品牌价值-关于最有价值和最强大的韩国品牌100强的2023年度报告（英）-2023.7-40页_25mb

Brand Finance South Korea 100 2023 Summary

Introduction

This report ranks the top 100 most valuable and strongest South Korean brands, analyzing their financial performance, sector-specific trends, and sustainability initiatives based on Brand Finance's methodology.

Top Brand Rankings

• Samsung retained its title as the most valuable brand at US$82.7 billion, a 7% decrease, but its brand strength rating dropped to AAA- due to external factors.
• Naver was ranked as the strongest brand with a AAA+ rating, though its value decreased by 12%.
• GS Caltex achieved the highest growth with a 40% increase in brand value, rising to 28th position and maintaining an AA+ rating.
• Other notable changes include Hyundai Oilbank entering the rankings and several brands seeing declines due to market competition and economic shifts.

Sector Analysis

• Tech: The largest contributor to brand value, accounting for 40.1% of total value. Key brands like Samsung and LG faced mixed results, with Samsung's value declining slightly while LG increased by 6%.
• Oil & Gas: Brands collectively grew by 23% due to increased demand from winter heating and the Russo-Ukrainian War. GS Caltex led with a 40% increase, emphasizing diversification and sustainability.
• Banking: Experienced a combined loss, with brands like KB Financial Group and Shinhan Financial Group seeing decreases attributed to low interest rates and digital competition.
• Engineering & Construction: Showed moderate growth focused on green technologies, with Samsung C&T and Doosan Corporation highlighting automation and sustainability in their strategies.

Sustainability

• Sustainability perceptions are a key driver of brand value, with brands investing in renewable energy, emission reductions, and corporate responsibility.
• Samsung and Samsung Biologics led in Sustainability Perceptions Value (SPV), with SPV indicating the financial value tied to sustainability initiatives.
• Oil & Gas brands, such as GS Caltex, increased sustainability efforts post-war, including partnerships for bio-based and green technologies to enhance brand resilience.

Methodology

• Brand values are calculated using a royalty relief approach, combining market research on stakeholder perceptions and financial analysis.
• The Brand Strength Index (BSI) evaluates brand inputs, equity, and performance to assign ratings (e.g., AAA+) and inform valuation.
• This methodology ensures objectivity by referencing real-world royalty agreements and stakeholder data.

Conclusion

The report highlights that sustainability and innovation are critical for brand growth in South Korea, with brands adapting to global challenges to maximize value and competitiveness.