品牌价值-2021最具价值和实力的商业服务品牌年度报告（英文）-2021.5-22页_18mb

Summary of Commercial Services 100 2021 Report

Core Content

This report, published by Brand Finance in May 2021, presents an analysis of the most valuable and strongest commercial services brands globally. It highlights the impact of the COVID-19 pandemic on brand values and provides insights into brand strength, revenue trends, and sector-specific performance.

Main Points

Brand Finance Overview

• Established in 1996, Brand Finance is a leading brand valuation consultancy.
• It bridges the gap between marketing and finance by quantifying brand financial value.
• The firm evaluates over 5,000 global brands annually and publishes nearly 100 reports.
• It is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales and is a founding member of the International Valuation Standards Council.
• Brand Finance is involved in developing ISO 10668 and ISO 20671 standards for brand valuation and evaluation.

Brand Value and Strength

• The report evaluates brand value and brand strength, using metrics such as marketing investment, customer familiarity, staff satisfaction, and corporate reputation.
• Deloitte is highlighted as the most valuable and strongest commercial services brand with a brand value of US$26.7 billion and an AAA+ brand strength rating.
• Despite overall declines, Accenture managed to increase its brand value by 3%, attributed to its focus on technology consulting and the shift to digital solutions during the pandemic.
• Visa overtook American Express to become the second most valuable brand in the commercial services sector with a brand value of US$26.5 billion.
• S&P Global experienced a 27% increase in brand value, driven by high demand for its market data and research during the pandemic.

Sector-Specific Insights

• Business Support Sector: Willis Towers Watson is the top brand with a value of US$2.6 billion, but it lost 14.6% in value. Cintas also saw a 12% decline, though it may recover as workplaces return to normal.
• Human Resources Sector: All top three brands—Randstad, Adecco, and ManpowerGroup—saw significant declines, with ManpowerGroup falling the most at 28%.
• Engineering & Construction Services: United Rentals lost 24.6% in value, while Arcadis and Jacobs saw increases of 28.2% and 15.2%, respectively.
• Payment Services: Visa maintained its position as the second most valuable brand, while American Express fell by 19.2% due to its reliance on travel and hospitality partnerships.
• Financial & Investment Information Services: S&P Global led with a 27.3% increase, while Bloomberg and Moody's saw declines of 9.9% and 1.8%, respectively.

Global Brand Value Distribution

• United States holds the largest share of brand value at 71.6%, with 51 brands ranked.
• United Kingdom follows with 11.8% and 15 brands.
• Other countries include the Netherlands (4.7%), France (2.7%), and Japan (1.8%).

Sector Reputation Analysis

• Cosmetics and Food sectors have the highest reputation scores, with 7.6/10.
• Supermarkets, Restaurants, and Apparel also showed positive reputations, with scores around 7.2/10.
• FMCG brands like Johnson's, Dove, Danone, and Nestlé are noted for their strong and enduring reputations, with some over a century old.
• Tech, Logistics, and Auto sectors have lower reputation scores, at 7.1/10, indicating areas needing improvement.

Key Information

• The pandemic significantly impacted the commercial services sector, with many brands experiencing value declines.
• Brand strength is a crucial factor in brand value, with Deloitte leading in both categories.
• S&P Global is the fastest-growing brand in the financial & investment information services sector.
• Visa and Deloitte are the top two most valuable brands in the commercial services industry.
• The report emphasizes the importance of digital transformation, brand resilience, and strategic adaptation in navigating economic uncertainty.

Conclusion

The 2021 report underscores the resilience of certain brands and the challenges faced by others due to the pandemic. It highlights the evolving landscape of commercial services, the role of digital innovation, and the significance of brand strength in driving value. Brand Finance continues to be a key player in the industry, offering insights and services that help brands understand their market position and improve their performance.