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BrandFinance_2018年全球最有价值科技品牌榜(英文)2018.4_11页

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Brand Finance Tech 100 April 2018 3.Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, to motivatestaff All true, but for a commercial brand at least, the frst answer must always be ‘tomake money’.Huge investments are made in the design, launch, and ongoing promotion of brands.Given their potential fnancial value, this makes sense. Unfortunately, mostorganisations fail to go beyond that, missing huge opportunities to effectively makeuse of what are often their most important assets. Monitoring of brand performanceshould be the next step, but is often sporadic. Where it does take place, it frequentlylacks fnancial rigour and is heavily reliant on qualitative measures, poorly understoodby non-marketers.As a result, marketing teams struggle to communicate the value of their work andboards then underestimate the signifcance of their brands to the business. Scepticalfnance teams, unconvinced by what they perceive as marketing mumbo jumbo, mayfail to agree necessary investments. What marketing spend there is, can end up poorlydirected as marketers are left to operate with insuffcient fnancial guidance oraccountability. The end result can be a slow but steady downward spiral of poorcommunication, wasted resources, and a negative impact on the bottom line.Brand Finance bridges the gap between marketing and fnance. Our teams haveexperience across a wide range of disciplines from market research and visual identityto tax and accounting. We understand the importance of design, advertising, andmarketing, but we also believe that the ultimate and overriding purpose of brands is tomake money. That is why we connect brands to the bottom line.By valuing brands, we provide a mutually intelligible language for marketing andfnance teams. Marketers then have the ability to communicate the signifcance of whatthey do, and boards can use the information to chart a course that maximises profts.Without knowing the precise, fnancial value of an asset, how can you know if you aremaximising your returns If you are intending to license a brand, how can you knowyou are getting a fair price If you are intending to sell, how do you know what the righttime is How do you decide which brands to discontinue, whether to rebrand and howto arrange your brand architecture Brand Finance has conducted thousands of brandand branded business valuations to help answer these questions.Brand Finance’s research revealed the compelling link between strong brands andstock market performance. It was found that investing in highly-branded companieswould lead to a return almost double that of the average for the S&P 500 as a whole.Acknowledging and managing a company’s intangible assets taps into the hiddenvalue that lies within it. The following report is a frst step to understanding more aboutbrands, how to value them and how to use that information to beneft the business.The team and I look forward to continuing the conversation with you. David HaighCEO, Brand Finance Brand Finance Tech 100 April 2018 5.Brand Finance Tech 100 April 2018 4. Foreword3 About Brand Finance 4 Contact Details 4 Definitions 6 Executive Summary 8 Full Table 12 Methodology 14 Understand Your Brand’s Value 15 Consulting Services 16 Communications Services 17 Contents.4. About Brand Finance. Brand Finance is the world’s leading independentbrand valuation and strategy consultancy.Brand Finance was set up in 1996 with the aim of‘bridging the gap between marketing and fnance’. For more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line. We pride ourselves on four key strengths:IndependenceTechnical CredibilityTransparencyExpertise. Brand Finance puts thousands of the world’s biggest brands to the test every year, evaluating which are thestrongest and most valuable. For more information, please visit our website:Contact Details. For business enquiries, please contact: Richard Haigh Managing Directorrd.haigh@brandfnance For media enquiries, please contact: Konrad Jagodzinski Communications Directork.jagodzinski@brandfnance For all other enquiries, please contact: enquiries@brandfnance +44 (0)207 389 9400linkedin/company/ brand-fnance facebook/brandfnancetwitter/brandfnanceFor further information on Brand Finance’s services and valuation experience,please contact your local representative:Country Contact Email address Asia Pacifc Samir Dixit s.dixit@brandfnance +65 906 98 651Australia Mark Crowe m.crowe@brandfnance +61 282 498 320 BrazilGeofrey Hamilton-Jones g.hamilton-jones@brandfnance +55 1196 499 9963 Canada Bill Ratclife b.ratclife@brandfnance +1 647 3437 266 Caribbean Nigel Cooper n.cooper@brandfnance +1 876 8256 598 ChinaScott Chen s.chen@brandfnance +86 1860 118 8821 East Africa Jawad Jafer j.jafer@brandfnance +254 204 440 053 France Victoire Ruault v.ruault@brandfnance +44 0207 389 9427 Germany Holger Mühlbauer h.muehlbauer@brandfnance +49 1515 474 9834 India Savio D’Souza s.dsouza@brandfnance +44 0207 389 9400 Indonesia Jimmy Halim j.halim@brandfnance +62 215 3678 064 Ireland Simon Haigh s.haigh@brandfnance +353 087 6695 881 Italy Massimo Pizzo m.pizzo@brandfnance +39 0230 312 5105 Mexico & LatAm Laurence Newell l.newell@brandfnance +52 1559 197 1925 Middle East Andrew Campbell a.campbell@brandfnance +971 508 113 341 Nigeria Babatunde Odumeru t.odumeru@brandfnance +234 012 911 988 Romania Mihai Bogdan m.bogdan@brandfnance +40 728 702 705 Spain Teresa de Lemus t.delemus@brandfnance +34 654 481 043South Africa Jeremy Sampson j.sampson@brandfnance +27 828 857 300 Sri Lanka Ruchi Gunewardene r.gunewardene@brandfnance +94 114 941 670 Turkey Muhterem Ilgüner m.ilguner@brandfnance +90 216 3526 729 UK Richard Haigh rd.haigh@brandfnance +44 0207 389 9400 USA Amy Rand a.rand@brandfnance +44 0207 389 9432 Vietnam Lai Tien Manh m.lai@brandfnance +84 473 004 468 Brand Finance Tech 100 April 2018 7.Brand Finance Tech 100 April 2018 6. Definitions. Definitions.Brand Value +Enterprise ValueThe value of the entire enterprise, madeup of multiple branded businesses. Where a company has a purely mono- branded architecture, the ‘enterprise value’is the same as ‘branded business value’. +Branded Business Value The value of a single branded businessoperating under the subject brand. A brand should be viewed in the context ofthe business in which it operates. BrandFinance always conducts a brandedbusiness valuation as part of any brandvaluation. We evaluate the full brand valuechain in order to understand the linksbetween marketing investment, brand- tracking data, and stakeholder behaviour. +Brand ContributionThe overall uplift in shareholder valuethat the business derives from owningthe brand rather than operating ageneric brand.The brand values contained in our leaguetables are those of the potentiallytransferable brand assets only, making‘brand contribution’ a wider concept. Anassessment of overall ‘brand contribution’ toa business provides additional insights tohelp optimise performance. +Brand ValueThe value of the trade mark andassociated marketing IP within thebranded business. Brand Finance helped to craft theinternationally recognised standard onBrand Valuation – ISO 10668. It defnesbrand as a marketing-related intangibleasset including, but not limited to, names,terms, signs, symbols, logos, and designs,intended to identify goods, services orentities, creating distinctive images andassociations in the minds of stakeholders,thereby generating economic benefts. [Alphabet] [Google] BrandValue [Google] [Google] Enterpris e Va lue BrandedBus ine ssVa lueBrand C ont rib ut ion B ra n dS tr e n g thI n d e xWidely recognised factors deployed by marketers to create brand loyalty and market share.Marketing InvestmentA brand that has high Marketing Investment but low Stakeholder Equity may be on a path to growth. This high investment is likely to lead to future performance in StakeholderEquity which would in turn lead to better Business Performance in the future.However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity would imply that the brand is unable to shape customers’ preference. Stakeholder EquityThe same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it islikely that Business Performance will improve in the future.However, if the brand’s poor Business Performance persists, it would suggest that thebrand is ineffcient compared to its competitors in transferring stakeholder sentimentto a volume or price premium. Business PerformanceFinally, if a brand has a strong Business Performance but scores poorly on Stakeholder Equity, it would imply that, in the future, the brand’s ability to drive value will diminish.However, if it is able to sustain these higher outputs, it shows that the brand is particularly effcient at creating value from sentiment compared to its competitors. Marketing Investment Perceptions of the brand among different stakeholder groups, with customersbeing the most important. Quantitative market and fnancial measures representing the success of the brand in achieving price and volume premium. Stakeholder Equity Business Performance Brand Strength Brand Strength is the efficacy of a brand’sperformance on intangible measures, relative to itscompetitors.In order to determine the strength of a brand, we look atMarketing Investment, Stakeholder Equity, and the impactof those on Business Performance.Each brand is assigned a Brand Strength Index (BSI)score out of 100, which feeds into the brand valuecalculation. Based on the score, each brand is assigned acorresponding rating up to AAA+ in a format similar to acredit rating. Analysing the three brand strength measures helps informmanagers of a brand’s potential for future success. Investment Equity Performance 。。。。。。