2017航空航天和国防25强品牌报告（英文版）_9页-2mb

Summary of Aerospace & Defence 25 2017 Annual Report

Core Content

This report is an annual assessment of the world's top 25 aerospace and defence brands, highlighting their financial performance, brand value changes, and strategic implications. It is published by Brand Finance, a global consultancy that specializes in brand valuation and strategy, and it emphasizes the importance of aligning brand strength with business outcomes to maximize profitability and shareholder value.

Main Points

• Brand Value Importance: A strong brand is not only about customer attraction and loyalty but also about generating financial returns. Brand Finance aims to bridge the gap between marketing and finance by providing a financial framework to understand and measure brand value.

• Brand Valuation Methodology: The report uses the Royalty Relief approach to calculate brand values. This involves estimating future brand-specific revenues, determining a royalty rate based on brand strength, and discounting the brand revenues to a net present value (NPV) to derive brand value.

• Brand Strength Index (BSI): A metric used to evaluate brand strength, ranging from AAA+ (exceptionally strong) to D (failing). The BSI score is derived from marketing investment, brand equity, and business performance, and is used to determine the royalty rate.

• Key Brands: The report highlights the top 25 brands, with Boeing as the most valuable and strongest brand in the aerospace and defence sector, followed by Airbus, Lockheed Martin, and Northrop Grumman.

Key Information

Brand Value Changes (2016–2017)

Industry Overview

• The US dominates the aerospace and defence sector, with 12 of the top 25 brands being American.
• The US defense spending in 2016 was US$622 billion, or 40% of the global total.
• Boeing saw a 17% increase in brand value, reaching US$16 billion, and secured a US$16 billion deal with Iran for 80 passenger planes.
• Northrop Grumman had the largest increase in brand value, 50%, and won an $80 billion contract with the US Air Force.
• Airbus maintained its second position but saw a 10% decline in brand value, attributed to challenges with its A380 superjumbo project.
• Embraer had a 10% growth in brand value and exceeded profit expectations, showing a positive outlook for the company.

Brand Contribution and Stakeholder Impact

• Brand Contribution refers to the overall uplift in shareholder value that comes from owning a brand rather than using a generic one.
• Brands influence various stakeholders, including customers, staff, strategic partners, regulators, and investors, beyond just transactional value.
• The report emphasizes the need for quantitative financial analysis to better communicate brand value to non-marketing stakeholders.

Brand Finance Services

Brand Finance offers a range of services to help businesses understand and leverage their brand value, including:

• Valuation Services: Branded Business Valuation, Intangible Asset Valuation, Trademark Valuation, Brand Contribution
• Analytics Services: Market Research Analytics, Brand Audits, Brand Scorecard Tracking, Return on Marketing Investment
• Transaction Services: M&A Due Diligence, Tax & Transfer Pricing, Franchising & Licensing, Expert Witness
• Strategic Services: Brand Governance, Brand Transition, Brand Architecture & Portfolio Management, Brand Positioning & Extension

These services are designed to provide insight, strategy, and financial clarity to maximize brand and business value.

Contact Details

For brand value report inquiries, contact:

• Alex Haigh, Director of League Tables
  • Email: a.haigh@brandfinance.com
  • Phone: +44 (0)207 389 9400

For media inquiries, contact:

• Robert Haigh, Marketing & Communications Director
  • Email: r.haigh@brandfinance.com

For all other inquiries:

• Email: enquiries@brandfinance.com
• Phone: +44 (0)20 7389 9400
• Website: www.brandfinance.com

Disclaimer

Brand Finance provides independent and unbiased analysis. The values and opinions in this report are based on publicly available information and certain assumptions. The company does not accept responsibility for inaccuracies in the data used. The report is not intended as investment or business advice and excludes all liability.