2017荷兰50强品牌报告（英文版）_8页_3mb

Netherlands 50 2017 Summary

Core Content

This document presents the Netherlands 50 brand valuation report for 2017, providing an overview of the most valuable Dutch brands and their financial performance. It includes definitions of key terms such as Brand Value, Brand Strength Index (BSI), and Royalty Relief approach, as well as a methodology for brand valuation and insights into brand performance, investment, and strategy.

Main Points

Brand Value Overview

• Shell is the most valuable brand in the Netherlands with a value of €32.7 billion, representing a 12% year-on-year increase. It was upgraded from AA+ to AAA- due to its strong BSI score of 82.
• Heineken ranked 6th with a brand value of €4.7 billion, showing the largest growth among the top ten brands at 17%.
• Unilever is the 7th most valuable brand with a value of €3.8 billion, down 4% from 2016. Its brand portfolio is estimated at €48.2 billion, making it a significant asset in the event of a potential acquisition.
• Ziggo is the fastest-growing brand in the Netherlands, rising to 17th place with a 77% increase in value.

Brand Strength Index (BSI)

• The BSI is a key metric used to evaluate brand strength and is used to determine brand ratings from AAA+ to D.
• The BSI score is applied to a sector-specific royalty rate range to calculate brand value.
• Brand Finance uses the Royalty Relief approach, which estimates future sales attributable to a brand and applies a royalty rate to derive brand value.

Methodology

• The Royalty Relief approach involves estimating future sales and applying a royalty rate to forecast revenues to determine brand value.
• Brand value is calculated using post-tax brand revenues, which are discounted to a net present value (NPV).
• Brand Contribution refers to the uplift in shareholder value from owning a brand rather than a generic one, and is a critical insight for marketers and business owners.

Key Information

Brand Value Drivers

• Marketing investment, brand equity, and business performance are essential in determining brand strength.
• Brands influence stakeholders beyond customers, including staff, strategic partners, regulators, and investors.
• Brand strength tracking, analysis, and benchmarking against competitors are crucial for optimizing brand performance.

Royalty Rate Determination

• The royalty rate is determined using comparable agreements, industry margins, and affordability.
• Industry margins are typically 25% to 40%.
• Affordability considers the brand's ability to sustain high profits, which can justify higher royalty rates.

Brand Valuation Assumptions

• The valuation is based on economic assumptions, including risk-free rates, brand debt risk premiums, and cost of equity using CAPM.
• The Brand Value Report provides a detailed breakdown of assumptions, data sources, and calculations, along with expert recommendations for growth.

Services Offered by Brand Finance

• Valuation: Assessing the value of intangible assets.
• Analytics: Improving marketing effectiveness by understanding consumer behavior.
• Transactions: Assisting in M&A and tax-related transactions.
• Strategy: Enhancing brand value through strategic marketing and brand governance.

Brand Finance Netherlands 50 (Top 50 Brands)

Conclusion

The report highlights the importance of brand strength, marketing investment, and stakeholder influence in driving brand value. It underscores the need for brand audits, trademark protection, and strategic brand management to maximize financial returns and business performance. The Brand Finance Netherlands 50 provides valuable insights for brand owners, marketers, and business strategists to understand their brand's position in the market and optimize its value.