2017年化学制品10强品牌报告（英文）_8页-1mb

2017 Chemicals 10 Brand Report Summary

Core Content

The 2017 Chemicals 10 report is an annual assessment of the world's most valuable chemicals brands, conducted by Brand Finance. It aims to bridge the gap between marketing and finance by providing a clear, quantifiable understanding of brand value and its impact on business performance. The report highlights the importance of brand valuation, brand strength, and brand contribution in driving profitability and strategic decision-making.

Main Points

• Brand Value Definition: A brand is defined as a marketing-related intangible asset that creates distinctive images and associations in the minds of stakeholders, generating economic benefits.

• Brand Strength Index (BSI): This is a key metric used to assess brand strength on a scale from 0 to 100. It is based on marketing investment, brand equity, and business performance. Brands are then rated from AAA+ to D, similar to a credit rating system.

• Valuation Methodology: Brand Finance uses the Royalty Relief approach to calculate brand value. This involves estimating future brand-specific revenues and applying a royalty rate derived from brand strength and industry benchmarks.

• Brand Contribution: This metric measures the uplift in shareholder value that a brand provides compared to a generic brand. It reflects the brand's impact on the business beyond just sales, including stakeholder perception and long-term value.

• Key Brands:

  • BASF remains the most valuable chemicals brand with a value of US$6.6 billion.
  • Dow is the second most valuable and fastest-growing brand, valued at US$4.7 billion after 57% growth.
  • The potential merger with DuPont could lead to a new brand, DowDuPont, potentially surpassing BASF in value, though anti-trust concerns may lead to keeping the brands separate.

• Brand Impact on Stakeholders: Strong brands influence various stakeholders, including customers, staff, investors, and regulators. They contribute to market competitiveness, long-term growth, and financial performance.

• Brand Value Drivers: The report outlines how brands can be leveraged for growth and performance optimization through brand governance, brand architecture, and strategic positioning.

Key Services Offered by Brand Finance

• Valuation Services:

  • Branded Business Valuation
  • Intangible Asset Valuation
  • Trademark Valuation
  • Brand Contribution Analysis

• Analytics Services:

  • Market Research Analytics
  • Brand Audits
  • Brand Scorecard Tracking
  • Return on Marketing Investment Analysis

• Transaction Services:

  • M&A Due Diligence
  • Tax & Transfer Pricing
  • Franchising & Licensing
  • Expert Witness Services

• Strategic Services:

  • Brand Governance
  • Brand Transition
  • Brand Architecture & Portfolio Management
  • Brand Positioning & Extension

Key Information

• Brand Finance's Role: It provides a financial language for brands, enabling marketing and finance teams to communicate effectively and make data-driven decisions.

• Financial Impact of Branding: Strong brands can significantly affect financial outcomes. For example, investing in highly branded companies can yield returns almost double that of the average for the S&P 500.

• Brand Valuation Process:

  1. Brand Strength Index (BSI): Calculated using marketing investment, brand equity, and business performance.
  2. Royalty Rate Calculation: Based on industry benchmarks and brand strength score.
  3. Revenue Estimation: Forecast brand-specific revenues using historical data and economic growth rates.
  4. Discounting to Net Present Value (NPV): Final brand value is derived from discounting brand revenues to NPV.

• Trademark Audit: This service evaluates the current level of trademark protection and identifies areas for improvement, including potential infringements and registration strategies.

Contact Information

For inquiries about brand value reports, media, or general contact, the following details are provided:

• Alex Haigh (Director of League Tables):
  Email: a.haigh@brandfinance.com
  Phone: +44 (0)207 389 9400

• Robert Haigh (Marketing & Communications):
  Email: r.haigh@brandfinance.com

• General Enquiries:
  Email: enquiries@brandfinance.com
  Phone: +44 (0)20 7839 9400
  Website: www.brandfinance.com

• Regional Contacts:

  • Australia: Mark Crowe
  • Brazil: Pedro Tavares
  • Canada: Bill Ratcliffe
  • China: Minnie Fu
  • Caribbean: Nigel Cooper
  • East Africa: Jawad Jaffer
  • France: Victoire Ruault
  • Germany: Dr. Holger Muhlbauer
  • Greece: Ioannis Lionis
  • Holland: Marc Cloosterman
  • India: Ajimon Francis
  • Indonesia: Jimmy Halim
  • Italy: Massimo Pizzo
  • Malaysia: Samir Dixit
  • Mexico: Laurence Newell
  • Middle East: Andrew Campbell
  • Nigeria: Babatunde Odumeru
  • Portugal: Pedro Tavares
  • Russia: Alexander Eremenko
  • Scandinavia: Alexander Todoran
  • Singapore: Samir Dixit
  • South Africa: Jeremy Sampson
  • Spain: Lorena Jorge Ramirez
  • Sri Lanka: Ruchi Gunewardene
  • Switzerland: Victoire Ruault
  • Turkey: Muhterem Ilgüner
  • UK: Alex Haigh
  • USA: Anne Bahr-Thompson
  • Vietnam: Lai Tien Manh

Disclaimer

• The report is based on publicly available information and certain assumptions.
• Brand Finance accepts no responsibility for inaccuracies in the data.
• The report is not intended as investment or business advice.

Conclusion

The report emphasizes the critical role of brand value in business performance, strategic decision-making, and financial outcomes. It underscores the need for financial rigor in brand evaluation and highlights how Brand Finance can assist organizations in understanding, leveraging, and growing their brand assets to achieve maximum returns.