2018公用事业50强品牌报告（英文版）_9页_2mb

Summary of Brand Finance Utilities 50 2018 Report

Core Content

The Brand Finance Utilities 50 2018 report ranks the top 50 most valuable utility brands globally, based on their brand value, brand strength, and performance metrics. The report outlines the methodology used for valuation, key brand insights, and highlights the top performers in the sector.

Main Points

• State Grid from China is the most valuable utility brand in the world with a brand value of $40.9 billion, significantly outperforming its competitors.
• The report emphasizes the importance of Brand Strength Index (BSI) in determining brand value, with a score out of 100 and a corresponding rating (up to AAA+).
• Brand value is calculated using the Royalty Relief method, which involves estimating future revenues attributable to the brand and applying a royalty rate based on industry standards.
• The report includes brand value change percentages and brand value distribution by country, showing that Chinese brands dominate the top ranks, with China accounting for 29% of the total brand value.

Key Information

Top 10 Most Valuable Brands

Top 10 Strongest Brands (by BSI Score)

Brand Value by Country

Methodology

• Brand Value Calculation: Uses the Royalty Relief approach, compliant with ISO 10668 standards.
• Steps:
  1. Brand Strength Index (BSI): Based on Marketing Investment, Stakeholder Equity, and Business Performance.
  2. Royalty Range: Industry-specific, with higher ranges in sectors where brand plays a major role in purchasing decisions.
  3. Royalty Rate: Determined by applying BSI to the royalty range.
  4. Brand-Specific Revenues: Estimated from a proportion of parent company revenues.
  5. Forecast Revenues: Based on historical data, equity analyst forecasts, and economic growth.
  6. Brand Value: Calculated by applying the royalty rate to forecast revenues and discounting to a net present value.

Brand Finance Overview

• Brand Finance is an independent brand valuation and strategy consultancy, established in 1996.
• It focuses on connecting brand performance with financial outcomes.
• Key strengths include:
  • Independence
  • Technical Credibility
  • Transparency
  • Expertise

Contact Details

• Managing Director: Richard Haigh (rd.haigh@brandfinance.com)
• Communications Director: Konrad Jagodzinski (k.jagodinski@brandfinance.com)
• Enquiries: enquiries@brandfinance.com (+44 (0)207 389 9400)

Additional Services

• Consulting Services:
  • Brand Valuation
  • Marketing Effectiveness Analysis
  • Brand Strategy Development
• Communications Services:
  • Value-Based Communications
  • Research and Insights
  • Content and Channel Strategy
  • Integrated Communications Planning and Execution

Brand Finance Utilities 50 2018

• The report highlights the evolving landscape of the utility sector, particularly in the shift towards renewable energy.
• E.ON restructured its business, splitting into Innogy (focused on renewables) and Uniper (conventional power generation), resulting in Innogy entering the top 10 and E.ON dropping in rank.
• Enel has rebranded and repositioned itself as a more environmentally friendly energy provider, contributing to its strong performance in the rankings.

Conclusion

The report underscores the growing importance of brand value in the utility sector, emphasizing the need for strategic brand management, especially in the context of environmental sustainability and technological innovation. It also provides insights into the methodology and services offered by Brand Finance to support brand valuation and strategic communication.