品牌价值-2022年最有价值和最强大软件品牌的年度报告（英）-29页_10mb

Summary of Brand Finance Software 15 2022 Report

Core Content

The Brand Finance Software 15 2022 report highlights the most valuable and strongest software brands globally, emphasizing the financial impact of strong branding. It provides a comprehensive analysis of brand value and strength, using a combination of market research, financial data, and expert assessments to evaluate and rank brands.

Main Points

• Microsoft is named the most valuable software brand in 2022, with a brand value of US$184.2 billion, accounting for 61% of the total brand value in the ranking.
• Microsoft's strategic shift towards cloud computing has been a major driver of its success, especially during the pandemic.
• The report introduces a new industry ranking for the top 15 most valuable and strongest software brands, making it the first of its kind.

Key Brands and Their Performance

• Constellation Software is the fastest-growing brand in the ranking, with a 48% increase in brand value to US$4.0 billion.
• QuickBooks ranks 9th with a 36% increase in brand value to US$3.8 billion.
• SAP is the highest-ranked software brand outside the US, valued at US$18.3 billion, and is 3rd behind Microsoft and Oracle.
• Salesforce continues to close the gap with SAP, with only US$400 million separating the two.

Brand Value and Strength Methodology

• Brand Value is calculated based on the present value of earnings related to brand reputation.
• Brand Strength is evaluated using the Brand Strength Index (BSI), which considers three core pillars:
  • Brand Inputs: Marketing and investment activities.
  • Brand Equity: Stakeholder perceptions and brand awareness.
  • Brand Performance: Market share, profitability, and customer behavior.
• The BSI score ranges from 0 to 100, and brands are assigned a Brand Rating (up to AAA+) similar to credit ratings.
• The Royalty Relief Methodology is used to estimate brand value by analyzing the royalty rates that brands could command in their sector, based on market research and brand strength.

Brand Finance Services

• Brand Finance offers brand valuation, brand strength analysis, royalty rate research, benchmarking, consumer research, education, and communication services.
• The Brand Finance Institute provides educational programs and certifications for brand professionals.
• Brand Dialogue offers strategic communications to enhance brand value.
• VI360 specializes in brand identity management.

Methodology and Data Sources

• The methodology involves quantitative and qualitative data collection from over 100,000 consumers across 36 countries and 29 sectors.
• The Global Brand Equity Monitor is used to assess brand health and provide insights into consumer perceptions.
• Brand Impact is determined by analyzing how brands influence profitability compared to generic brands.

Conclusion

The report underscores the importance of brand valuation and brand strength in driving business performance and financial returns. It highlights that strong brands are not only essential for customer loyalty and market share but also for financial success, as evidenced by the link between strong branding and stock market performance. The findings suggest that effective brand management is a critical factor in long-term business sustainability and growth.

Key Information

• Brand Value Chain: A framework for assessing brand strength through inputs, equity, and performance.
• Brand Value Change: Microsoft's brand value increased by 48% year-on-year, while SAP's increased by 36%.
• Brand Strength Index (BSI): A score out of 100, used to determine brand ratings and value.
• Brand Directory: A resource for accessing brand valuations, reports, and consumer research.
• Brand Finance's Role: It bridges the gap between marketing and finance, providing a financially credible assessment of brand value.

Contact Information

• Business Enquiries: Lorenzo Coruzzi, I.coruzzi@brandfinance.com
• Media Enquiries: Konrad Jagodzinski, k.jagodzinski@brandfinance.com
• General Enquiries: enquiries@brandfinance.com, +44 207 389 9400, www.brandfinance.com

Additional Resources

• Visit branddirectory.com/request-a-valuation to obtain your own Brand Value Report.
• Access consumer research at branddirectory.com/consumer-research.
• Learn more about branding strategies and education through the Brand Finance Institute.