品牌价值-2021奢侈品品牌top50（英）-2021.9_21页_9mb

Summary of Brand Finance Luxury & Premium Report 2021

Core Content

The 2021 Brand Finance Luxury & Premium report ranks the top 50 most valuable luxury and premium brands globally. The report highlights the impact of the COVID-19 pandemic on brand values, as well as the evolving strategies and market positions of key brands. It also provides insights into brand strength, valuation methodologies, and the role of branding in driving financial returns.

Key Findings

• Total Brand Value Decline: The combined brand value of the top 50 luxury and premium brands fell by 3% year-on-year, from $227.1 billion in 2020 to $219.5 billion in 2021, primarily due to the pandemic.
• Porsche Maintains Top Spot: Porsche retained its position as the most valuable brand with a value of $34.3 billion, up 1.2% from 2020.
• Celine as Fastest Growing: Celine experienced an 118% increase in brand value, rising to $1.5 billion and jumping 13 spots in the ranking.
• New Entrants: Two hotel brands, Shangri-La and Intercontinental, made their debut in the ranking, with Shangri-La at 29th and Intercontinental at 35th.
• Ferrari Leads in Brand Strength: Ferrari was ranked the strongest brand in the sector with a Brand Strength Index (BSI) of 93.9, securing an AAA+ rating. It saw a 2% increase in brand value to $9.2 billion.
• Rolex Follows Ferrari: Rolex came in second with a BSI of 89.6 and AAA+ rating, up 1% in brand value to $7.9 billion.
• Moncler Rises in Brand Strength: Moncler moved up 8 spots in the ranking, with a BSI of 87.4, up 2% from 2020.

Main Trends

• Apparel Dominates: Apparel brands accounted for 62% of the total brand value, but most suffered declines due to the pandemic.
• E-Commerce and Sustainability: Brands are increasingly leveraging e-commerce and sustainability to adapt to the new market environment.
• Brand Resilience: Despite the challenges, some brands like Celine and Rolex showed strong resilience and growth.
• Pandemic Impact: The pandemic caused widespread disruption, but it also acted as a catalyst for innovation and repositioning in the luxury sector.

Methodology Overview

• Brand Finance uses a comprehensive brand valuation methodology, incorporating factors like marketing investment, customer familiarity, staff satisfaction, and corporate reputation.
• The methodology is ISO 10668 and ISO 20671 compliant, with certification from Austrian Standards.
• The report includes Brand Equity Research Database, which provides insights into brand performance and consumer perception.

Key Information

• Brand Value Change: The report includes the change in brand value for each of the top 50 brands, with some showing significant increases and others notable declines.
• Brand Value by Country: France, Italy, and Germany are the top three countries in terms of brand value concentration, with France leading at $80.3 billion (36.6% of total).
• Brand Strength Index (BSI): Brands are rated based on a BSI score, with AAA+ being the highest rating.
• Brand Directory: Branddirectory.com is the largest database of brand values, offering access to historical and current rankings, reports, and consumer research.

Conclusion

The report underscores the importance of brand strength and financial value in the luxury and premium sector. While the pandemic caused a decline in total brand value, it also presented opportunities for brands to innovate and adapt. The top brands continue to demonstrate resilience and strategic foresight, with a focus on quality, exclusivity, and sustainability. Brand Finance remains a key player in the field, offering valuable insights and services to help brands navigate the complex landscape of marketing and finance.