2017年医疗保健25强品牌报告（英文）_9页-2mb

Healthcare 25 2017 Summary

Core Content

This document presents the Brand Finance Healthcare 25 2017 report, which ranks the top 25 most valuable healthcare brands globally. It emphasizes the importance of brand value in driving business performance and financial returns, and provides a framework for understanding and leveraging brand assets through Brand Strength Index (BSI), Brand Value, and Royalty Relief methodology.

Main Points

Purpose of Brand Value

• A strong brand is essential for attracting customers, building loyalty, and motivating staff, but its ultimate goal is to generate financial returns.
• Brand value is not just an intangible asset; it is a critical driver of profitability and a key factor in business decisions such as licensing, selling, and rebranding.

Brand Finance's Approach

• Brand Finance uses the Royalty Relief approach to calculate brand values. This method estimates the future sales attributable to a brand and applies a royalty rate to derive brand value.
• The Brand Strength Index (BSI) is used to evaluate brand strength on a scale of 0 to 100, with ratings from AAA+ to D, similar to a credit rating.

Key Findings from the Healthcare 25 Report

• Essilor is the most powerful brand in the healthcare industry with a Brand Value of US$2.9 billion and a BSI score of 74.
• UnitedHealth Group leads the list with a brand value of US$13.379 billion, despite a 10% decline in value.
• Cigna is the fastest-growing brand in the list, with a 50% increase in brand value to US$5.38 billion.
• Fresenius is the only German brand in the top 25, and it is looking to expand through a US$6.4 billion acquisition of Quironsalud.
• Medtronic and Becton Dickinson experienced declines in brand value due to poor financial performance and legal issues, respectively.
• The global healthcare industry is dominated by the United States, with 22 brands in the top 25.

Brand Value Drivers

• Brand Contribution measures the uplift in shareholder value from owning a specific brand rather than a generic one.
• Marketing investment, brand equity, and stakeholder behavior are critical factors in determining brand performance and value.
• Stakeholders such as customers, staff, regulators, and investors are influenced by brand strength, which has a significant impact on financial value.

Methodology Overview

• Brand value is calculated using the Royalty Relief approach, which involves:
  • Estimating future sales attributable to the brand.
  • Applying an appropriate royalty rate based on the industry and the brand’s BSI score.
  • Discounting post-tax brand revenues to a net present value (NPV) to determine brand value.
• Royalty rates are determined using three tests: comparable agreements, industry margins, and affordability.

Key Information

• Brand Finance provides services across valuation, analytics, strategy, finance, tax, and legal to help businesses understand and maximize the value of their brands.
• Brand Valuation Reports include:
  • Executive Summary
  • Brand Value Dashboard
  • Brand Strength Index
  • Brand Valuation Assumptions
  • Royalty Rate Analysis
  • Competitor Benchmarking
• Contact Details for Brand Finance are provided for different regions, including:
  • Alex Haigh (Director of League Tables): a.haigh@brandfinance.com
  • Robert Haigh (Marketing & Communications): r.haigh@brandfinance.com
  • General Enquiries: enquiries@brandfinance.com

Conclusion

The report underscores the strategic importance of brand value in the healthcare sector, highlighting how strong brands contribute to financial success and business growth. It provides insights into brand performance, valuation methods, and tools to help businesses optimize their brand strategies and maximize returns.