2017医疗保健25强品牌报告（英文版）_9页-2mb

Summary of Healthcare 25 2017 Annual Report

Core Content

This report presents the annual ranking of the world's most valuable healthcare brands for March 2017. It emphasizes the importance of brand value in driving business performance and profitability, highlighting how strong brands can significantly impact financial outcomes. The report outlines Brand Finance's methodology for brand valuation, focusing on the Royalty Relief approach, which estimates the financial value of a brand by calculating the royalty rate that would be charged if the brand were not owned.

Main Points

• Brand Value and Financial Impact: A strong brand is not only about customer attraction and loyalty but also about generating financial returns. It is a key asset that can influence stock market performance and business decisions such as licensing, selling, or rebranding.

• Brand Strength Index (BSI): A metric used to evaluate brand strength on a scale of 0 to 100, based on marketing investment, brand equity, and business performance. Brands are rated from AAA+ to D, with AAA+ being the strongest.

• Brand Contribution: Represents the uplift in shareholder value from owning a brand rather than using a generic one. It provides insights into how effectively a brand is contributing to business success.

• Methodology: Brand Finance uses the Royalty Relief approach to assess brand value. This involves forecasting revenue, applying an appropriate royalty rate, and discounting future earnings to a net present value (NPV) to determine the brand's financial worth.

• Key Players in the Healthcare 25: The top brands in the ranking include UnitedHealth Group, Anthem, Aetna, Medtronic, Humana, and Essilor. Essilor is highlighted as the most powerful brand in the medical and healthcare industry, with a BSI score of 74 and a brand value of US$2.9 billion.

• Brand Value Changes: The report provides a breakdown of brand value changes between 2016 and 2017, showing both growth and decline in different sectors. UnitedHealth Group saw a 10% drop in brand value, while Cigna experienced a 50% increase.

• Impact of Regulatory and Legal Issues: Brands like Becton Dickinson (BD) faced significant drops in brand value due to regulatory violations, such as finger amputations reported by OSHA, which affected their reputation and financial standing.

• Collaborations and Mergers: Essilor's merger with Luxottica is noted as a major event in the healthcare industry, potentially reshaping the market landscape. Other mergers and collaborations are also discussed as opportunities to enhance brand value.

Key Information

• Brand Finance's Role: Brand Finance serves as a bridge between marketing and finance, providing a clear and financial language for brand valuation. This enables marketing teams to demonstrate the value of their strategies and allows boards to make informed decisions.

• Global Dominance of US Healthcare Brands: The US dominates the Healthcare 25 list, with 22 of the top 25 brands based there. This reflects the strong presence and performance of American healthcare companies in the global market.

• Brand Valuation Assumptions: The valuation process considers several factors, including:

  • Revenue Forecasts: Used to estimate brand value.
  • Long-Term Growth Rates: Applied to adjust for future brand performance.
  • Tax Rates: Used to discount future earnings.
  • Discount Rates: Reflect the time value of money.
  • Royalty Rates: Determined based on industry standards, competitor performance, and affordability analysis.

• Brand Value Dashboard: A tool that provides a comprehensive breakdown of brand assumptions, data sources, and calculations. It also includes expert recommendations for brand growth and competitive analysis.

• Contact Details: The report includes contact information for Brand Finance's global team, allowing interested parties to reach out for further information or services.

Conclusion

The report underscores the critical role of brand value in the healthcare industry, showing how it can influence business decisions, financial performance, and market positioning. It highlights the importance of monitoring and managing intangible assets and offers insights into how companies can leverage brand strength to maximize returns. Brand Finance provides a structured and financially rigorous approach to brand valuation, helping businesses understand and optimize their brand's worth.