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1、Retail1002023The annual report on the most valuable and strongest Retail brandsJune 2023Brand Finance Retail 100 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman,Brand FinanceExecutive Summary9Brand Value&Brand Strength Analysis10Brand Value Rank

2、ing17Methodology19Our Services26Brand Finance Retail 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 finance.For more than 2

3、5 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 100 reports annuall

4、y.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 accountancy firm regulated b

5、y 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 20671.Our methodology

6、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 media enquiries,ple

7、ase 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 offers a cost-effect

8、ive 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 FindingsInsightStrategyBe

9、nchmarkingEducationCommunicationUnderstandingBrand Finance Retail 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 practitioners and experts in

10、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 wide range of programm

11、es 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,and consumer researc

12、h 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,complete brand rankings,an

13、d 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 research,measurement,and str

14、ategic 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 is a brand identity

15、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 research on over 5,00

16、0 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 Brand Finance Retail 100 7David Haigh Chairman,Brand FinanceForeword.Brand valuation helps companies understand the va

17、lue 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 investors and secure financing,as

18、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 it fits into their overall

19、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 retention.This,in turn,can lead to h

20、igher 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 talent,as employees may be more

21、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 customer perception of brands acr

22、oss 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 stronger brand,or if you want

23、 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 Retail 100 8Prime Position:Amazon Named Worlds Most Valuable Retail Brand.+Amazon tops Brand

24、 Finance Retail 100 2023 ranking,brand value US$299.3 billion+OXXO enters the retail ranking as the fasest-growing contender,increasing its brand value by 56%+Falling out of fashion:Major online retailer ASOS drops out the ranking,decreasing its brand value by more than 40%+Walmart and Home Depot re

25、main stable in respective 2nd and 3rd ranks+Swedish giant Ikea takes a 9%flat-pack hit to its brand value+Argentine e-commerce brand MercadoLibre named the worlds strongest retail brand,with a BSI of 89.4/100+Spanish chain El Corte Ingls increases its brand strength +Amazon has the highest Sustainab

26、ility Perceptions Value at USD19.9 billionRanking Analysis.Brand Finance Retail 100 10Ranking Analysis.Amazon(brand value US$299.3 billion)has once again been named the worlds most valuable retail brand,according to leading brand valuation consultancy,Brand Finance,with a brand value of US$299.3 bil

27、lion.This surpasses the brand value of Walmart(brand value up 2%to US$113.8 billion)by more than double.Amazons brand value has increased 36%since the beginning of the COVID-19 pandemic and is the worlds most valuable brand across all sectors,according to Brand Finances Global 500 2023 report.Aside

28、from brand value,Brand Finance determines brand strength through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 1

29、00,000 respondents in 38 countries and across 31 sectors.Brand Finances research reveals positive consumer perceptions regarding investment,the website,and the app.Amazons introduction of innovative features like Customers ask Alexa has played a pivotal role in promptly addressing customer inquiries

30、,enhancing the overall customer experience.Renowned for its exceptional convenience,Amazon is also perceived to have a strong commitment to innovation and has earned favourable perception scores across this metric.Continuous expansion of its warehousing empire and advancements in automation operatio

31、ns have significantly improved operational effectiveness.In a demonstration of its dedication to progress,Amazon unveiled six cutting-edge warehouse robotics in 2022,paving the way for enhanced fulfilment processes.One of the key factors driving Amazons ongoing success is its unparalleled network ef

32、fect,which has fuelled the companys growth in recent years.This network effect has proven particularly fruitful for Amazon advertising,allowing third-party merchants the ability to reach hundreds of millions of customers worldwide in its stores.A similar story unfolds with Walmart,as both retailers

33、present unmatched opportunities for brands to tap into their vast customer bases,leverage their extensive reach,and establish meaningful connections with consumers.Brand Finance Retail 100 11Ranking Analysis.Top 10 Most Valuable Retail Brands 6+17%USD$30.6 bn10 7-43%USD$30.5 bn4 8-3%USD$27.6 bn8 95U

34、SD$27.4 bn-44%1012USD$21.6 bn+10%1-15%USD$299.3 bn1 3+8%USD$61.1 bn3 46USD$46.6 bn+24%57USD$31.6 bn-5%2+2%USD$113.8 bn2The sheer dominance of Amazon in the retail sector and beyond cannot be ignored.The brands relentless pursuit of customer-centric innovation has not only transformed the way we shop

35、 but has challenged and overhauled traditional business models.The retail giant must now look to maintain its competitive edge amid the rapidly evolving landscape,especially as eyes are on the brand now more than ever.Richard HaighManaging Director,Brand Finance Brand Finance Plc 20232101200220Brand

36、 Finance Retail 100 12Ranking Analysis.Brand Value Change 2022-2023(%)56%45%42%41%39%32%31%30%30%-56%-44%-43%-39%-37%-36%-30%-26%-25%29%-30%OXXO enters the retail ranking as the fasest-growing contender,increasing its brand value by 56%Mexican retail brand OXXO(brand value up 56%to US$2.3 billion)en

37、ters the retail 100 ranking as the fastest-growing brand this year.Its parent-brand Femsa launched an enormous expansion plan for OXXO last year,aiming to increase the number of stores across Latin America by up to 50%over the next decade.The expansion of OXXO stores across Latin America may open ne

38、w markets for Femsas fintech Spin by OXXO and loyalty programme OXXO Premia.The combination of physical convenience stores with digital wallets has significant potential in Latin America,where the digitisation of money is growing,which is likely to increase OXXOs brand value and enhance its reputati

39、on in coming years.OXXO also ranks 25th for brand strength this year.This relatively strong score may be attributed to increased consideration and familiarity with the OXXO brand following the pandemic when local consumers became increasingly reliant on convenience stores.Brand Finance Plc 2023Brand

40、 Finance Retail 100 13Ranking Analysis.Falling out of fashion:Major online retailer ASOS drops out the ranking,decreasing its brand value by more than 40%ASOS(brand value down 41%to US$1.2 billion)has reported a significant loss as its customers are spending less on fashion due to rising living cost

41、s.In general,investor sentiment towards fast fashion firms like ASOS and Boohoo has declined as their growth during the lockdown era fails to translate into post-pandemic profitability.As the fashion giant struggles,ASOS has had to write off over 100 million worth of stock after experiencing a slowd

42、own in sales growth.While sales at ASOSs new Topshop brand saw a remarkable increase of over double,the overall sales growth was disappointing,especially in markets outside of the UK,US,and Europe.Despite these challenges,ASOSs CEO Jos Antonio Ramos Calamonte,remains confident in the companys abilit

43、y to navigate through these difficult times and emerge as a more resilient and agile business.This bounce back will be essential if the giant wants to resurge its brand value and global reputation in future rankings.Walmart and Home Depot remain stable in respective 2nd and 3rd ranksAmericas largest

44、 retailer,Walmart holds onto its 2022 rank as the second-most valuable retail brand.As inflation rates soar in the post-pandemic world,changing customer spending habits have generated massive demand for discount retailers like Walmart offering more value-priced products.During the past year,Walmart

45、has also been expanding its advertising initiatives through Walmart Connect,aiming to strengthen the relationships between brands and customers across multiple channels.Innovative partnerships with NBCUniversal,Roku,TikTok,and TalkShopLive are being formed to enhance brand-customer interactions,alig

46、ning with Walmarts mission to provide customers with highly personalised shopping experiences.Home improvement retailer Home Depot(brand value up 8%to US$61.1 billion)maintains third rank.The brands dedication to product quality and customer satisfaction remains strong,with ongoing efforts to enhanc

47、e the shopping experience both in-store and online.The brand has also reinforced its commitment to environmental sustainability by investing in its supply chain and implementing energy conservation measures in stores,aiming to reduce its environmental impact.Swedish giant Ikea takes a 9%flat-pack hi

48、t to its brand valueIkea(brand value down 9%to US$15.9 billion)moves up one position to 14th despite continuing to lose brand value this year.The Swedish giant didnt escape the economic fallout of the pandemic,and a combination of rising prices,stock shortages and shipping problems have ultimately a

49、ffected Ikeas revenue and brand value in recent years.That said,Ikea continues to enjoy immense popularity in the Nordic nations and beyond,due to a combination of affordability,functional designs,and a unique and distinctive shopping experience.Brand Finance Retail 100 14Top 10 Strongest Retail Bra

50、nds89.4-1.1 1AAA187.5+2.8 3AAA887.3+0.4 44AAA87.0+8.6 538AAA86.0+9.8 6AAA5388.2-0.3 2AAA385.7+0.3 7AAA785.6+5.9 8AAA3185.0+3.1 920AAA85.0-5.3 102AAAArgentine e-commerce brand MercadoLibre named the worlds strongest retail brand,with a BSI of 89.4/100In addition to calculating brand value,Brand Finan

51、ce also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000

52、 respondents in 38 countries and across 31 sectors.MercadoLibre(brand value down 1%to$3.7 billion)is the largest e-commerce company in Latin America.The brand has gained consumer trust through its secure transaction platform,MercadoPago,which processed over$100 billion in transactions in 2022.The br

53、and has also expanded its efforts in advertising,further enhancing brand recognition and familiarity among consumers.MercadoLibre has bolstered its reputation through its working conditions and positive employee experience,ranking among the best companies to work for in Latin America.The brands stro

54、ng reputation is reflected in in its strong consideration conversion score of 96%in Brazil.Brand Finance Plc 20232022102022Ranking Analysis.Brand Finance Retail 100 15Spanish chain El Corte Ingls increases its brand strength El Corte Ingls(brand value down 39%to US$4.3 billion,and brand value down 3

55、2%in EUR to 4.1 billion)has shot up from 53rd place to an impressive 6th for brand strength this year.Following the pandemic,the Spanish retailer launched an initiative to build its strategic alliances.The company secured a strategic deal with Mutua Madrilea Group,while the merger between Viajes El

56、Corte Ingls and Logitravel has solidified the brands leadership and enhanced its recognition in the tourism sector.Further,El Corte Ingls acquisition of the Snchez Romero supermarket chain has bolstered the brands presence in the high-end supermarket segment.Mercadona,(brand value down 4%to US$6 bil

57、lion,and brand value up 7%in EUR to 5.7 billion)which maintains its brand value and strength,has announced an increase in forecast revenue for 2023.This increase can be attributed to supermarket expansion(the chain opened 79 supermarkets last year)and digital transformations,with the brand consolida

58、ting its online services in Spain.Mercadona is also the second Spanish brand with the highest cross-sector Sustainability Perception Value in the ranking of the 100 most valuable and strongest Spanish brands(Brand Finance Spain 100 2023).Mercadonas ESG strategy is highly focused on people.With a per

59、ceived sustainability value of 729 million euros,the Valencian brand is committed to enhancing the well-being of its employees and creating stable relationships and quality jobs for a team of 99,000 employees.The brands sustainable model also aims to enhance its overall reputation in wider society.R

60、anking Analysis.Brand Finance Retail 100 16Ranking Analysis.Sustainability Perception Values(SPV)64.73USD$2,333 m 74.21USD$1,943 m 84.96USD$1,931 m 9USD$1,876 m4.44 10USD$1,771 m5.46 14.40USD$19,906 m 33.76USD$5,210 m 4USD$4,180 m4.53 5USD$2,358 m4.47 23.64USD$6,258 m Brand Finance Plc 2023$xx=susta

61、inability perceptions valuex.x=sustainability perceptions score/10Amazon has the highest Sustainability Perceptions Value at US$19.9 billionAs part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute is sustainability.

62、Brand Finance assesses how sustainable specific brands are perceived to be through its annual survey of over 150,000 consumers across 36 countries,represented by a Sustainability Perceptions Score.The value inked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated f

63、or each brand.Amazon has the highest sustainability perceptions value of any brand,US$19.9 billion.One area where Amazon has been making strides is in its renewable energy initiatives.As the largest corporate buyer of renewable energy globally,Amazon is committed to powering all its operations with

64、100%renewable energy by 2025.To achieve this goal,the brand has already announced more than 400 projects as of January 2023,highlighting its notable progress in this endeavour.The driver score for the retail sector is 6.1%,demonstrating a material role for sustainability in driving choice.Amazons US

65、$19.9 billion of value is reliant on maintaining its reputation for(a certain level of)sustainability.Consumer expectations may change in response to exposes,enhanced reporting requirements,education,and media coverage.If Amazon fails to keep pace through a precautionary approach to improving its su

66、stainability performance,and to communicate clearly and honestly about its progress,those billions of dollars of value could be at risk.Brand Finance Retail 100 17Brand Value Ranking(USDm).Top 100 most valuable Retail brands 1-502023 Rank2022 RankBrandCountry2023 Brand ValueBrand Value Change2022 Br

67、and Value2023 Brand Rating2022 Brand Rating110AmazonUnited States299,280-14.6%350,273AAAAAA+220WalmartUnited States113,781+1.7%111,918AA+AAA-330Home DepotUnited States61,053+8.4%56,312AA+AAA-462CostcoUnited States46,571+24.2%37,501AA+AAA-572LowesUnited States31,597-5.4%33,392AA+AAA-6102CVSUnited Sta

68、tes30,567+16.7%26,185AAAA741TaobaoChina30,539-43.2%53,762AA+AAA-880TargetUnited States27,599-2.6%28,342AAA-AAA-951TmallChina27,429-44.2%49,182AAAA+10122WalgreensUnited States21,560+9.5%19,686AA+AA+1191JD.comChina12142LidlGermany13172Sams ClubUnited States14152IKEASweden15182TescoUnited Kingdom161607

69、-ElevenJapan17-3Aldi SdGermany18222PublixUnited States19202CarrefourFrance20212WoolworthsAustralia21252Circle KCanada22232Dollar GeneralUnited States23191ReweGermany24-3MeituanChina25111AChina26312KrogerUnited States27372DecathlonFrance28292AsdaUnited Kingdom29241SephoraFrance30271E.LeclercFrance312

70、61TJ MaxxUnited States32452EdekaGermany33321CarMaxUnited States34301ColesAustralia35392CoupangSouth Korea36402AutoZoneUnited States37281eBayUnited States38442SafewayUnited States39381MercadonaSpain40351Best BuyUnited States41552OReilly Auto PartsUnited States42512ConadItaly43472SainsburysUnited King

71、dom44492JD SportsUnited Kingdom45431MarshallsUnited States46612Tractor SupplyUnited States47421Whole FoodsUnited States48480KauflandGermany49331RakutenJapan50461SPARNetherlandsBrand Finance Retail 100 18Top 100 most valuable Retail brands 51-100Brand Value Ranking.2023 Rank2022 RankBrandCountry2023

72、Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating51411Leroy MerlinFrance52582MacysUnited States53-3Aldi NordGermany54712Bodega AurreraMexico55572RossmannGermany56521Ross Dress For LessUnited States57361ZalandoGermany58341El Corte InglsSpain59682Dollar TreeUnited States6

73、0652Canadian TireCanada61531dmGermany62501KohlsUnited States63752E-MartSouth Korea64561NordstromUnited States65631MorrisonsUnited Kingdom66660MercadoLibreArgentina67822Stop&ShopUnited States68792BunningsAustralia69641AEONJapan70802BiedronkaPoland71671Advance Auto PartsUnited States72732BootsUnited K

74、ingdom73772Dicks Sporting GoodsUnited States74591Don QuijoteJapan75601COOPItaly76621QVCUnited States77741Marks&SpencerUnited Kingdom78842Shoppers Drug MartCanada79932Family DollarUnited States80862Ulta BeautyUnited States81902LoblawsCanada82701Yonghui SuperstoresChina83852EsselungaItaly84721Pyateroc

75、hkaRussia85872Longs DrugsUnited States86962Food LionUnited States87781MagnitRussia88922The Co-operativeUnited Kingdom89811Harvey NormanAustralia90831BurlingtonUnited States91-3OXXOMexico92691NitoriJapan93-3K GroupFinland94911MetroGermany95941Real Canadian SuperstoreCanada96992NettoGermany97-3JumboNe

76、therlands98-Netherlands991002B&MUnited Kingdom100-3RT MartChina(Taiwan)Methodology.Brand Finance Retail 100 20Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFacebookFacebookFacebookBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded bu

77、sinesses.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 should be viewed in the context of the business in which it operates.Bra

78、nd 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 behaviour.+Brand Contribution The overall uplift in shareholder value that t

79、he 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 concept.An assessment of overall brand contribution to a business provides add

80、itional 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 Valuation ISO 10668.It defines brand as a marketing-related intangible asset i

81、ncluding,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 benefits.Brand ValueBrand Finance Retail 100 21Brand Valuation Methodology.132

82、4Definition 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 benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to b

83、rand 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 assumptions differ.As a result published brand values can be different.These differences are similar to the way

84、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 incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalt

85、y 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 valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real

86、 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 with an independent and unbiased analysis.The values derived and opinions produced in this study are based onl

87、y 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 the event that the publicly available information relied upon is subsequently found to be inaccurate.The opin

88、ions 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 reason and excludes all liability to any body,government or organisation.We review what brands already pay in roya

89、lty 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 the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range t

90、o 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 given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse b

91、rand 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 research and other data partners;“Output”which are brand-related performance measures such as market share.Each b

92、rand 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 format similar to a credit rating.We determine brand-specific revenues as a proportion of parent company rev

93、enues 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 forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a disco

94、unted,post-tax present value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Retail 100 22Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,

95、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 brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain proce

96、ss 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 Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised factors deployed by marketers to

97、 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 representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMark

98、eting InvestmentBrand Strength.132Although we follow a general structure incorporating 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 i

99、ndex 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 telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted ac

100、cording to their perceived importance in driving the following pillar:Brand Investment 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

101、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 proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people fro

102、m 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 to fill gaps that survey research may not capture.These include total investment levels for example in marketing,

103、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 give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for exam

104、ple 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 collect all this data across all the brands in our study in order to accurately measure their comparative strength.Dat

105、a 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 the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand

106、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 similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potenti

107、al for future success.Benchmarking and Final ScoringBrand Finance Retail 100 23Global 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.L

108、oyalty6.Closeness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareF

109、oodInsuranceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Retail 100 24Highlights from th

110、e Global Brand Equity Monitor.Brand Finances proprietary market research provides a 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 th

111、e 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 worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-univers

112、al 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 own winning formula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers b

113、elieve 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 of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irre

114、sistible for many consumers,even those who question Amazons values and broader corporate 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 wit

115、h 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 as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories li

116、ke apparel,tech and automotive,sustainability can make you cool,but its not the only 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 Financ

117、e 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 Retail 100 25Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation betwee

118、n 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 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 impa

119、ct 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 sheer mass presence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expec

120、tation 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.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Retail 100 27Consulting Ser

121、vices.Brand ValuationMake your brands business case Brand valuations 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 StrategyMak

122、e 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 strategic branding decisions in terms of real financial returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluat

123、ions are essential for understanding the strength of your brand against 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 Audi

124、ts+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&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+Mar

125、keting Mix Modelling +Sponsorship Strategy+Are we building our brands 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

126、?+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 in a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories an

127、d 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?+Is a Masterbrand strategy the right choice for my business?Brand Finance Retail 100 28Brand Evaluation Services.How are brands perceived in my

128、 category?Brand Finance tracks brand fame and perceptions across over 38 markets in 31 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 se

129、ctor?Our bespoke brand scorecards help with market planning 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 archite

130、cture or strategy in place?Research is conducted in addition 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 be

131、haviour and financial results.How can I improve return 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 bra

132、nd get talked about?Social interactions have a proven commercial 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 cre

133、ative thinking,we develop communications plans to create 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 rel

134、ationships.We also have a specific focus on geographic 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 Researc

135、h&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPres

136、s ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Retail 100 30Brand Finance Network.For further information on our services and valuation experience,

137、please contact your local representative:Market ContactEmailAfricaJeremy SAsia PacificAlex HAustraliaMark CBrazilEduardo CCanadaAlexandre St-AChina Scott CEast Africa Walter SFranceBertrand C Germany/Austria/SwitzerlandUlf-Brun DIndiaAjimon FIrelandDeclan AItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaAliakber ASwedenAnna BTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NContact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: