2017墨西哥50强品牌报告（英文版）_10页-5mb

Summary of Brand Finance Mexico 50 2017

Core Content

The Brand Finance Mexico 50 2017 report provides an analysis of the most valuable Mexican brands, highlighting their financial significance and strategic importance. It emphasizes the need for brands to be understood in terms of their financial value and how they contribute to business performance.

Main Points

• Brand Value and Purpose: A strong brand is essential for attracting customers, building loyalty, and making money. It is a key intangible asset that can be bought, sold, and licensed, with its value directly tied to financial performance.

• Brand Finance's Role: Brand Finance bridges the gap between marketing and finance by providing a financial framework for brand valuation. They use the Royalty Relief approach to estimate brand values based on future sales and royalty rates, offering a measurable and actionable insight into brand performance.

• Brand Strength Index (BSI): This index measures brand strength on a scale of 0 to 100, considering factors such as emotional connection, financial performance, and sustainability. Brands are rated from AAA+ to D, with AAA+ indicating exceptional strength and management.

• Key Brands in the Report:

  • PEMEX is the most valuable Mexican brand at US$8.477 billion, marking its first appearance in the list due to the energy sector's liberalization.
  • OXXO is the strongest brand in Mexico with an AAA+ rating, valued at US$2.101 billion (up 25% from 2016).
  • Telcel is the second most valuable brand at US$3.552 billion, with a 16% increase in value.
  • Cemex is third at US$2.938 billion, up 3%.
  • Corona Extra is the most valuable beer brand in Mexico at US$2.394 billion, up 21%.
  • Bimbo is the top food brand, with a value of US$2.199 billion.
  • Citibanamex is the most valuable bank brand in Mexico, valued at US$1.915 billion, up 24%.
  • Jose Cuervo is the most valuable spirits brand at US$473 million, entering the list for the first time.

• Industry Trends:

  • The alcoholic beverages sector is strong, with six of the top ten brands in the list.
  • The retail sector is the largest generator of brand value, with 9 retailers listed.
  • Banking and telecommunications are also significant contributors to brand value.

• Methodology:

  • Brand values are calculated using the Royalty Relief approach, which estimates future sales and applies a royalty rate.
  • Brand values are discounted to a net present value (NPV) to reflect their current worth.
  • The Brand Strength Index (BSI) is used to assess brand performance and guide valuation.

• Brand Contribution:

  • This represents the uplift in shareholder value that comes from owning a brand rather than a generic one.
  • It is a key metric for understanding the strategic value of a brand to a business.

• Brand Valuation Services:

  • Brand Finance offers services including brand valuation, brand analytics, and brand transaction support.
  • These services help businesses understand their brand's worth, improve marketing effectiveness, and make informed strategic decisions.

Key Information

• Brand Finance's Approach: Combines marketing and financial analysis to provide a comprehensive understanding of brand value.
• Royalty Rates: Used to determine brand-specific royalty rates based on industry standards and competitor benchmarks.
• Cost of Capital: Calculated using CAPM and other financial models to assess the value of intangible assets.
• Trademark Audit: Identifies areas where brand trademarks need protection and highlights potential infringement risks.
• Contact Details:
  • Alex Haigh – Director of League Tables, Brand Finance, a.haigh@brandfinance.com
  • Robert Haigh – Marketing & Communications Director, r.haigh@brandfinance.com
  • Laurence Newell – Managing Director for Mexico, l.newell@brandfinance.com

Conclusion

The Brand Finance Mexico 50 2017 report underscores the importance of brand value in the Mexican market and provides a clear framework for understanding and leveraging it. It highlights the need for better communication between marketing and finance teams, and offers insights into how brands can be managed to maximize their financial contribution. The report serves as a valuable resource for businesses looking to understand their brand's position, track performance, and make strategic decisions.