2018商业服务50强品牌报告（英文版）_9页_5mb

Summary of Brand Finance Commercial Services 50 2018 Report

Core Content

The Brand Finance Commercial Services 50 2018 report ranks the top 50 most valuable commercial services brands globally. It provides an in-depth analysis of brand value, brand strength, and the factors influencing both. The report highlights the performance of major players in the industry, including the Big Four accounting firms and leading professional services brands, as well as key players in the financial and payment processing sectors.

Main Points

Brand Finance Overview

• Founded in 1996, Brand Finance is a leading independent brand valuation and strategy consultancy.
• It bridges marketing and finance by evaluating brand performance and its impact on business outcomes.
• The consultancy prides itself on Independence, Technical Credibility, Transparency, and Expertise.
• Brands are assessed using the Royalty Relief method, compliant with ISO 10668 standards.

Brand Strength Index (BSI)

• BSI is a score from 0 to 100 that evaluates a brand's performance on Marketing Investment, Stakeholder Equity, and Business Performance.
• A higher BSI score indicates stronger brand performance and potential for future success.
• Brands are rated on a scale similar to credit ratings, with AAA+ being the highest.

Key Brand Performance Metrics

• Marketing Investment: High investment may indicate future growth potential but not necessarily current stakeholder equity.
• Stakeholder Equity: Strong perceptions among stakeholders, especially customers, lead to better business performance.
• Business Performance: Measured by financial and market success, such as price and volume premiums.

Top Brands in the Commercial Services 50 2018

Notable Highlights

• EY led the growth among the Big Four, with a 28% increase in brand value to $17.1 billion, achieving a AAA+ rating and a BSI score of 89.7.
• PwC remained the most valuable brand in the list, with a brand value of $22.3 billion and a BSI score of 90.6.
• PayPal saw the highest year-on-year growth at 37%, rising to $9.0 billion with a BSI score of 88.7 and AAA rating.
• Visa maintained its position at #3, with a BSI score of 91.6, while American Express and Mastercard ranked #6 and #7 respectively.

Key Insights

• The Big Four (PwC, Deloitte, EY, KPMG) collectively saw a 22% average growth in brand value.
• EY's growth was attributed to its expansion into advisory services and strategic marketing efforts.
• PayPal's growth was driven by strategic partnerships and acquisitions, including Swift Financial and TIO, despite challenges with security.
• Brand strength is a critical factor in determining brand value, with BSI scores and ratings influencing financial performance and market position.
• Brand Finance provides a range of services to help companies understand and enhance their brand value, including valuation, analytics, strategy, and communications.

Brand Finance Services

• Valuation: Helps determine the worth of intangible assets and provides a baseline for strategic brand scenarios.
• Analytics: Offers insights into marketing effectiveness and consumer behavior.
• Strategy: Enables brands to optimize their value through scenario modeling and brand governance.
• Communications: Executes value-based communication programs to improve brand perception and stakeholder engagement.

Conclusion

The report underscores the importance of brand strength in driving financial performance and market value. It highlights the growing role of digital transformation and strategic partnerships in enhancing brand value, particularly for firms like EY and PayPal. The Royalty Relief method remains a key tool for evaluating brand value, and Brand Finance continues to support companies in leveraging their brand equity effectively.