2017全球最有价值500强品牌年度报告（英文版）_17页-5mb

Brand Finance Global 500 Summary (2017)

Core Content

The Brand Finance Global 500 report provides an in-depth analysis of the world's most valuable brands, highlighting their financial performance, brand strength, and strategic importance. It emphasizes the need for brands to be evaluated not just for their marketing appeal, but for their financial contribution to a company's overall value. The report also outlines the methodology used to determine brand value and discusses the role of brand strength in influencing market success.

Main Points

• Brand Value: A brand is defined as a marketing-related intangible asset that identifies goods, services, or entities and generates economic benefits. It is not just a symbol but a crucial financial asset.

• Brand Strength Index (BSI): This index, developed by Brand Finance, evaluates a brand's strength by considering marketing investment, brand equity, and business performance. It is used to assign a credit-like rating (from AAA+ to D) and to determine the brand value.

• Royalty Relief Methodology: Brand Finance calculates brand values using the Royalty Relief approach, which involves estimating future sales attributable to the brand and applying an appropriate royalty rate. This is then discounted to a net present value (NPV) to determine the brand's value.

• Brand Contribution: This refers to the increase in shareholder value due to the brand's influence on customer loyalty, market share, and overall business performance. It is a key metric for understanding the financial impact of a brand.

• Brand Architecture: The report discusses how different brand structures, such as monobrand or hybrid, can affect brand value and business strategy. It highlights the importance of managing brand equity across different stakeholders.

Key Information

• Google has become the world's most valuable brand in 2017 with a value of $109.47 billion, up by 24% from 2016. It retains its AAA+ rating, showing strong brand strength.

• Apple fell from the top spot in 2016 to second in 2017 with a brand value of $107.14 billion, a -27% decline. Its brand strength rating dropped from AAA to AAA as well, indicating a loss of momentum.

• Amazon.com surged by 53%, reaching $106.396 billion, and is ranked third. It is still working on expanding its brand presence globally.

• AT&T overtook Verizon as the most valuable telecoms brand, with a 45% increase in brand value to $87.016 billion.

• Microsoft remained in the top five with a 13% increase in brand value to $76.265 billion.

• Samsung Group grew by 13% to $66.219 billion, while Verizon grew by 4% to $65.875 billion.

• Nokia saw a 62% increase in brand value to $4.9 billion, with its brand strength rating upgraded from AA to AA+. The company is regaining momentum with new product launches.

• Coca-Cola and Pepsi both experienced declines in brand value, with Coca-Cola dropping 7% to $31.9 billion and Pepsi falling 4%. This is attributed to changing consumer preferences and health concerns.

• Lego regained its position as the world's most powerful brand, with a BSI score of 92.7, driven by its Lego Movie and digital innovations.

• Emirates lost 21% of its brand value to $6.1 billion, while United, Delta, and American Airlines saw significant increases in brand value.

• Wells Fargo suffered a 6% drop in brand value, partly due to a major scandal, and now has a 14% brand value to market capitalization ratio, compared to ICBC at 20%.

Brand Finance's Role

Brand Finance bridges the gap between marketing and finance by providing a financially rigorous framework for brand valuation. It helps businesses understand the true value of their brands and use that information to make strategic decisions.

Strategic Implications

• Brand Value as a Strategic Asset: Strong brands contribute significantly to a company's financial success and are essential for long-term growth and profitability.

• Importance of Brand Communication: Effective communication of brand value to stakeholders is critical for securing investment and maintaining brand equity.

• Diversification and Brand Architecture: A diversified brand architecture helps mitigate risks and can improve brand equity by engaging multiple stakeholder groups.

• Challenges for Tech Brands: Tech firms must not only focus on innovation but also on brand equity to sustain and grow their market presence.

Conclusion

The report underscores the financial significance of strong brands and the need for strategic brand management. It highlights the importance of brand valuation in guiding business decisions and improving overall performance. The Brand Strength Index (BSI) and Royalty Relief methodology are key tools for understanding and leveraging brand value. The 2017 rankings reflect the dynamic nature of brand value, influenced by factors such as market trends, consumer behavior, and strategic brand decisions.