2017新加坡100强品牌报告（英文版）_26页-12mb

Summary of Singapore 100 2017 Annual Report

Core Content

The Singapore 100 2017 Annual Report, published by Brand Finance, provides an in-depth analysis of the most valuable Singaporean brands as of December 31, 2016. It highlights the importance of intangible assets in the context of corporate performance and financial strategy, emphasizing the need for better understanding and management of these assets.

Main Points

Brand Finance Overview

• Brand Finance is a global brand valuation and strategy consultancy established in 1996.
• It bridges the gap between marketing and finance, helping organizations understand the financial impact of their brands.
• Compliant with ISO 10668, the global standard for monetary brand valuations.
• Known for its technical credibility, transparency, and independence.
• Offers a unique blend of expertise in marketing, research, and finance, along with insights from ex-client-side senior management.

Brand Value and Brand Strength

• Brand value is calculated using the Royalty Relief approach, which estimates the likely future sales attributable to a brand and the royalty rate that would be charged for its use.
• Brand Strength Index (BSI) is used to assess brand strength, with scores ranging from 0 to 100.
• Brands are rated from AAA+ to D, similar to credit ratings, indicating their strength, risk, and future potential.

Intangible Assets

• Intangible assets are increasingly vital to corporate value, making up nearly 50% of the market value of quoted companies globally.
• These include brands, intellectual property, relationships, and other non-physical assets.
• The report discusses the Categories of Intangible Assets Under IFRS 3, which are:
  • Marketing-related intangible assets
  • Customer-related intangible assets
  • Contract-based intangible assets
  • Technology-based intangible assets
  • Artistic-related intangible assets

Brand Governance

• Brand governance is a critical internal process that ensures consistent brand usage and communication.
• It is often overlooked, with many organizations attributing brand management to a small team.
• Effective brand governance is essential for building brand strength and ensuring the brand's value is maximized internally and externally.

Challenges in Brand Management

• Many organizations fail to effectively measure the ROI of their brands.
• Internal brand management is more important than external, as it drives consistent brand application and understanding.
• There is a significant amount of undisclosed value in intangible assets, which is often not captured in financial reports.

Key Information

Purpose of the Study

• The report aims to examine the performance of Singapore's intangible assets and brands.
• It provides a comprehensive view of how intangible assets contribute to the overall value of companies in Singapore.

Brand Value and Corporate Performance

• The Singapore 100 report shows that the value of intangible assets is a critical component of corporate performance.
• Disclosed intangible assets include trademarks, licenses, and goodwill from acquisitions.
• Undisclosed value represents the unaccounted intangible value, often more significant than disclosed intangibles.

Brand Finance's Role

• Brand Finance offers brand valuations, brand rankings, and strategic advice to help organizations understand and leverage their brand value.
• The report emphasizes the importance of brand governance and brand contribution to business performance and financial outcomes.

Conclusion

The Singapore 100 2017 report underscores the growing importance of intangible assets in corporate value, especially in the context of Singapore's economic landscape. It highlights the need for a more strategic and holistic approach to brand management and governance, both internally and externally. Brand Finance provides a comprehensive and technically sound framework for evaluating and understanding brand value, which can be instrumental in making informed business decisions. The report serves as a valuable resource for marketers and financial professionals to align their strategies and maximize the value of their brands.