2017俄罗斯50强品牌报告（英文版）_7页_3mb

Summary of Russia 50 2017 Annual Report

Core Content

The Russia 50 2017 report is an annual assessment of the most valuable Russian brands, highlighting their financial and reputational significance. It provides insights into brand value, brand strength, and the methodologies used to evaluate these metrics.

Main Points

• Brand Value: Brands are viewed as intangible assets that influence stakeholders, including customers, staff, and regulators. The Brand Finance report uses the Royalty Relief approach to estimate brand value, which involves calculating the value of future brand-specific revenues and applying a royalty rate based on brand strength.

• Brand Strength Index (BSI): A score from 0 to 100 that measures a brand's strength. Brands with higher BSI scores are rated on a scale from AAA+ to D. This index considers marketing investment, brand equity, and business performance.

• Brand Contribution: Represents the uplift in shareholder value from owning a brand rather than using a generic one. It provides insights into how brands impact business performance and stakeholder behavior.

• Brand Value Calculation: The process involves several steps:

  1. Calculating the BSI score.
  2. Applying the BSI score to a sector-specific royalty rate range.
  3. Estimating brand-specific revenues from parent company revenues.
  4. Forecasting brand-specific revenues using historical data and economic indicators.
  5. Applying the royalty rate to forecast revenues.
  6. Discounting the brand revenues to a net present value to determine brand value.

Key Brands and Their Performance

• Sberbank is the most valuable brand in Russia with a brand value of 569.467 billion RUB (9,075 million USD), up by 23% (33%). It is noted for its technological innovation, and is aiming to become a global banking ecosystem.

• Aeroflot ranks second in brand strength with a BSI score of 88.8, making it the world's most powerful airline brand. It benefits from strong domestic presence and strategic sponsorships.

• Gazprom, Lukoil, and Rosneft occupy the next three spots in terms of brand value, highlighting Russia's dominance in the oil and gas sector. Despite challenges like falling oil prices and sanctions, Gazprom's brand-building efforts have mitigated the impact on its brand value.

• Magnit is the most powerful retail brand in Russia, with a BSI score of AAA-.

Methodology and Insights

• Royalty Relief Approach: Used to estimate brand value by forecasting revenues and applying a royalty rate based on brand strength.

• Brand Value Drivers: The report emphasizes the importance of understanding brand value through internal analysis, tracking, competitor benchmarking, and historical data.

• Brand Value Report Benefits: These reports offer detailed breakdowns of assumptions, data sources, and calculations. They also provide expert recommendations for growing brand value and improving business performance.

Brand Finance Services

Brand Finance offers a range of services including:

• Valuation: Assessing intangible assets such as brand value and trademark value.
• Analytics: Improving marketing effectiveness by identifying demand drivers and consumer behavior.
• Transactions: Assisting in M&A, tax, and transfer pricing, as well as franchising and licensing.
• Strategy: Enhancing brand value through scenario modeling and brand governance.

Contact Information

• Alex Haigh: Director of League Tables, Brand Finance

  • Email: a.haigh@brandfinance.com

• Robert Haigh: Director of Marketing & Communications

  • Email: r.haigh@brandfinance.com

• General Enquiries:

  • Email: enquiries@brandfinance.com
  • Phone: +44 (0)207 389 9400

Disclaimer

Brand Finance provides independent and unbiased analysis based on publicly available information and assumptions. It does not offer investment or business advice and disclaims all liability.

Our Offices

For further information, contact your local representative:

• Australia: Mark Crowe - m.crowe@brandfinance.com
• Brazil: Pedro Tavares - p.tavares@brandfinance.com
• Canada: Bill Ratcliffe - b.ratcliffe@brandfinance.com
• China: Minnie Fu - m.fu@brandfinance.com
• Caribbean: Nigel Cooper - n.cooper@brandfinance.com
• East Africa: Jawad Jaffer - j.jaffer@brandfinance.com
• France: Victoire Ruault - v.ruault@brandfinance.com
• Germany: Dr. Holger Muhlbauer - h.muhlbauer@brandfinance.com
• Greece: Ioannis Lionis - i.lionis@brandfinance.com
• Holland: Marc Cloosterman - m.cloosterman@brandfinance.com
• India: Ajimon Francis - a.francis@brandfinance.com
• Indonesia: Jimmy Halim - j.halim@brandfinance.com
• Italy: Massimo Pizzo - m.pizzo@brandfinance.com
• Malaysia: Samir Dixit - s.dixit@brandfinance.com
• Mexico: Laurence Newell - l.newell@brandfinance.com
• LatAm (exc. Brazil): Laurence Newell - l.newell@brandfinance.com
• Middle East: Andrew Campbell - a.campbell@brandfinance.com
• Nigeria: Babatunde Odumeru - t.odumera@brandfinance.com
• Portugal: Pedro Tavares - p.taveres@brandfinance.com

Additional Information

• The report includes insights on Brand Value Over Time, Drivers of Change, and Brand Strength Index 2016.
• The Brand Value Dashboard offers a visual representation of brand performance and value changes.
• Differences in percentage changes between RUB and USD tables are due to fluctuating foreign exchange rates.

Conclusion

The Russia 50 2017 report underscores the importance of brand management in driving business performance and financial value. It highlights the leading brands in various sectors, particularly in banking and oil & gas, and provides a comprehensive methodology for evaluating brand value. The insights and services offered by Brand Finance can help businesses understand and leverage their brand's worth effectively.