2017丹麦50强品牌报告（英文版）_8页_2mb

Denmark 50 2017 Summary

Core Content

This document presents the Brand Finance Denmark 50 report, which ranks the top 50 most valuable Danish brands in terms of brand value and strength. It outlines the methodology used for brand valuation, the key performance indicators, and provides an in-depth analysis of specific brands and their market positions.

Main Points

• Brand Value Calculation: Brand Finance uses the Royalty Relief approach, estimating future sales attributable to a brand and applying an appropriate royalty rate to derive brand value.
• Brand Strength Index (BSI): A score from 0 to 100 that measures brand strength based on marketing investment, brand equity, and business performance. Brands are rated from AAA+ to D, with AAA+ indicating the strongest.
• Brand Contribution: This reflects the uplift in shareholder value generated by a brand, emphasizing its impact beyond just financial transactions.
• Key Brand Analysis:
  • Lego tops the list with a brand value of $7.6 billion, and it is noted as the strongest brand in Denmark and globally.
  • Arla is second with a brand value of $3.7 billion.
  • Pandora ranks fifth with a 42% increase in brand value to $2.9 billion.
  • Per Aarsleff has the largest fall in brand value, dropping 38% to $162 million.
• Sector Breakdown: The report includes brand values by sector, with Toys, Food, Banks, Logistics, and Apparel being prominent sectors.
• Brand Value Trends: The report includes a Brand Value Over Time graph and a Total Brand Value by Sector chart, illustrating changes and distribution of brand values.

Key Information

Methodology

• Royalty Relief Approach: Used to estimate brand value by calculating the royalty rate applied to forecasted revenues.
• BSI Calculation: Based on data from the BrandAsset® Valuator database, which measures brand equity, consideration, and emotional imagery.
• Discounting to NPV: Post-tax brand revenues are discounted to a net present value (NPV) to determine brand value.

Brand Performance Metrics

• Brand Strength Index (BSI): Measures brand strength in terms of volume and price premiums, business performance, and stakeholder impact.
• Brand Contribution: The overall uplift in shareholder value from owning a brand rather than using a generic one.
• Brand Value Dashboard: Provides a visual summary of brand value changes and performance.

Top 10 Most Powerful Brands (2017)

Brand Value Drivers

• Marketing Investment: Influences brand strength and value through campaigns and strategic partnerships.
• Brand Equity: Measured through customer and stakeholder perceptions.
• Geographic Expansion: Provides growth opportunities but also introduces new market challenges.
• Digital Integration: Brands like Lego are leveraging digital platforms to enhance brand experience and engagement.

Brand Protection and Strategy

• Trademark and Brand Protection: Analysis of current brand protection levels, highlighting areas needing improvement.
• Brand Strategy: Includes brand architecture, positioning, and portfolio management to maximize brand value.

Brand Finance Services

• Valuation Services: Includes Branded Business Valuation, Intangible Asset Valuation, and Trademark Valuation.
• Analytics Services: Helps improve marketing effectiveness by analyzing consumer behavior and brand impact.
• Transaction Services: Supports M&A, franchising, licensing, and tax/transfer pricing.
• Strategic Services: Offers scenario modeling, brand governance, and brand transition support.

Contact Details

• Alex Haigh – Director of League Tables
  • Email: a.haigh@brandfinance.com
  • Phone: +44 (0)20 7389 9400
• Robert Haigh – Marketing & Communications
  • Email: r.haigh@brandfinance.com
• General Enquiries
  • Email: enquiries@brandfinance.com
  • Phone: +44 (0)207 389 9400
• Social Media:
  • LinkedIn: pinkedin.com/company/brand-finance
  • Facebook: facebook.com/brandfinance
  • Twitter: twitter.com/brandfinance

Disclaimer

• Brand Finance provides an independent and unbiased analysis.
• Values and opinions are based on publicly available information and certain assumptions.
• The company accepts no responsibility for inaccuracies or omissions.