2021-09-16-Brand_Finance-品牌价值_21页_9mb

Introduction

The Brand Finance Luxury & Premium 50 2021 report analyzes the top 50 most valuable Luxury and Premium brands, emphasizing their economic impact in a post-pandemic world. It highlights how effective branding drives financial returns and provides insights into the sector's resilience and future trends.

Executive Summary

The global Luxury and Premium sector experienced a 3% year-on-year decline in the total value of its top 50 brands, from $227.1 billion in 2020 to $219.5 billion in 2021, primarily due to the COVID-19 pandemic. Despite challenges, brands showed adaptability through digital innovation, sustainability initiatives, and local engagement. Porsche retained the top position with a value of $34.3 billion, while Ferrari was recognized as the strongest brand, achieving a significant 2% brand value increase. Apparel brands dominated the ranking, accounting for 62% of total value, but many recorded substantial losses, with Celine being the fastest-growing brand at 118%. The sector faced disruptions in hospitality and further value erosion, but opportunities emerged in e-commerce and secondhand luxury markets.

Key Findings

• Brand Performance: The top 10 luxury brands included Porsche (automobiles), GUCCI, Louis Vuitton, Chanel, and Rolex (apparel), reflecting a mix of traditional and emerging strengths. Hotels made their first appearance, with Shangri-La and Intercontinental entering the ranks.
• COVID-19 Impact: The pandemic accelerated shifts toward online sales and sustainable products, eroding brand values but creating growth opportunities in digital spaces and consumer-driven demand.
• Trends: Key trends include a focus on locality, circular economy principles (e.g., recycled materials in fashion and automotive), Gen Z influence driving social conscience in luxury purchasing, and the expansion of the secondhand luxury market to $30 billion.
• Sector Reputation: Luxury brands were rated highly for exclusivity and quality, though reputation slightly increased year-on-year, influenced by effective crisis response and digital adoption.

Methodology

Brand values are assessed using the Brand Strength Index (BSI) and a royalty relief model, where each brand is assigned a BSI score out of 100 and a corresponding AAA+ rating based on marketing investment, stakeholder equity, and business performance metrics. This methodology complies with ISO standards and involves comprehensive market research across 29 countries.

Strategic Insights

• Brands must balance exclusivity with accessibility post-pandemic, focusing on digital transformation and sustainability to meet evolving consumer expectations.
• Opportunities lie in geodemographic targeting, secondhand markets, and partnerships that leverage brand strength for tangible business growth.

Conclusion

The 2021 Luxury and Premium sector underscores the importance of adaptive branding strategies for resilience and value creation. Brand Finance offers tailored services to evaluate and enhance brand equity, helping businesses navigate the new normal and capitalize on emerging trends.