品牌价值-最有价值芬兰品牌25强的年度报告（英）-2022.4-38页_13mb

Finland 25 2022 Summary

Core Content

This document is the annual report on the most valuable and strongest Finnish brands published by Brand Finance in April 2022. It highlights the performance of leading Finnish brands, their brand value and strength, and the broader implications of national branding in the global context.

Main Points

Brand Value & Brand Strength Analysis

• Brand Finance is the world's leading brand valuation consultancy, with over 25 years of experience in bridging the gap between marketing and finance.
• The report highlights that Finland's top brands are experiencing significant growth, especially in the context of a post-COVID recovery.
• Nokia remains the most valuable Finnish brand with a brand value of €7.7 billion, though it saw a 3% decline from the previous year.
• Neste surged in value by 20%, reaching €2.2 billion, and moved up to 2nd place.
• Elisa was the fastest-growing brand with a 67% increase in value, reaching €1.2 billion, and holds the AAA brand rating.
• Kone, UPM, Stora Enso, and Metso Outotec also achieved strong growth in brand value, with increases of 8%, 22%, 21%, and 26%, respectively.
• The Top 25 most valuable Finnish brands include a range of sectors, with Technology being the largest contributor to brand value at €8.4 billion (30.6%), followed by Engineering & Construction at €6.5 billion (23.9%).

Brand Value Ranking

Global Soft Power Index

• Finland's national image is a significant asset that affects the value of its homegrown brands and the economy as a whole.
• Brand Finance has developed the Global Soft Power Index, which assesses the perceptions of 120 nation brands across the world.
• The index is based on surveys from over 75,000 respondents in more than 100 countries, covering both general public and specialist audiences.

Key Information

• Brand Finance conducts annual research on 5,000 of the world's biggest brands, publishing nearly 100 reports annually.
• The Global Brand Equity Monitor includes original market research from over 100,000 respondents across 36 countries and 29 sectors.
• Brand value is determined through a balanced scorecard of metrics that evaluate marketing investment, stakeholder equity, and business performance.
• ISO 20671 is the standard used to assess stakeholder equity, and Brand Finance is certified for compliance with both ISO 10668 and ISO 20671.
• The Brand Strength Index (BSI) is used to evaluate brand strength, with Elisa achieving a score of 85.6 out of 100.
• The report includes consumer research findings, brand equity analysis, and brand benchmarking to provide insights into brand performance and positioning.

Methodology

• Brand Finance uses a unique combination of expertise across marketing, market research, brand strategy, visual identity, tax, and accounting.
• They are a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales.
• Their methodology is certified by Austrian Standards and approved by the Marketing Accountability Standards Board.

Brand Finance Services

• Brand Finance offers a wide range of services, including brand valuation, brand equity analysis, brand tracking, royalty rate analysis, and benchmarking.
• Their Brand Value Report provides a detailed breakdown of assumptions, data sources, and calculations used to determine brand value.
• They also provide interactive charts and premium data access through their Brand Directory platform.

Brand Finance Group

• The Brand Finance Group includes the Brand Finance Institute, Brand Dialogue, and VI360.
• Brand Finance Institute focuses on education and professional development in brand valuation and strategy.
• Brand Dialogue is a PR agency that develops communication strategies to drive brand value.
• VI360 provides brand identity management services, including brand compliance, brand transition, and brand identity management.

Conclusion

• The Finland 25 2022 report highlights the strong performance of Finnish brands, especially in the context of post-pandemic recovery and increased focus on sustainability.
• It underscores the importance of brand value and brand strength in driving business performance and financial returns.
• The Global Soft Power Index reinforces the idea that a positive national image can significantly enhance the value of a country's brands.