-2018世界上最有价值的25大玩具品牌（英文）-2018.2-9页-1mb

2018 World's Most Valuable Toy Brands Annual Report Summary

Core Content

This document is the 2018 annual report on the world's most valuable toy brands, published by Brand Finance. It provides an overview of the financial and strategic value of leading toy brands, using a comprehensive methodology to evaluate brand strength and value.

Main Points

• Purpose of Brand Value: A strong brand is not only for attracting customers and building loyalty but ultimately for making money. Brand Finance emphasizes the importance of aligning brand strategy with financial outcomes.
• Brand Finance Overview:
  • Founded in 1996, Brand Finance is a leading brand valuation and strategy consultancy.
  • It bridges the gap between marketing and finance by providing a financial framework for understanding brand value.
  • The company has four key strengths: independence, technical credibility, transparency, and expertise.
• Brand Value Methodology:
  • Brand value is calculated using the Royalty Relief approach, compliant with ISO 10668.
  • The process involves:
    1. Calculating the Brand Strength Index (BSI), which evaluates Marketing Investment, Stakeholder Equity, and Business Performance.
    2. Determining the royalty rate based on industry standards and the BSI score.
    3. Applying the royalty rate to forecast revenues to derive brand value.
    4. Discounting brand revenues post-tax to a net present value (NPV) to determine brand value.

Key Brand Insights

Top 10 Most Valuable Toy Brands (2018)

Top 5 Strongest Brands (BSI Score)

Key Brand Analysis

• LEGO:
  • Remains the most valuable toy brand with a brand value of nearly $7.6 billion.
  • Slight decline in brand value by 0.3% due to a 6% revenue drop in the first half of 2017.
  • Focus on growth in Asia and digital expansion through partnerships with Tencent.
• Bandai Namco:
  • Holds the second position with a brand value of $1.038 billion, showing a 1% increase.
  • Other brands like Yo-Kai Watch, Mobile Suit Gundam, and Power Rangers have seen significant declines.
  • Maintains position through global diversification and new IP game partnerships.

Strategic and Financial Services Offered by Brand Finance

• Consulting Services:
  • Valuation: Assess the value of intangible assets.
  • Analytics: Improve marketing effectiveness by identifying drivers of demand and ROI.
  • Strategy: Increase brand value through brand governance, architecture, and portfolio management.
• Communications Services:
  • Help in communicating brand success to stakeholders.
  • Provide digital endorsement tools to highlight brand performance.

Key Takeaways

• A strong brand is essential for financial success.
• Brand Finance offers a structured approach to brand valuation and strategy.
• The report highlights the importance of brand strength and its correlation with business performance and stock market success.
• Brands must adapt and diversify to maintain and grow their value in competitive markets.

Contact Information

• Managing Director: Richard Haigh - rd.haigh@brandfinance.com
• Communications Director: Konrad Jagodzinski - k.jagodzinski@brandfinance.com
• General Enquiries: enquiries@brandfinance.com +44 (0)207 389 9400
• Regional Contacts:
  • Asia Pacific: Samir Dixit - s.dixit@brandfinance.com +65 906 98 651
  • Australia: Mark Crowe - m.crowe@brandfinance.com +61 282 498 320
  • Brazil: Geoffrey Hamilton-Jones - g.hamilton-jones@brandfinance.com +55 1196 499 9963
  • Canada: Bill Ratcliffe - b.ratcliffe@brandfinance.com +1 647 3437 266
  • China: Scott Chen - s.chen@brandfinance.com +86 1860 118 8821
  • France: Victoire Ruault - v.ruault@brandfinance.com +44 0207 389 9427
  • Germany: Holger Muhlbauer - h.muehlbauer@brandfinance.com +49 1515 474 9834
  • India: Ajimon Francis - a.francis@brandfinance.com +91 989 2085 951
  • Indonesia: Jimmy Halim - j.halim@brandfinance.com +62 215 3678 064
  • Ireland: Simon Haigh - s.haigh@brandfinance.com +353 087 6695 881
  • Italy: Massimo Pizzo - m.pizzo@brandfinance.com +39 0230 312 5105
  • Mexico & LatAm: Laurence Newell - l.newell@brandfinance.com +52 1559 197 1925
  • Middle East: Andrew Campbell - a.campbell@brandfinance.com +971 508 113 341
  • Nigeria: Babatunde Odumeru - t.odumeru@brandfinance.com +234 012 911 988
  • Romania: Mihai Bogdan - m.bogdan@brandfinance.com +40 728 702 705
  • Spain: Teresa de Lemus - t.delemus@brandfinance.com +34 654 481 043
  • South Africa: Jeremy Sampson - j.sampson@brandfinance.com +27 828 857 300
  • Sri Lanka: Ruchi Gunewardene - r.gunewardene@brandfinance.com +94 114 941 670
  • Turkey: Muhterem Ilgüner - m.ilguner@brandfinance.com +90 216 3526 729
  • UK: Richard Haigh - rd.haigh@brandfinance.com +44 0207 389 9400
  • USA: Amy Rand - a RAND@brandfinance.com +44 0207 389 9432
  • Vietnam: Lai Tien Manh - m.lai@brandfinance.com +84 473 004 468

Additional Information

• Brand Value Reports: Provide detailed insights into brand performance, value tracking, and competitor benchmarking.
• Brand Finance Website: www.brandfinance.com
• Social Media:
  • LinkedIn: linkedin.com/company/brand-finance
  • Facebook: facebook.com/brandfinance
  • Twitter: twitter.com/brandfinance