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1、Finland 25 2024 The annual report on the most valuable and strongest Finnish brands February 2024Brand Finance Finland 25 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(EURm)14Methodology

2、 15Our Services 24Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants

3、in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding

4、 ourselves on technical credibilityWe 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.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap betw

5、een 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.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Ri

6、chard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Finland 25 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the overall va

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

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

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

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

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

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

13、t the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchm

14、ark your brand against industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulatin

15、g your brands financial significance.Enhance CommunicationDeepen your financial acumen and make well-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and cal

16、culations used to determine your brands value,as well as brand equity research.Each report includes expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comp

17、rehensive coverage for market specific learnings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to tr

18、ack and learn from fast growing brands,market disrupters,and market leaders.Understand your brands standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finance

19、s Global Brand Equity Monitor Research utilises a comprehensive framework to track and measure the core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with b

20、rands,are complex.As such they require attention,direction and measured support if theyre to fulfil their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisFinlands brands weath

21、er economic turbulence with growth and resilience in brand value.+Nokias uncontested reign continues as Finlands most valuable brand:EUR7.5 billion brand valuation +Fazers sweet success:Soaring brand strength sees it become Finlands second strongest brand,rated AA+Wrtsil powers up:Claims the crown f

22、or Finlands fastest-growing brand,up 36%+Hungry for growth:Valio and Fazer food brands also climb the ranks +Finlands Soft Power:2023 OverviewBrand Finance Finland 25 9Ranking AnalysisIn Brand Finances Finland 25 2024 ranking,Finlands most valuable and strongest brands have largely seen a return to

23、brand value growth.This year,the overall brand value of the top 25 Finnish brands grew almost 6%,compared to an overall decline of 2%the previous year.This brings the total value of the 25 most valuable Finnish brands to EUR31 billion.This growth comes despite another turbulent year for the Finnish

24、and global economies.Despite widespread challenges like high inflation and the continuing war in Ukraine,Finnish brands have shown resilience and strength.Finlands top brands,Nokia,Neste,and K Group,keep their lead spots.Neste,in second place,is the only one among them to grow its brand value,rising

25、 by nearly 378 million euros.This growth comes as Finland moves away from cheap Russian energy,causing Finnish brands to adjust to a new reality of higher energy prices.Brand Finance Finland 25 10Ranking AnalysisTop 10 Most Valuable Finnish Brands 2024 Brand Finance Plc.202441531098726-1%+13%-2%+27%

26、-10%-5%+31%+20%000210002EUR7.5 bnEUR3.2 bnEUR2.1 bnEUR1.8 bnEUR1.7 bnEUR1.1 bnEUR1.1 bnEUR0.8 bn2zDom-4%EUR1.3 bnH+3%EUR1.3 bnm m woGIn the ever-evolving landscape of global economics,Finlands brands are generally steadfast,with some sectors like Logistics(up 35%),Food(up 29%),and Oil&Gas(up 17%)pro

27、ving to be particularly resilient.Looking ahead,the Bank of Finland expects Finlands economic recovery to be slow to maintain brand strength,it is imperative that Finnish brands continue to proactively enhance their brand impact.This approach ensures Finnish brands are front of mind for consumers as

28、 consumption and purchasing power increase.Anna Brolin,Managing Director,Brand Finance Nordics Anna Brolin Managing Director Nordics,Brand FinanceBrand Finance Finland 25 11Ranking AnalysisTop 10 Strongest Finnish Brands 2024 Brand Finance Plc.202441531098726-3.4+7.2+0.1+1.8+2.2+1.3-3.302112122183.5

29、77.777.377.075.171.371.070.51o H o z -1.173.7m +3.273.4m G D mHNokias uncontested reign continues as Finlands Most Valuable Brand:EUR7.5 billion Brand ValuationNokia(brand value down less than 1%to EUR7.5 billion)stands as Finlands most valuable brand for the ninth consecutive year.The electronics g

30、iant continues to boast a brand value more than double that of runner up,Neste(brand value up 13%to EUR3.2 billion),and triple that of K Group(brand value down 2%to EUR2.1 billion)in third place.That said,Nokias brand value has experienced a slight decline,which can be attributed to a decline in fin

31、ancial performance and employee layoffs following reduced demand for its services,and lower-than-expected growth in international markets such as USA and India.However,this performance has been in line with wider sector development,and despite this marginal drop,Brand Finances research found Nokia a

32、chieved improved scores for consideration,recommendation,and reputation.Looking ahead,Nokia will look to return to a more positive growth trajectory,aiming to solidify its position as a global innovation leader.This past year,Nokia has invested in rebranding and research and development to enhance E

33、uropes position as a viable competitor in microelectronics,AI,and 6G,all in the race to meet the fast-evolving networks needs that will further support AI development.Fazers Sweet Success:Soaring Brand Strength sees it Become Finlands Second Strongest Brand,Rated AA+Both Fazers(brand value up 20%to

34、EUR842 million)brand strength and brand value have risen in this years ranking.In terms of brand strength,Fazer has climbed 7 ranks,becoming Finlands second strongest brand.The Finnish confectionary giant boasts an improved Brand Strength Index(BSI)score of 77.7 out of 100 and a corresponding AA+rat

35、ing.Following a 20%increase in brand value,Fazer also climbed 4 positions in the overall ranking,now ranked in the top 10 of this years ranking.According to Brand Finances research,Fazer achieved improved scored for familiarity and reputation.This past year,Fazer showcased its iconicity and major fo

36、othold in Finnish culture using a minimalist advert in one of Finlands national newspapers.Brand Finance Finland 25 12Ranking AnalysisBrand Value Change 2023-2024(%)Brand Finance Plc.202436%31%27%20%18%16%15%13%11%9%As the first Finnish brand to secure a colour trademark over 20 years ago,Fazer leve

37、raged its Fazer-blue colouring in an instantly recognisable frontpage advert,despite featuring no brand name,nor product.Fazer now sits only behind Elisa(brand value down 4%to EUR1.3 billion),Finlands strongest brand,which saw a marginal decline in brand strength this year,now rated AAA-.Wrtsil Powe

38、rs Up:Claims the Crown for Finlands Fastest-Growing Brand,up 36%Wrtsil(brand value up 36%to EUR801 million),one of eight engineering brands featured in this years ranking,has become Finlands fastest-growing brand following a 36%improvement in brand value.Despite a minor drop in BSI,Wrtsil showcased

39、an uptick in familiarity,according to Brand Finances research.This improvement follows the growing demand for sustainable technologies in the energy and maritime sectors.Brand Finance Finland 25 13Wrtsils commitment to developing safe storage solutions for renewable energies stands out as it seeks t

40、o minimise wastage and dispatching energy as needed.Its dedication to innovation and the overarching goal of decarbonising its active industries is clear,underscored by Wrtsils efforts in pioneering first-generation training and facilities.Behind Wrtsil,Wolt(brand value up 31%to EUR1.1 billion)emerg

41、es as this years second fastest growing brand.Hungry for Growth:Valio and Fazer Food Brands Also Climb the RanksRepresenting Finlands food industry,Valio(brand value up 27%to EUR1.8 billion)and Fazer account for two of the top four fastest-growing brands.Both brands scoring highly for metrics relati

42、ng to ESG,according to Brand Finances research,reflecting Finlands transition to a more sustainable future.For example,Valio positions sustainability at the core of its brand narrative and identity and has emerged as a prominent figure in the global dairy industry.Finlands Soft Power:2023 OverviewOf

43、 the 121 countries included in Brand Finances Global Soft Power Index 2023,Finland climbed three ranks to 22nd.In 2023,Finland achieved improved scores across all key metrics,except for one(Culture&Heritage).For the metrics Net Influence(ranked 6th),People&Values(ranked 9th),Governance(ranked 9th),a

44、nd Sustainable Future(ranked 10th),Finland achieved a top 10 ranking.These findings showcase Finlands influential position in shaping the future of nation branding.Brand Finances Global Soft Power Index 2024 will be launched on 29 February.Ranking Analysis2024 Rank2023 RankBrandSector2024 Brand Valu

45、eBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating110NokiaElectronics 7,494-0.6%7,543AAAA220NesteOil&Gas 3,213+13.3%2,836AA+AA330K GroupRetail 2,062-2.2%2,107AA-AA-452ValioFood 1,840+27.2%1,446AA+AA+541KoneEngineering 1,731-10.3%1,930AA-AA660ElisaTelecoms 1,311-3.6%1,360AAA-AAA770

46、UPMEngineering 1,270+2.7%1,237AA-AA-880Stora EnsoEngineering 1,116-5.1%1,175AAAA9122WoltLogistics 1,062+30.8%812AA-A10142FazerFood 842+20.0%702AA+AA1191MetsoEngineering12101FortumUtilities13152WARTSILAEngineering14131TietoEvryIT Services15111SupercellMedia16160KONECRANESEngineering17192DNATelecoms18

47、171HuhtamakiCommercial Services193ValmetEngineering20200PrismaRetail21222S-MarketRetail22181SanomaMedia23242ALKORetail24211YITEngineering25231OutokumpuMining,Iron&SteelBrand Finance Finland 25 14Brand Value Ranking(EURm)Top 25 most valuable Finnish brands 1-25MethodologyDefinitionsEnterprise ValueBr

48、anded Business ValueBrand ContributionMetaFacebookFacebookFacebook+Enterprise ValueThe 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.Brand Value+Branded Business

49、Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to und

50、erstand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand ContributionThe 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 t

51、he potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand ValueThe value of the trade mark and associated marketing IP within the branded business.

52、Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive im

53、ages and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Finland 25 16What is Brand Value?Brand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning tradem

54、ark 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 equity analysts provide business valuations that are different to one another

55、.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 royalty agreements,which are found in more or less every sector in the world.This i

56、s 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 understanding of peoples perceptions and their effects on demand from our da

57、tabase of market research on over 3000 brands in over 30 markets.Disclaimer Brand 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 Finan

58、ce 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 opinions and financial analysis expressed in the report are not to be construed

59、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.Brand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions o

60、f all stakeholders to provide a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance Finland 25 171.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic bran

61、ds.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).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

62、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 brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds int

63、o 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.2.Brand StrengthThe 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 br

64、and 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%.3.Brand Impact x Brand StrengthWe determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those reven

65、ues 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 discounted,post-tax present value which equals the brand value.4.Forecast

66、 Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Finland 25 18Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of th

67、e 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.Analytical rigour and transparency are at the heart of our approach to brand measurement at Brand

68、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 brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand

69、 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 Inputs,Brand Equity and Brand Performance.Brand Finance Finland 25 191.Attribute Selection and

70、 WeightingAlthough 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 index designed for a tele

71、communications 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 according to their perceiv

72、ed 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.In order to convert raw data in to

73、 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 is assigned a Brand Strength Index(BSI)score o

74、ut 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 potential for future success.3.Benchmarking and Final

75、 ScoringBrands 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 from the general p

76、ublic 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,R&D,innovation

77、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 example net additio

78、ns,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.2.Data CollectionB

79、rand Strength MethodologyBrand Finance Finland 25 20Brand Research MethodologyFor brands that specialize in B2B relationships and transactions,its important to understand Brand Equity amongst their relevant target audience to have a holistic view of brand value and empower brand strategies through a

80、ctionable insights and the monitoring of market trends.Our B2B practice have initiated a global study on the IT services market,conducting a structured quantitative assessment amongst a global network of senior business transformation and IT decision makers.The insights from the study will enable B2

81、B brands to have actionable insights to grow their brand and business.RegionsSample SizeCountrySample by CountryNorth America354United States292Canada62Asia-Pacific(APAC)216Singapore50Japan51India85Australia30Europe291Spain16Sweden8Germany70France36Italy38United Kingdom109Latin America(LATAM)101Braz

82、il51Mexico50Brand KPIs and Diagnostics +Knowledge+Consideration+Usage+Loyalty+RecommendationBrand Funnel+Reputation,Strategy,Quality+Functional Image drivers(24)Value Innovation Culture+Emotional connection Brand Image&Personality +Role,Seniority,Location,Responsibilities+Interests&Sponsorship Engag

83、ement +Recognised Industry TrendsRespondent Profile +Male-72%+Female-28%GenderBrands included in the study:Accenture,Atos,Capgemini,CGI,CI&T,Cognizant,Deloitte,Dextra,DTI,DXC Technology,EPAM,EY,Fujitsu,Globant,HCLTech,Hexaware Technologies,HPE,IBM Consulting,Infosys,Ioasis,KPMG,Kyndryl,LTIMindtree,N

84、TT Data,Persistent Systems,PwC,Reply,Sopra Steria,Stefanini,TCS,Tech Mahindra,Thoughtworks,TietoEvry,Tivit,Wipro,Xerox,ZupBrand Finance Finland 25 21Brand Research MethodologyWhich of the following job titles is the closest match for your current role?Which of the following job titles is the closest

85、 match for your current role?Director C-suite(CEO/CXO)Senior Managers General Manager Senior VP Senior VP Other Sole decision maker Member of a team that makes the decision Authorize spending(and have input)Significant influenceBrand Research Respondent Profile30%25%20%15%10%5%0$100m5%12%22%25%19%16

86、%Average digital transformation services/IT consulting order sanctioned/approved by you/your team$500m$500-$999m$1bn$4.9bn$5bn$9.9bn$10bn+70%60%50%40%30%20%10%00%65%19%8%8%Companys annual revenue(operating budget if public sector)25%21%16%12%10%9%7%16%63%17%5%Brand Finance Finland 25 22Brand Researc

87、h MethodologyQuestionsHow familiar are you with the below firms digital transformation services/IT consulting?Which of these options best describes your likelihood to consider using/purchasing the following brand(s)digital transformation services/IT consulting in the future?Have you or your company

88、purchased digital transformation services/IT consulting from this firm in the last two years?How good,in your opinion,is the overall reputation of the companies listed below?On a scale of 0-10,with 0 being very poorly and 10 being very strongly,how would you rate this brand on the following attribut

89、es:meet my needs,a brand I trust,a brand I admire.Please select which statement you agree more with regarding the price for the service offered by this brand:So cheap I doubt its quality,cheap but bargain for the price,average price,expensive but worth the price,too expensive for what you get.On a s

90、cale on 0 to 10,how likely are you to recommend the following brands?How would you rate the quality of these companies services compared to others?How would you rate the sustainability of these companies in terms of its actions to protect the environment and in supporting communities and wider socie

91、ty?Thinking about the past 30 days,have you had any kind of conversation or exchange of views about the brands listed below.Please think about conversations in person,on the phone,messaging apps,online forums,social media post,etc.Which of the below brands to you remember seeing,hearing or reading a

92、bout in advertising,communications or media(including sponsorship,events,industry publications etc.)?Which of the below channel(s)/platform(s)do you remember seeing this communicating and being active on?How would you rate the AI vision and capabilities of these companies?-To what extent do you agre

93、e or disagree that the following brand is?-Committed to the environmental aspects of sustainability(e.g.,climate change,avoiding waste/pollution,preservation of wildlife etc.).-Committed to the social aspects of sustainability(e.g.,Women in Tech,equality,diversity and inclusion,education,etc.)-Well

94、managed and governed(e.g.,has a competent,diverse,and experienced leadership,treats customers and suppliers fairly,not corrupt etc.).DemographicsWhat is your current age?Which gender do you identify as?A quick question about sports and interests.Which of these things do you follow,in-person,on TV or

95、 online?Please select all that applyKey Survey Questions Brand Finance Finland 25 23Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength effectively?How do I track and develop

96、 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?Brand Evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future br

97、and 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.Questions we can help answer:Brand Finance Finland 25 25Consulting ServicesMake branding decisions using hard dataBrand Finance Finland 25 25In-de

98、pth external benchmarking comparisons against direct competitors across key KPIs through the Brand Strength Index framework.BenchmarkingDiagnose Brand Strengths&Weaknesses What is my brand known,and not known for?How do I leverage or optimize my brand position to grow brand value?Brand Associations&

99、Market PositioningStatistical correlation analysis to understand what is important in driving Brand Consideration,Reputation,Brand Strength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting ServicesBrand Finance Finland 25 26Brand Finance Finland 25 27+Brand Impact A

100、nalysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor ReportingBrand 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 t

101、o work together to maximise returns.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 in a brand acquisition?Questions we can help answer:Brand Valuation Make your brands

102、business case.Consulting ServicesOnce 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.Which brand positioning do customers value most?What are our best brand extension opportunities in

103、 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?Is a masterbrand strategy the right choice for my business?+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand

104、Transition+Marketing Mix Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance Finland 25 28Sustainability and ESG have never been more important considerations for marketers,finance professionals,

105、and the brands they serve.Our sustainability services bring clarity,allowing you to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustainability ROI Analysis +Competitor Insights and Positioning Recommendations +Material

106、ity Exercises +Stakeholder Engagement and Workshops +Sustainability Reporting and Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issues are most relevant to my brand?How sustainable is my brand perceived to be versu

107、s competitors?What is the potential value of enhancing perceptions?Could value be at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can help answer:Brand Sustainability Understand perceptions and align them with performan

108、ce.Consulting ServicesBrand Finance Finland 25 29Sponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand valuation,such as research,financial modelling,and strategic analysis.This approa

109、ch helps marketing and finance managers to understand the effectiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key questions around brand building and value creation.Brand Finance takes a broader vi

110、ew to understand sponsorships in the context of achieving brand and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact on business performance?What impacts there on long-term brand building metrics?What

111、is my financial return from the sponsorship investment?Should the partnership be renewed,and if so,at what price?How does my sports partnership compare to the market?Questions we can help answer:Sponsorship ServicesMaximise value from your sponsorships.Consulting Services+Sponsorship Strategy+Partne

112、rship Opportunity Analysis+Return on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance Finland 25 30Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creati

113、ve 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 relati

114、onships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Event

115、s+Conference Management+Native Advertising+Retail MarketingMarking&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media Cont

116、entContent Creation+Media Relations+Press Trips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPublic Relations&CommunicationsFor further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.s

117、ampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun

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119、lPilar 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 VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance Finland 25 32Contact usT:+44(0)20 7389 9400E:W: