2022-10-17-Brand_Finance-品牌价值-最有价值_最强大的奢侈品和高端品牌50强的2022年度报告（英）_31页_19mb

Summary of "Luxury & Premium 50 2022"

Core Content

This report provides an analysis of the most valuable and strongest luxury & premium brands as of September 2022, highlighting their financial performance, brand strength, and market positioning.

Main Points

Brand Value & Brand Strength Analysis

• Porsche remains the most valuable luxury brand globally, with a brand value of US$33.7 billion, a 2% decrease from 2021.
• Louis Vuitton is the 2nd most valuable luxury brand, with a 58% increase in brand value to US$23.4 billion.
• Gucci ranks 3rd, with a 16% increase in brand value to US$18.1 billion.
• Chanel is 4th, with a 15% increase to US$15.26 billion.
• Hermès is 5th, with a 16% increase to US$13.499 billion.
• Cartier is 6th, with a 3% increase to US$12.419 billion.
• Dior is 7th, with a 15% increase to US$9.027 billion.
• Rolex is 8th, with a 5% increase to US$8.35 billion.
• Ferrari is the strongest luxury brand with an AAA+ rating, despite a 13% decrease in brand value to US$8.047 billion.
• Estée Lauder enters the top ten, with a 39% increase to US$7.926 billion.
• The Ritz-Carlton is the fastest growing luxury brand, with its brand value more than doubling to US$1.1 billion.
• Lamborghini and Aston Martin show improved brand strength, despite a 4% and 18% decrease in brand value respectively.

Sector Breakdown

• Apparel dominates the sector with 65.8% of the total brand value, US$163.1 billion.
• Automobiles account for 20.7%, US$51.3 billion.
• Cosmetics make up 11.7%, US$29.0 billion.
• Hotels contribute 1.8%, US$4.4 billion.

Country Breakdown

• France leads with 39.1% of the total brand value, US$96.8 billion.
• Italy follows with 21.5%, US$53.3 billion.
• Germany is 13.6%, US$33.7 billion.
• United States accounts for 9.0%, US$22.2 billion.
• Switzerland contributes 7.0%, US$17.4 billion.
• United Kingdom is 5.0%, US$12.5 billion.
• Other countries account for 4.8%, US$14.0 billion.

Key Information

• Brand Finance is a leading brand valuation consultancy that has been bridging the gap between marketing and finance since 1996.
• The company has developed ISO 10668 and ISO 20671, which are internationally recognised standards for brand valuation and brand evaluation.
• Brand value is calculated using the Royalty Relief methodology, which reflects the financial value of a brand based on the royalties that would be paid if the brand were licensed.
• Brand strength is evaluated using the Brand Strength Index (BSI) and is based on stakeholder equity, marketing investment, and business performance.
• The report highlights the importance of understanding brand value and strength to make informed business decisions and to maximise profitability.

Methodology

• Brand value is derived from the present value of earnings related to brand reputation.
• Brand strength is assessed using a balanced scorecard of metrics that evaluate marketing investment, stakeholder equity, and business performance.
• Brand Finance uses market research data from over 100,000 respondents in 36 countries and across 29 sectors to provide a comprehensive analysis.
• The methodology is certified by global auditors and has received official approval from the Marketing Accountability Standards Board.

Additional Services

• Brand Finance offers Brand Value Reports, which provide a detailed breakdown of the assumptions, data sources, and calculations used to determine brand value.
• They also provide brand valuation and strategy services, including brand compliance, brand transition, and brand identity management.
• The Brand Finance Institute offers educational programs and certifications in collaboration with top business schools and universities.
• Brand Dialogue is a PR agency that helps brands create communication strategies to enhance brand value.
• VI360 is a consultancy that provides practical brand management solutions for clients of all sizes.

Contact Information

• Business Enquiries: Richard Haigh, Managing Director, rd.haigh@brandfinance.com
• Media Enquiries: Michael Josem, Associate Communications Director, m.josem@brandfinance.com
• General Enquiries: enquiries@brandfinance.com, +44 207 389 9400, www.brandfinance.com

Branddirectory.com

• Branddirectory is the largest database of brand values, offering access to Brand Finance rankings, reports, whitepapers, and consumer research since 2007.
• It allows users to browse brand values, track brand performance, and compare brand values across countries, sectors, and global rankings.
• Premium data and research can be purchased and instantly unlocked.

Conclusion

This report underscores the importance of brand value and strength in the luxury and premium market, providing insights into the financial and strategic implications of these metrics. It serves as a valuable resource for businesses seeking to understand and leverage their brand assets effectively.