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1、Europe 500 2024 The annual report on the most valuable and strongest European brands September 2024Brand Finance Europe 500 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(EURm)16Country P

2、erformances 26Brand Spotlights 31Deutsche Telekom 32Interview with Ulrich Klenke,Chief Brand Officer,Deutsche TelekomInsights 35Sustainability:Brands are under higher scrutiny 36 in Europe than anywhere else in the world Robert Haigh,Strategy&Sustainability Director,Brand Finance and Sofia Liszka,Se

3、nior Strategy&Sustainability Consultant,Brand FinanceMethodology 38Our Services 44Our 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 accou

4、ntancy firm regulated by the Institute of Chartered Accountants 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

5、approved by the Marketing Accountability Standards Board.Priding 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

6、Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading bran

7、d valuation consultancyFor business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Europe 500 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand th

8、e value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing

9、,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their over

10、all 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

11、to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be m

12、ore 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

13、 across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you

14、want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to

15、position your brand as a market leader.Strategic GuidanceBenchmark 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 TeamO

16、ptimise communication channels by understanding and articulating 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 provid

17、es a complete breakdown of the assumptions,data sources,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

18、market research on global,market and sector leading brands.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

19、global perspective.+150,000 respondentsTake a longer view 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

20、 for success.8th consecutive yearStrategic InsightBrand 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

21、building brand strength.Brands,and customer relationship 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

22、 Access to our Global DataRanking AnalysisRolex rises through the ranks to become Europes strongest brand +Deutsche Telekom is crowned Europes most valuable brand for the second consecutive year,valued at 68.4 billion+Mercedes-Benz remains the second most valuable European brand,with Shell re-enteri

23、ng the top three+Rolex has become Europes strongest brand,overtaking Ferrari and Swisscom,with a Brand Strength Index(BSI)score of 90.2 out of 100+UKs semiconductor brand Arm skyrockets on the AI boom,with its brand value increasing nearly five times from 223 million last year to 1.1 billion this ye

24、ar+Mercedes-Benz has the highest Sustainability Perceptions Value(SPV)at 13.7 billionBrand Finance Europe 500 9Ranking AnalysisDeutsche Telekom crowned Europes most valuable brand for the second consecutive year,valued at 68.4 billionDeutsche Telekom(brand value up 13%to EUR68.4 billion)has claimed

25、the title of the worlds most valuable European brand.In addition to being the most valuable European brand,it is the ninth most valuable brand globally and is the worlds most valuable telecoms brand.Deutsche Telekoms customer momentum,driven by network strength,has boosted group service revenues,whi

26、le successful fibre deployment in Europe,alongside 5G leadership in the US,has enhanced connectivity perceptions.Brand Finance research highlights Deutsche Telekoms leadership in customer satisfaction metrics,driving a Brand Strength Index(BSI)score increase to 83.0 out of 100 and a corresponding AA

27、A-rating.This consistent global brand delivery is reinforced by introducing Deutsche Telekoms unified global claim,connecting your world,completing its Global Brand Strategy with a heightened international focus and customer perspective.Mercedes-Benz is the second most valuable European brand,with a

28、 2%decrease in brand value in 2024 to EUR55.5 billion.Brand Finance data reveals that nearly 80%of European nations featured in the Europe 500 2024 have seen brand value growth,collectively reaching EUR2.2 trillion.Looking forward,against the backdrop of a vibrant summer of sport and culture across

29、the continent,European brands are poised to benefit greatly from heightened global awareness and consumer spending.This optimistic outlook marks a key moment for several sectors,especially luxury and premium,underscored by the rising brand values of icons like Porsche(+14%)and Herms(+14%),alongside

30、the improved brand strengths of Rolex(AAA+)and Chanel(AAA).Richard Haigh Managing Director,Brand FinanceBrand Finance Europe 500 10Brand Finances research found that Mercedes-Benz has substantially enhanced its brand strength,with research identifying a notable rise in customer service scores and an

31、 overall BSI score of 85.2 out of 100.There have been significant uplifts across nearly all brand investment pillars,which will be essential to defend the brands leading position from competition in electric vehicles.Shells brand value has demonstrated resilience and growth amidst a challenging econ

32、omic landscape seen by the oil and gas sector.It recorded a 1%increase to EUR47.0 billion,reinforcing its status as the most valuable oil and gas brand globally and the third most valuable European brand.This increase in brand value is particularly notable given the backdrop of falling revenues,a de

33、cline in enterprise value,and a drop in its BSI score from 77.2 to 74.2 out of 100.According to their Q2 2023 earnings report,Shells financial performance faced significant pressures in 2023,with a 56%tumble in profits to USD5.0 billion(approximately EUR4.5 billion),attributed to lower oil and gas p

34、rices,diminished liquefied natural gas(LNG)trading results,reduced refining margins,and decreased sales volumes.Ranking AnalysisTop 10 Most Valuable European Brands 2024 Brand Finance Plc.202441531098726+13%-2%+1%-6%+14%+19%+16%+30%002121000EUR68.4 bnEUR55.5 bnEUR47.0 bnEUR43.8 bnEUR40.2 bnEUR30.1 b

35、nEUR28.8 bnEUR24.3 bn2 -2%EUR38.3 bn -4%EUR31.5 bn Brand Finance Europe 500 11Ranking AnalysisTop 10 Strongest European Brands 2024 Brand Finance Plc.202441531098726+2.3-0.7-2.4+5.5-1.6+0.4-0.4-0.220121222290.290.089.388.988.487.487.387.32 +0.788.0 +1.987.9 These factors contributed to a 1.7%decline

36、 in the value of Shell shares,slightly underperforming against the broader European energy index.However,the chemicals segment has seen significant earnings growth,benefiting from higher product margins and lower impairment charges,indicating a successful pivot towards more sustainable and diversifi

37、ed energy solutions.Rolex has become Europes strongest brand,overtaking Ferrari and Swisscom,with a Brand Strength Index(BSI)score of 90.2 out of 100 In 2024,Rolex knocked Ferrari off the top to become the worlds strongest European brand.It has a BSI score of 90.2 out of 100 and an equivalent rating

38、 of AAA+,the highest accolade for brand strength awarded by Brand Finance.The brands stellar brand strength score is underpinned by its strong performance for familiarity,for which it achieves a perfect score of 10.While luxury and premium sector brands exceptionally high familiarity scores are root

39、ed in their iconic legacies and unique heritages,they have also leveraged initiatives such as celebrity endorsement,sponsorship,and social media campaigns to enhance their brand strength.For example,Rolexs association with prestigious sports stars and events,such as its endorsement of Roger Federer

40、and sponsorship of the Formula 1 tournament since 2013,has significantly elevated its brand strength.With a BSI score of 89.3 out of 100 and an AAA rating,Swisscom stands as the strongest telecom brand in Europe and third strongest overall among European brands,showcasing its brand resilience.Swissc

41、oms robust reputation bolsters its brand strength,which is evident in its exceptional reputation score.Swisscom continues investing in its strong reputation and innovation within the sector.This includes investments exceeding CHF100 million(approximately EUR105 million)in the development of AI solut

42、ions,as per an official release by the brand in January 2024.Furthermore,the company prioritises network expansion,with substantial investments in optical fibre technology,eventually replacing copper infrastructure long-term.Swisscom has also demonstrated solid brand value growth,securing the 86th p

43、osition among the top 500 most valuable European brands,with a brand value of EUR6.2 billion.Brand Finance Europe 500 12Ranking AnalysisBrand Value Change 2023-2024(%)Brand Finance Plc.2024393%111%61%59%55%54%53%52%50%47%UKs semiconductor brand Arm skyrockets on the AI boom,with its brand value incr

44、easing nearly five times from 223 million last year to 1.1 billion this yearArms brand value has surged 393%to EUR1.1 billion,making it the worlds fastest-growing European brand.The semiconductor and AI boom and Arms unique IP licensing model have fuelled this brand value growth.Rather than directly

45、 producing physical chips,Arm designs,and licenses chip architecture to other companies,allowing the brand to focus on development while enabling others to integrate Arms chips into their products.Since rejoining the public market via an Initial Public Offering(IPO)in 2023,Arm has performed in line

46、with the trend of AI and semiconductor brands outperforming analyst expectations,further propelling its brand value.Edison has the second largest brand value growth this year,with its brand value doubling to EUR2.2 billion.The Italian utilities brands robust growth was thanks to a rise in energy pri

47、ces.Brand Finance Europe 500 13Ranking AnalysisTryg is Europes third fastest-growing brand,with a brand value increase of 61%to EUR1.5 billion.In January 2024,Tryg announced that one of the brands 2024 strategic focal points would be to reduce exposure of its corporate business to US liability and p

48、roperty insurance outside the Nordics to improve profitability while minimising earnings volatility.This premium increase has helped raise premium growth and forecasts,leading to brand value growth.Tryg also recorded a significant uptick in its brand strength with an 18.2-point rise in its BSI score

49、 to 82.3 out of 100 and a 4-rating jump from A+to AAA,informed by new original research by Brand Finance in the Denmark market.Our study found that Tryg is both well-known and highly reputable in Denmark.In addition,Edison has contributed heavily to Italys energy security,having covered roughly 20%o

50、f the countrys gas requirements in 2022 with a supply portfolio that helped to substitute for Russias gas imports.In May this year,the“Waterproof Venice”exhibition was opened at the Arsenale of Venice and will remain open for public consumption until this October.This conceptual display was heavily

51、contributed to by Edison,the brand being a co-founder of the Venice Sustainability Foundation and a leader in Venices energy transition.Edison has also supported the decarbonisation,security,and flexibility of the regions energy system through many other projects,such as its plant in Marghera Levant

52、e.Brand Finance Europe 500 14Ranking AnalysisTop 10 European Brands by Sustainability Perceptions Value Brand Finance Plc.2024EURxx=Sustainability Perceptions Value x.x=Sustainability Perceptions Score/Sector Median41531098726E:1.03 S:1.03 G:1.05E:0.99 S:1.02 G:1.04E:1.02 S:1.02 G:1.05E:0.95 S:0.94

53、G:0.96E:0.96 S:0.96 G:0.99E:1.02 S:1.04 G:1.02E:0.97 S:0.95 G:0.98E:1.02 S:1.01 G:1.01E:1.05 S:1.06 G:1.05E:1.00 S:0.99 G:1.01EUR13.7 bn EUR9.8 bn EUR9.4 bn EUR5.1 bn EUR3.9 bn EUR3.4 bn EUR3.4 bn EUR3.0 bn EUR3.7 bn EUR3.6 bn Mercedes-Benz has the highest Sustainability Perceptions Value(SPV)at 13.

54、7 billionBrand Finance also uses its Global Brand Equity Monitor(GBEM)research to compile its Sustainability Perceptions Index.The study determines the role of sustainability in driving consumer choice,which brands consumers believe to be most committed to sustainability,the proportion of brand valu

55、e attributable to sustainability perceptions,and the value at risk or to be gained,based on the difference between sustainability perceptions and actual performance.At EUR13.7 billion,Mercedes-Benz has the highest Sustainability Perceptions Value(SPV)of any brand in the ranking,followed by Porsche(S

56、PV EUR9.8 billion)and BMW(SPV9.4 billion).Brand Finance research finds that sustainability is a crucial driver of choice for consumers in the luxury auto and auto sectors,at 23.8%and 11.5%,respectively.Brand Finances perceptual research is analysed alongside CSRHubs ESG performance data to determine

57、 a brands gap value.Brand Finance Europe 500 15Ranking AnalysisTop 10 Sustainability Gap Values 2024(European Brands)Brand Finance Plc.2024696 m 558 m 498 m 392 m 365 m291 m279 m192 m169 m159 mThis is the value at risk,or value to be gained,arising from the difference between sustainability percepti

58、ons and actual performance.Chanel has the highest positive gap value among European brands,at EUR696 million.This gap value suggests that Chanel could generate up to EUR696 million in additional value through enhanced communication of its impact and accomplishments in sustainability.Louis Vuitton,wi

59、th a positive gap of EUR558 million,and Aldi (EUR498 million)are the brands with the second and third highest positive gap values.2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating110Deutsche TelekomGermanyTelecoms68,438+12.8%60,6

60、53AAA-AA+220Mercedes-BenzGermanyAutomobiles55,478-2.1%56,672AAAAAA-342ShellUnited KingdomOil&Gas46,952+1.0%46,466AAAA+431Allianz GroupGermanyInsurance43,766-6.1%46,604AA+AA+562PorscheGermanyAutomobiles40,246+13.6%35,430AAAAAA651BMWGermanyAutomobiles38,257-1.7%38,908AAAAAA-770VolkswagenGermanyAutomob

61、iles31,540-3.6%32,730AAA-AA+880Louis VuittonFranceApparel30,089+18.7%25,340AAAAAA990EYUnited KingdomCommercial Services28,791+16.2%24,772AAAAAA+10152ChanelFranceApparel24,332+30.2%18,686AAAAAA-11122SAPGermanyInternet&Software12111Siemens GroupGermanyDiversified13101NestlSwitzerlandFood14162OrangeFra

62、nceTelecoms15141HSBCUnited KingdomBanking16192SantanderSpainBanking17212BPUnited KingdomOil&Gas18131TotalEnergiesFranceOil&Gas19322EquinorNorwayOil&Gas20292HermsFranceApparel21232AXAFranceInsurance22432ZaraSpainApparel23272AirbusFranceAerospace&Defence24221IKEASwedenRetail25181LidlGermanyRetail26171

63、GucciItalyApparel27332Aldi SdGermanyRetail28312DiorFranceApparel29251BoschGermanyAuto Components30201VodafoneUnited KingdomTelecoms31241AdidasGermanyApparel32301AudiGermanyAutomobiles33412EDFFranceUtilities34261KPMGUnited KingdomCommercial Services35442RolexSwitzerlandApparel36281TescoUnited Kingdom

64、Retail37341CartierFranceApparel38361LOralFranceCosmetics&Personal Care39351BarclaysUnited KingdomBanking40422BNP ParibasFranceBanking41492UBSSwitzerlandBanking42381DHLGermanyLogistics43562VolvoSwedenAutomobiles44391CarrefourFranceRetail45602Generali GroupItalyInsurance46472VinciFranceEngineering4740

65、1EnelItalyUtilities48732FerrariItalyAutomobiles49502CapgeminiFranceIT Services50512INGNetherlandsBankingBrand Finance Europe 500 16Brand Value Ranking(EURm)Top 500 most valuable European brands 1-502024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Ratin

66、g2023 Brand Rating51752ZurichSwitzerlandInsurance52451ReweGermanyRetail53530EngieFranceUtilities54552DecathlonFranceRetail55682Poste ItalianeItalyInsurance56642BASFGermanyChemicals57582SephoraFranceRetail58712HeinekenNetherlandsBeers59612E.LeclercFranceRetail60632RocheFrancePharma61521H&MSwedenAppar

67、el62782Red BullAustriaSoft Drinks63461SkyUnited KingdomTelecoms64481EniItalyOil&Gas65621PhilipsNetherlandsPharma66591Standard CharteredUnited KingdomBanking67661NokiaFinlandElectronics68541DanoneFranceFood69822Intesa SanpaoloItalyBanking70722LEGODenmarkToys71651MichelinFranceTyres72902LSEGUnited Kin

68、gdomCommercial Services73701MovistarSpainTelecoms74762FreseniusGermanyPharma75912Munich ReGermanyInsurance76691NatWestUnited KingdomBanking77842BBVASpainBanking781032ConadItalyRetail79802SpotifySwedenMedia80571AsdaUnited KingdomRetail81791BouyguesFranceDiversified821122ASMLNetherlandsSemiconductors8

69、3952RenaultFranceAutomobiles84852NiveaGermanyCosmetics&Personal Care85831Lloyds BankUnited KingdomBanking86872SwisscomSwitzerlandTelecoms87932RabobankNetherlandsBanking881042Crdit AgricoleFranceBanking89671EdekaGermanyRetail90891GuerlainFranceCosmetics&Personal Care911182Schneider ElectricFranceEngi

70、neering92861Le Groupe La PosteFranceLogistics931212Crdit MutuelFranceBanking941132KBCBelgiumBanking951262PradaItalyApparel96960E.ONGermanyUtilities971112Continental GroupGermanyDiversified98980GlencoreSwitzerlandMining,Iron&Steel99990MercadonaSpainRetail1001532EnBWGermanyUtilitiesBrand Finance Europ

71、e 500 17Top 500 most valuable European brands 51-100Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating1011001Swiss ReSwitzerlandInsurance1021172KauflandGermanyRetail1031232CaixaBankSpainBanking1041021Astra

72、ZenecaUnited KingdomPharma105941Saint-GobainFranceEngineering1061282ABBSwitzerlandEngineering1071152LancmeFranceCosmetics&Personal Care1081102AvivaUnited KingdomInsurance1091081BayerGermanyPharma1101222Socit GnraleFranceBanking1111402Deutsche BankGermanyBanking1121142BAE SystemsUnited KingdomAerospa

73、ce&Defence1131472IberdrolaSpainUtilities114881HennessyFranceSpirits115921TIMItalyTelecoms1161492Ray-BanItalyApparel1172012Novo NordiskDenmarkPharma1181061O2United KingdomTelecoms1191190NordeaSwedenBanking1201091JD SportsUnited KingdomRetail1211272PumaGermanyApparel1221071SainsburysUnited KingdomReta

74、il1231422VeoliaFranceUtilities1241332Aldi NordGermanyRetail1251562ArmaniItalyApparel1261652EiffageFranceEngineering127741MaerskDenmarkLogistics1281542SafranFranceAerospace&Defence1291522GarnierFranceCosmetics&Personal Care1301512LindeGermanyChemicals1311301SPARNetherlandsRetail1321702ErsteAustriaBan

75、king1331832ArcelorMittalLuxembourgMining,Iron&Steel1341462LamborghiniItalyAutomobiles1351251BurberryUnited KingdomApparel1361372Yves Saint LaurentFranceApparel1371241Hannover ReGermanyInsurance1388113United KingdomTelecoms139971NescafSwitzerlandSoft Drinks1402062ABN AMRONetherlandsBanking1411742Bied

76、ronkaPolandRetail1421502SanofiFrancePharma1431291RepsolSpainOil&Gas1441772kpnNetherlandsTelecoms145371SberRussiaBanking1461411BBCUnited KingdomMedia1471381LindtSwitzerlandFood1481572CNP AssurancesFranceInsurance1491311Leroy MerlinFranceRetail150-3Range RoverUnited KingdomAutomobilesBrand Finance Eur

77、ope 500 18Top 500 most valuable European brands 101-150Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating1511932GivenchyFranceApparel1521351OmegaSwitzerlandApparel1531451El Corte InglsSpainRetail1541602Bar

78、illaItalyFood1551391RossmannGermanyRetail1561672randstadNetherlandsCommercial Services1572082TUIGermanyLeisure&Tourism1581642BDO GlobalBelgiumCommercial Services1591341SFRFranceTelecoms1601431TeliaSwedenTelecoms1611712MapfreSpainInsurance1621611ErgoGermanyInsurance1631682InfineonGermanySemiconductor

79、s1641822Swiss LifeSwitzerlandInsurance1651792Compass GroupUnited KingdomCommercial Services1661802MonclerItalyApparel1671762HolcimSwitzerlandEngineering1681722VattenfallSwedenUtilities1691782GSKUnited KingdomPharma1701581dmGermanyRetail1712072EEUnited KingdomTelecoms1722152ScaniaSwedenAutomobiles173

80、1912Dassault SystmesFranceInternet&Software1741481Deutsche PostGermanyLogistics1751631CadburyUnited KingdomFood1761051GazpromRussiaOil&Gas1771201BTUnited KingdomTelecoms1782002Nationwide Building SocietyUnited KingdomBanking1791321Delivery HeroGermanyLogistics1802282UniCreditItalyBanking1812132Marks

81、&SpencerUnited KingdomRetail1822122NesteFinlandOil&Gas1831862DSVDenmarkLogistics1841962VestasDenmarkEngineering1852022SodexoFranceCommercial Services1861882Rio TintoAustraliaMining,Iron&Steel1871942COOPItalyRetail1882162ClineFranceApparel1892362EricssonSwedenElectronics1902322PeugeotFranceAutomobile

82、s1911731UniperGermanyUtilities1921691NovartisSwitzerlandPharma1932292SwedbankSwedenBanking1941811ThalesFranceAerospace&Defence1951361TelenorNorwayTelecoms1962172BentleyUnited KingdomAutomobiles1971841BootsUnited KingdomRetail1982052SecuritasSwedenCommercial Services1992762British AirwaysUnited Kingd

83、omAirlines2001891DBGermanyLogisticsBrand Finance Europe 500 19Top 500 most valuable European brands 151-200Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating2012262CICFranceBanking2021981AonUnited KingdomI

84、nsurance203-3StatkraftNorwayUtilities2042232Rolls-RoyceUnited KingdomAerospace&Defence2052112BayWaGermanyFood2061901DNBNorwayBanking2072772MetroGermanyRetail2082242dpdFranceLogistics2092342Legal&GeneralUnited KingdomInsurance2102302TAG HeuerSwitzerlandApparel2112101FreeFranceTelecoms2121661Morrisons

85、United KingdomRetail2132252ClarinsFranceCosmetics&Personal Care2142332HalifaxUnited KingdomBanking2152382EsselungaItalyRetail2162091AmadeusSpainInternet&Software2171991RothmansUnited KingdomTobacco2182141Virgin MediaUnited KingdomTelecoms2191921NN GroupNetherlandsInsurance2202412WTWUnited KingdomCom

86、mercial Services2212312Atlas CopcoSwedenEngineering2221551bet365United KingdomLeisure&Tourism2231851UnileverUnited KingdomFood2242181Ferrovie dello Stato ItalianeItalyLogistics2251161LukoilRussiaOil&Gas2262472KinderItalyFood2271951Kuehne+NagelSwitzerlandLogistics2282602rstedDenmarkUtilities2292271Ad

87、eccoSwitzerlandCommercial Services2302482HochtiefGermanyEngineering2312372SikaSwitzerlandEngineering2321871ArlaDenmarkFood2332452EDPPortugalUtilities2342652BUPAUnited KingdomInsurance2352612STMicroelectronicsSwitzerlandSemiconductors2363082LoeweSpainApparel2372201UnipolSaiItalyInsurance2382211AkerBP

88、NorwayOil&Gas2392782A1AustriaTelecoms2401441ZalandoGermanyRetail2412622ValeoFranceAuto Components2422462GuinnessIrelandBeers2432191NespressoSwitzerlandSoft Drinks2441621CMA CGMFranceLogistics2452522RyanairIrelandAirlines2462031Johnnie WalkerUnited KingdomSpirits2472682BulgariItalyApparel2482642RWEGe

89、rmanyUtilities2492692OpenreachUnited KingdomTelecoms2501591OrlenPolandOil&GasBrand Finance Europe 500 20Top 500 most valuable European brands 201-250Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating251244

90、1SkanskaSwedenEngineering2522582LufthansaGermanyAirlines2532572PKO Bank PolskiPolandBanking2542491AxpoSwitzerlandUtilities2552592Van Cleef&ArpelsFranceApparel2563092Rolls-RoyceUnited KingdomAutomobiles2572702EndesaSpainUtilities2583272CommerzbankGermanyBanking2593002HelvetiaSwitzerlandInsurance26029

91、52DZ BankGermanyBanking2612722Svenska HandelsbankenSwedenBanking2622041LiptonUnited KingdomSoft Drinks2633142PandoraDenmarkApparel2643162Raiffeisen Bank InternationalAustriaBanking2652842Danske BankDenmarkBanking2665012EdisonItalyUtilities2672852IONOSGermanyInternet&Software2683072B&MUnited KingdomR

92、etail2692551CepsaSpainOil&Gas2702882SkodaCzech RepublicAutomobiles2713902SixtGermanyMobility2722752K GroupFinlandRetail2732391PyaterochkaRussiaRetail2742401SmirnoffRussiaSpirits2752431MagnitRussiaRetail2762912Wolters KluwerNetherlandsCommercial Services2772741AB InBevBelgiumBeers2782631Yves RocherFr

93、anceCosmetics&Personal Care2792671SEBSwedenBanking2804022ASRNetherlandsInsurance2813312PenguinUnited KingdomMedia2823172Bottega VenetaItalyApparel2832731NaturgySpainUtilities2843702NextUnited KingdomApparel2852661TE ConnectivitySwitzerlandElectronics2862421PrsidentFranceFood2872351KnorrGermanyFood28

94、82531ColasFranceEngineering2892801Primark/PenneysIrelandApparel2902992TeleperformanceFranceCommercial Services2913052Scottish WidowsUnited KingdomInsurance2923392BossGermanyApparel2934112Dolce&GabbanaItalyApparel2942901Galp EnergiaPortugalOil&Gas2953152Air FranceFranceAirlines2963322PZUPolandINether

95、landsRetail2983412ProximusBelgiumTelecoms2992921NettoGermanyRetail3003362Bank LeumiIsraelBankingBrand Finance Europe 500 21Top 500 most valuable European brands 251-300Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023

96、 Brand Rating301-3DefenderUnited KingdomAutomobiles3022871SandvikSwedenEngineering3032861NXPNetherlandsSemiconductors3043232SunriseSwitzerlandTelecoms3052931Turkish AirlinesTurkeyAirlines3063812ValioFinlandFood3074212RentokilUnited KingdomCommercial Services3083432Axe/Lynx/EgoFranceCosmetics&Persona

97、l Care3093472MANGermanyAutomobiles3103011SchindlerSwitzerlandEngineering3113041JumboNetherlandsRetail3123332ScorFranceInsurance3132971EnedisFranceUtilities3143282National GridUnited KingdomUtilities3152561ITVUnited KingdomMedia3163532TwiningsUnited KingdomSoft Drinks3173302LexisNexisUnited KingdomCo

98、mmercial Services3183121FiatItalyAutomobiles3193372LeonardoItalyAerospace&Defence3203021Smurfit KappaIrelandEngineering3213852IfSwedenInsurance3222831VersicherungskammerGermanyInsurance3232981KoneFinlandEngineering3244682IvecoItalyAutomobiles3253181LOccitaneFranceCosmetics&Personal Care3263221ICASwe

99、denRetail3273292JaguarUnited KingdomAutomobiles3283512NutellaItalyFood3292501The Co-operativeUnited KingdomRetail3303642LegrandFranceEngineering3314002AccionaSpainEngineering3322941RexelFranceSemiconductors3333692ZFGermanyAuto Components3343552Air LiquideFranceChemicals3353632DanfossDenmarkEngineeri

100、ng3363261LafargeFranceEngineering3373862AuchanFranceRetail3382541Union InvestmentGermanyBanking3393592OMVAustriaOil&Gas3403772PirelliItalyTyres3413031Eurofins ScientificLuxembourgHealthcare Facilities3423492Bank HapoalimIsraelBanking3432221RosneftRussiaOil&Gas3443722SpieFranceEngineering3453912Canal

101、+FranceMedia3463842EasyjetUnited KingdomAirlines3474052INEOSUnited KingdomChemicals3483461Julius BaerSwitzerlandBanking3493572Penny/Penny MarketGermanyRetail350-3CEZCzech RepublicUtilitiesBrand Finance Europe 500 22Top 500 most valuable European brands 301-350Brand Value Ranking(EURm)2024 Rank2023 R

102、ankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating3511971Russian RailwaysRussiaLogistics3524122LavazzaItalySoft Drinks3534562InformaUnited KingdomCommercial Services3543612FaureciaFranceAuto Components3553652CovestroGermanyChemicals3563942Colruy

103、tBelgiumRetail3573481CarlsbergDenmarkBeers3583662PGEPolandUtilities3593952MediaMarktSaturnGermanyRetail3603211MaggiSwitzerlandFood3613401SGSSwitzerlandCommercial Services3623892EuropcarFranceMobility3633131Merck KGaAGermanyPharma3643581AptivIrelandAuto Components3654092Grey GooseFranceSpirits3663341

104、Albert HeijnNetherlandsRetail3673441SebFranceElectronics3685682TrygDenmarkInsurance3693541AptamilGermanyFood3705392MieleGermanyElectronics3713882Stella ArtoisBelgiumBeers3724012VIGAustriaInsurance3732821PolestarSwedenAutomobiles3743621Smith&NephewUnited KingdomPharma3754082Bureau VeritasFranceCommer

105、cial Services3764132Ferrero RocherItalyFood3772961Anglo AmericanUnited KingdomMining,Iron&Steel3783241SchwarzkopfGermanyCosmetics&Personal Care3793191Wind TreItalyTelecoms3803421GeberitSwitzerlandEngineering3813761ISSDenmarkCommercial Services3823982KingspanIrelandEngineering3833972SchaefflerGermany

106、Auto Components3843451MilkaGermanyFood3853741AvoltaSwitzerlandRetail3864102BBAustriaLogistics3873831Jaeger-LeCoultreSwitzerlandApparel3883601Heidelberg MaterialsGermanyEngineering3893101ThyssenKruppGermanyMining,Iron&Steel3903251John LewisUnited KingdomRetail3913962Elsve/ElviveFranceCosmetics&Person

107、al Care3923671MINIUnited KingdomAutomobiles3934362RSAUnited KingdomInsurance3945772DAFNetherlandsAutomobiles3954242LagardreFranceMedia39637511&1GermanyTelecoms3974872RheinmetallGermanyAerospace&Defence3984042ValentinoItalyApparel3995242NettoDenmarkRetail4002791Just Eat TNetherlandsLogisticsBrand Fin

108、ance Europe 500 23Top 500 most valuable European brands 351-400Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating4014732BelfiusBelgiumBanking4024232Banco BPMItalyBanking4033501YandexRussiaMedia4045502Fendi

109、ItalyApparel4054712JacobsGermanySoft Drinks4064692TelenetBelgiumTelecoms4073931TelefonicaSpainTelecoms4084742CitronFranceAutomobiles4093351PGNiGPolandOil&Gas4103921EvonikGermanyChemicals4113871SKFSwedenEngineering4123991ElisaFinlandTelecoms4133731HansonUnited KingdomEngineering4144422OpelGermanyAuto

110、mobiles4155272Estrella DammSpainBeers4164322Mot&ChandonFranceChampagne&Wine4174332ZegnaItalyApparel4184071SyngentaSwitzerlandChemicals4192891NovatekRussiaOil&Gas4204532Zrcher KantonalbankSwitzerlandBanking4214151Tele2SwedenTelecoms4225082VerbundAustriaUtilities4234201KLP NorwayInsurance4244282UPMFin

111、landEngineering4255602KenzoFranceApparel4264342PlenitudeItalyUtilities4276132OTP BankHungaryBanking4284482SaipemItalyOil&Gas4294472Sports DirectUnited KingdomRetail4304842Asseco GroupPolandInternet&Software4313711Bank of IrelandIrelandBanking4324412SabadellSpainBanking4334702Mizrahi-Tefahot BankIsra

112、elBanking4345992EdenredFranceCommercial Services4354161ElsevierUnited KingdomCommercial Services4364382Travis PerkinsUnited KingdomRetail4373821PearsonUnited KingdomMedia4384972Coop DanmarkDenmarkRetail4395032Assa AbloySwedenEngineering4404652OttoGermanyRetail4414612Allied Irish Banks(AIB)IrelandBan

113、king4424191DuluxUnited KingdomPaints4434492UNIQAAustriaInsurance4444632AndritzAustriaEngineering4455072PictetSwitzerlandBanking4464982Pull&BearSpainApparel4474852TissotSwitzerlandApparel4484642LCLFranceBanking4493791ArelikTurkeyElectronics4504371BillaAustriaRetailBrand Finance Europe 500 24Top 500 m

114、ost valuable European brands 401-450Brand Value Ranking(EURm)2024 Rank2023 RankBrandCountrySector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating4514542BaloiseSwitzerlandInsurance4524291SNCFFranceLogistics4534922DaciaRomaniaAutomobiles4543111a2aItalyUtilities45527

115、11MTSRussiaTelecoms4564221FerragamoItalyApparel4574802Barry CallebautSwitzerlandFood4585322CCCPolandApparel4594722DS SmithUnited KingdomEngineering4603521NatixisFranceBanking4615512IntertekUnited KingdomCommercial Services4625652ElisFranceCommercial Services4634601Swiss PostSwitzerlandLogistics46455

116、62SageUnited KingdomInternet&Software4655192BollorFranceLogistics4664882KLMNetherlandsAirlines4674551AkzoNobelNetherlandsChemicals4684431WorldlineFranceCommercial Services4694271AbsolutSwedenSpirits4705332SystembolagetSwedenRetail4713381LogitechSwitzerlandElectronics4724451Pingo DocePortugalRetail47

117、34581VeepeeFranceRetail4744261RTLGermanyMedia4754461Stora EnsoFinlandEngineering4764301MartellFranceSpirits4775352MTUGermanyAerospace&Defence4784311BrenntagGermanyChemicals4795592Radeberger GroupGermanyBeers48012822ArmUnited KingdomSemiconductors4815642MangoSpainApparel4824902PruUnited KingdomInsura

118、nce4834671HexagonSwedenElectronics4844811Vodafone ziggoNetherlandsTelecoms4854141WillysSwedenRetail4864791GrandVisionNetherlandsRetail4874661BershkaSpainApparel4884821Dr OetkerGermanyFood4894831RAIItalyMedia4906592HaysUnited KingdomCommercial Services4915882FCCSpainEngineering4926192WoltFinlandLogis

119、tics4934031MaseratiItalyAutomobiles4945152Bank PekaoPolandBanking4953681TatneftRussiaOil&Gas4966372SurgutneftegasRussiaOil&Gas4975062Aston MartinUnited KingdomAutomobiles4985422Alfa LavalSwedenEngineering4996162EliorFranceCommercial Services5006422StradivariusSpainApparelBrand Finance Europe 500 25T

120、op 500 most valuable European brands 451-500Brand Value Ranking(EURm)Country PerformancesBrand Finance Europe 500 27Country PerformancesMost Valuable&Strongest European Brands by Country 2024 Brand Finance Plc.2024Most Valuable BrandsStrongest BrandsBrand Strength Index(xx.x/100)BSINestl Annual Revi

121、ew 2016Brand Value 19.4 bnBrand Value 68.4 bnBrand Value 14.7 bnBrand Value 17.7 bnBrand Value 47.0 bnBSI 88.4Brand Value 30.1 bnBSI 88.9BSI 90.2BSI 87.3BSI 86.3BSI 83.5BSI 87.0Brand Value 7.5 bnBSI 90.0BSI 86.5Brand Value 13.9 bnBrand Value 7.8 bnBrand Value 15.6 bnBSI 77.9Brand Finance Europe 500

122、28Country PerformancesGermany Germany has the highest aggregate brand value of all European countries included in this years ranking,at more than EUR596.1 billion,constituting almost 27%of the rankings total value.Six of the top seven most valuable brands are German,with Deutsche Telekom leading the

123、 charge.Germany excels in the European automobile sector,with this years top five European automobile brands(Mercedes-Benz,BMW,Porsche,Volkswagen,and Audi)being German.These brands significantly influence the global automobile sector and are renowned for their quality,innovation,and performance.Seve

124、ral German automobile brands have substantial brand value attributable to their sustainability perceptions,according to Brand Finances 2024 Sustainability Perceptions Value(SPV)ranking.Mercedes-Benz,Porsche,and BMW hold the top three spots among German brands,with Volkswagen and Audi also making the

125、 top 10.France Over 21%of all brand value in this years Europe 500 table is attributed to French brands,worth just under a combined sum of EUR471.8 billion.France also has the highest number of brands in the top 50(15),spearheaded by global apparel giant Louis Vuitton at the top of the ranking.With

126、its long-standing legacy as a European fashion leader,Louis Vuitton maintains its position as the eighth most valuable European brand,with a brand value nearly double that of Herms,the third-most valuable European apparel brand.Chanel has also made its debut among the top 10 European brands.Despite

127、challenging economic conditions,these brands have continued to experience sales growth,as affluent consumers have maintained their purchasing power.The top 10 strongest European brands now include two French luxury powerhouses:Chanel,which has climbed 44 places to fourth rank,and Dior,which has clim

128、bed eight places to secure eighth.Supported by exceptional global familiarity and awareness,these brands are continually adapting to the evolving preferences of modern consumers while remaining true to their unique heritage and identity.Brand Finance Europe 500 29Country PerformancesUnited Kingdom U

129、K brands collectively account for EUR373.1 billion of brand value in this years ranking,making up almost 17%of the top 500 brands.Among these,Shell,the worlds most valuable oil and gas brand,has climbed to third position in the ranking.UK commercial services brand EY remains among Europes top 10 mos

130、t valuable brands at EUR28.8 billion.Several of the UKs leading brands underscore the nations service-oriented economy,with two of the top 10 hailing from the commercial services sector(EY and KPMG)and a further three from the banking sector(HSBC,Barclays,and Standard Chartered).However,only 82 bran

131、ds from the UK make this years ranking,compared to 89 in 2023.HSBC(brand value EUR18.7 billion)remains the most valuable European banking brand despite a slight(2%)decline in brand value.Italy Overtaking Switzerland,Italy now sits behind the UK,with Italian brands amounting to a collective sum of EU

132、R157.6 billion and more than 7%of the rankings overall brand value.Despite a 19%decline in brand value to EUR13.9 billion,global apparel giant Gucci remains Italys most valuable brand in the ranking.Apparel brands Prada and Armani are also strong contenders,going up to the 95th and 125th ranks,respe

133、ctively,driven by strong demand for luxury offerings.Auto giants also saw impressive performances,with Ferrari climbing 25 ranks to 48th position,reflecting a substantial 38%increase in brand value to EUR9.9 billion.Lamborghini also moves up a considerable 12 ranks to 134th position.In addition to b

134、eing the worlds strongest automotive brand,Ferrari continues to hold its place as the second-strongest European brand,thanks to its outstanding familiarity,recommendation,and reputation scores and prestigious market status.SwitzerlandSwiss brands amount to EUR149.8 billion,placing them fifth among E

135、uropean nations,and now behind Italy.This follows a year of limited growth among Swiss brands,with an accumulative brand value decrease of almost than 3%.Brand Finance Europe 500 30Country PerformancesDespite a 10%decline in brand value to EUR19.4 billion Nestl remains Switzerlands most valuable bra

136、nd,and the most valuable European food brand in the ranking.Meanwhile,other leading Swiss brands,like luxury apparel brands Rolex and Cartier,recorded brand value growth,increasing 25%and 5%to EUR12.9 billion and EUR12.7 billion,respectively.This growth reflects a broader trend in post-pandemic cons

137、umer behaviour,which shows an uptick in luxury goods spending.In addition to significant brand value growth,Rolex has become the strongest European brand with an AAA+rating.Two of the top three strongest European brands now hail from Switzerland,underscoring the power of Swiss brands in the European

138、 market.Other Swiss brands noting brand value growth are insurance brands Zurich(brand value up 31%to EUR9.3billion)and Swiss Life(brand value up 11%to EUR3.6 billion),up 24 and 18 positions,respectively.Spain With the addition of four brands,Spains accumulative brand value has increased by 18%to EU

139、R96.8 billion.Spains leading banking brands have increased their brand values,led by Santander(brand value up 8%to EUR17.7 billion)which has climbed three positions in the ranking to 16th,followed by BBVA(brand value up 5%to EUR6.7 billion)which has climbed seven positions to 77th,CaixaBank(brand va

140、lue up 13%to EUR5.4 billion)which has climbed 20 positions to 103rd,and finally Sabadell(brand value up 2%to EUR1.2 billion)which has climbed nine positions to 432nd.These brands have been experiencing growth due to the nations strong economic recovery post-pandemic.Spains Zara has solidified its po

141、sition as a significant European apparel competitor,rising 21 positions in the ranking due to a 43%increase in brand value to EUR15.2 billion.Zara ranks as the fourth most valuable European apparel brand,ahead of luxury giants like Gucci and Dior.This growth is attributed to improved revenues and ex

142、panding bigger and improved store locations.Nordics Sweden continues to hold the most brand value of all Nordic nations featured in the ranking,at more than EUR90.2 billion,followed by Denmark,Norway,and Finland,respectively.With a brand value of EUR14.7 billion,IKEA is the Nordics most valuable bra

143、nd in the ranking.Meanwhile,Denmarks Novo Nordisk(brand value up 59%to EUR4.7 billion)demonstrates significant growth as the fourth fastest-growing European brand,driven by the increasing demand for the brands antidiabetic and weight-loss medications,Wegovy and Ozempic.Further,Norwegian oil and gas

144、brands,like Equinor(brand value up 24%to EUR15.6 billion),continue their brand value growth trajectory.Finally,NOKIA(brand value down 1%to EUR7.5 billion)remains Finlands most valuable brand,ranked 67th overall.Brand SpotlightBrand Finance Europe 500 32 HDeutsche TelekomBrand ValueEUR68.4 bn+12.8%#1

145、0Brand StrengthBSI 83.0+4.3#472Brand Finance Europe 500 33Interview with Ulrich KlenkeUlrich Klenke Chief Brand Officer,Deutsche TelekomIn Brand Finances rankings,T has become the most valuable German brand of all time.What do you think have been the key contributing factors to this incredible achie

146、vement?The amazing results confirm the importance of our work,and that Deutsche Telekom is on the right track.In recent years we not only implemented a consistent global brand strategy but also relentlessly invested in our network quality and crucial customer-oriented initiatives.It seems like now,i

147、t has all come together.In 2023,for the first time ever,nine out of our ten markets in Europe have achieved the number one position in customer satisfaction.In addition,our emerging leadership in network performance throughout Europe and the US,significantly contribute to bolstering brand perception

148、s.Beyond our commitment to excellence,I think people have now noticed that in an increasingly digital world,the company is willing to take active responsibility for both our customers and the society as a whole.We are proud that the T is increasingly perceived as a strong symbol for the connection o

149、f people,because in the end,its all about the infinite opportunities and the social togetherness connectivity can provide.Brand Finance Europe 500 34Brand Spotlight Deutsche Telekom|Interview with Ulrich KlenkeThis year,you introduced the inaugural unified global claim for the group:Connecting your

150、world.How will this unified global claim be implemented in day-to-day operations to surpass competitors and ignite additional growth?For us the brand claim,above all,is a powerful tool to support our global brand approach“One company.One brand”.For the very first time,every country organization show

151、s commitment to one common brand concept by using the same tagline,in the same language.This brings us closer to our goal of creating one global voice for the digitalization of private and business customers.Beyond this,the brand claim is easy to understand and covers both the human and the technolo

152、gical side of connectivity.In daily operations it suits all different contexts and offerings of our multi-layered company.But what I like most about it,is that“Connecting your world.”places the primary focus on our customers and thus puts their requirements and expectations at the heart of our activ

153、ities.Looking ahead,what future plans and strategies does T have in place to further strengthen the T brand and continue the growth of its brand value?We know that we can still improve in terms of implementation of our global brand approach and cross-national business and communication activities.Ex

154、amples like the successful Europe-wide Christmas campaign,or the fantastic spill overs from the Formula 1 engagement of our US colleagues last year in Las Vegas,show the huge potential of international collaboration and present Deutsche Telekom as a true global player.In addition,we wont stop furthe

155、r integrating our subsidiaries under the T brand umbrella to constantly strengthen brand consistency and to expand our geographical footprint.A digital world knows no borders and industry boundaries are increasingly disappearing.Global customer experience and requirements will continue to grow.We un

156、derstand that we have to transform ourselves towards a“digital telco”platform driven,with highly scalable,cross-national propositions.A strong global brand can help to make this change visible and provide guidance beyond national borders.InsightsBrand Finance Europe 500 36Sustainability:Brands are u

157、nder higher scrutiny in Europe than anywhere else in the world European consumers are far more discerning than the rest of the world when it comes to a brands commitment to sustainability.Brand Finances annual research consistently demonstrates that perceptions of corporate brands differ around the

158、world.Given the regional variation,this data is valuable to guide the brand management and communications strategies of international and expanding companies.In Brand Finances annual market research study,the Global Brand Equity Monitor,over 150,000 respondents indicate which attributes they associa

159、te with familiar brands.As part of this,respondents are asked the extent to which they believe that a brand is committed to each pillar of ESG:environmental sustainability,social sustainability,and governance.There are statistically significant differences between the proportion of disagreement and

160、agreement scores issued by respondents of European countries,compared to non-European markets,in all three categories(Figure 1).European respondents are 25%less likely than people living outside of Europe to believe that a brand is committed to environmental sustainability.Compared to non-European r

161、espondents,Europeans are 26%less likely to agree that a brand is commitment to social sustainability,and 22%less likely on governance.Brand Finance research coverage includes 16 European markets and 24 non-European markets.Additional analysis determines how sustainability perceptions differ between

162、markets within Europe.Respondents from Switzerland were the most likely to disagree that a brand is committed to environmental sustainability,with 23%indicating disagreement.This was followed by respondents from the Netherlands(21%),Denmark(20%)and Norway(20%).Europeans more discerning views on bran

163、ds commitment to sustainability can be attributed to several factors,from regulation to progressing norms.Overall,the strong European embrace of sustainability as part of lifestyles appears as part of public norms and behaviors.This informal education extends from heightened local and national commi

164、tments to sustainability,and together makes for a European public very attuned to sustainability-related claims and practices.EnvironmentalSocialGovernanceEuropean Respondents54%52%57%Non-European Respondents69%68%71%Proportion of Agreement Brand Finance Plc.2024Robert HaighStrategy&Sustainability D

165、irector,Brand FinanceSofia LiszkaSenior Strategy&Sustainability Consultant,Brand FinanceBrand Finance Europe 500 37The European Union(EU)is at the forefront of establishing rigorous,standardized corporate sustainability reporting.Its Corporate Sustainability Reporting Directive(CSRD)provides a legal

166、 basis for mandatory sustainability reporting,aiming to integrate it with financial reporting.Although EU-originated legislation,CSRD has a wide scope and applies to over 50,000 companies based on their headcount,revenue,and assets in EU markets.The EUs efforts are commendable and indicate where the

167、 global landscape is headed.As multinational corporations are in scope of CSRD,it is intended to have cascading effects on other markets.Though commendable,recent pushback on the EUs green agriculture regulations and the recent release of the Draghi reportby the former head of the European Central B

168、ank on EU competitivenesscomplicate the picture.In the report,Draghi warns of the regulatory burden posed by increased sustainability reporting legislation.Overly stringent regulation may reduce the scope for brands to meaningfully differentiate themselves on sustainability.The danger here would be

169、that brands become less imaginative and ambitious in their sustainability communications in favour of a safer,compliance-based approaches to updating stakeholders.Insight|Brands are under higher scrutiny in Europe than anywhere else in the worldWith more regulations and higher stakeholder expectatio

170、ns,greenwashing is increasingly a reputational risk,and hopefully less likelybut greenhushing is taking its place as brands roll back their sustainability communications out of fear of criticism and backlash.In the short term,there is anecdotal evidence to suggest an increase in greenhushing as firm

171、s become even more cautious about unintentionally over-claiming their sustainability credentials.Ideally,businesses should respond to regulations and stakeholder expectations with more consistent,effective,and authentic ESG communication,while also meeting their compliance asks.Increased scepticism

172、from European respondents highlights the importance of being attuned to the variation in stakeholder perceptions and expectations across geographies.Sustainability perceptions are important to monitor,as these insights are applicable to growth strategies regardless of how strongly an organization co

173、nsiders sustainability as part of its brand identity.MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ContributionMetaFacebookFacebookFacebook+Enterprise ValueThe value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded architec

174、ture,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 should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business va

175、luation 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 ContributionThe overall uplift in shareholder value that the business derives from owning the brand rather

176、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 additional insights to help optimise performance.+Br

177、and 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 ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symb

178、ols,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 Europe 500 39What is Brand Value?Brand value refers to the present value of earnings specifica

179、lly related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are sim

180、ilar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form

181、 of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augmen

182、t it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 6000 brands in over 41 markets.Disclaimer Brand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this st

183、udy are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be in

184、accurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.Brand is defined as a bu

185、ndle 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 Valuation MethodologyBrand Finance Europe 500 401.Brand ImpactWe review what brands already pay in royalty agreements.This is

186、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).We adjust the rate higher or lower for brands by analysing Brand Stre

187、ngth.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as ma

188、rket share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.2.Brand StrengthThe BSI score is applied to the royalty r

189、ange to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.3.Brand Impact x Brand StrengthWe determine brand-specific revenues as a proport

190、ion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumpt

191、ions to arrive at a discounted,post-tax present value which equals the brand value.4.Forecast Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Europe 500 41Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recogn

192、ised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Analy

193、tical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand

194、 awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand I

195、nputs,Brand Equity and Brand Performance.Brand Finance Europe 500 421.Attribute Selection and 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 strengt

196、h index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer s

197、ervice and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Relate

198、d 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 then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and

199、 ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength mea

200、sures helps inform managers of a brands potential for future success.3.Benchmarking and Final 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 Researc

201、h Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research m

202、ay not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understandin

203、g of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the bra

204、nds in our study in order to accurately measure their comparative strength.2.Data CollectionBrand Strength MethodologyBrand Finance Europe 500 43Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we buildi

205、ng 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?Brand Evaluations are essential for understanding the strength of your brand against yo

206、ur 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.Questions we can help answer:Brand Finance Europe 500 45Consulting ServicesMake brand

207、ing decisions using hard dataBrand Finance Europe 500 45In-depth 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 optim

208、ise my brand position to grow brand value?Brand Associations&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 Fi

209、nance Europe 500 46Brand Finance Europe 500 47+Brand Impact Analysis+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

210、marketers and finance teams they provide structure for both to 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?Q

211、uestions we can help answer:Brand Valuation Make your brands 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

212、value most?What are our best brand extension opportunities in other categories and markets?Am I licensing my brand effectively?Have I fully optimised my brand portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for my business?+Brand

213、Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance Europe 500 48Sustainability and ESG have never been more

214、important considerations for marketers,finance professionals,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 +

215、Competitor Insights and Positioning Recommendations +Materiality 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

216、to my brand?How sustainable is my brand perceived to be versus 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 Sustai

217、nability Understand perceptions and align them with performance.Consulting ServicesBrand Finance Europe 500 49Sponsorships 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 re

218、search,financial modelling,and strategic analysis.This approach 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

219、 building and value creation.Brand Finance takes a broader view 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

220、?What impacts there on long-term brand building metrics?What 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

221、 sponsorships.Consulting Services+Sponsorship Strategy+Partnership Opportunity Analysis+Return on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance Europe 500 50Brand Dialogue Limited is a member of t

222、he Brand Finance Plc Group.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campa

223、igns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+

224、Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Advertising+Retail MarketingMarketing&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,

225、Blogs&Newsletters+Marketing Collateral Design+Social Media ContentContent 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

226、local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi Denmark/Norway/SwedenCristobal Pohle Vazquezc.pohlebrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brn Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandAnnie