品牌价值-2021年最具价值和实力的房地产品牌年报（英文）-2021.4-18页_12mb

Summary of Brand Finance Real Estate 25 2021 Report

Core Content

The Brand Finance Real Estate 25 2021 report provides an annual assessment of the most valuable real estate brands globally, highlighting their financial performance, brand strength, and market positioning. It also reflects on the broader implications of the pandemic on brand value and the evolving dynamics of the real estate sector across different countries.

Main Findings

• Total Brand Value Increase: The combined brand value of the top 25 real estate brands increased by 8% in 2021, reaching $164.3 billion.
• Chinese Dominance: 23 out of 25 brands in the ranking are Chinese, accounting for 96.6% of the total brand value, with the remaining two spots held by U.S.-based Brookfield Property Partners and CBRE.
• Top Brands:
  • Evergrande remains the most valuable real estate brand for the fourth consecutive year, with a brand value of $20.2 billion (a 2% decrease).
  • Country Garden is the second most valuable brand, with a 13.8% increase in brand value.
  • Vanke saw a 38.9% increase, marking a significant growth.
  • Longfor Properties and China Resources Land also showed strong growth, with increases of 20.8% and 14.0%, respectively.
  • Greentown made its first appearance in the ranking, growing by 52% to $2.0 billion.
  • Dalian Wanda Commercial Properties experienced a 30% drop in brand value due to the impact of COVID-19 on retail and entertainment sectors.
• Brand Strength Index (BSI): Joy City was ranked as the strongest real estate brand for the second consecutive year, with a BSI score of 81.3 and an AAA- rating.

Key Trends and Insights

• China's Resilience: China's real estate brands outperformed global competitors, thanks to strong economic growth, high demand, and effective government intervention.
• Impact of the Pandemic: While real estate brands were relatively unscathed by the economic fallout of the pandemic, some faced challenges, especially those in the shopping mall and entertainment sectors.
• Brand Value Drivers: Brand value is influenced by marketing investment, stakeholder equity, and business performance. Strong brand reputation contributes to higher brand equity, which in turn enhances brand strength and financial performance.
• Sector Reputation Analysis:
  • Cosmetics and Food sectors had the highest reputations, with scores of 7.6/10.
  • Tech, Logistics, and Auto sectors also had strong reputations, though Tech saw a slight decline.
  • Real Estate ranked 15th, with a score of 6.9/10, indicating room for improvement.
  • Banks and Telecoms were ranked the lowest in terms of reputation, with Deutsche Bank being one of the worst-performing.

Methodology Overview

• Brand Finance uses a Royalty Relief methodology, which is based on actual brand royalty payments and is considered the most widely used and realistic approach for brand valuation.
• The methodology includes brand strength tracking, customer research, and competitor benchmarking, with data sourced from global market research on over 3,000 brands across 29 countries and 23 sectors.
• Brand value is calculated based on financial data, market research, and assumptions made when data is incomplete or unclear.

Brand Finance Group Overview

• Brand Finance is a chartered accountancy firm and the world's leading brand valuation consultancy.
• It provides brand evaluation, consulting, and communications services to help organizations understand and grow their brand value.
• The Brand Finance Institute offers educational programs, certifications, and training, while Brand Dialogue focuses on brand communication strategies.
• VI360 specializes in brand identity management, offering compliance, transition, and brand management services.

Conclusion

The real estate sector has shown resilience and growth, with Chinese brands leading the charge. Despite challenges posed by the pandemic, the sector's brand value increased, highlighting the importance of brand management in driving business performance. Brand Finance continues to play a pivotal role in assessing, ranking, and advocating for strong brand strategies across industries.