2018物流25强品牌报告（英文版）_10页-2mb

Summary of Logistics 25 2018 Annual Report

Core Content

This report is the 2018 edition of the "Logistics 25" list, which ranks the world's most valuable logistics brands. It emphasizes the importance of brand value in driving business performance and profitability. Brand Finance, the consultancy behind the report, bridges the gap between marketing and finance by providing a financial framework to assess and leverage brand value.

Main Points

• Brand Value Purpose: A strong brand's primary purpose is to generate financial returns, not just attract customers or build loyalty.
• Brand Finance's Role: The company offers brand valuation and strategy services, connecting brand performance to the bottom line using a financially rigorous approach.
• Brand Value Metrics: Brand value is calculated using the Royalty Relief Method, compliant with ISO 10668, which assesses brand value as a net economic benefit.
• Brand Strength Index (BSI): A score from 0 to 100 that evaluates a brand's performance based on Marketing Investment, Stakeholder Equity, and Business Performance. A higher BSI score indicates a stronger brand.
• Brand Contribution: The increase in shareholder value due to the brand rather than a generic one, highlighting the financial impact of brand ownership.
• Brand Value Drivers: Marketing investment, stakeholder perception, and business performance are the key factors influencing brand value and strength.
• Key Findings:
  • UPS remains the most valuable logistics brand with a brand value of $22.0 billion, despite a 1% decrease.
  • FedEx retains second place with a 6% increase in brand value to $18.2 billion, supported by the acquisition of TNT Express.
  • MTR (Hong Kong) is the strongest brand with a BSI score of 82.2 and an AAA- rating.
  • The top 6 brands had minimal growth in brand value, likely due to increased competition and pressure from online retailers.
  • Poste Italiane and Deutsche Post saw significant growth, while Royal Mail and La Poste experienced declines.

Key Information

• Brand Value Calculation:

  • Royalty Relief Method is used to estimate brand value.
  • Royalty rates are determined based on the BSI score and industry royalty ranges.
  • Brand value is calculated as post-tax brand revenues discounted to net present value (NPV).

• Brand Value by Country:

  • The United States holds the largest share of brand value at 52% ($64.8 billion).
  • Germany and Japan follow with 14% and 9% respectively.
  • Others account for 11% of the total brand value.

• Brand Value Trends:

  • UPS and FedEx remain dominant, but face challenges from local and global competitors.
  • MTR and CRSC (China Railways Signal & Communication Corporation) showed strong growth, entering the top 25.
  • Royal Mail and La Poste saw significant declines, indicating market challenges.

• Brand Finance Services:

  • Valuation Services: Assess intangible assets, including branded business value, trademark, and brand contribution.
  • Analytics Services: Help improve marketing effectiveness by identifying drivers of consumer behavior.
  • Strategy Services: Enable brands to grow by optimizing brand architecture and positioning.
  • Consulting & Communications Services: Offer insights, benchmarking, and strategic communication programs to enhance brand perception and value.

Conclusion

The report underscores the importance of brand value in the logistics industry, highlighting how strong brands contribute to profitability and competitive advantage. It advocates for a more integrated approach between marketing and finance, emphasizing the need for measurable, financially rigorous brand performance tracking. By understanding brand value, companies can make informed decisions on investments, rebranding, and strategic positioning to maximize returns and long-term success.