2017印度100强品牌报告（英文版）_11页-2mb

Summary of Brand Finance India 100 2017

Core Content

The Brand Finance India 100 2017 report provides an analysis of the most valuable Indian brands, focusing on their financial performance, brand value growth, and brand strength. It outlines the methodology used to evaluate brand value and highlights key insights on the impact of branding on business performance and shareholder value.

Main Purpose

The report emphasizes the importance of brand value in driving financial returns and highlights how brands contribute to the overall business value. It argues that strong brands are essential for attracting customers, building loyalty, and motivating staff, but their true purpose is to generate profits. The report aims to bridge the gap between marketing and finance by providing a financial framework to understand and leverage brand value.

Key Information

Brand Value Growth

• 68 out of 100 brands in the India 100 list saw an increase in brand value in 2017, with 54 of them experiencing double-digit growth.
• Tata Group was the only major brand to see a decline in value, with a 4% drop, though its Brand Strength Index (BSI) score improved, and its brand rating was upgraded from A+ to AA+.
• Indigo Airlines experienced the largest improvement in ranking, moving from 95th to 62nd, attributed to its expansion in routes and frequency.

Sector Analysis

• The top sectors by brand value are:
  • Conglomerates (31.74 USD billion or 23.0% of total brand value)
  • Banks (21.44 USD billion or 15.6% of total brand value)
  • Technology (16.83 USD billion or 12.2% of total brand value)
  • Oil & Gas (12.92 USD billion or 9.4% of total brand value)
  • Telecoms (11.04 USD billion or 8.0% of total brand value)

Brand Value Change

• The report includes brand value change for 2016-2017 in both USD and INR, showing the percentage and absolute changes in brand value.
• Micromax was the fastest-falling brand, losing 39% of its brand value and dropping to 95th position.
• Taj Hotels fell 14 places to 93rd, with its brand value dropping below USD 300 million, affected by the rise of technology and competition from platforms like Airbnb.

Brand Strength and Ratings

• Brand Strength Index (BSI) is used to measure brand strength on a scale from 0 to 100.
• Brand ratings range from AAA+ to D, with AAA+ being the highest and D the lowest.
• ITC is the only brand rated AAA+, with a BSI score of 86, highlighting its strong brand performance across multiple sectors.

Methodology

• Brand values are calculated using the Royalty Relief approach, which involves:
  1. Calculating brand strength based on attributes like emotional connection, financial performance, and sustainability.
  2. Applying a sector-specific royalty rate to the brand's forecast revenues.
  3. Discounting post-tax brand revenues to a net present value (NPV) to determine the brand value.

Brand Contribution

• Brand Contribution refers to the uplift in shareholder value due to owning a brand rather than using a generic one.
• It reflects the financial impact of a brand on various stakeholders, including customers, staff, and investors, and is crucial for business performance optimization.

Conclusion

The report underscores the importance of understanding and managing brand value as a key asset for businesses. It provides a framework for marketers and finance teams to align their strategies, emphasizing the need for financial rigor in brand valuation and the role of brand strength in driving business success. By connecting brand performance to financial outcomes, Brand Finance aims to help businesses maximize profits and make informed decisions regarding brand investment and strategy.