2017越南50强品牌报告（英文版）_18页_3mb

Summary of Vietnam 50 2017

Core Content

The Vietnam 50 2017 report, published by Brand Finance, provides an analysis of the top 50 Vietnamese brands as of 1 January 2017, based on brand value and strength. The report highlights the growing importance of intangible assets, particularly brands, in driving enterprise value. It also introduces the concept of Brand Governance, which emphasizes the need for internal brand management to be as strong as external branding.

Main Points

• Brand Value and Enterprise Value: Brand value is a critical component of enterprise value, with 52% of global market value attributed to intangible assets. In Vietnam, the top 10 brands account for 68% of the total brand value of the Top 50 list.
• Brand Governance: Brand governance is the foundation for internal brand management. It ensures that every employee understands and contributes to the brand, not just the brand team. This approach helps in maintaining brand consistency, enhancing brand equity, and improving brand value.
• Brand Strength Index (BSI): The BSI is used to assess brand strength, with scores ranging from AAA+ to D. It considers factors such as emotional connection, financial performance, and sustainability.
• Royalty Relief Methodology: Brand Finance uses the Royalty Relief approach to calculate brand value. This involves estimating future sales attributable to the brand, applying a royalty rate, and discounting to net present value (NPV).
• Brand Contribution: This refers to the economic benefit derived from owning a brand rather than a generic one. It influences shareholder value, stakeholder behavior, and business performance.
• Internal Brand Management: Internal brand management is more critical than external. It is estimated that 10–15% of total brand value is influenced by internal brand understanding and application.

Key Information

• Top Brands:

  • Viettel (Rank 1) with a brand value of $2,569 million
  • Vinamilk (Rank 2) with a brand value of $1,362 million
  • VNPT (Rank 3) with a brand value of $726 million
  • Vinhomes (Rank 4) with a brand value of $604 million
  • Sabeco (Rank 5) with a brand value of $598 million

• Brand Value / Enterprise Value Ratio:

  • Viettel: 14%
  • Vinamilk: 14%
  • VNPT: 11%
  • Vinhomes: 13%
  • Sabeco: 11%
  • Petrovietnam: 7%
  • Mobifone: 12%
  • Vietnam Airlines: 8%
  • Thaco Truong Hai Auto: -
  • BIDV: 10%
  • FPT: 25%
  • VietinBank: 9%
  • Masan Consumer: 23%
  • Vietcombank: 3%
  • Habeco: -
  • Vincommerce: 10%
  • Hoa Phat: 7%
  • Bao Viet: 6%
  • VPBank: -
  • PNJ: 21%
  • MBBank: 9%
  • Techcombank: -
  • Vinpearl: 18%
  • Sacombank: 11%
  • Vinacafe: 50%
  • Dien May XANH: 17%
  • Asia Commercial Bank: 8%
  • Coteccons: 16%
  • Vincom: 13%
  • Viet Tien: 56%
  • Novaland: 2%
  • Saigon Hanoi Bank (SHB): 22%
  • Hoa Binh: 15%
  • Vinatex: 8%
  • Kinh Do: 11%
  • VIB: -
  • CII: 6%
  • Vinasun: 37%
  • Hoa Sen Group: 7%
  • Vicostone: 8%
  • FLC Group: 19%
  • Hung Vuong: 8%
  • ACV: 1%
  • HAGL: 2%
  • Viglacera: 9%
  • REE Corporation: 6%
  • Eximbank: 5%

• Key Components of Brand Governance:

  • Information: Clear communication of brand direction and expectations.
  • Education: Training employees on brand do’s and don’ts.
  • Benchmarking: Establishing internal and external benchmarks for brand performance.
  • Leveling: Ensuring alignment across the organization on brand understanding and priorities.
  • Operational Processes: Defining how brand management is implemented across the organization.
  • Auditing: Regular internal audits to measure brand performance and identify gaps.
  • Risk Perspectives: Integrating brand risk into strategic planning.
  • Measurability: Setting clear metrics and KPIs to track brand success.
  • Improvement: Creating feedback loops to continuously enhance brand value.

Methodology

• Royalty Relief Approach:
  • Step 1: Calculate BSI based on brand data.
  • Step 2: Determine royalty rate range for the sector.
  • Step 3: Apply the BSI score to the royalty rate range.
  • Step 4: Estimate brand-specific revenues.
  • Step 5: Forecast brand-specific revenues.
  • Step 6: Apply royalty rate to forecasted revenues.
  • Step 7: Discount post-tax brand revenues to NPV to determine brand value.

Conclusion

The Vietnam 50 2017 report underscores the importance of internal brand management and brand governance in driving brand strength and enterprise value. It advocates for a "inside out" approach where all employees are responsible for brand consistency and value. Brand Finance's methodology, which is ISO compliant, provides a technical and transparent framework for brand valuation, offering critical insights for marketers and financiers.