2018澳大利亚100强品牌报告（英文版）_11页-2mb

Summary of Australia 100 2018

Core Content

The document is the 2018 Annual Report on the Most Valuable Australian Brands, published by Brand Finance Australia. It outlines the methodology used to evaluate brand value, presents the Top 100 most valuable Australian brands, and highlights the importance of brand valuation in business strategy and financial performance.

Main Purpose

The primary purpose of a strong brand is to generate financial returns. Brand Finance emphasizes that brands are not just about customer loyalty or staff motivation, but ultimately about making money. The report aims to bridge the gap between marketing and finance by providing a financially rigorous brand valuation framework.

Key Points

• Brand Finance is the world's leading brand valuation and strategy consultancy, established in 1996, with expertise across marketing, finance, and various industries.
• Brand Strength Index (BSI) is used to evaluate brand performance. It is calculated based on Marketing Investment, Stakeholder Equity, and Business Performance.
• The BSI score ranges from 0 to 100 and is used to determine a royalty rate for brand valuation.
• The Royalty Relief method is the core methodology for brand valuation, compliant with ISO 10668 standards. It estimates the brand value as the net economic benefit a licensor would receive from licensing the brand.
• The Brand Value is calculated by applying the royalty rate to forecasted brand revenues, which are derived from historic performance, equity analyst forecasts, and economic growth rates.
• Telstra retains the top rank as the most valuable Australian brand, with a 13.6% increase in value. It is also ranked 120th in the Brand Finance Global 500.
• Commonwealth Bank remains the strongest brand in Australia with a BSI score of 86.3.
• Qantas and Harvey Norman are highlighted as top 5 brands in terms of brand strength, despite not being in the top 10 by brand value.
• BHP achieves the highest increase in brand value (29%), attributed to its rebranding and heritage focus.
• The engineering and construction industry dominates the top brands with significant increases, including Leightons (55%), Lend Lease (49%), Thiess (49%), and Boral (39%).
• Several brands experience decreases in value, including IFCO (37%), Devondale (27%), Crown (26%), and Energy Australia (25%).

Brand Finance's Role

Brand Finance provides brand valuation and strategy consultancy, helping organizations understand the financial value of their brands. This allows marketing teams to communicate the value of their efforts to finance teams and boards, enabling better investment decisions and brand management strategies.

Financial Impact of Strong Brands

The report highlights that strong brands are linked to better stock market performance, with highly-branded companies achieving returns almost double that of the S&P 500 average.

Brand Value Trends

• Telstra has increased its brand value by 13.6% and remains 1st in Australia.
• Commonwealth Bank is 2nd with a 1% increase in value.
• ANZ is 3rd, with a 2% increase.
• Woolworths has climbed back to 4th, with an 11% increase in brand value.
• Coles is 5th with an 8% increase.
• nab is 6th, with a 1% increase.
• Westpac is 7th, with no change in value.
• BHP is 8th, with a 29% increase.
• Optus is 9th, with a 19% increase.
• Rio Tinto is 10th, with a 25% increase.

Brand Strength Index (BSI) Overview

• BSI scores are used to determine brand strength and are rated on a scale similar to credit ratings (up to AAA+).
• The top 10 strongest brands include Commonwealth Bank (86.3), Telstra (85.4), Qantas (83.4), Optus (83.0), Harvey Norman (82.6), nab (82.1), Westpac (81.9), ANZ (81.5), Computershare (78.9), and Coles (78.9).

Brand Value Change 2017-2018

• The report includes a Brand Value Change chart showing the percentage increase or decrease in brand value from 2017 to 2018.
• The Brand Value by Sector chart highlights the distribution of brand value across different industry sectors in Australia.

Contact Information

• Mark Crowe is the Managing Director, Brand Finance Australia.
• For business and media enquiries, contact m.crowe@brandfinance.com or Australia@brandfinance.com.
• For other inquiries, use the phone number +61282498320.
• Brand Finance also has LinkedIn, Facebook, and Twitter profiles for further information.

Conclusion

The Australia 100 2018 report underscores the importance of brand valuation in driving business success and financial returns. It provides a comprehensive framework for understanding brand strength and value, and highlights key brands that are leading in the Australian market. The report serves as a guide for businesses to better manage their brand assets and strategize for growth.