2017交易所10强品牌报告（英文版）_5页_1mb

2017 Exchanges 10 Annual Report Summary

Core Content

The 2017 Exchanges 10 report presents an analysis of the world's most valuable exchange brands. It outlines the methodology and key concepts used to evaluate brand value, including the Brand Strength Index (BSI), royalty relief approach, and brand contribution. The report also highlights the services offered by Brand Finance to help businesses understand and leverage their brand value.

Main Points

1. Brand Value Definition

• A brand is defined as a marketing-related intangible asset that identifies goods, services, or entities.
• Brand Finance developed the internationally recognized standard ISO 10668 to define brand valuation.

2. Brand Contribution

• Brand Contribution measures the uplift in shareholder value from owning a specific brand.
• It reflects the impact of a brand on various stakeholders beyond just customers.

3. Brand Strength Index (BSI)

• The BSI is a score from 0 to 100 that assesses brand strength based on marketing investment, brand equity, and business performance.
• Brands are rated on a scale from AAA+ to D, similar to credit ratings, based on their BSI score.

4. Valuation Methodology

• Brand Finance uses the Royalty Relief approach to calculate brand values.
• Steps include:
  • Calculating brand strength using the BrandAsset® Valuator database.
  • Determining royalty rate ranges based on comparable licensing agreements.
  • Applying the royalty rate to forecast brand-specific revenues.
  • Discounting brand revenues to a net present value (NPV) to determine brand value.

5. Services Offered by Brand Finance

• Valuation Services:
  • Branded Business Valuation
  • Intangible Asset Valuation
  • Trademark Valuation
  • Brand Contribution
• Analytics Services:
  • Market Research Analytics
  • Brand Audits
  • Brand Scorecard Tracking
  • Return on Marketing Investment
• Transaction Services:
  • M&A Due Diligence
  • Tax & Transfer Pricing
  • Franchising & Licensing
  • Expert Witness
• Strategic Services:
  • Brand Governance
  • Brand Transition
  • Brand Architecture & Portfolio Management
  • Brand Positioning & Extension

6. Brand Value Report

• A comprehensive report that includes:
  • Internal brand understanding
  • Brand value tracking
  • Competitor benchmarking
  • Historical brand value
• Provides expert recommendations for growing brand value and improving business performance.

Key Information

• Royalty Rates: Determined based on brand strength and sector-specific data.
• Cost of Capital: Offers an independent view for internal valuations and project appraisals.
• Trademark Audit: Helps identify unprotected marks and potential infringements.
• Contact Details:
  • Alex Haigh – Director of League Tables, for brand value reports: a.haigh@brandfinance.com
  • Robert Haigh – Marketing & Communications, for media inquiries: r.haigh@brandfinance.com
  • General Enquiries: enquiries@brandfinance.com or +44 (0)20 7389 9400

Brand Finance Offices

Brand Finance has representatives in various regions, including:

• Australia: Mark Crowe
• Brazil: Pedro Tavares
• Canada: Bill Ratcliffe
• China: Minnie Fu
• Caribbean: Nigel Cooper
• East Africa: Jawad Jaffer
• France: Victoire Ruault
• Germany: Dr. Holger Muhlbauer
• Greece: Ioannis Lionis
• Holland: Marc Cloosterman
• India: Ajimon Francis
• Indonesia: Jimmy Halim
• Italy: Massimo Pizzo
• Malaysia: Samir Dixit
• Mexico: Laurence Newell
• LatAm (excluding Brazil): Laurence Newell
• Middle East: Andrew Campbell
• Nigeria: Babatunde Odumeru
• Portugal: Pedro Tavares
• Russia: Alexander Eremenko
• Scandinavia: Alexander Todoran
• Singapore: Samir Dixit
• South Africa: Jeremy Sampson
• Spain: Lorena Jorge Ramirez
• Sri Lanka: Ruchi Gunewardene
• Switzerland: Victoire Ruault
• Turkey: Muhterem Ilgüner
• UK: Alex Haigh
• USA: Anne Bahr-Thompson
• Vietnam: Lai Tien Manh

Disclaimer

• The report is based on publicly available information and certain assumptions.
• Brand Finance accepts no responsibility for the accuracy of the data.
• The report is not intended as investment or business advice and excludes all liability.

Summary

The 2017 Exchanges 10 report by Brand Finance provides a detailed analysis of exchange brands, focusing on their value, strength, and contribution to business performance. It outlines the Royalty Relief approach for valuation, the Brand Strength Index (BSI) for assessing brand health, and the importance of brand contribution in driving shareholder value. Brand Finance offers a range of services to help businesses understand, improve, and leverage their brand value, including valuation, analytics, transaction support, and strategic planning. The report also includes contact details for regional representatives and a disclaimer emphasizing the use of public data and the non-advisory nature of the content.