2022-07-26-品牌价值-最具价值和实力的航空和国防25强品牌2022年度报告（英）_30页_18mb

2022 Aerospace & Defence Brand Analysis Summary

Introduction to Brand Finance

Brand Finance is a 25-year-established consultancy firm specializing in bridging marketing and finance through brand valuation. Based in the UK, it adheres to ISO standards for brand evaluation and offers services including brand audits, valuation, and strategic consulting.

Aerospace & Defence Brand Rankings 2022

• Top Brand: Boeing led with a value of $15.5 billion (+14%) and the highest Brand Strength Index (BSI) score of 82.1/100, rated AAA-.
• Growth Highlights: Airbus's brand value increased by 45% to $13.3 billion, overtaking Lockheed Martin in the second spot. Spirit Aerosystems and Rolls-Royce experienced 50% growth each.
• Decline: Notable losses occurred for Northrop Grumman (-10%), BAE Systems (-10%), and Thales (-14%).
• New Entry: MTU entered the top 25 ranking for the first time, growing by 21%.
• Regional Dominance: United States accounts for 62.6% of the total value with 14 brands; France and UK follow.

Brand Valuation Methodology

Brand Value is calculated using the Royalty Relief method, determining a fair royalty rate based on brand strength and market data. The Brand Strength Index (BSI) evaluates inputs (marketing investments), stakeholder equity, and business performance. Data sources include original market research from over 100,000 respondents across 36 countries.

Key Insights

• The industry faced challenges due to COVID-19 disruptions and geopolitical tensions, but recovery is expected for top brands.
• Strong brands correlate with better stock performance and financial efficiency, as investing in highly-branded companies yields nearly double the S&P 500 average return.

Services Offered

Brand Finance provides consulting, brand valuation reports, and communications services such as endorsements, events, and media support. bespoke studies and educational programs through the Brand Finance Institute help clients optimize brand strategy and performance.

For further details, reach out to Brand Finance's global network or visit their website.