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1、Exchanges 10 2024 The annual report on the most valuable and strongest Exchanges brands February 2024Brand Finance Exchanges 10 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(USDm)15Metho

2、dology 16Our Services 25Our 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 Accoun

3、tants 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.P

4、riding 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 ga

5、p between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please cont

6、act:Richard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Exchanges 10 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the ov

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

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

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

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

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

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

13、e contact 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 Guidan

14、ceBenchmark 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 art

15、iculating 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

16、,and calculations 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 bra

17、nds.Comprehensive 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 vi

18、ew to track 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

19、 Finances 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 relationshi

20、p with brands,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 AnalysisCMEs brand va

21、lue climbs higher while Nasdaq leaps forward with a 32%brand value increase.+CMEs volume victory:19%surge signals strong market confidence +Nasdaqs spectacular surge:skyrockets to$2.3 billion,claiming the crown of fastest-growing Exchange brand +East meets west:HKEXs New York and London ventures boo

22、st brand to$2.1 billion +Financial futures favour NYSE:A 21%revenue jump drives brand growth +From challenge to champion:TMX re-enters Exchanges ranking with stellar revenue growth+London Stock Exchange moves from Exchanges ranking to join unified LSEG brand in Commercial Services rankingBrand Finan

23、ce Exchanges 10 9Ranking AnalysisCMEs volume victory:19%surge signals strong market confidence CME Group retains the title of the worlds most valuable exchange brand.This year,its brand value grew by 5%to reach USD2.4 billion.This significant increase in value is a testament to the Groups continued

24、leadership in the global financial markets.Its brand strength index score improved marginally from 75.3 to 77.2.The increment in brand value reflects not only the financial strength of CME but also its strategic positioning in the market.CMEs slight improvement in brand strength reflects the Groups

25、strong market position.Brand Finance research found a slight decrease in reputation and familiarity.However,CMEs performance on price and volume premium evaluations remains exceptionally high.This suggests a strong market confidence in CMEs offerings and its pricing strategies.It affirms its role as

26、 a key player in the Exchanges sector.CMEs brand value has significantly increased because its daily trading volume has gone up by 19%.CMEs brand value increase comes from increased market share.The depth and liquidity of CME markets provide reassurance during uncertain economic and geopolitical tim

27、es.This shows that people trust CME to help them navigate through complex markets.This increase in trading volume not only shows that CME is efficient,but also shows that CME can adapt to global market trends and challenges.CMEs ability to attract and keep a diverse group of traders from around the

28、world also makes its brand stronger and more valuable.Brand Finance Exchanges 10 10Nasdaqs spectacular surge:skyrockets to$2.3 billion,claiming the crown of fastest-growing Exchange brand Nasdaq has achieved a remarkable surge in its brand value this year,escalating by 32%to reach USD2.3 billion.Thi

29、s impressive growth has propelled Nasdaq from the 4th to the 2nd most valuable Exchanges brand in the world,marking a significant milestone in its journey.The substantial increase in Nasdaqs brand value can be attributed to several key factors.Firstly,Brand Finance research has identified a noticeab

30、le improvement in its reputation and familiarity,contributing significantly to its overall brand strength.Such a boost in brand strength is not merely a reflection of Nasdaqs market performance but also its strategic positioning and the trust it commands in the financial sector.Enhanced financial re

31、sults and forecasts have played a pivotal role,with Nasdaq reporting a much higher forecast revenue compared to the previous year,underscoring its robust financial health and growth trajectory.Top 10 Most Valuable Exchanges Brands 2024 Brand Finance Plc.2024Ranking Analysis41531098726+5%+32%+3%+14%+

32、20%-2%-3%+11%021100222$2.4 bn$2.3 bn$2.1 bn$2.0 bn$1.8 bn$0.5 bn$0.4 bn$0.4 bn2 -5%$0.7 bn -8%$0.5 bn Brand Finance Exchanges 10 11This uplift in forecasted revenue has not only boosted Nasdaqs brand strength but has also directly impacted its overall brand value.Nasdaqs promising outlook has bolste

33、red investor confidence and market perception where market size(and liquidity)is a key factor for customers.Another driving force behind Nasdaqs success is its strong association with technology companies,particularly those in the rapidly advancing field of Artificial Intelligence(AI).This symbiotic

34、 relationship between Nasdaq and the flourishing tech sector has been instrumental in elevating Nasdaqs market position and brand value.Furthermore,Nasdaqs ability to attract new businesses has been remarkable.In 2023,it welcomed 125 new Initial Public Offerings(IPOs),including notable names like GE

35、 Healthcare,Atlanta Braves,and Nextracker.This influx of IPOs resulted in an 86%win rate of Nasdaq-eligible IPOs in the US market,a testament to Nasdaqs appeal and effectiveness as a listing venue.The unveiling of its newly reimagined MarketSite,equipped with state-of-the-art studio technology enhan

36、cements,has further enhanced its appeal,providing exceptional client and listing day experiences.Ranking AnalysisTop 10 Strongest Exchanges Brands 2024 Brand Finance Plc.202441531098726+7.1+2.4+1.7+0.6+3.8-1.1+1.9-1.921212031285.982.080.180.077.974.869.467.51 +1.977.2 +1.274.8 Brand Finance Exchange

37、s 10 12Such initiatives have not only contributed to an increase in BSI but have also cemented Nasdaqs reputation as a forward-thinking and technologically advanced exchange.East meets west:HKEXs New York and London ventures boost brand to$2.1 billion Hong Kong Exchanges and Clearing Limited(HKEX)ha

38、s been a cornerstone in reinforcing Hong Kongs status as a preeminent international financial centre within China.Throughout 2023,HKEX demonstrated its commitment to expansion and innovation,which played a key role in the brands value increasing by 3%to USD2.1 billion this year.A key strategic move

39、by HKEX in 2023 was the opening of new offices in New York and London.This expansion was not just geographical but also strategic,allowing HKEX to be closer to its international clients and to better understand the dynamics of Western markets.Such a presence in key financial capitals of the world si

40、gnifies HKEXs ambition to bridge the gap between East and West in financial services,enhancing its global reach and influence.The signing of Memoranda of Understanding with the Beijing Stock Exchange,Indonesia Stock Exchange,and Tadawul(Saudi Stock Exchange)is particularly noteworthy.These agreement

41、s to explore dual-listing opportunities and joint product development are strategic moves to foster international collaborations.They not only expand HKEXs global footprint but also open up avenues for cross-border investment opportunities,potentially increasing the liquidity and depth of the Hong K

42、ong market.In terms of brand strength,HKEX has seen a slight increase.This increment,albeit modest,is significant in the context of Hong Kongs challenging role as a central financial hub in Asia.Amidst global strategic challenges and increasing competition from other Asian financial centres,maintain

43、ing or increasing brand strength is a notable achievement.It reflects HKEXs resilienceand adaptability in a complex and competitive environment.Ranking AnalysisBrand Finance Exchanges 10 13Ranking AnalysisFinancial futures favour NYSE:A 21%revenue jump drives brand growth NYSE,a brand owned by ICE(I

44、ntercontinental Exchange),has seen a notable improvement in its brand value(up 14%to USD2 billion)and brand strength(up from 79.6 to 82.0).This pair of results indicates a stronger market position and enhanced brand perception.A significant factor contributing to this rise in Brand Finance research

45、is the substantial growth in employee scoring,reflecting improved internal dynamics and potentially better service quality.Despite a slight dip in reputation and familiarity,ICEs overall brand health remains robust.Financially,ICEs Exchanges segment,including NYSE,reported a 6%year-over-year increas

46、e in net revenues.This growth is primarily attributed to a remarkable 21%revenue surge in their financial futures complex and a 5%uptick in exchange data services.Such financial performance not only underscores the brands operational success but also reflects its adaptability to market demands and e

47、volving financial landscapes.This financial strength,combined with internal improvements and a solidified market position,positions NYSE favourably for future growth and sustainability in the competitive financial Exchanges market.From challenge to champion:TMX re-enters Exchanges ranking with stell

48、ar revenue growthThe TMX brand has demonstrated a notable resurgence in brand value this year,with its brand value increasing by 11%to USD386 million.This solid growth has enabled the Canadian brand to re-enter the Exchanges ranking for the first time since 2016,highlighting a significant turnaround

49、 in its market perception and financial health.The uplift in brand value is primarily attributed to an uptick in revenues,underpinned by a nuanced blend of brand strength dynamics.Despite a marginal increase in brand strength,Brand Finance research has identified an intricate balance between a sligh

50、t decline in price premium and a maximal surge in volume premium.Brand Finance Exchanges 10 14Ranking AnalysisThis indicates that while customers might be slightly less willing to pay more based solely on brand,their purchasing volumedriven by brand recognition and trusthas hit a new peak.Last year

51、posed substantial challenges for TMX,with the financial market grappling with heightened interest rates and inflationary pressures.These economic headwinds were reflected in an increased discount rate for TMX,signalling investor caution.However,TMX adeptly navigated these challenges,achieving higher

52、 revenues across its diversified business segments.Furthermore,TMXs ability to attract 257 new listings,including 71 additions to the Capital Pool Company(CPC)program,is a testament to its robust market position and the confidence it inspires among new and existing market participants.This influx of

53、 new listings is crucial for TMX,as it enhances market liquidity and fosters a vibrant ecosystem for investors and companies alike.London Stock Exchange moves from Exchanges ranking to join unified LSEG brand in Commercial Services rankingTMX essentially entered the top ten of the Exchanges brand va

54、lue ranking as a replacement for the London Stock Exchange brand.In recognition of the LSEG rebranding and identity alignment across the London Stock Exchange,Refinitiv,LCH,and FTSE Russell brands last year,the London Stock Exchange brand was moved from the Exchanges ranking to now be a component of

55、 the LSEG brand which will be included in Brand Finances Commercial Services ranking to be published later this year.Given that exchange operation is a very small part of the combined LSEG brand,Brand Finance judged that it was more appropriately considered to be a brand operating in the wider Comme

56、rcial Services sector.The now-unified LSEG brand was valued at just under USD8 billion,far larger than any of the other brands included in the Exchanges ranking.2024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating110CMEUnited States$2,408

57、+4.7%$2,300AA+AA+242NasdaqUnited States$2,321+32.1%$1,756AAAAA+321HKEXChina(Hong Kong)$2,069+2.8%$2,011AAA-AA+431NYSEUnited States$2,005+13.9%$1,761AAA-AAA-550ICEUnited States$1,828+19.9%$1,524AA+AA660CboeUnited States$742-4.5%$778AA+AA+782SGXSingapore$480-7.5%$519AAA-AA+892SIXSwitzerland$455-1.9%$4

58、64AA-AA-9102EurexGermany$398-2.8%$409AA-AA-10132TMXCanada$386+11.5%$346AA+AABrand Finance Exchanges 10 15Brand Value Ranking(USDm)Top 10 most valuable Exchanges brands 1-10MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ContributionMetaFacebookFacebookFacebook+Enterprise ValueThe v

59、alue 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 Value The value of a single branded business operating under the subject brand.A brand s

60、hould 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 behav

61、iour.+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 the potentially transferable brand assets only,making brand contribution a wider concept.

62、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.Brand Finance helped to craft the internationally recognised standard on Brand Valuation

63、 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 benefits.

64、Brand ValueBrand Finance Exchanges 10 17What 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 trademark rights.All brand valuation methodologies are essentially trying to identify this,a

65、lthough the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a

66、 result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used

67、 approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.Disclaimer Brand Fina

68、nce has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibili

69、ty and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to

70、 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 of all stakeholders to provide a variety of economic benefits to the entity.Brand Valua

71、tion MethodologyBrand Finance Exchanges 10 181.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 brands.This results in a range of possible royalties that could be charged in the sector

72、 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 supporting the future strength of the brand;“Equity”which are real current perceptio

73、ns sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a correspond

74、ing 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 brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of

75、 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 revenues by analysing historic revenues,equity analyst forecasts,and economic growth rate

76、s.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 Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Exchang

77、es 10 19Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely 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

78、.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 Finance.Therefore,in order to adequately understand the strength of brands we cond

79、uct 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 process effectively we create and use the“Brand Strength Index”(BSI).

80、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 Exchanges 10 201.Attribute Selection and WeightingAlthough we follow a general structure incorporating the three pillars

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

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

83、ng 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 scores out of 10 that are comparable between attributes within the scorecard,we

84、 then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each b

85、rand 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 ScoringBrands ability to influence purchase depends primarily on peoples percep

86、tions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countr

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

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

89、porate 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 CollectionBrand Strength MethodologyBrand Finance Exchanges 10 21Brand Research Methodology

90、For 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 actionable insights and the monitoring of market trends.Our B2B practice have i

91、nitiated 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 B2B brands to have actionable insights to grow their brand and business.RegionsS

92、ample SizeCountrySample by CountryNorth America354United States292Canada62Asia-Pacific(APAC)216Singapore50Japan51India85Australia30Europe291Spain16Sweden8Germany70France36Italy38United Kingdom109Latin America(LATAM)101Brazil51Mexico50Brand KPIs and Diagnostics +Knowledge+Consideration+Usage+Loyalty+

93、RecommendationBrand Funnel+Reputation,Strategy,Quality+Functional Image drivers(24)Value Innovation Culture+Emotional connection Brand Image&Personality +Role,Seniority,Location,Responsibilities+Interests&Sponsorship Engagement +Recognised Industry TrendsRespondent Profile +Male-72%+Female-28%Gender

94、Brands 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,NTT Data,Persistent Systems,PwC,Reply,Sopra Steria,Stefanini,TCS,Tech Mahindra,

95、Thoughtworks,TietoEvry,Tivit,Wipro,Xerox,ZupBrand Finance Exchanges 10 22Brand Research MethodologyWhich of the following job titles is the closest match for your current role?Which of the following job titles is the closest match for your current role?Director C-suite(CEO/CXO)Senior Managers Genera

96、l 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%Average digital transformation services/IT consulting order sanctioned/appr

97、oved 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)Brand Finance Exchanges 10 2325%21%16%12%10%9%7%16%63%17%5%Brand Research MethodologyQuestionsHow familiar are you with the below firms digital tr

98、ansformation 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 purchased digital transformation services/IT consulting from this firm in

99、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 attributes:meet my needs,a brand I trust,a brand I admire.Please select which stat

100、ement 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 scale on 0 to 10,how likely are you to recommend the following brands?How w

101、ould 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 society?Thinking about the past 30 days,have you had any kind of conversation o

102、r 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 about in advertising,communications or media(including sponsorship,events,i

103、ndustry 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 agree or disagree that the following brand is?-Committed to the environmental

104、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 managed and governed(e.g.,has a competent,diverse,and experienced leadersh

105、ip,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 online?Please select all that applyKey Survey Questions Brand Finance Exc

106、hanges 10 24Our 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 my brand equity?How strong are my competitors brands?Are there any hole

107、s 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 brand value growth whether identifying the drivers of value or avoiding th

108、e areas of weakness,measuring your brand is the only way to manage it effectively.Questions we can help answer:Brand Finance Exchanges 10 26Consulting ServicesMake branding decisions using hard dataBrand Finance Exchanges 10 26In-depth external benchmarking comparisons against direct competitors acr

109、oss 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&Market PositioningStatistical correlation analysis to understand wha

110、t is important in driving Brand Consideration,Reputation,Brand Strength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting ServicesBrand Finance Exchanges 10 27Brand Finance Exchanges 10 28+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligenc

111、e+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 to work together to maximise returns.How much is my brand worth?H

112、ow 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 business case.Consulting ServicesBrand Finance Exchanges 10 28On

113、ce 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 other categories and markets?Am I

114、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 Transition+Marketing Mix Modelling

115、+Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance Exchanges 10 29Sustainability and ESG have never been more important considerations for marketers,finance professionals,and the brands they serve.Our sus

116、tainability 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 +Materiality Exercises +Stakeholder Engage

117、ment 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 versus competitors?What is the potenti

118、al 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 performance.Consulting ServicesBrand Finan

119、ce Exchanges 10 30Sponsorships 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 approach helps marketing and finance

120、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 view to understand sponsorships i

121、n 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 is my financial return from the

122、 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+Partnership Opportunity Analysis+Retu

123、rn on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance Exchanges 10 31Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creative thinking,we develop commun

124、ications 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 relationships.We also have a specif

125、ic 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 Events+Conference Management+Nativ

126、e 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 ContentContent Creation+Media Rel

127、ations+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.sampsonbrandfi Asia Pacifi cAl

128、ex 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 Drechselu.drechselbrandfi In

129、diaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobr

130、andfi 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 Exchanges 10 33Contact usT:+44(0)20 7389 9400E:W: