2018公用事业50强品牌报告（英文版）_11页-2mb

Summary of Brand Finance Utilities 50 2018 Report

Core Content

This report provides an analysis of the world's most valuable utilities brands, highlighting their financial performance, brand strength, and strategic positioning. It underscores the importance of brand value in driving business success and financial returns, and outlines Brand Finance's methodology for evaluating and quantifying brand value.

Main Points

• Brand Value and Financial Impact: A strong brand is essential for attracting customers, building loyalty, and motivating staff, but its primary purpose is to generate financial returns. Brand Finance emphasizes the need for brands to be connected to the bottom line through financial valuation.

• Brand Strength Index (BSI): The BSI score, ranging from 0 to 100, is a key metric used to assess brand strength. It is derived from three factors:

  • Marketing Investment: The level of investment in brand building and promotion.
  • Stakeholder Equity: Perceptions of the brand among key stakeholders, especially customers.
  • Business Performance: The brand's ability to achieve price and volume premiums in the market.

• Brand Value Calculation: Brand Finance uses the Royalty Relief approach, aligning with ISO 10668 standards. This method estimates the financial value of a brand by calculating the royalty rate that would be charged for its use, based on industry benchmarks and the brand's BSI score.

Key Information

Top 10 Most Valuable Brands in 2018

Notable Brand Value Changes

• State Grid entered the top 10 as the most valuable utility brand in the world with a brand value of $40.9 billion.
• EDF increased in value by 19%, maintaining its position at #2.
• Enel remained the strongest brand with a BSI score of 82.8 and a brand rating of AAA-.
• ENGIE dropped from #1 to #4, with a 17% decrease in brand value.
• Uniper entered the table at #11 after E.ON split into renewable and conventional energy segments.

Brand Value by Country

Brand Finance's Methodology

• Brand Strength Index (BSI): A score between 0 and 100 that measures brand performance relative to competitors.
• Royalty Relief Approach: A valuation method that estimates brand value based on the royalty rate that would be charged for its use in the open market.
• Steps in Brand Valuation:
  1. Calculate BSI score.
  2. Determine royalty range for the industry.
  3. Apply BSI to the royalty range to get a royalty rate.
  4. Estimate brand-specific revenues.
  5. Forecast future revenues based on historical data and economic growth.
  6. Apply the royalty rate to forecast revenues.
  7. Discount brand revenues post-tax to arrive at net present value (NPV), which equals brand value.

Strategic Insights

• Chinese Brands: State Grid, GD Power Development, and Datang Power have shown strong growth, driven by government policies promoting green energy.
• European Brands: E.ON and RWE restructured their brands to align with the shift towards renewable energy, with Innogy entering the top 10.
• Brand Management: Brand Finance offers services to help organizations understand and leverage their brand value, including valuation, analytics, and strategy.

Conclusion

The report highlights the growing importance of brand value in the utilities sector, emphasizing the need for a clear understanding of brand performance and financial impact. It also showcases the role of Brand Finance in bridging the gap between marketing and finance through rigorous valuation and strategic insights.