Brand_Finance-斯里兰卡最具价值和实力品牌年度报告（英文）-2021.5-20页_12mb

Summary of Brand Finance Sri Lanka 100 2021

Core Content

The Brand Finance Sri Lanka 100 2021 report provides an in-depth analysis of the most valuable and strongest Sri Lankan brands, highlighting their performance during the challenging year of 2020, marked by the pandemic and previous events such as the Easter bombings.

Main Points

• Brand Finance Overview:
  Brand Finance is a leading brand valuation consultancy, established in 1996, that bridges marketing and finance. It evaluates over 5,000 global brands annually, offering services such as brand valuation, consulting, and communications. The firm is regulated and certified by international standards, including ISO 10668 and ISO 20671.

• Sri Lanka's Brand Landscape:

  • The total value of Sri Lanka's top 100 brands increased by 3% in 2021, despite the economic downturn caused by the pandemic.
  • Dialog remains the most valuable and strongest brand in Sri Lanka with a brand value of Rs. 54.0 billion and a BSI score of 86.2 (AAA rating).
  • SLT-Mobile emerged as a serious competitor with a brand value of Rs. 22.3 billion, following the merger of two brands.
  • The banking sector is the most valuable, accounting for 43% of the total brand value, with 19 brands in the top 100.
  • The supermarket sector showed significant growth, with a 33% increase in brand value, driven by the surge in online delivery and consumer reliance on essential goods.

• Sector Analysis:

  • Banking: The sector saw a 2% increase in brand value, with NSB as the fastest-growing brand.
  • Supermarkets: The top four brands in this sector contributed Rs. 56.9 billion, with Keells leading at Rs. 23.9 billion.
  • Insurance: The general insurance sector dropped by 3%, but Ceylinco General Insurance bucked the trend, growing by 18%.
  • Hospitality and Airlines: These sectors were severely impacted, with the hospitality sector experiencing a 36% decline in brand value and Sri Lankan Airlines losing 15% of its value.

• Brand Value by Sector:

  • Banking: 263.1 billion LKR (42.6% of total)
  • Food & Beverage: 82.5 billion LKR (13.3%)
  • Telecoms: 79.1 billion LKR (12.8%)
  • Supermarkets: 56.9 billion LKR (9.2%)
  • Financial Services: 40.6 billion LKR (6.6%)
  • Tobacco: 19.5 billion LKR (3.2%)
  • Other sectors: 76.5 billion LKR (12.4%)

• Brand Strength:

  • The top 10 strongest brands all received a AAA rating, an increase from seven in 2020.
  • Brand strength is influenced by marketing investment, customer familiarity, staff satisfaction, and corporate reputation.

• Global Sector Reputation Analysis:

  • Supermarkets, Food, and Cosmetics had the highest reputation scores.
  • The tech sector saw a slight decline in reputation, with Apple, Google, and YouTube maintaining strong reputations in some markets.
  • Insurance and Utilities had lower reputation scores, indicating areas for improvement.

• Consumer Insights:

  • Consumer research showed that the supermarket sector benefited from the shift to online shopping and home delivery.
  • Ceylinco General Insurance was noted as the fastest-growing brand in its sector.
  • Brand strength is crucial for long-term resilience, and brands that adapt to changing consumer needs are more likely to thrive.

• Future Challenges:

  • Brands must focus on long-term strategies and resilience to navigate uncertain times.
  • Marketing efforts should be accountable, with a focus on both consumer perception and business performance.
  • The report emphasizes the importance of brand management, brand platform development, and consistent branding for sustained success.

Key Information

• Total brand value: Rs. 618.2 billion
• Most valuable brand: Dialog (Rs. 54.0 billion)
• Fastest-growing brand: Ceylinco General Insurance (18% growth)
• Sector with the highest brand value: Banking (43% of total)
• Sector with the highest reputation score: Cosmetics and Food (7.6/10)
• Sector with the lowest reputation score: Insurance (6.6/10)

Conclusion

The Brand Finance Sri Lanka 100 2021 report underscores the importance of brand resilience and strategic management in a volatile economic environment. It highlights that while some sectors, like banking and supermarkets, have shown strong performance, others, such as hospitality and airlines, have suffered significant declines. The report also encourages brands to focus on long-term growth, consumer engagement, and consistent branding to maintain and enhance their value in the future.