品牌价值-最有价值和最强大的公用事业50强品牌的年度报告（英）-2022.4-30页_11mb

Summary of Utilities 50 2022 Report

Core Content

This report provides an analysis of the most valuable and strongest utilities brands in the world as of April 2022. It highlights the financial value and strength of these brands, emphasizing their role in driving business performance and profitability. The report also outlines the methodology used by Brand Finance to evaluate and rank these brands.

Main Points

• Brand Finance is the leading brand valuation consultancy, with over 25 years of experience in bridging the gap between marketing and finance.
• The report focuses on the Utilities 50 ranking, which includes the top 50 most valuable utilities brands globally.
• The post-COVID recovery has significantly impacted the utilities sector, with many brands showing growth in value and strength.
• State Grid (China) is the most valuable utilities brand with a brand value of US$60.2 billion, showing 9% growth year-on-year.
• NRG Energy (USA) is the fastest-growing brand in the ranking, with a 156% increase in brand value to US$2.9 billion.
• Renewable energy is increasingly influencing brand value growth, with Huaneng Power International (China) and PLN (Indonesia) showing notable increases.
• Japanese utilities brands have been affected by local regulatory changes and high fossil fuel prices, leading to a decline in brand value and strength.
• Brand value is calculated using a Royalty Relief methodology, which considers brand impact and brand strength.
• Brand Strength Index (BSI) is used to evaluate brand strength, incorporating marketing investment, stakeholder equity, and business performance.

Key Information

• Brand Value by Country:

  • China: 74.3 billion USD (37.2% of total)
  • United States: 37.4 billion USD (18.7% of total)
  • France: 26.9 billion USD (13.5% of total)
  • Italy: 13.6 billion USD (6.8% of total)
  • Germany: 9.7 billion USD (4.9% of total)
  • Spain: 9.2 billion USD (4.6% of total)
  • Others: 28.9 billion USD (14.4% of total)

• Brand Value Change:

  • State Grid: +9.0%
  • Enel: +13.9%
  • EDF: +31.3%
  • Veolia: +34.5%
  • NRG Energy: +156%
  • PLN: +100%
  • Huaneng Power International: +100%
  • British Gas: +154%

• Brand Strength:

  • State Grid is the strongest brand with a BSI score of 86.4 and a AAA rating.
  • Brand Strength Index is calculated using three core pillars: Brand Inputs, Brand Equity, and Brand Performance.
  • Brand strength is assessed using a combination of quantitative data, market research, and financial metrics.

• Methodology:

  • Brand value is calculated based on royalty rates derived from the Brand Impact × Brand Strength model.
  • Royalty rates are determined using a range of 0% to 5% of revenue, depending on the brand's BSI score.
  • Brand Finance uses proprietary research and global market data to evaluate brand strength and value.

• Brand Impact:

  • Refers to the financial impact of a brand, based on royalty agreements and profitability analysis.
  • It is augmented by market research data and real-world performance metrics.

• Brand Valuation Summary:

  • Brand Finance evaluates over 5,000 brands annually.
  • The report includes consumer research, benchmarking, and brand strategy insights.
  • It provides expert recommendations for growing brand value and improving business performance.

• Additional Services:

  • Brand Finance offers brand valuation reports, royalty rate analysis, benchmarking, education, and communication services.
  • The Brand Directory is a comprehensive database of brand values and rankings, accessible at branddirectory.com.

Conclusion

The report underscores the importance of brand value and brand strength in the utilities sector, especially in the context of post-pandemic recovery, green energy transition, and global sustainability goals. It highlights the financial impact of strong brands and the need for strategic brand management to drive business performance and profitability.