品牌价值-最有价值和最强大的制药_医疗器械和医疗保健服务品牌的2025年度报告（英）-2025_37页_5mb

Brand Finance Healthcare Report Summary

About Brand Finance

• Established in 1996 to bridge the gap between marketing and finance
• Focuses on quantifying brand financial value through annual rankings and reports
• Has a unique combination of expertise across marketing, finance, and technical disciplines
• Regarded as a chartered accountancy firm with global standards (ISO 10668, ISO 20671)

Key Findings 2025

Pharmaceutical Brands

• Most Valuable: Johnson & Johnson at $15.5 billion (+16% YoY)
  • Strong sales of Darzalex and Erleada are key drivers.
  • Previous spin-off of consumer health division (Kenvue) facilitated B2B focus.
• Fastest Growing: Lilly at $8 billion (+36% YoY)
  • Driven by weight-loss drugs like Zepbound and Mounjaro.
  • Acquisitions and market expansion in new territories boosted value.
• Top Trends:
  • Weight loss drugs significantly driving growth in the pharma sector.
  • Innovation and acquisitions shape competitive landscape.

Medical Devices

• Most Valuable: Medtronic at $7.362 billion (+2% YoY)
  • Shifted top spot from Fresenius (down 5% YoY).
• Fastest Growing: Terumo (+52% YoY) due to international sales growth.

Healthcare Services

• Most Valuable & Strongest: UnitedHealthcare at $54.191 billion (+14% YoY)
  • Only brand in sector to see growth, driven by increased patient volumes.
  • CEO murder incident in 2024 is seen as a potential long-term reputational risk.

Global Brand Rankings

• Pharma ($15.5 billion for J&J)
• Medical Devices (Medtronic overtook Fresenius)
• Healthcare Services (Nine out of ten brands saw value decline)

Sector Overview

• Pharmaceutical Sector:
  • Slight YoY growth (Top 25 brands: +1%; Top 2025: +5%)
  • Dominated by the US (almost half the total brand value)
  • Deals like Lilly’s Akouos acquisition and J&J’s Darzalex success drive innovation.
• Healthcare Services:
  • Collective drop in top 10 brand value by 11%
  • U.S. market under regulatory and social scrutiny.

Brand Strength Index (BSI)

• Top Pharma Brand Strength: Johnson & Johnson (83.5/100), Bayer (82/100)
• Top Medical Devices Brand Strength: Philips (87.8/100)
• Top Healthcare Services Brand Strength: UnitedHealthcare (84.76/100)

Sustainability & Future Trends

• Sustainability perceived as a key driver in consumer choice and reputation.
• Brands like Lilly are viewed positively for social sustainability and governance actions.

Brand Guardianship Index

• Assesses CEO effectiveness in maintaining and growing company brands.
• Based on stakeholder perception and performance metrics.

Methodology

• Brand Valuation Methodology:
  1. Royalty Relief Method – Estimating brand value based on the assumed royalty rate saved by owning a brand.
  2. Brand Strength Index (BSI):
     • Brand Perceptions: Familiarity and stakeholder views.
     • Customer Behaviours: Impact of perceptions on purchasing decisions.
  3. Brand Value Calculation: Apply royalty rates to forecasted revenues and discount to present value.
• Brand Strength Methodology: Uses surveys and quantitative analysis on over 170,000 respondents.

Our Services

• Consulting: Brand audits, identification of brand drivers, tracking and development.
• Valuation: Ensures alignment between marketing and finance through quantifying brand value.
• Strategy & Brand Management: Positioning, architecture, franchising, brand transition, and optimization.