2017酒精饮料行业报告（英文版）_11页-8mb

2017 Alcoholic Beverages Brand Value Report Summary

Core Content

This report presents the findings of the Brand Finance Drinks 50 and Beers 25 rankings for 2017, highlighting the financial value and performance of leading alcoholic beverage brands.

Main Points

Brand Finance's Purpose

• Brand value is a critical commercial asset that should be measured and managed to ensure profitability.
• Marketing teams need to communicate the financial impact of their efforts, and boards must understand the role of brands in driving profits.
• Brand Finance provides a financially rigorous language to bridge the gap between marketing and finance teams.

Brand Valuation Methodology

• Brand values are calculated using the Royalty Relief approach, which estimates future brand-specific sales and applies an appropriate royalty rate.
• The Brand Strength Index (BSI) is used to assess brand strength, ranging from AAA+ to D, based on marketing investment, brand equity, and business performance.
• BSI scores are used to determine royalty rates, which are then applied to forecast revenues to derive brand value.

Brand Value Drivers

• Brand value is influenced by stakeholder behavior, marketing investment, and financial performance.
• A Brand Value Dashboard helps visualize these drivers and their impact on brand value.

Key Information

Spirits 50 (USDm)

• Baijiu brands overtook Whisky in brand value, with Baijiu accounting for 37.5% of the total brand value.
• Moutai is the most valuable spirits brand, with a 60% increase in brand value to $11.5 billion.
• Johnnie Walker remained the top whisky brand but saw a 2% decrease in brand value to $4.5 billion.
• Gujing Gong Jiu was the fastest-growing brand, nearly doubling its value to $1.1 billion.
• Malibu experienced a 17% decline in brand value, attributed to overextension and a shift in marketing budget to online platforms.

Beers 25 (USDm)

• AB InBev dominates the beer industry, controlling 11 of the top 25 brands.
• Bud Light was the biggest riser, with a 34% increase in brand value to $6.6 billion.
• Budweiser followed with a 30% increase to $5.9 billion.
• Heineken held the third position with a 22% increase to $5.2 billion.
• Corona Extra and Miller Lite showed significant growth, while Skol and Asahi Beer saw declines.

Brand Finance Services

Brand Valuation

• Branded Business Valuation
• Intangible Asset Valuation
• Trademark Valuation
• Brand Contribution Analysis

Brand Analytics

• Brand Scorecard Tracking
• Return on Marketing Investment (ROMI) Analysis
• Market Research Insights

Brand Transactions

• M&A Due Diligence
• Tax & Transfer Pricing
• Franchising & Licensing
• Expert Witness Services

Brand Management

• Brand Architecture & Portfolio Management
• Brand Positioning & Extension
• Brand Transition & Governance

Key Takeaways

• Understanding brand value is crucial for strategic decision-making.
• Brand Finance offers tools and insights to help businesses optimize their brand performance and financial outcomes.
• The report emphasizes the importance of brand strength and its direct impact on financial value.
• The shift in consumer preferences and market dynamics highlights the need for continuous brand evaluation and adaptation.

Conclusion

This report underscores the significance of brand value in the alcoholic beverages industry, showing how strong brands can drive profitability and market share. It also outlines the methodologies and services provided by Brand Finance to help organizations better understand and leverage their brand assets.