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1、Mining,Metals&Minerals 502023The annual report on the most valuable and strongest Mining,Metals&Minerals brandsMarch 2023Brand Finance Mining,Metals&Minerals 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword David Haigh,Chairman&CEO,Brand Finance 7Ranking Analysis9

2、China Mining,Metals&Minerals Brands14Top Mining,Metals&Minerals Sustainability Perceptions Score and Value for 202315Brand Value Ranking(USDm)17Methodology18Our Services25Brand Finance Mining,Metals&Minerals 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We b

3、ridge 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 companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of bran

4、dsWe 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 combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to bra

5、nd 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 Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standa

6、rds 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 independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Ac

7、countability Standards Board.Get in T business enquiries,please contact:Richard HaighManaging DFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculat

8、ions 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 understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingV

9、isit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Mining,Metals&Minerals 50 5Brand Finance InstituteBrand Finance Institute is the educational divisi

10、on 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 training,and corporate educational initiatives around the world.In the quest for marketing excellenc

11、e 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 with the most coveted business schools,universities and thought leaders in the field.Brandirectory is th

12、e 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 of published brand values+Track brand value,strength,and rating across publications and over time+Use

13、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 Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strate

14、gies 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,with a strong background in geographic branding,including supporting nation brands and brands with a g

15、eographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straig

16、htforward 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 coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting th

17、e studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Mining,Metals&Minerals 50 7Foreword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decisi

18、on-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.Additionally,brand valuation can be useful in the event of a merger or acquisition,as

19、 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 lead to improved business returns in several ways.First,a strong brand can help a compa

20、ny 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 can also help a company command a higher price for its products or services,as consum

21、ers 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 reputable brand.Finally,a strong brand can provide a company with a competitive advan

22、tage 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 original research taking place in dozens of jurisdictions globally.The report you are re

23、ading 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 your brand,please contact the Brand Finance team and I anytime.I look forward to the conv

24、ersation and helping to build a more profitable future for your brand.Brand Finance Mining,Metals&Minerals 50 8Glencore and BHP lead positive outlook of mining industry ushering post-pandemic transition to ESG-centricity alongside strategic consolidation.+Switzerlands Glencore is worlds most valuabl

25、e Mining,Metals&Minerals brand valued at US$6 billion+New entrant Jiangxi Copper breaks into worlds Top 5 most valuable Mining,Metals&Minerals brands at 4th position+CITIC Pacific Mining(up 145%)is fastest growing Mining,Metals&Minerals brand in the world+New entrant Agnico Eagle is strongest Mining

26、,Metals&Minerals brandRanking Analysis.Brand Finance Mining,Metals&Minerals 50 10Ranking Analysis.Switzerlands Glencore is worlds most valuable Mining,Metals&Minerals brand valued at US$6 billionGlencore(brand value up 50%to US$6 billion)is now the worlds most valuable Mining,Metals&Minerals brand f

27、rom its runner-up position in 2022,having swapped places with BHP(brand value down 10%to US$5.2 billion).In terms of brand strength,Glencore also improved its rating from A+to AA along with a brand strength index boost of 7.6 points resulting in a leap of 16 ranks to be placed as the worlds 11th str

28、ongest mining brand.Major contributors to the mining brands performance included a stronger revenue forecast riding on a record 2022 fiscal performance as well as a diversified and adept business model.Glencore noted that developments in global energy markets drove its marketing and industrial busin

29、esses which lifted Group Adjusted earnings before interest,taxes,depreciation and amortisation(EBITDA)to US$34.1 billion,up US$12.8 billion over the same period in 2021.The mining industry continues to play an increasingly integral role in the global economy owing to repercussions of the pandemic an

30、d geopolitical uncertainties.Mining brands therefore have a bright long-term outlook by capturing this business value through future proofing themselves to optimise engagement with stakeholders on key topics such as sustainability and talent attraction.Savio DSouzaValuation Director at Brand Finance

31、Brand Finance Mining,Metals&Minerals 50 11Ranking Analysis.Top 10 Most Valuable Mining,Metals&Minerals Brands 6-16%USD3.4 bn4 7-2%USD3.3 bn5 8+9%USD3.0 bn7 96USD2.8 bn-15%109USD2.7 bn+14%1+23%USD6.0 bn2 3+4%USD4.7 bn3 4 USD4.5 bn-512USD4.3 bn+145%2-29%USD5.2 bn1New entrant Jiangxi Copper breaks into

32、 worlds Top 5 most valuable Mining,Metals&Minerals brands at 4th positionJiangxi Copper(new entrant,brand value US$4.5 billion)made its debut in the rankings as the worlds 4th most valuable Mining,Metals&Minerals brand with a corresponding brand strength rating of AA-as the strongest and most valuab

33、le mining brand in China.With strong revenue forecasts in line with an impressive yearly earnings per share(EPS)compounded growth of 33%since 2019,the mining brand Chinas largest copper producer is well-poised to leverage a growing global copper industry fueled by electric vehicle demand,transition

34、to renewable energy systems,and the metals replacement of aluminum in computer and appliance parts.This positive business outlook,along with its commitment to environmental,social and governance(ESG)targets and initiatives,has translated into much optimism and positive reputational perceptions which

35、 are reflected in Jiangxi Coppers brand performance this year.On the ESG front,the mining brand intends to peak emissions by 2029 and be carbon neutral by 2060.It has embarked on initiatives such as substituting fuels to reduce emissions and using more efficient ways for the treatment of gases after

36、 collection.Brand Finance Plc 20231111120321Brand Finance Mining,Metals&Minerals 50 12Ranking Analysis.Brand Value Change 2022-2023(%)-52%-30%-29%-22%-20%-17%-16%-16%-16%-15%145%107%97%72%48%45%44%41%37%26%CITIC Pacific Mining(up 145%)is fastest growing Mining,Metals&Minerals brand in the worldCITIC

37、 Pacific Mining(brand value up 145%to US$4.3 billion)is the fastest growing Mining,Metals&Minerals brand in this years rankings,well ahead of HINDALCO(brand value up 107%to US$885.5 million),the second fastest growing mining brand.As such,CITIC Pacific Mining jumped seven ranks to make it into the w

38、orlds Top 5 most valuable mining brands at 5th place.A subsidiary of the Hong Kong-listed CITIC Limited owned by Chinese state-owned enterprise CITIC Group,the Australian-headquartered CITIC Pacific Minings brand performance was fueled by massive spikes in 2022 revenue forecast and 2021 revenue.Thes

39、e were in turn driven by several strategic business initiatives including:regulatory approval of a 1 billion yuan(US$145 million)loan to affiliate company CITIC Securities Chinas largest brokerage for the purposes of offering securities asset management and overseas securities investment services,a

40、taking over of stakes in five of property developer Kaisa Groups projects in Shenzhen by CITIC Group worth over 60 billion yuan(US$8.9 billion)in July 2022 and CITIC Limiteds acquisition of Australian-headquartered Balmoral Iron in November 2021.Brand Finance Plc 2023Brand Finance Mining,Metals&Mine

41、rals 50 133Top 10 Strongest Mining,Metals&Minerals Brands77.0+6.6 AA+75.4+4.2 3AA+1374.9+0.4 46AA+74.7-3.2 52AA+72.2-6.1 6AA175.5+1.3 2AA+771.6-3.2 7AA571.5-5.8 8AA370.7-1.0 912AA70.3-3.3 108AARanking Analysis.New entrant Agnico Eagle is strongest Mining,Metals&Minerals brandAgnico Eagle(new entrant

42、,brand value US$547.2 million)emerged as the strongest Mining,Metals&Minerals brand in this years rankings with a corresponding brand strength rating of AA+.With a robust 7%growth in gold production guidance through 2025,the Canadian mining brand made substantial progress on existing development pro

43、jects and realised synergies with the acquisition of assets belonging to other mining brands.This resulted in the successful expansion of mineral reserves and resources by 9%and 12%respectively.Despite higher costs of such exploration and amortisation,Agnico Eagle continued to see an increase in net

44、 income driven by higher sales volumes contributing to stronger brand performance.With more strategic consolidations in the pipeline,in particular the Abitibi Gold Belt,the mining brand is on track to continue boosting its competitive advantage to increase production at lowered cost and environmenta

45、l footprint.Additionally,Agnico Eagle attained the best global safety performance in its history in 2022 while also receiving multiple awards recognising its contributions to the local community.Brand Finance Plc 20231112122121Brand Finance Mining,Metals&Minerals 50 14China boasts a large variety of

46、 mineral resources including coal,iron,copper,gold,lead,zinc,tin,nickel and other rare earth minerals.With the Chinese mining industry being one of the worlds largest and most diversified,it accounts for over 7%of the countrys gross domestic product(GDP).China is also the third largest producer of i

47、ron ore globally,accounting for over 70%of global imports.However,within Chinas mining industry,coal is the most significant sector,being the worlds largest producer and consumer.This bodes well for China Shenhua(brand value up 14%to US$2.7 billion)which runs one of Chinas intelligent demonstration

48、coal mines and utilises gob-side entry retaining(GER)technology to lower costs to increase resource recycling,increase workplace safety and reduce costs.Recently,Chinas mining industry saw a significant increase in mergers and acquisitions,with an emphasis on projects surrounding battery metals,such

49、 as lithium and cobalt,to meet the demand for raw materials fueled by decarbonisation.For instance,BAOWU(brand value up 9%to US$2.9 billion)has focused on international collaboration and expansion to secure international bases and facilities,helping to increase production capacity and reduce bottlen

50、ecks and production costs.There is increasing emphasis on improving safety,reducing pollution and promoting sustainable development evident from a 30%to 50%forecasted growth of Chinas green mining industry.In alignment with environmental goals,the Chinese government has imposed several guidelines an

51、d regulations to boost efficiency within the mining industry.On this note,Jiangxi Copper(new entrant,brand value US$4.5 billion)has been at the forefront of Chinas green mining thrust with its initiatives to substitute fuels and more efficiently treat gases after collection with a view towards peaki

52、ng emissions by 2029 and being carbon neutral by 2060.Technological and digital innovation has also been a feature of the mining industry,with Zijin Minings(new entrant,brand value US$1.9 billion)investment towards construction of a 5G wireless platinum mine.Several challenges plague Chinas mining i

53、ndustry,however.These include waning ore grades,lack of water and increasing costs.Additionally,the exploitation of labour and environmental harm caused by certain mining activities have also been brought to light.While Chinas mining industry contributes significantly to the nations economic develop

54、ment,it must continually navigate and overcome these challenges in order to achieve sustainable growth.Our collective data on Chinese mining brands supports the optimistic outlook on the Chinese mining industry,with two new entrants making a strong foray into this years most valuable Mining,Metals&M

55、inerals brand rankings(Jiangxi Copper at 4th place and Zijin Mining at 14th place)coupled with positive brand value growth and brand strength ranking improvements for existing brands(BAOWU and China Shenhua)in the rankings.A key theme permeating our findings which is also true for all other mining b

56、rands in the rankings is that corporate social responsibility(CSR)perceptions are highly correlated with Reputation scores.As sustainability continues to grow as a focal topic among consumers,we posit that sustainably and ethically perceived mining brands will strategically benefit downstream brands

57、 and those that procure raw materials that are aligned with these mining brands.Top 4 Most Valuable Chinese Mining,Metals&Minerals Brands1USD4.5 bn3USD2.7 bn4USD1.9 bn2USD2.9 bn Brand Finance Plc 2023China Mining,Metals&Minerals Brands.Brand Finance Mining,Metals&Minerals 50 15Top 10 Highest Mining,

58、Metals&Minerals Sustainability Perception Score(SPS)64.9 74.8 84.7 94.6 104.6 15.3 35.0 44.9 54.9 25.1 Brand Finance Plc 2023As 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 significance i

59、s sustainability.Brand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Perceptions Score.The value that is linked to this score,the Sustainability Perceptions Value,is then calculated for each brand.Mitsubishi Materials has the highest Sustainabil

60、ity Perceptions Score with 5.32 out of 10Japanese mining brand,Mitsubishi Materials,has the highest Sustainability Perceptions Score of any brand ranked in the report 5.32 out of 10.The brand has focused on promoting environmental,social and governance(ESG)and social values at the core of its busine

61、ss strategy going forward.To achieve this,it set up a Sustainable Development Department within its Management Strategy Division to plan and promote strategic initiatives for risks and opportunities related to global warming.This,Mitsubishi Materials hopes,will allow it to contribute to building a m

62、ore recycling-oriented and decarbonised society within the regions it operates.The changes that Mitsubishi Materials made towards operating more sustainably have likely contributed to its sector-leading Sustainability Perceptions Score amongst stakeholders,which it must continue to protect and build

63、 upon to further enhance this attribute in the future.Top Mining,Metals&Minerals Sustainability Perceptions Score and Value for 2023.Brand Finance Mining,Metals&Minerals 50 16Top Mining,Metals&Minerals Sustainability Perceptions Score and Value for 2023.Posco has the highest Sustainability Perceptio

64、ns Value at US$189 millionSouth Koreas Posco has the highest Sustainability Perceptions Value among all mining brands in the rankings at US$189 million.As the worlds 3rd most valuable Mining,Metals&Minerals brand,Posco has considerable scope for impact due to the scale of its operations.However,it i

65、s important to note that Poscos position at the top of the Sustainability Perceptions Value table is not an assessment of its overall sustainability performance.Instead,it highlights the value that Posco has tied up in the sustainability perceptions of stakeholders.Posco also has the second highest

66、Sustainability Perceptions Score in the table.With a score of 5.14 out of 10,it is marginally behind leader Mitsubishi Materials.Poscos results reflect its contributions towards a low-carbon circular economy,underscored by the mining brands commitment to achieve carbon neutrality throughout all stag

67、es of its steelmaking processes by 2050.In the short-to-medium term,this will involve the construction of electric furnaces and expansion of its use of renewable energy.In the long term,Posco is working to complete the development of HyREX,an independent hydrogen-based steelmaking technology.These i

68、nitiatives,alongside effective communication of them,have helped build Poscos Sustainability Perceptions Value.There lies much potential for growth of this value as the mining brand continues to innovate in a more sustainably focused steel industry.Brand Finance Plc 2023Top 10 Highest Mining,Metals&

69、Minerals Sustainability Perception Values(SPV)6USD119 m 7USD116 m 8USD107 m 9USD106 m 10USD103 m 1USD189 m 3USD158 m 4USD139 m 5USD127 m 2USD168 mBrand Finance Mining,Metals&Minerals 50 17Brand Value Ranking(USDm).Top 50 most valuable Mining,Metals&Minerals brands 1-502023 Rank2022 RankBrandCountry2

70、023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating122GlencoreSwitzerland$5,970+23.2%$4,844AAA+211BHPAustralia$5,208-29.4%$7,380AAAA330PoscoUnited Kingdom$4,667+4.3%$4,475AA-AA4-3Jiangxi CopperChina$4,522-AA-5122CITIC Pacific MiningAustralia$4,343+145.4%$1,770AA641Arc

71、elorMittalLuxembourg$3,387-16.1%$4,035AA-AA+751Rio TintoAustralia$3,282-1.6%$3,335AAAA+871BAOWUChina$2,947+8.8%$2,709A+A961Nippon SteelUnited States$2,835-14.9%$3,333AA-AA-1091China ShenhuaChina$2,726+13.9%$2,394A+A+11132Tata SteelIndia1281ValeBrazil13111Anglo AmericanUnited Kingdom14-3Zijin MiningC

72、hina15101ThyssenKruppGermany16151Freeport-McMoRanUnited States17141JFEJapan18180NucorUnited States19171GrupoMexicoMexico20161NewmontUnited States21210Barrick GoldCanada22262KobelcoJapan23191NornickelRussia24452HINDALCOIndia25221VedantaIndia26282SMMJapan27241TeckCanada28251FortescueAustralia29290Hydr

73、oNorway30312VoestalpineAustria31432First QuantumCanada32372MaadenSaudi Arabia33231JSW SteelIndia34301Hyundai SteelSouth Korea35392SCCUnited Kingdom36360Coal IndiaIndia37492SD-GoldUnited Kingdom38-3Agnico EagleCanada39422SalzgitterUnited Kingdom40-3KGHMPoland41271Mitsubishi MaterialsJapan42-3JX Nippo

74、nJapan43411TerniumLuxembourg44201AlcoaUnited States45351SAILUnited Kingdom46381Sibanye StillwaterSouth Africa47341GerdauBrazil48441OutokumpuFinland49471BolidenSweden50401US SteelUnited StatesMethodology.Brand Finance Mining,Metals&Minerals 50 19Enterprise ValueBranded Business ValueBrand Contributio

75、nDefinitions.Anglo AmericanDe BeersDe BeersDe BeersBrand 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 is the same as branded business value.+Branded Business Value The valu

76、e 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 valuation.We evaluate the full brand value chain in order to understand the li

77、nks 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 brand values contained in our league tables are those of the potentiall

78、y 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 mark and associated marketing IP within the branded business.Brand Financ

79、e 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 identify goods,services or entities,creating distinctive images and ass

80、ociations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Mining,Metals&Minerals 50 20Brand Valuation Methodology.1324Definition of BrandBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of a

81、ll 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 rights.All brand valuation methodologies are essentially tr

82、ying 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 only way you find out the“real”value is by looking at what

83、 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 sometimes known as the“Royalty Relief”methodology and is by f

84、ar 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 of market research on over 3000 brands in over 30 market

85、s.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 where such data was deficient or unclear.Brand Finance a

86、ccepts 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 providing investment or business advice.Brand Finance does no

87、t 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 in the sector versus generic brands.This results in a ran

88、ge 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 a brand has a BSI score of 80 out of 100,then an appropri

89、ate 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 supporting the future strength of the brand;“Equity”which are re

90、al 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 brand value calculation.Based on the score,each brand is a

91、ssigned 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 analysing historic revenues,equity analyst forecasts,and economic

92、 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 Brand StrengthBrand StrengthForecast Brand Value Calculat

93、ionBrand Finance Mining,Metals&Minerals 50 21Brand 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,quantitative review of data that reflect the

94、 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 essentially a modified Balanced Scorecard split

95、 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 stakeholder groups,with customers being the m

96、ost 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 incorporating the three pillars(Brand Inputs,Brand E

97、quity 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 emphasize the exclusiveness,word of mouth

98、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 Investment measures in driving Brand Equity;Brand

99、 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 peoples perceptions.Therefore,the majority o

100、f 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 and 37 countries.However,at Brand Finance w

101、e 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 surveys.They also include online measures such

102、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 surveys to incorporate intended behaviour rath

103、er 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 between attributes within the scorecard,w

104、e 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 value calculation.Based on the score,each

105、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 Mining,Metals&Minerals 50 22Global Brand Equity Monitor.Ori

106、ginal 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 of Mouth11.Brand MomentumA

107、warenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury Co

108、smeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Mining,Metals&Minerals 50 23Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust asse

109、ssment 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 brands are genera

110、lly 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-class,it is stro

111、nger 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,USA,UK,and is

112、#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 corporate reputa

113、tion.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 such as Jio(Ind

114、ia)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 only way.Porsch

115、e 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%Care about the

116、 wider community(Rank#86)92%Consideration Conversion Brand Finance Mining,Metals&Minerals 50 24Highlights 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 epi

117、tome 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

118、absolute 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

119、Spain,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 Mining,Metals&Minerals 50 26Consulting Services.Brand ValuationMake your brands business case Brand valuati

120、ons are used for a 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

121、 the value of your 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 a

122、gainst your competitors.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 Dri

123、vers&Conjoint Analysis+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 br

124、ands strength effectively?+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 bra

125、nd misuse cause?+Am 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 opti

126、mised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Mining,Metals&Minerals 50 27Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perc

127、eptions across 30 markets in 10 consumer 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 plan

128、ning and can be designed to track 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 add

129、ition to strategic analysis to provide 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

130、on marketing investment?Using sophisticated 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 c

131、ommercial impact on brands.We measure 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 creat

132、e dialogue with stakeholders that 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

133、branding,including supporting nation 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&Communications

134、Media RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media Conte

135、ntStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Mining,Metals&Minerals 50 29Brand Finance Network.For further information on our services and valuation experience,please contact your local representative

136、:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi 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.chov

137、etbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IndonesiaSutan Banuaras.banuarabrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi Niger

138、iaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.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: