2017酒精饮料行业报告（英文版）_9页_8mb

2017 Alcoholic Beverages Annual Report Summary

Core Content Overview

This report presents the findings of the Brand Finance Spirits 50 and Beers 25 league tables for the year 2017, highlighting the value and performance of leading alcoholic beverage brands. The report includes detailed methodologies, key brand performance metrics, and insights into the factors influencing brand value.

Main Points and Key Information

Brand Value Methodology

• Brand Finance uses the Royalty Relief approach to calculate brand values.
• The process involves:
  1. Calculating the Brand Strength Index (BSI) based on marketing investment, brand equity, and business performance.
  2. Assigning a BSI score out of 100 and using it to determine an appropriate royalty rate for the brand's sector.
  3. Estimating forecast brand revenues using historical data, analyst forecasts, and economic growth.
  4. Applying the royalty rate to forecast revenues to derive brand value.
  5. Discounting the brand revenues to a net present value to determine the final brand value.

Brand Strength Index (BSI)

• BSI is a key metric used to assess brand strength.
• It is used to determine a rating between AAA+ and D, similar to credit ratings.
• AAA+ brands are exceptionally strong and well managed, while D-rated brands are failing.

Brand Value Chain

• Brand value is influenced by stakeholder behavior, marketing investment, and brand tracking data.
• Brands affect customers, staff, strategic partners, regulators, and investors, generating economic benefits beyond transactional value.

Brand Contribution

• It measures the uplift in shareholder value due to owning a brand rather than using a generic one.
• Provides insights to optimize business performance and leverage brand assets.

Spirits 50 Highlights

• Baijiu became the most valuable spirit category in 2017, with a 37.5% share of total brand value.
• Moutai was the most valuable spirits brand, with a 60% increase in brand value to $11.5 billion.
  • Revenue growth of 19% and net profit growth of 7%.
  • Despite a government crackdown in 2012, demand has rebounded with bottle prices rising to 1,200 yuan.
  • Moutai is expanding internationally, including in Germany and San Francisco.
• Guojing Gong Jiu saw the fastest growth, nearly doubling its brand value to $1.1 billion.
• Johnnie Walker remained the most valuable whisky brand, but its brand value dropped by 2% to $4.5 billion.
• Malibu declined by 17% due to falling sales and overextension into flavored variants.

Beers 25 Highlights

• AB InBev dominated the beer market, 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 saw a 30% increase in brand value to $5.9 billion, despite controversy over its Superbowl ad.
• Heineken maintained third place with a 21% increase in brand value to $5.2 billion.
• Heineken is shifting focus from football to F1 and rugby.
• Skol and Asahi Beer saw negative changes in brand value due to market challenges.

Brand Value Drivers

• Marketing effectiveness and brand equity are key drivers of brand value.
• Consumer behavior, economic growth, and sector-specific royalty rates influence brand valuation.
• Brand extension, demographic targeting, and advertising campaigns impact brand performance and value.

Services Offered by Brand Finance

• Valuation services: Branded Business Valuation, Intangible Asset Valuation, Trademark Valuation, Brand Contribution.
• Analytics services: Market Research, 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 Architecture & Portfolio Management, Brand Positioning & Extension.

Contact Details

• For brand value reports: Contact Alex Haigh, Director of League Tables, at a.haigh@brandfinance.com.
• For media inquiries: Contact Robert Haigh, Marketing & Communications Director, at r.haigh@brandfinance.com.
• For general inquiries: Contact enquiries@brandfinance.com or +44 (0)20 7389 9400.
• Social media: LinkedIn, Facebook, Twitter.

Disclaimer

• Brand Finance provides independent and unbiased analysis.
• Brand values are based on publicly available information and assumptions.
• The report is not intended as investment or business advice, and Brand Finance excludes all liability.