Brand_Finance-2018物流25强品牌报告（英文版）-2018.3-10页-2mb

Summary of "Logistics 25 2018" Annual Report

Core Content

This document is the 2018 Annual Report on the World's Most Valuable Logistics Brands, published by Brand Finance. It provides an overview of the brand value and performance of the top 25 logistics brands globally, highlighting their financial worth, brand strength, and strategic importance. The report also outlines the methodology used for brand valuation, key brand insights, and Brand Finance's services aimed at helping businesses understand and leverage their brand value.

Main Points

Purpose of Brand Value

• A strong brand is essential for attracting customers, building loyalty, and motivating staff.
• The ultimate goal of a brand is to generate financial returns.
• Brand Finance emphasizes the need to connect brands to the bottom line.

Brand Value and Performance

• UPS remains the most valuable logistics brand with a brand value of $22.0 billion, despite a 1% decrease.
• The top six brands experienced minimal growth in brand value, with a collective increase of only 0.2%.
• MTR (Hong Kong) is the strongest brand with a BSI score of 82.2 and a AAA- rating, due to its efficient and reliable public transport system.
• Poste Italiane and Deutsche Post saw significant growth in brand value (20% and 29% respectively), while Royal Mail and La Poste faced declines.

Brand Strength Index (BSI)

• BSI is a 0-100 score that evaluates brand performance based on Marketing Investment, Stakeholder Equity, and Business Performance.
• A high BSI score indicates a brand's potential for future success.
• The top 5 strongest brands in 2018 are:
  • MTR (82.2)
  • UPS (80.0)
  • DB (79.6)
  • [CSX] (79.6)
  • Royal Mail (79.1)

Brand Valuation Methodology

• Brand Finance uses the Royalty Relief approach, compliant with ISO 10668.
• Steps include:
  1. Calculating Brand Strength Index (BSI).
  2. Determining royalty range based on industry standards.
  3. Applying BSI to the royalty range to calculate royalty rate.
  4. Estimating brand-specific revenues.
  5. Forecasting revenues using historical data and economic growth.
  6. Applying the royalty rate to forecast revenues.
  7. Discounting to net present value (NPV) to arrive at brand value.

Key Information

Brand Value by Country

• United States holds the largest share of brand value at 52% ($64.8 billion).
• Germany and Japan are the next largest contributors, with 14% and 9% respectively.
• Others account for 11% of the total brand value.

Brand Value Change

• UPS decreased by 1%.
• FedEx increased by 6%.
• Japan Railways Group decreased by 9%.
• DHL increased by 5%.
• CRSC and SIPG (both from China) entered the top 25 for the first time, with increases of 54% and 47% respectively.

Challenges Faced by Logistics Brands

• The sector is under pressure from both customers and competitors.
• Local delivery brands and online retailers are increasing competition.
• Amazon’s entry into delivery services threatens existing brands, but a strong brand provides resilience and breathing room.

Brand Finance Services

Consulting Services

• Valuation: Assess the value of intangible assets (e.g., brand, trademark, intellectual property).
• Analytics: Improve marketing effectiveness by analyzing drivers of demand and ROI.
• Strategy: Enhance brand value through brand governance, architecture, positioning, and extension.
• Transactions: Support M&A, licensing, and transfer pricing.

Communications Services

• Value-Based Communications: Strategic programs to enhance brand perception and business value.
• Services include:
  • Research and Insights
  • Content and Channel Strategy
  • Integrated Communications Planning and Execution
  • Communications Workshops

Contact Details

• Managing Director: Richard Haigh (rd.haigh@brandfinance.com)
• Communications Director: Konrad Jagodzinski (k.jagodzinski@brandfinance.com)
• Enquiries: enquiries@brandfinance.com (+44 (0)207 389 9400)

Regional Contacts

Brand Finance Overview

• Founded in 1996, Brand Finance is a global leader in brand valuation and strategy.
• It bridges the gap between marketing and finance by providing a financially rigorous brand valuation framework.
• Offers four key strengths:
  • Independence
  • Technical Credibility
  • Transparency
  • Expertise

Brand Value Reports

• Provide insight, strategy, benchmarking, and education on brand performance.
• Help businesses understand and communicate the value of their brands to stakeholders.
• Includes expert recommendations and cost-effective benchmarking.

Conclusion

The report underscores the importance of brand value in driving business performance and financial success. It highlights the role of Brand Finance in providing a clear, actionable framework for understanding and leveraging brand strength. The findings suggest that strong brands can withstand market pressures and contribute significantly to long-term profitability.