2017石油和天然气25强品牌报告（英文版）_9页-4mb

Oil & Gas 50 2017 Summary

Core Content

This report presents the results of the annual Oil & Gas 50 brand valuation, highlighting the financial value and performance of the world's top oil and gas brands in 2017. It outlines the importance of brand valuation in business strategy and decision-making, emphasizing how strong brands can drive profitability and shareholder value.

Main Points

• Brand Value and Financial Impact: A strong brand is not only a marketing tool but also a key driver of financial performance. It helps in attracting customers, building loyalty, and improving staff motivation, ultimately contributing to profitability.

• Brand Finance's Role: Brand Finance bridges the gap between marketing and finance by providing a clear, financial-based language for brand valuation. This allows marketers to communicate the value of their work and helps boards make informed decisions.

• Brand Valuation Methodology: The report uses the Royalty Relief approach, which estimates the financial value of a brand by calculating the potential future revenues attributable to it and applying an appropriate royalty rate.

• Brand Strength Index (BSI): A BSI score from 0 to 100 is used to assess brand strength. Brands are rated from AAA+ to D, with AAA+ being the strongest. The BSI is calculated using data from the BrandAsset® Valuator database, which measures brand equity, consideration, and emotional imagery.

• Oil & Gas 50 2017 Results:

  • Shell remains the most valuable oil and gas brand with a brand value of $36.783 billion, up 16% from 2016.
  • Sinopec and PetroChina are the second and third most valuable brands, with values of $29.555 billion and $29.003 billion respectively.
  • Several brands saw double-digit growth in value, while only seven of the top 50 lost value.
  • The report also notes that brand value is influenced by factors such as marketing investment, brand equity, and business performance.

• Key Influences on Brand Value:

  • Brand Contribution refers to the uplift in shareholder value due to owning a strong brand.
  • Brand Investment includes marketing efforts and brand equity development.
  • Royalty Rates are used to estimate the value of a brand in terms of licensing and transfer pricing.
  • Cost of Capital is an important factor in internal valuations and project appraisals.
  • Trademark Audit ensures the protection and strategic use of brand assets.

Key Information

• Brand Value Change 2016-2017:

  • Shell: 16% increase
  • Sinopec: 47% increase
  • PetroChina: 43% increase
  • Chevron: 24% increase
  • ExxonMobil: 8% increase
  • BP: 11% increase
  • Total: 26% increase
  • Others saw varying degrees of growth or decline.

• Brand Rating Changes:

  • Shell upgraded from AA+ to AAA-
  • Sinopec and PetroChina received AA+ ratings in 2017, up from AA and AA respectively.
  • Some brands, like PEMEX, saw a decline in brand value (-13%).

• Strategic Importance of Brand Valuation:

  • Understanding brand value helps in making informed decisions regarding licensing, selling, and brand management.
  • It provides a competitive benchmark and helps in identifying opportunities for growth and optimization.

• Brand Finance Services:

  • Offers a range of services including brand valuation, brand contribution analysis, trademark valuation, and brand strategy.
  • These services are tailored to help businesses leverage their intangible assets for better performance and financial returns.

Summary of Brand Finance's Oil & Gas 50 2017

Conclusion

This report underscores the importance of brand valuation in the oil and gas industry, emphasizing that strong brands are critical to business success and profitability. By using the Royalty Relief method and the Brand Strength Index, Brand Finance provides a clear, quantifiable way to assess and leverage brand value. The report highlights that while Shell remains the top brand, the rapid growth of Sinopec and PetroChina signals a shift in the market. Understanding and managing brand value is essential for maximizing returns and making strategic business decisions.