2017丹麦50强品牌报告（英文版）_10页-2mb

报告摘要

Denmark 50 2017 Summary

Core Content

The Denmark 50 2017 report provides an annual assessment of the most valuable Danish brands, highlighting their financial impact and strategic importance. It emphasizes the role of strong brands in driving profitability and business growth, and outlines the methodology used to evaluate brand value, particularly through the Royalty Relief approach.

Main Purpose

The primary purpose of a strong brand, according to the report, is to generate financial returns. While brands may attract customers and build loyalty, the ultimate goal is to maximize profitability. This perspective is crucial for aligning marketing efforts with financial goals and ensuring that brand assets are properly managed and valued.

Key Information

Brand Value and Contribution

Brand Value is defined as the financial value of a brand within the context of its business. It is calculated using the Royalty Relief method, which involves estimating future sales attributable to the brand and applying an appropriate royalty rate.
Brand Contribution refers to the uplift in shareholder value generated by owning a specific brand rather than a generic one. It highlights the importance of brand equity in driving business performance.

Brand Strength Index (BSI)

The BSI is a metric that evaluates brand strength across various attributes such as emotional connection, financial performance, and sustainability.
A BSI score out of 100 is used to determine the brand's value and is then converted into a rating (from AAA+ to D), similar to a credit rating.
AAA+ brands are exceptionally strong and well-managed, while D brands are failing.

Methodology Overview

Royalty Relief Approach: This method estimates the future revenue attributable to a brand and calculates the royalty rate that would be paid if the brand were not owned. This rate is then applied to forecasted revenues to derive the brand value.
Discounting: Brand values are derived from forecasted revenues, which are then discounted to net present value (NPV) using a discount rate.
Brand Value Calculation: The BSI score is used to determine the royalty rate, which is applied to forecasted revenues to compute the brand's value.

Financial Assumptions

Long-term Growth Rate: Based on industry growth rates, not on extraordinary returns.
Tax Rate: Used to reduce future earnings to their present value, reflecting actual tax implications.
Discount Rate: Used to calculate the present value of future earnings, typically ranging from 8.6% to 9.1%.

Top Brands

Top 10 Most Powerful Brands (USDm)

Rank	Brand Name	Sector	Brand Value (USDm) 2017	% Change	Brand Rating 2017
1	Lego	Toys	7,597	68%	AAA+
2	Arla	Food	3,728	0%	A+
3	Danske Bank	Banks	3,599	27%	AA+
4	Maersk	Logistics	3,397	-10%	A+
5	Pandora	Apparel	2,903	42%	AAA-
6	ISS	Pro Services	2,137	15%	A
7	Vestas	Technology	1,528	63%	A+
8	Novo Nordisk	Pharma	1,520	0%	AA-
9	DSV	Logistics	1,488	72%	A+
10	Coop Danmark	Retail	1,451	52%	A+

Top 10 Most Powerful Brands (DKKm)

Rank	Brand Name	Sector	Brand Value (DKKm) 2017	% Change	Brand Rating 2017
1	Lego	Toys	50,326	62%	AAA+
2	Arla	Food	24,697	-4%	A+
3	Danske Bank	Banks	23,844	22%	AA+
4	Maersk	Logistics	22,501	-13%	A+
5	Pandora	Apparel	19,230	37%	AAA-
6	ISS	Pro Services	14,154	11%	A
7	Vestas	Technology	10,121	57%	A+
8	Novo Nordisk	Pharma	10,068	-4%	AA-
9	DSV	Logistics	9,857	66%	A+
10	Coop Danmark	Retail	9,613	47%	A+

Brand Performance and Trends

Lego leads in both brand value and brand strength, with a significant increase in value (68%) and strong performance in multiple BSI metrics.
Arla ranks second in brand value and is working to leverage its brand in the food industry, despite a slight decline in value.
Pandora saw a substantial increase in brand value (42%) and continues to expand globally.
Per Aarsleff experienced a large drop in brand value (38%), attributed to lower operating profits and share price decline, but with potential for recovery in 2019.

Brand Finance's Role

Brand Finance bridges the gap between marketing and finance by providing a financially rigorous method to assess brand value. This helps marketing teams communicate the value of their work and enables boards to maximize profits by using brand data in strategic decisions.

Royalty Rate Determination

Comparable Agreements: Used to determine average royalty rates for each industry.
Industry Margins: Typically range from 25% to 40%, adjusted based on brand importance.
Affordability: Considered when assessing how much a brand's value can justify in terms of royalty payments.

Key Insights

Strong brands are vital for business success and can significantly impact financial performance.
Brand Value Reports provide a comprehensive breakdown of assumptions, data sources, and calculations, offering expert recommendations for brand growth and performance improvement.
Brand strength is a critical factor in determining the brand's value and its ability to drive business outcomes.

Conclusion

The report underscores the importance of brand valuation in strategic decision-making and emphasizes the need for financially rigorous brand performance monitoring. It highlights the role of marketing investment and brand equity in driving profitability and offers insights into the value of Danish brands in a global context.

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