2017德国50强品牌报告（英文版）_10页-3mb

Germany 50 2017 Summary

Core Content

This document is the Annual Report on the Most Valuable German Brands for 2017, published by Brand Finance. It presents an analysis of the top 50 German brands based on their financial value and brand strength. The report highlights the importance of brand value in driving business performance and outlines methodologies for evaluating and managing brand assets.

Main Purpose

The primary goal of the report is to demonstrate the financial impact of strong brands on business success and to provide a framework for understanding how brand value can be leveraged to maximise profits. It bridges the gap between marketing and finance by offering a quantifiable measure of brand value.

Key Points

Brand Value and Brand Strength

• A brand is defined as a marketing-related intangible asset that creates distinctive images and associations in the minds of stakeholders, generating economic benefits.
• Brand Strength Index (BSI) is used to evaluate the strength of a brand on a scale of 0 to 100, considering factors like marketing investment, brand equity, and business performance.
• The BSI score is then used to determine the brand's value through a Royalty Relief approach, which estimates the future sales attributable to the brand and applies a sector-specific royalty rate.

Brand Value Calculation

• The Brand Value is calculated by discounting post-tax brand revenues to a net present value (NPV).
• This approach helps marketers and finance teams to have a common language for discussing brand value, enabling better decision-making and strategic planning.

Brand Contribution

• Brand Contribution is the overall uplift in shareholder value that comes from owning a brand rather than using a generic one.
• It reflects the impact of a brand on various stakeholders, including customers, staff, and investors, beyond just transactional value.

Sector Analysis

• The automotive sector remains the most valuable in Germany, with BMW, Mercedes-Benz, and Volkswagen leading the list.
• Other significant sectors include Engineering & Construction, Telecoms, Insurance, and Technology.

Top 10 Brands in Germany 50 (EURm)

Key Insights

• Nivea is noted for its strong brand equity, built on superior product quality and innovative marketing. However, its "white is purity" campaign faced criticism for being racially insensitive.
• BMW continues to be the most valuable German brand, with a brand value of €33 billion and a 3% increase in value.
• Volkswagen has recovered significantly from the 2015 emissions scandal, with a 28% increase in brand value.
• Deutsche Bank experienced a record brand value decline of 43%, but positive financial results in the first quarter of 2017 offer hope for recovery.
• Porsche saw a 169% increase in brand value, highlighting strong growth and strategic positioning.

Brand Value by Sector (EURm)

Brand Value Drivers

• Marketing Investment: Directly influences brand equity and financial performance.
• Brand Equity: Reflects the goodwill accumulated with customers and stakeholders.
• Business Performance: Brand value is closely tied to revenue and profitability.
• Innovation: Plays a key role in maintaining competitive advantage and future readiness.

Conclusion

The report underscores the importance of brand valuation in understanding financial performance and strategic positioning. It provides a comprehensive framework for evaluating brand value and highlights the role of brand strength in driving business success. The top brands in the report are leading in various sectors, and their strategies and investments are key to their continued dominance in the German market.