2018澳大利亚100强品牌报告（英文版）_9页_2mb

报告摘要

Australia 100 2018 Summary

Core Content

The Australia 100 2018 report is an annual publication by Brand Finance, a global brand valuation and strategy consultancy. It ranks the top 100 most valuable Australian brands based on their brand value, brand strength, and performance metrics. The report highlights the importance of brand value in business strategy and reputation management, especially in the context of increasing global competition.

Main Points

Telstra retains the top rank for the third consecutive year with a 13.6% increase in brand value to $12,436m, despite a 21% decline in market value.
Commonwealth Bank remains the strongest brand with a Brand Strength Index (BSI) score of 86.3.
BHP achieves the highest increase in brand value among the top 10, with a 29% rise to $6,499m, attributed to its rebranding campaign.
Woolworths rises from 5th to 4th place, with an 11% increase in brand value, following a period of rationalisation and consolidation.
Qantas and Harvey Norman are the top 5 brands in terms of brand strength, despite their brand value rankings.
Optus sees a 19% increase in brand value, entering the Global 500 ranking at 457th.
The report outlines the Royalty Relief methodology, which is used to calculate brand value based on a royalty rate applied to forecasted revenues, with the BSI score influencing the royalty rate.
Brand Strength Index (BSI) is a key metric, evaluating a brand's performance in Marketing Investment, Stakeholder Equity, and Business Performance.
The report also provides insight into brand performance, strategy development, benchmarking against competitors, and educational value for understanding brand equity.

Key Information

Brand Finance Overview

Established in 1996, Brand Finance is an independent brand valuation consultancy.
It provides services to connect brand performance to financial outcomes.
Key strengths include Independence, Technical Credibility, Transparency, and Expertise.
It evaluates brands across the globe, identifying the strongest and most valuable.

Brand Value Metrics

Brand Value Change: Measured as a percentage change from 2017 to 2018.
Brand Rating: Assigned on a scale similar to credit ratings, up to AAA+.
Brand Strength Index (BSI): A score from 0 to 100, reflecting brand strength based on marketing investment, stakeholder equity, and business performance.

Top 10 Most Valuable Brands (2018)

Rank	Brand Name	Brand Value (AUD m)	% Change	Brand Rating
1	Telstra	15,836	+14%	AAA
2	Commonwealth Bank	10,548	+1%	AAA
3	ANZ	10,502	+2%	AAA-
4	Woolworths	9,099	+11%	AA+
5	Coles	8,371	+8%	AA+
6	nab	8,286	+1%	AAA-
7	Westpac	7,428	0%	AAA-
8	BHP	6,499	+29%	AA
9	Optus	5,025	+19%	AAA-
10	Rio Tinto	3,952	+25%	AA

Top 10 Strongest Brands (BSI Score)

Rank	Brand Name	BSI Score
1	Commonwealth Bank	86.3
2	Telstra	85.4
3	Qantas	83.4
4	Optus	83.0
5	Harvey Norman	82.6
6	nab	82.1
7	Westpac	81.9
8	ANZ	81.5
9	Computershare	78.9
10	Coles	78.9

Brand Value Change Highlights

Positive changes: BHP (+29%), Telstra (+14%), Optus (+19%), Woolworths (+11%), Coles (+8%), Commonwealth Bank (+1%).
Negative changes: IFCO (-37%), Devondale (-27%), Crown (-26%), Energy Australia (-25%), Swann (-25%), CGU (-22%).

Methodology

Royalty Relief approach: Compliant with ISO 10668.
Steps include:
1. Calculating BSI based on marketing investment, stakeholder equity, and business performance.
2. Determining royalty range by industry.
3. Calculating royalty rate using BSI and royalty range.
4. Estimating brand-specific revenues.
5. Forecasting revenues using historical data and economic growth.
6. Applying royalty rate to forecasted revenues.
7. Discounting to a net present value (NPV) to determine brand value.

Brand Value Report

Offers insight into brand performance, strategy development, benchmarking, and education.
Helps companies understand their brand value and how it compares to competitors.
Provides expert recommendations for growth and business performance.