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1、Denmark502023The annual report on the most valuable and strongest Danish brandsMarch 2023Brand Finance Denmark 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword David Haigh,Chairman&CEO,Brand Finance 7Ranking Analysis9Brand Value Ranking 19Methodology20Our Services

2、27Brand Finance Denmark 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped compani

3、es and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.We offer a unique combinatio

4、n of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered A

5、ccountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global i

6、ndependent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssoc

7、iate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better un

8、derstanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicati

9、onUBrand Finance Denmark 50 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company

10、 training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration wit

11、h the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands o

12、f published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Fin

13、ance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,w

14、ith a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients

15、 of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors cover

16、edMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Denmark 50 7Foreword.Brand valuation helps companies understand the value of their brand and how it contribu

17、tes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset

18、.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can l

19、ead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand

20、 can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and

21、 reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with or

22、iginal research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of you

23、r brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Denmark 50 8Lego plays well as it maintains title as Denmarks most valuable brand for 8th consecutive year.+Lego is again the most

24、 valuable and strongest Danish brand,valued at DKK53.4 billion+Maersk is the fastest growing brand,up 71%,in 2nd position+rsted jumps 4 places to 7th with a brand value of DKK16.6 billion+Danish Pharmaceutical and Biotech brands see increased growth forecasts leading to healthy brand value growth+Ar

25、la has the highest Sustainability Perceptions Score,rated 4.82 out of 10 +Maersk has the highest Sustainability Perceptions Value,DKK3.8 billionRanking Analysis.Brand Finance Denmark 50 10Ranking Analysis.Lego is again the most valuable and strongest Danish brand,valued at DKK53.4 billionLego is Den

26、marks most valuable brand for an eighth consecutive year.This came as Lego saw a 38%year-on-year brand value increase to DKK53.4 billion.This also makes Lego the worlds most valuable toys brand.Lego,achieved a 17%increase in revenue in 2022.Despite facing high inflationary pressures on materials,fre

27、ight,and energy costs,Lego was able to outpace the toy market and gain market share.This success was due to several factors,including building strong partnerships with retailers both online and in physical stores,a reliable e-commerce platform and an expanded digital team,a resilient global supply c

28、hain network,and increased demand for their products,which now cater to both kids and adults.Lego has also continued to accelerate its investment in strategic initiatives to build long-term relevance and further grow its brand.It opened 155 new Lego branded stores throughout the year,reaching a tota

29、l of 904 stores globally.The brand has particularly looked to further consolidate in the Chinese market.Lego has also been able to offset some of the high shipping costs experienced by other brands by having manufacturing plants near key markets.For example,the US currently gets its product from a f

30、actory in Mexico.This supply chain is set to further shorten in the next two years as Lego opens a new plant in Virginia,US.Brand Finance Denmark 50 11Ranking Analysis.Top 10 Most Valuable Danish Brands Brand Finance Plc 2023A6+46%DKK 22.2 bn6L7+52%DKK 16.6 bn11g8+5%DKK 14.9 bn7d98DKK 13.4 bn+3%h109

31、DKK 12.0 bn-0%K1+38%DKK 53.4 bn1w3+5%DKK 23.8 bn3o44DKK 23.7 bn+5%m55DKK 22.5 bn+22%w2+71%DKK 53.2 bn20211100000Anna Brolin Managing Director,Brand Finance Nordics Denmarks most valuable brands seem relatively resilient to economic disruption,as reflected by an impressive 21%aggregated brand value g

32、rowth among the countrys 50 most valuable brands.The growth in Toys and Logistics,the fastest growing industries,are driven by the success of the leading brands:Lego and Maersk.A close runner up is Pharmaceuticals,another sector which enjoys strong growth.The biggest Danish brands are unusual for be

33、ing firmly rooted in the physical world:Lego is an iconic brand across the world for the unlimited play opportunities it creates,and Maersk is an integral part of the global goods economy.Across the world,children know that a Lego toy represents hours of fun,while parents know the pain of standing o

34、n a forgotten Lego piece in the middle of the night.That is the value of Danish brands,which are enduring into the 21st century.Brand Finance Denmark 50 12Ranking Analysis.Top 10 Strongest Danish Brands85.9-1.6 K1AAA175.9+1.7D3AA+675.7-1.3h42AA+75.4+4.6 w511AA+75.4+1.3m6AA+776.7+0.3m2AA+375.1+2.1A7A

35、A+874.3-0.7h8AA574.2+3.9o912AA73.8-1.4d104AA Brand Finance Plc 20232212102122Lego continues to sustain high brand equity,awareness,and familiarity.Unlike many other toy brands,Lego has been able to hold onto older consumers a group that has have been key to Legos continued success.It has now success

36、fully penetrated the collectable and hobby segment in which it can exercise healthy price premiums on a generation which grew up with Lego and hold it in high nostalgic regard.Alongside this,Lego has remained relevant to younger generations through its Legoland theme parks,Lego Movie franchises,and

37、video games,as well as collaborating with other well-known brands such as NASA,Ferrari and Star Wars.Lego has also worked to diversify the price points of its products as widespread financial instability negatively affected consumers over the past year.Lego recognises the importance of committing to

38、 a more sustainable future and successfully communicates this to stakeholders.They have already begun transitioning to paper-based bags in their boxes and plan to make all their packaging from more sustainable sources by the end of 2025.Additionally,Lego invests in reducing waste,operating more ener

39、gy efficiently,expanding production,and utilizing solar energy in their factories.Brand Finance Denmark 50 13Brand Value Change 2022-2023(%)-51%-12%-9%-6%-3%71%54%52%50%46%Brand Finance Plc 2023Ranking Analysis.Second-ranked Maersk is the fastest growing brand,up 71%Globally-integrated logistics bra

40、nd,Maersk,has achieved 71%year-on-year brand value growth,taking it to DKK53.2 billion,and reducing the gap behind Lego at the top of the ranking.The brand achieved record revenues this year,up 32%,with forecasts increasing in a similar manner.Maersk has now more-than-doubled in brand value from its

41、 pre-pandemic level,with Maersks brand strength increasing to 75 with a corresponding AA+rating.Maersk has expanded its air cargo business,now offering direct flights between Korea,China and the US.The services will connect manufacturing and commercial hubs in eastern China with those in the US East

42、 Coast and Mid-West,amongst other new key routes.It has also acquired LF Logistics,the brands most consequential acquisition to date,further boosting its footprint in Asia.This increased Maersks logistics business,A.P.Moller to a revenue of US$14.4 billion in 2022 and increased its warehouse footpri

43、nt to 6 million Sqm across more than 452 warehouses.This is a significant milestone in A.P.Moller and Maersks strategic ambition to connect and simplify its customers global supply chains by offering integrated end-to-end logistics.Brand Finance Denmark 50 14Ranking Analysis.rsted jumps 4 places to

44、7th with a brand value of DKK16.6 billionUtilities brand rsted has jumped four places,following a brand value increase of 52%to DKK16.6 billion.This also makes it the third fastest growing Danish brand.In doing this it has leap-frogged Danske Bank(brand value up 5%to DKK14.9 billion),Pandora(brand v

45、alue up 3%to DKK13.4 billion),and Carlsberg(brand value up 4%to DKK12 billion),all of which drop one position in the ranking.rsteds experience in constructing largescale offshore wind farms has allowed for a clear role in the ongoing energy transition.Going forward,the brand will focus particularly

46、on innovating and developing three key future energy areas:offshore wind,onshore renewables,and P2X(green fuels and e-fuels),aiming to become a major player in developing multi-technology solutions.Despite a challenging and volatile year,rsted has delivered strong strategic progress and record resul

47、ts,reflected in its brand value increase.Danish Pharmaceutical and Biotech brands see increased growth forecasts leading to healthy brand value growthNovo Nordisk(brand value up 46%to DKK22.2 billion)is a multinational pharmaceutical company specialising in diabetes and weight loss drugs.The brands

48、forecasts have increased in 2023,tied to the active promotion and the ramping up of its production of weight loss drugs,Wegovy and Ozempic.These had previously faced widespread shortages last year due to its increasing popularity.Wegovy,also used to treat diabetes,is a once daily injection that supp

49、resses appetite.Testing has found strong connections with weight loss,and as consumer awareness increases,the Novo Nordisk brand is likely to benefit in coming years.Fellow Danish Biotech and Pharmaceutical company Genmab(brand value up 36%to DKK2.4 billion)also experienced a forecast revenue increa

50、se-up 51%in 2023.The brand specialises in cancer and autoimmune disease treatment.Its growth was primarily driven by higher royalties for some of its products(DARZALEX,TEPEZZA and Kesimpta)achieved under collaborations Brand Finance Denmark 50 15SectorBrand Value (DKK bn)%of totalNumber of BrandsLog

51、istics80.420.2%3Toys53.413.4%1Food47.311.9%10Engineering&Construction40.010.1%4Pharma35.79.0%5Banking29.27.4%6Other111.428.0%21Total397.4100.0%50Brand Value by Sector Brand Finance Plc 2023Ranking Analysis.These increases have been driven by solid sales in the feed business and positive strategic co

52、llaborations and acquisitions.The brand has partnered with Benson Hill,a bio food company,to source soy protein-based feed which significantly cuts its carbon footprint and makes its feed deforestation free.This comes in combination with strong results for AQ1 Systems,newly acquired by BioMar,and th

53、e worlds leading producer of acoustic feeding technology for the shrimp farming industry.with Janssen,Roche and Novartis Pharma AG(Novartis),respectively,partly offset by milestones achieved under collaborations with Janssen and AbbVie in 2021.CHR Hansen(brand value up 25%to DKK3.3 billion)has also

54、seen solid forecast increases and subsequent brand value and brand strength growth.Its Brand Strength Index score has gone up four points to 74 out of 100,with a corresponding AA rating.CHR Hansen is a Bioscience company involved in the Food industry,it specialises in producing bacteria cultures,Pro

55、biotics,Enzymes,and human milk oligosaccharides.CHR Hansen has particularly benefited from growing interest and investment in the Bifidobacterium(pro biotics)market as the health implications of the gut microbiome have become more widely known and discussed amongst nutritionists and the wider public

56、.This has likely contributed to its brand value increase and suggests further growth potential as this becomes even more widely discussed in the coming years.New entrant,BioMar,which specialises in fish farming and sustainable aquaculture feeds,has also seen a brand value increase of 24%to DKK871.4

57、million.BioMars Brand Strength Index score has also increased by 4 points,taking it to 66 out of 100,with a corresponding AA-rating.Brand Finance Denmark 50 16Top 10 Highest Danish Sustainability Perception Score(SPS)Brand Finance Plc 20234.84.44.44.33.54.64.34.23.93.9m6w7L8h9o1h3m4wg510A2Arla has t

58、he highest Sustainability Perceptions Score,rated 4.82 out of 10As part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute,growing rapidly in its significance,is sustainability.Brand Finance assesses how sustainable s

59、pecific brands are perceived to be,represented by a Sustainability Perceptions Score(SPS).The value that is linked to sustainability perceptions,the Sustainability Perceptions Value(SPV),is then calculated for each brand.Scandinavias largest producer of dairy products,Arla(brand value up 5%to DKK23.

60、7 billion),has the highest Sustainability Perceptions Score of any brand included in the Denmark 50 2023 ranking 4.82 out of 10.Its Sustainability Perceptions Value is DKK1.7 billion.This indicates the value that Arla has tied up in the sustainability perceptions of stakeholders.Arla has lowered its

61、 carbon emissions and successfully developed a Sustainability Incentive Model,to be introduced in 2023.This will include a sustainability payment as part of its milk price,tying the milk price farmers receive to sustainability actions on their farms,supporting and enabling farmer investments in more

62、 sustainable solutions.Arla has set a new goal of using 100%renewable electricity in Europe by 2025.They plan to achieve this by signing additional Power Purchase Agreements.These initiatives,Arlas progress towards reaching sustainability targets,and the successful communication of this,have created

63、 a high sustainability perception amongst stakeholders,reflected in its position at the top of the Sustainability Perception ranking.Ranking Analysis.Brand Finance Denmark 50 17Top 10 Highest Danish Sustainability Perception Values(SPV)g6DKK 874 mA7DKK 697 mh8DKK 662 mm9DKK 607 mw1DKK 3,832 mo3DKK 1

64、,680 mL4DKK 1,454 mh5DKK 1,032 mw2DKK 1,688 m Brand Finance Plc 2023Maersk has the highest Sustainability Perceptions Value,DKK3.8 billion As well as being Denmarks second most valuable brand,Maersk also has the highest Sustainability Perception Value at DKK3.8 billion.The brands position at the top

65、 of the SPV table is not an assessment of its overall sustainability performance,but rather indicates how much brand value it has tied up in sustainability perceptions.Maersks Sustainability Perception Score was also 4.27 out of 10,the fourth highest in the ranking.In 2023 Maersk has seen progress i

66、n its green initiatives,driven by it clearly defining the roadmap and processes needed to fully integrate its ESG strategy into the business.This includes investment in a transition to more sustainable transportation systems and collaborative cross sector solutions in an attempt to reduce emissions.

67、For example,in the past two years Maersk has ordered nineteen large ocean-going vessels that can sail on green methanol.It has also confirmed nine new green fuel partnerships in 2022,helping scale up new fuel production capabilities and technologies.Ranking Analysis.Brand Finance Denmark 50 18Rankin

68、g Analysis.Denmark increases global soft power score,maintains 18th position globallyDenmark ranks 18 in the world in the Global Soft Power Index 2023.This means Denmark defends its rank position from last year,at the same time as the nation increases its total score.The world looks highly favourabl

69、e on most elements that build the Danish nation brand.Apart from“Education&Science,”which shows a slight drop in score,Denmark has increased their scores on all but one metric.The nation continues to stand out in relation to several metrics and received a worldwide top 10 rank in three of the eight

70、pillars that contribute to a nations Soft Power:“Governance”(ranked 10th),People&Values(ranked 8th)and“Sustainable Future”(ranked 9th),which proves that Denmark continues to punch above its weight in the Soft Power league.As sustainability becomes an ever-more-important factor for Soft Power,Denmark

71、 and other Nordic countries will have an important role to play in setting the pace for the energy transition.They can act as working examples of the successful incorporation of sustainability into all levels of society and business.More information about Denmarks performance in the Global Soft Powe

72、r Index is available online at Finance Denmark 50 19Brand Value Ranking(DKKm).Top 50 most valuable Danish brands 1-502023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110LegoToys53,359+38.0%38,655 AAAAAA220MaerskLogistics53,167+71.2%31,0

73、52 AA+AA330DSVLogistics23,756+4.3%22,777 A+AA-440ArlaFood23,679+4.7%22,615 AA-AA-550VestasEngineering&Construction22,474+22.4%18,357 AA-AA-660Novo NordiskPharma22,232+46.4%15,190 AA+AA7112rstedUtilities16,628+52.2%10,928 AA-AA871Danske BankBanking14,902+4.9%14,205 AAA-981PandoraApparel13,380+3.5%12,

74、929 AAAA+1091CarlsbergBeers12,028-0.2%12,051 AA+AA+11122DanfossEngineering&Construction12101ISSCommercial Services13130Coop DanmarkRetail14162NettoRetail15141ColoplastPharma16172TrygInsurance17151TuborgBeers18192NykreditBanking19181Danica PensionInsurance20262Jyske BankBanking21210Den Grnne SlagterF

75、ood22232ROCKWOOLEngineering&Construction23302TulipFood24252ECCOApparel25272DFDS SeawaysLogistics26241GNTech27282LurpakFood28312NuudayTelecoms29322CHR HansenFood30221Danish CrownFood31332NetcompanyTech32362NovozymesPharma33372GenmabPharma34340FotexRetail35350PER AarsleffEngineering&Construction36201T

76、opdanmarkInsurance37382Royal Greenland SeafoodFood38402Spar Nord BankBanking39390Steff HoulbergFood40442BilkaRetail41432TotalKreditBanking42452LundbeckPharma43411SydbankBanking44421GlFood45482MatasRetail46460PrinceTobacco47-3CeresBeers48471Alm BrandInsurance49490FaktaRetail50-3BioMarFoodMethodology.

77、Brand Finance Denmark 50 21Enterprise ValueBranded Business ValueBrand ContributionDefinitions.Danish CrownTulipTulipTulipBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architecture,the enterprise value

78、 is the same as branded business value.+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuati

79、on.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.The

80、brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand Value The value of the trade ma

81、rk and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to

82、identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Denmark 50 22Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP whi

83、ch can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rig

84、hts.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The on

85、ly way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is somet

86、imes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database

87、of market research on over 3000 brands in over 30 markets.DisclaimerBrand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used

88、where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as provi

89、ding investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.We review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability i

90、n the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands (for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and

91、a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities support

92、ing the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the b

93、rand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysin

94、g historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax present value which equals the brand value.Brand ImpactBrand Impact

95、Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Denmark 50 23Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,qu

96、antitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essen

97、tially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different sta

98、keholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Strength.132Although we follow a general structure incorporat

99、ing the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may

100、emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investm

101、ent measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.Attribute Selection and WeightingBrands ability to influence purchase depends primarily on pe

102、oples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors a

103、nd 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surve

104、ys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surv

105、eys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.Data CollectionIn order to convert raw data in to scores out of 10 that are comparable

106、 between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand

107、value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.Benchmarking and Final ScoringBrand Finance Denmark 50 24Glob

108、al Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word

109、 of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury Appa

110、relAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Denmark 50 25Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a

111、 robust assessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real strength of brand not just the best of a bad bunch in a category where brand

112、s are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal familiarity,and consideration,and while its reputation score is not best-in-clas

113、s,it is stronger than many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers believe Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,U

114、SA,UK,and is#1 among retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistible for many consumers,even those who question Amazons values and broader corp

115、orate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with higher Consideration levels,and is an asset particularly for local favourites suc

116、h as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like apparel,tech and automotive,sustainability can make you cool,but its not the onl

117、y way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Ca

118、re about the wider community(Rank#86)92%Consideration Conversion Brand Finance Denmark 50 26Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability is not especially high.Meanwhile in France,the epitom

119、e of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an abs

120、olute sense,big brands get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expectation WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spa

121、in,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Denmark 50 28Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a

122、 variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.Brand StrategyMake branding decisions with your eyes wide open Once you understand the value of your

123、 brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understanding the strength of your brand against your compet

124、itors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Anal

125、ysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effe

126、ctively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in marketing?+How much damage does brand misuse cause?+A

127、m I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand por

128、tfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Denmark 50 29Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across 30 markets in 10 c

129、onsumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards help with market planning and can be designed to track

130、 multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research is conducted in addition to strategic analysis to pr

131、ovide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable customer behaviour and financial results.How can I improve return on marketing investment?Using sop

132、histicated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?Social interactions have a proven commercial impact on brands.We mea

133、sure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that

134、 drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nat

135、ion brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&Events

136、Strategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis

137、 CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Denmark 50 31Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampso

138、nbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaAlexandre St-Amoura.amourbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Dr

139、echselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IndonesiaSutan Banuaras.banuarabrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jag

140、odzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamAlex Haigha.haighbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: