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1、Insurance 1002023The annual report on the most valuable and strongest Insurance brandsMarch 2023Brand Finance Insurance 100 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceRanking Analysis9Brand Value&Brand Strength Analysis10B

2、rand Value Ranking16Methodology18Our Services25Brand Finance Insurance 100 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 finan

3、ce.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 brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 1

4、00 reports annually.We offer a unique combination 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 accountanc

5、y firm regulated by the Institute of Chartered Accountants 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 2067

6、1.Our methodology has been certified by global independent 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 m

7、edia enquiries,please contact:Michael JosemAssociate 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 of

8、fers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research Finding

9、sInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Insurance 100 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 practiti

10、oners and experts in the market.BFI organises events,in-company 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 w

11、ide range of programmes and certifications in collaboration with 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

12、,and consumer research published since 2007.+Browse thousands of 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,compl

13、ete brand rankings,and researchVisit to find out more.Brand Finance 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 researc

14、h,measurement,and strategic thinking for a variety of clients,with 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

15、 is a brand identity management consultancy working for clients 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

16、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 the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Insurance 100 7Foreword.Brand valuation helps

17、 companies understand the value of their brand and how it contributes 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 invest

18、ors 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 it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how

19、 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 company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retentio

20、n.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 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 tale

21、nt,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 advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding custo

22、mer perception of brands across the world than ever before,with original 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 s

23、tronger 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 conversation and helping to build a more profitable future for your brand.Brand Finance Insurance 100 8Ping An remains worlds most valuable insurance br

24、and as big insurance brands struggle.+Ping An is the worlds most valuable Insurance brand at US$32.2 billion,despite 25%fall+Chinese Insurance brands struggle and see widespread brand value reductions+US based insurance brands push for further growth,aggregate brand value up 10%+Athene is the fastes

25、t-growing Insurance brand,up 128%+UnipolSai is strongest Insurance brand,earning AAA rating+Ping An has the highest Sustainability Perceptions Value at US$2.7 billionRanking Analysis.Brand Finance Insurance 100 10Ranking Analysis.Ping An is the worlds most valuable Insurance brand at US$32.2 billion

26、,despite 25%fallPing An is the worlds most valuable Insurance brand for the 7th consecutive year,with a brand value of US$32.2 billion.The Chinese brand retains this title,despite a 25%year-on-year brand value reduction.Ping Ans brand is now worth half of its value prior to the pandemic.As most of t

27、he Western world further emerged from Covid-19 restrictions throughout 2021 and 2022,Chinese insurance brands continued to face an uphill battle in their domestic markets.Chinas domestic economic growth has been hindered by reduced consumer confidence,supply chain disruption,and sporadic Covid-19 ou

28、tbreaks.These issues have reduced household consumption recovery,which has had an impact on Ping Ans premiums,and is reflected in its forecasts and brand value reduction.Amid these challenges,Ping An has adhered to a“people-centred”development philosophy and strengthened the protection function of i

29、ts insurance offerings.It also progressed its integrated finance and healthcare strategy,pushing forward its development by providing customers with a greatly improved and efficient user experience.As China begins to emerge from its zero-Covid policy in 2023 Ping An may be able to rebound in a simil

30、ar fashion to US based insurance brands have done previously.Brand Finance Insurance 100 11Ranking Analysis.Chinese Insurance brands struggle and see widespread brand value reductions Both China Life Insurance(brand value down 25%to US$17.1 billion)and CPIC(brand value down 4%to US$15.2 billion)in 3

31、rd and 5th position in the ranking have also seen brand value reductions in 2023 for similar reasons to Ping An.Fellow Chinese insurance brand,China Re(brand value down 48%to US$2.1 billion),is also the fastest falling brand in the ranking.Chinese insurance companies have been largely unable to cond

32、uct offline marketing owing to the Covid-19 pandemic,resulting in a significant decline in premium income compared to the same period last year.Chinas insurance industry has also cut back on selling low-cost policies that cover Covid-19 infections,to avoid huge pay-outs and disputes from on-going wa

33、ves of infections caused by Beijings relaxation of strict zero-Covid policies.Previously,a rapid rise in infections has forced at least four Thai insurance companies into bankruptcy after suffering losses from overselling low-cost Covid policies.Top 10 Most Valuable Insurance Brands 6+16%US$15.0 bn7

34、 7+8%US$14.1 bn6 8+6%US$11.8 bn8 913US$11.8 bn+22%1011US$11.6 bn+8%1-25%US$32.2 bn1 3-25%US$17.1 bn3 44US$15.9 bn-8%55US$15.2 bn-4%2-9%US$21.1 bn2 Brand Finance Plc 20232102200000Brand Finance Insurance 100 12PICC(brand value up 22%to US$11.8 billion)is the one exception to Chinese insurance brands

35、struggles in the ranking.It has been able to maintain its market dominance and significant lead over its local peers.The companys government background and substantial underwriting capacity give it a strong competitive advantage in conducting businesses with large corporations and state-owned enterp

36、rises.This has proved vital in helping the brand weather the storm in the wider Chinese insurance market.US based insurance brands push for further growth,aggregate brand value up 10%Twenty out of the twenty-six US insurance brands included in the ranking experienced brand value increases in 2023,hi

37、ghlighting a positive re-bound for insurance brands in the region.GEICO(brand value up 8%to US$14.1 billion)was the most valuable US insurance brand,followed by Progressive(brand value up 6%to US$11.8 billion),Chubb(brand value up 8%to US$11.6 billion),Allstate(brand value up 22%to US$11.4 billion),

38、and Metlife(brand value up 5%to US$10.9 billion).The combined brand value of the US insurance brands included in the ranking is higher than any other country US$115.7 billion.In 2023,US insurance brands have doubled-down on pandemic-spurred digital advancements.This includes the launch of new produc

39、ts and services and breaking into previously under-provided customer niches.Some insurers are also looking to develop partnerships with other providers and third-party vendors.This can offer potential competitive advantages that large group insurers can develop further to boost brand value.Ranking A

40、nalysis.Brand Finance Insurance 100 13Ranking Analysis.Brand Value Change 2022-2023(%)128%64%43%43%42%37%31%31%31%29%-48%-36%-26%-25%-25%-25%-25%-25%-22%-21%Brand Finance Plc 2023Athene is the fastest-growing Insurance brand,up 128%Athene(brand value up 128%to US$2.6 billion)is the fastest growing i

41、nsurance brand.In January 2022,Athene merged with Apollo Global Management,Inc.,now operating as a subsidiary of Apollo.This has aided the brands significant growth,in combination with higher pension group annuity premiums compared to the prior year.Larger numbers of consumers have turned to annuiti

42、es throughout 2022 as recession fears linger,driving up annuity sales to the best level Athene has seen in more than a decade.Brand Finance Insurance 100 14Top 10 Strongest Insurance Brands86.3-3.3 1AAA185.4-1.1 3AAA485.3+7.1 423AAA85.0-1.3 55AAA84.5-3.1 6AAA386.0+3.1 2AAA1284.1+0.3 7AAA-983.7+7.0 8

43、AAA-3183.5-5.1 92AAA-83.0+2.1 1018AAA-Brand Finance Plc 20231221202202UnipolSai is strongest Insurance brand,earning AAA ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,

44、stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.UnipolSai(brand value down 9%to US$2.8 billion)is the strongest brand in

45、 the ranking with a Brand Strength Index score of 86.3 out of 100,earning it an AAA brand rating.Operating in Italy,UnipolSai has an extremely high level of brand equity within its home market.Covering a range of insurance offerings,the brand has continued to deliver to its customers throughout diff

46、icult financial times and remains as one of the Italian peoples most highly regarded insurance providers,hence its high BSI score.Ranking Analysis.Brand Finance Insurance 100 15Ranking Analysis.Ping An has the highest Sustainability Perceptions Value at US$2.7 billionAs part of its analysis,Brand Fi

47、nance 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 specific brands are perceived to be,represented by a Sustainability Perceptions Score.The value t

48、hat is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.As well as being the worlds most valuable insurance brand,Ping An also has the highest Sustainability Perceptions Value.Like many of the worlds top brands,Ping An has a huge scope for i

49、mpact due to the scale of its operations.It is important to note that Ping Ans position at the top of the table is not an assessment of its overall sustainability performance.Instead,it highlights the value that Ping An has tied up in the sustainability perception of stakeholders.Largest Sustainabil

50、ity Perceptions Value 63.89US$1.2 bn 73.65US$1.0 bn 84.54US$1.0 bn 9US$1.0 bn4.17 10US$1.0 bn4.96 14.13US$2.7 bn 33.90US$1.3 bn 4US$1.3 bn4.18 5US$1.3 bn3.93 24.01US$1.7 bn Brand Finance Plc 2023Brand Finance Insurance 100 16Brand Value Ranking(USDm).Top 100 most valuable Insurance brands 1-502023 R

51、ank2022 RankBrandCOUNTRY2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110Ping AnChina$32,250-25%$42,933 AAA-AAA220AllianzGermany$21,053-9%$23,136 AA+AAA-330China Life InsuranceChina$17,103-25%$22,882 AAAAAA440AXAFrance$15,899-8%$17,217 AA+AA+550CPICChina$15,163-

52、4%$15,769 AA+AAA-672AIAChina(Hong Kong)$15,046+16%$13,015 AAA-AAA-761GEICOUnited States$14,090+8%$13,071 AA+AAA-880ProgressiveUnited States$11,841+6%$11,177 AAA-AAA-9132PICCChina$11,759+22%$9,630 AAA-AAA-10112ChubbUnited States$11,620+8%$10,760 AA+AA+11142AllstateUnited States12120MetlifeUnited Stat

53、es13101Canada LifeCanada1491LICIndia15172Prudential PlcChina(Hong Kong)16151TravelersUnited States17161Generali GroupItaly18180Poste ItalianeItaly19190ZurichSwitzerland20252Munich ReGermany21232Prudential(US)United States22242Swiss ReSwitzerland23422AIGUnited States24201ManulifeCanada25211AvivaUnite

54、d Kingdom26332Dai-Ichi LifeJapan27322MS&ADJapan28292Tokio MarineJapan29342Hannover ReGermany30221Nissay/Nippon Life InsuranceJapan31261Cathay Life InsuranceChina(Taiwan)32281Fubon LifeChina(Taiwan)33271New China Life(NCL)China34301CNP AssurancesFrance35372Sun LifeCanada36392ErgoGermany37402MapfreSpa

55、in38311China TaipingChina(Hong Kong)39432The HartfordUnited States40472Great EasternSingapore41410Swiss LifeSwitzerland42442NN GroupNetherlands43381AflacUnited States44452Sompo Japan NipponkoaJapan45492QBEAustralia46460UnipolSaiItaly47512Berkshire HathawayUnited States48480Samsung Life InsuranceSout

56、h Korea49882AtheneUnited Kingdom(Bermuda)50361Legal&GeneralUnited KingdomBrand Finance Insurance 100 17Top 100 most valuable Insurance brands 51-100Brand Value Ranking.2023 Rank2022 RankBrandCOUNTRY2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51602Arch CapitalU

57、nited Kingdom(Bermuda)52652W.R.Berkley CorporationUnited States53562CincinnatiUnited States54622Everest ReUnited Kingdom(Bermuda)55501BUPAUnited Kingdom56551AssurantUnited States57521Samsung Fire&Marine InsuranceSouth Korea58351China ReChina59571UnumUnited States60531VersicherungskammerGermany61722M

58、arkelUnited States62672HelvetiaSwitzerland63541Scottish WidowsUnited Kingdom64611CNAUnited States65581IntactCanada66682Taiwan LifeChina(Taiwan)67631RGA(Reinsurance Group Of America)United States68742PZUPoland69641ScorFrance70661PrincipalUnited States71691Kyobo LifeSouth Korea72701Dongbu InsuranceSou

59、th Korea73730Sony Financial HoldingsJapan74812Hanover InsuranceUnited States75750IfSweden76711Fidelity National FinancialUnited States77591iA Financial GroupCanada78761VIGAustria79781ASRNetherlands80-3KLP Norway81822Hyundai Marine&Fire Insurance CompanySouth Korea82912TD InsuranceCanada83992Lincoln

60、National CorporationUnited States84791RSAUnited Kingdom85892NTUC IncomeSingapore86801SuncorpAustralia871002UNIQAAustria88851BaslerSwitzerland89841AG InsuranceBelgium90831TransamericaUnited States911052PruUnited Kingdom92861AFGUnited States931022Allied worldUnited Kingdom(Bermuda)94871John HancockUni

61、ted States95982HiscoxUnited Kingdom(Bermuda)961102GjensidigeNorway97951Axis CapitalUnited Kingdom(Bermuda)98921AgeasBelgium991032TrygDenmark1001042OdysseyReUnited StatesMethodology.Brand Finance Insurance 100 19Enterprise ValueBranded Business ValueBrand ContributionDefinitions.Brand Value+Enterpris

62、e 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 value of a single branded business operating under the subject brand.A brand

63、 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 links between marketing investment,brand-tracking data,and stakeholder beh

64、aviour.+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 potentially transferable brand assets only,making brand contribution a wider conce

65、pt.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 Finance helped to craft the internationally recognised standard on Brand Valua

66、tion 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 associations in the minds of stakeholders,thereby generating economic benef

67、its.Brand ValueBerkshire HathawayGEICOGEICOGEICOBrand Finance Insurance 100 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 all stakeholders to provide a variety of economic be

68、nefits 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 trying to identify this,although the approach and ass

69、umptions 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 people really pay.As a result,Brand Finance always

70、 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 far the most widely used approach for brand valuatio

71、ns 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 markets.DisclaimerBrand Finance has produced this study w

72、ith 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 accepts no responsibility and will not be liable in

73、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 not intend the report to be relied upon for any reaso

74、n 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 range of possible royalties that could be charged in t

75、he 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 appropriate royalty rate for the use of this brand in the g

76、iven 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 real current perceptions sourced from our market rese

77、arch 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 assigned a corresponding Brand Rating up to AAA+in a

78、 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 growth rates.We then apply the royalty rate to the

79、 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 CalculationBrand Finance Insurance 100 21Brand StrengthAnal

80、ytical 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 Brand Value Chain of brand-building activities,leading to bran

81、d 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 between the three core pillars of the Brand Value Chain:Brand

82、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 most important.Quantitative market and financial measures repres

83、enting 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 Equity and Brand Performance),the attributes included are differ

84、ent 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 recommendation,and price premium,whereas an index for a telecom

85、munications 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 Equity measures for Brand-Related Business Performance measure

86、s;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 of the Brand Strength Index is derived from Brand Finances propr

87、ietary 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 we also believe that there are other measures that can be used t

88、o 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 as ratings by review sites and social media engagement that can

89、 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 rather than real.Over a period of 3 to 4 months each year,we collec

90、t 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,we then have to benchmark each attribute.We do this by reviewing

91、 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 brand is assigned a corresponding rating up to AAA+in a format

92、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 Insurance 100 22Global Brand Equity Monitor.Original market research in 38 countries and across more than 31 sectors with

93、approximately 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 MomentumAwarenessHave heard of your brandFamiliarityKnow somethin

94、g about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold

95、ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Insurance 100 23Highlights from the Global Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison bo

96、th 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 generally weaker.What makes a brand great?Amazon is undoubtedly one of the

97、 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 stronger than many of its critics might think.Every strong brand has its

98、 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#1 among retailers in many more.Value has always been a big driver o

99、f 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 reputation.Does brand purpose deliver?Argument rages among CMOs and market

100、ing 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(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well

101、 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.Porsche wins relatively few plaudits for sustainability,but its bercoolnes

102、s 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 wider community(Rank#86)92%Consideration Conversion Brand Finance I

103、nsurance 100 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 epitome of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger Ki

104、ng.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 absolute sense,big brands get talked about a lot more than small ones their shee

105、r 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 Spain,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1

106、st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Insurance 100 26Consulting Services.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpr

107、eter 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 brand,you can use it as tool to understand the business impacts of strate

108、gic 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 competitors.Brand Strength is a key indicator of future brand value growth wheth

109、er 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 Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Supp

110、ort+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 effectively?+How do I track and develop my brand equity?+How strong are my com

111、petitors 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?+Am I tax compliant with the latest transfer pricing?+How do I unlock value

112、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 portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?

113、+Is a Masterbrand strategy the right choice for my business?Brand Finance Insurance 100 27Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks brand fame and perceptions across 30 markets in 10 consumer categories.Clear,insightful signals of brand performance,with d

114、ata 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 multiple brands over time,against competitors,between market segments

115、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 provide a robust understanding of the current positioning.The effectivene

116、ss 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 sophisticated analytics,we have a proven track record of developing compre

117、hensive 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 measure actual brand conversation and advocacy,both real-world word of mou

118、th 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 drives brand value.Our approach is integrated,employing tailored solut

119、ions 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 nation brands and brands with a geographical indication(GI).Brand Dialogue

120、 Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarket

121、ing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate

122、 Social Responsibility(CSR)Brand Finance Insurance 100 29Brand Finance Network.For further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy SAsia PacificAlex HAustraliaMark CBrazilEduardo CCanadaAlexandre St-AChina Scott CE

123、ast Africa Walter SFranceBertrand C Germany/Austria/SwitzerlandUlf-Brun DIndiaAjimon FIndonesiaSutan BIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NVietnamAlex HContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: