品牌价值-最有价值和最强大的爱尔兰品牌的2022年度25强报告（英）-29页_10mb

Summary of Brand Finance Ireland 25 2022 Report

Core Content

This report presents the findings of Brand Finance's annual assessment of the most valuable and strongest Irish brands for March 2022. It highlights the financial value and strength of brands across various sectors and provides insights into their performance and future potential.

Main Points

• Guinness is the most valuable Irish brand, with a brand value increase of 3.6% to €2.2 billion, and holds the highest Brand Strength Index (BSI) score of 85.3 out of 100.
• Primark/Penney's fell to second place, with a brand value drop of 10% to just below €2.2 billion, due to doubts over its online offering.
• Ryanair saw a 26.4% increase in brand value to €2.1 billion, recovering from the effects of the pandemic.
• Construction and Engineering Brands such as Smurfit Kappa, Kingspan, and Ardagh Group showed strong growth, with increases of 18.5%, 32.6%, and 35.6% respectively.
• Brand Finance provides a methodological framework that combines financial analysis with market research to determine brand value and strength.

Key Information

Brand Value Ranking (Top 25)

Sector Breakdown

Methodology Overview

Brand Finance uses a Royalty Relief methodology, which is based on real-world royalty agreements and is grounded in economic reality. The process involves:

1. Brand Value Chain Analysis: Evaluating brand inputs, equity, and performance.
2. Brand Strength Index (BSI): A quantitative score out of 100, derived from market research, stakeholder perceptions, and business performance.
3. Brand Rating: Assigned based on the BSI score, similar to credit ratings (up to AAA+).
4. Royalty Rate Calculation: Determined by applying the BSI score to a sector-specific royalty range.

Brand Strength Components

• Brand Inputs: Marketing investment, innovation, and R&D.
• Brand Equity: Perceptions of the brand among stakeholders, especially customers.
• Brand Performance: Metrics such as market share, revenue growth, and customer retention.

Additional Services

• Brand Value Reports: Offer detailed insights into brand value and provide strategic recommendations.
• Brand Directory: A comprehensive database of brand values and research, accessible at branddirectory.com.
• Brand Dialogue: A PR agency that develops communications strategies to enhance brand value.
• VI360: A brand identity management consultancy.

Brand Impact and Forecasting

• Brand Impact is determined by reviewing royalty agreements and comparing brand performance with generic alternatives.
• Forecast Brand Value is calculated using historical revenue data, equity analyst forecasts, and economic growth rates.

Conclusion

Brand Finance emphasizes the importance of integrating brand value and strength into business strategy. By providing a clear, financially grounded framework, the report aims to help organizations understand and maximize the value of their brands. The findings highlight the resilience and growth of certain Irish brands, particularly in the construction, engineering, and beverage sectors, as the economy recovers from the pandemic.