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1、Insurance 100 2025 The annual report on the most valuable and strongest Insurance brands Our 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 chartere

2、d accountancy 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 offi

3、cially 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 brand

4、sBrand 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 leadi

5、ng brand valuation consultancyFor business enquiries,please contact:For media enquiries,please contact:+44 207 389 Brand Finance Insurance 100 3 2025 All rights reserved.Brand Finance Plc.ContentsForeword 5David Haigh,Chairman&CEO,Brand FinanceSector Overview 6Valuation Analysis 8Most Valuable Brand

6、:Ping An Insurance 10Fastest Growing Brand Value:11 Nissay/Nippon Life InsuranceBrand to Watch:Allianz 12Brand Strength Analysis 13Sustainability Analysis 16Brand Spotlight 18Aviva 20Phoebe Barter,Group Brand DirectorBrand Value Ranking(USDm)22Methodology 24Our Services 30The global insurance indust

7、ry expands:Top 100 brands grow 9%in 2025,powered by strong U.S.growth+$33.6 billion:Ping An Insurance retains title as the worlds most valuable Insurance brand,but Allianz closing the gap+94%growth:Nissay/Nippon Life Insurance almost doubles brand value+AAA+:PZU and China Life Insurance garner top s

8、cores for brand strength,placing them among some of the worlds strongest brands+U.S.brands dominate:One quarter of the top 100 insurance brand value held by U.S.firmsForewordBrand Finance Insurance 100 5David Haigh Chairman&CEO,Brand FinanceThe global business landscape is constantly evolving,shaped

9、 by economic shifts,technological advancements,and changing customer expectations.In this dynamic environment,strong brands continue to stand as key drivers of business success,enabling organisations to differentiate themselves,attract loyal customers,and build resilience in an increasingly competit

10、ive world.The enduring importance of brand strength is supported by Brand Finances extensive research.A well-managed brand delivers measurable value beyond customer attraction and retention it enhances talent acquisition,investor confidence,and organisational agility.In todays marketplace,a strong b

11、rand is not just an asset but a strategic imperative.Brand Finance has deepened its investment in understanding customer perceptions like never before.This year,the Brand Strength Index has evolved to include metrics based on familiarity and perceptions of both functional credibility and emotional a

12、ppeal versus competitors.This updated model is designed to be predictive of growth,capturing the drivers of value such as increased demand,higher willingness to pay,and stronger customer advocacy.The insights gathered from over 170,000 respondents across 41 sectors and 31 countries in this years Glo

13、bal 500 report highlight the importance of these factors in shaping the worlds strongest and most valuable brands.A persistent challenge is the assumption that Chief Financial Officers (CFOs)are opposed to investing in brands,but we believe this is a misconception.Ambitious CFOs understand that a st

14、rong brand supports business success but many are reluctant to allocate resources toward long-term brand-building without data supporting this approach,often resulting in a prioritisation of short-term performance marketing.The findings from this years report underscore the importance of data in ali

15、gning the priorities of corporate leaders.Brand valuation empowers CFOs to invest in brand with confidence,resulting in business decisions focused on growing and enduring brand value and strength.Whether you are aiming to strengthen your brand or quantify its contribution to your businesss success,t

16、he Brand Finance team is here to support you with brand valuations that align marketing and finance to accelerate growth.We invite you to explore the insights within this report and collaborate with us in shaping a more profitable and sustainable future for your brand.Sector OverviewBrand Finance In

17、surance 100 7The top 100 insurance brands have grown 9%in brand value in 2025,driven by improved underwriting results,higher investment income,rising interest rates,and increased profitability.Market capitalisation for top insurance brands rose as demand for insurance products increased across secto

18、rs.Economic recovery and positive market sentiment have strengthened investor confidence,while strategic mergers,acquisitions,and technological advancements have accelerated industry growth.The United States is the largest contributor to global insurance brand value,comprising 25%of the total value

19、among the top 100 brandsan increase of 12%from the previous year.China follows closely with a 23%share of the top 100,though it has seen a 2%decline year-on-year.A key theme across the industry has been rising risk,particularly around climate change.In 2022 alone,18 weather-related disasters in the

20、U.S.caused over USD1 billion in damages each.Increased risk has led to higher claims,payouts,and losses for insurers,who have responded by increasing premiums to account for more frequent and severe climate-related disasters.For example,in the US,home insurance premiums in high-risk areas rose by 22

21、%from 2020 to 2023,outpacing the national average of 13%.Florida,in particular,has seen skyrocketing premiums.Despite higher premiums,a surge in claims from severe weather events has forced some insurers out of the market,leaving regulators struggling to balance affordability with adequate coverage

22、quality.To navigate evolving challenges,insurers are leveraging advanced technologies such as predictive and geospatial analytics to refine risk assessment and disaster forecasting.Automation is streamlining underwriting,pricing models,and claims management,improving efficiency while reducing costs.

23、Global expansion into emerging markets and regulatory adaptations have also fuelled growth.As climate risks and economic factors continue to shape the industry,insurance brands are racing to innovate and adapt to maintain profitability and resilience in an increasingly complex market.Sector Overview

24、Valuation AnalysisBrand Finance Insurance 100 9The worlds leading insurance brands are growing,with nine of the top ten increasing in brand value in 2025.The two most valuable brands,Ping An Insurance and Allianz,retain their positions at the top of the ranking.Chinas Ping An Insurance remains the d

25、ominant brand,with a stable brand value of USD33.6 billion.Revenue growth was supported by steady performance in core sectors,including life and health insurance,as well as property and casualty(P&C)insurance.However,the brand experienced some profitability challenges over 2023,which slowed overall

26、brand growth.Allianz has grown 9%in brand value to USD 26.7 billion,narrowing the gap at the top of the ranking.Allianz had a strong financial performance across all segments,benefiting from a diversified income stream.Its P&C segment performed particularly well,alongside an increase in new business

27、 premiums in life and health insurance.Frances AXA has risen into the top three most valuable insurance brands,surpassing China Life Insurance after a 20%increase in its brand value to USD 19.8 billion.Although China Life Insurance saw 5%growth,reaching USD 18.3 billion,AXAs stronger growth allowed

28、it to leapfrog China Life in the rankings.The research found that AXA has a strong brand perception and was recognised for its solid performance.The brand maintains a strong presence across multiple markets,with particularly notable success in Trkiye,Thailand,and Indonesia.Generali Group(brand value

29、 up 47%to USD17 billion)and Allstate(brand value up 39%to USD16 billion)both saw strong brand value growth in 2025,both rising seven ranks and entering the top ten.Generali Groups strong brand value growth is driven by the expansion of its life and P&C insurance businesses.Additionally,its acquisiti

30、on of Liberty Seguros strengthened its presence in Spain and Portugal,improving overall earnings and enhancing its P&C segment,positioning the company for further growth.Generali Groups research scores highlight its strong regional focus,with particularly high performance in Italy,Austria,and Spain.

31、The brands strong emotional connection is evident in its high brand I love scores,especially in Italy and Austria,underscoring its deep-rooted local relevance and customer loyalty in these key markets.Most Valuable Insurance Brands 2025Top 10 Most ValuableInsurance Brands 2025 Brand Finance Plc.2025

32、$33.6 bnPing An Insurance0%#1$26.7 bnAllianz+9%#2$19.8 bnAXA+20%#3$18.3 bnChina Life Insurance+5%#4$17.0 bnGenerali Group+47%#5$16.0 bnAllstate+39%#6$15.0 bnGEICO+3%#7$15.0 bnPICC+13%#8$14.6 bnMetlife+18%#9#10$14.2 bnProgressive+16%Brand Finance Insurance 100 10Ping An Insurance remains the worlds m

33、ost valuable insurance brand for the ninth consecutive year,with a brand value of USD33.6 billion.However,this is nearly half its 2020 peak of USD60.6 billion,reflecting the lasting impact of the Covid-19 pandemic and economic downturn on the brands value.Ping An Group,Ping An Insurances parent comp

34、any,ranked 35th globally in Brand Finances Global 500 2025,making it the tenth most valuable Chinese brand in the ranking.Despite a decline in net profit in 2023,Ping An achieved 5%revenue growth,driven by strong performance in life,health,and P&C insurance.However,lower interest rates and stock mar

35、ket volatility have impacted investment returns,while exposure to Chinas struggling property market remains a key challenge despite diversification efforts.Ping An enjoys strong brand perception,built on trust,innovation,and leadership in Chinas financial and insurance sectors.Its tech-driven approa

36、ch reinforces its forward-thinking,customer-focused image.With high familiarity and engagement,its brand strength is shaped by local market dominance,cultural relevance,and adaptability to evolving consumer needs,ensuring continued resilience.Ping An Insurance Brand Value Trend Line|2009-2025(USDbn)

37、Brand Finance Plc.2025Most Valuable BrandPing An Insurance80 60 40 20 02009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 202320242025Brand Finance Insurance 100 11Nissay/Nippon Life Insurance is the fastest growing insurance brand,growing 94%to USD9.2 billion.This growth is fuell

38、ed by a rise in revenues,primarily driven by strong sales of single-payment life insurance products and new business expansion in the life insurance segment.The companys sustainable high core profit margin and steady earnings growth further reinforce its financial strength,supported by strategic int

39、ernational acquisitions.Nippon Life continues to expand its footprint in Japan while also enhancing its global insurance operations to diversify revenue streams beyond its domestic market.A key milestone in this strategy is the companys 2024 acquisition of a 20%equity stake in U.S.-based Corebridge

40、Financial,Inc.,a move that strengthens its credit profile.Following this deal,approximately 15%of Nippon Lifes consolidated core profit will be generated outside Japan.Additionally,Nippon Life has allocated JPY 2 trillion for mergers and acquisitions during its mid-term management plan,aiming to acc

41、elerate global diversification.Fastest Growing Brand ValueNissay/Nippon Life Insurance 02000400060008000100002024 Brand ValueMacroeconomicBrand Strength2025 Brand ValueFinancialNissay/Nippon Life Insurance Drivers of Change Brand Finance Plc.2025Brand Finance Insurance 100 12Allianz is closing the g

42、ap at the top of the Insurance 100 ranking.The brand has grown 9%in 2025 to USD26.7 billion,bringing it closer to Ping An at the top of the ranking.Allianzs brand value growth in 2025 is partly driven by a rise in operating profit in the second half of 2024 and overall business volume.The companys P

43、roperty-Casualty segment performed particularly well,benefiting from fewer natural catastrophe claims.This steady performance has led to improved financial forecasts,reinforcing investor confidence.Allianzs global footprint and strong brand familiarity has been a key driver of its brand value growth

44、,particularly in Europe.Brand Finance data shows that 86%of people in Germany are familiar with the brand,with similarly high familiarity levels in Italy(79%),Trkiye(78%),and Spain(72%).Beyond awareness,Allianz also scores highly in European markets for trust,consideration,and reputation.Its strong

45、performance in these areasespecially in well-established marketsunderscores its ability to maintain relevance and credibility among consumers.Brand to WatchAllianzBrand Strength AnalysisBrand Finance Insurance 100 14PZU is the strongest insurance brand with a Brand Strength Index(BSI)score of 94.4 o

46、ut of 100.The brands correlating AAA+brand rating places it among some of the worlds strongest brands globally,across all sectors.All of the top ten strongest insurance brands operate primarily within a single market,which highlights the significant advantages that local brands have in terms of bran

47、d equity.Brand Strength AnalysisLOCAL LEADERS:Brand Strength is calculated within brands addressable markets.Some brands focus on their local markets whereas some are international.When averaging brand strength,international brands strength will often become lower than single market brands because m

48、aintaining a leadership position can be difficult across multiple markets.Top 10 Strongest Insurance Brands 2025 Brand Finance Plc.2025#1PZU94.4#2China Life Insurance93.5#3LIC88.0#4NRMA Insurance87.2#5UnipolSai86.8#6PICC86.3#7Ping An Insurance86.1#8Poste Italiane82.9#9Gjensidige81.3#10Cathay Life In

49、surance81.1MAPFRE Brand Strength Attributes Heat Map Brand Finance Plc.2025Weaker performanceStronger performanceFactorMexicoSpainUnited StatesBrand PerceptionsKnowledgeAssuranceAppealCustomer BehavioursChoice PropensityAdvocacyPrice AcceptanceBrand Finance Insurance 100 15Brand Strength AnalysisPZU

50、s brand strength is fuelled by strong familiarity and customer choice in Poland where it is based.This is reinforced by high levels of consideration and recommendation,key attributes of a strong brand.China Life Insurance holds a AAA+rating with a BSI score of 93.5 out of 100.Like PZU,it operates ex

51、clusively in its home market,reflected by its strong familiarity.Its dominant presence in countrys life insurance sector has earned it a perfect score for being a brand I know well,reflecting its deep market recognition and customer awareness.MAPFRE(brand value up 15%to USD 4.6 billion)is an example

52、 of a brand with a broader presence across Europe and the Americas,beyond its home market,Spain.MAPFREs brand is very strong in Spain,particularly for familiarity and consideration.In Latin America,the brand maintains a strong presence across most markets and MAPFRE has taken strategic steps to stre

53、ngthen its position,including the 2023 acquisition of Insignia Life,a move that could enhance more its brand equity in the region over the coming years.Sustainability AnalysisBrand Finance Insurance 100 17Sustainability is a key driver of customer choice and reputation in the insurance sector,where

54、sustainability drives 6.7%of consideration.According to Brand Finances research,governance is the category with the highest relative importance within Insurance,followed by environmental and social sustainability.Principal and Allianz net strong sustainability perceptions in the US research market i

55、n all categories,and Royal London and Legal&General lead in the UK.Major Insurers tend to lead in their home markets across multiple sustainability categories,such as Gjensidige in Norway,Fidelidade in Portugal,and Bao Viet in Vietnam.As natural disasters around the world intensify due to climate ch

56、ange,so do the economic impacts of damage.This overlap between governance and environmental sustainability is becoming increasingly apparent to insurers.Recent events including the flooding in Spain,Los Angeles wildfires,and strong Gulf hurricanes in some cases prompted brands to reassess and reduce

57、 their coverage or even pull out of high-risk areas entirely.Opportunities do exist for insurers to offer products and advisory on climate adaptation.This includes evaluating the impact of climate change on existing products and services,integrating climate risk into underwriting and pricing,and new

58、 green insurance products,such as EV or green building policies.Insurers can also contribute to education on climate changes economic effects by advising policyholders on climate risk mitigation and resilience,while prioritising recovery for the most vulnerable communities.Sustainability AnalysisBra

59、nd SpotlightBrand Finance Insurance 100 19Brand ValueUSD6.5 bn+18.6%#250Brand StrengthBSI 67.4-11.9#381Aviva Brand Finance Insurance 100 20Brand Spotlight AvivaPhoebe Barter Group Brand Director,AvivaWhat are the defining moments or milestones in building and strengthening the Aviva brand?Four key m

60、oments stand out:The first was in 2020 when our then-new CEO introduced the One Aviva strategy.This unified our business,focusing on where we had the greatest strength and growth potential.It gave us a galvanising belief:that our brand was stronger as a unified whole rather than a sum of individual

61、parts.It reinforced our unique strength of being one of the few UK companies that serves customers across their lifespan,from their first savings to retirement.The second milestone was translating our business strategy into a brand strategy.|We built on our breadth and depth while recognising that f

62、inance is complex.Our brand strategy became about making the complex world of financial services click for people,helping them engage.This extended to businesses,large and small,and the broader market infrastructure across the UK,Canada and Ireland.The third pivotal moment was“unlocking”our brand.Wi

63、th a clear business and brand strategy,we launched our brand platform and campaign,Making it Click,in December 2022.We focused on our brand expression how we look,sound and feel.We evolved our expression from Aviva being perceived as cold,faceless,and old-fashioned to being experienced as warm,human

64、,modern and empathetic.Our updated sponsorship strategy was designed to provide a tangible experience of our brand in action,built around the idea of Positive Spaces.In 2023,we launched Aviva Studios,the largest investment in a national cultural project since the opening of Tate Modern.It attracted

65、more than 700,000 visitors in its first year and was named by TIME Magazine as one of the Top 100 Places to Visit in the World in 2024.Finally,we made sure to bring the entire organisation along with us.We built the brand from the inside out,recognising that our people are one of our strongest brand

66、 assets.The response was extraordinary-colleagues told us they finally could live the brand they had always believed in.Brand Finance Insurance 100 21Employee engagement can significantly impact brand perception.How does Aviva involve employees in contributing to and aligning with the brands values

67、and goals?Bringing colleagues with us has been pivotal in Avivas brand transformation.From the start,we recognised that our colleagues are not just employeesthey are living embodiment of our brand.We started by speaking to colleagues across the UK,Canada,and Ireland,across business units and at all

68、tenure levels,to understand their lived experience of our brand.What we heard was striking:internally,Aviva was seen as human-centric,caring,and empathetic.However,external research showed the brand was perceived as cold,faceless,and even masculine,lacking the warmth our people knew was at our heart

69、.So,rather than reinvent,we amplified.We called this process amplifying the brand magicunearthing the care,warmth and authenticity already within Aviva and finding ways to express it outwardly.Our colleagues provided a lot of feedback through testing.We followed a similar approach when we were devel

70、oping our brand campaign and platform.Colleagues embraced our new brand strategy when we launched it-it practically rolled itself out.Thats because our brand transformation was focused on authentic Aviva behaviour.The impact has been profound.Making it Click was so well adopted that its become part

71、of our companys vernacularfrom leadership speeches to internal campaigns.Seeing colleagues take it,live it,and make it their own has been one of the most rewarding parts of this journey.How does the Aviva brand aid in attracting and retaining top-tier talent?As the leading brand in our industry,with

72、 a 325-year history and deep roots in the communities we serve,we naturally appeal to top talent.But theyre not the only reasons.In 2023,we worked on our brands colleague value proposition,ensuring our brand reflected our market leadership and the culture,passion,and purpose that make Aviva a great

73、workplace.We applied the same One Aviva mindset that drives our customer strategy to our people strategy.We had strong rewards and benefits,but they werent clearly articulated,and our culture wasnt shining through externally.We developed our colleagues value proposition:Shine Bright,inviting people

74、to join,grow,and make a meaningful impact at Aviva.Its built on three pillars:working better and brighter together,offering best-in-class benefits,and fostering a culture where people can be themselves and thrive.These arent just words,they are actions.Who wouldnt want to work for a top fabric of th

75、e nation British brand,where they can do meaningful work,feel valued,and bring their whole selves to work?The brand is a powerful asset for our people,and our people are a powerful asset for our brand.Brand Spotlight Aviva2025 Rank2024 RankBrandCountry2025 Brand ValueBrand Value Change2024 Brand Val

76、ue2025 Brand Rating110Ping An InsuranceChina$33,5990.0%$33,607AAA220AllianzGermany$26,747+8.9%$24,566A+342AXAFrance$19,826+19.7%$16,565AA-431China Life InsuranceChina$18,323+4.6%$17,517AAA+5122Generali GroupItaly$16,981+46.7%$11,575AA-6132AllstateUnited States$15,951+38.7%$11,501AA761GEICOUnited Sta

77、tes$15,022+3.1%$14,569AA871PICCChina$15,021+13.1%$13,275AAA990MetlifeUnited States$14,591+18.2%$12,341AA10100ProgressiveUnited States$14,240+16.1%$12,266AA+1151CPICChina12182LICIndia1381AIAChina14111Canada LifeCanada15150TravelersUnited States16192Poste ItalianeItaly17170ZurichSwitzerland18161Pruden

78、tial PlcChina19302Nissay/Nippon Life InsuranceJapan20141ChubbUnited States21282Tokio MarineJapan22211Prudential(US)United States23272Dai-Ichi LifeJapan24240ManulifeCanada25250AvivaUnited Kingdom26312The HartfordUnited States27231Swiss ReSwitzerland28201Munich ReGermany29221AIGUnited States30291Catha

79、y Life InsuranceChina31372Swiss LifeSwitzerland32392Great EasternSingapore33352MapfreSpain34382Sun LifeCanada35321Hannover ReGermany36360ErgoGermany37522Samsung Life InsuranceSouth Korea38331CNP AssurancesFrance39452Berkshire HathawayUnited States40632PZUPoland41410AflacUnited States42512Everest ReB

80、ermuda43622Scottish WidowsUnited Kingdom44502UnipolSaiItaly45752Sony LifeJapan46460Arch CapitalBermuda47401Fubon LifeChina48441AtheneBermuda49-3Mitsui SumitomoJapan50341New China Life(NCL)ChinaBrand Finance Insurance 100 22Brand Value Ranking(USDm)Top 100 most valuable Insurance brands 1-502025 Rank

81、2024 RankBrandCountry2025 Brand ValueBrand Value Change2024 Brand Value2025 Brand Rating51481QBEAustralia52491BUPAUnited Kingdom53562W.R.Berkley CorporationUnited States54431Sompo Japan NipponkoaJapan55421Legal&GeneralUnited Kingdom56782Fidelity NationalFinancialUnited States57471NN GroupNetherlands

82、58531CincinnatiUnited States59702Kyobo LifeSouth Korea60612CNAUnited States61601China TaipingChina62591ASRNetherlands63642IntactCanada64732RGA(Reinsurance Group Of America)United States65682IfSweden66660China ReChina67551AssurantUnited States68651ScorFrance69541Samsung Fire&Marine InsuranceSouth Kor

83、ea70792MarkelUnited States71772Dongbu InsuranceSouth Korea72571HelvetiaSwitzerland73742Japan Post InsuranceJapan74671Sunshine Insurance GroupChina75882AFGUnited States76892SBI LifeIndia77902UNIQAAustria78581UnumUnited States79952TD InsuranceCanada80872KLPNorway81-2AG InsuranceBelgium82801TrygDenmark

84、83-3FM GlobalUnited States84862Hanover InsuranceUnited States85721SuncorpAustralia86-2GjensidigeNorway87-2John HancockUnited States88841Income InsuranceSingapore89711iA Financial GroupCanada90912NRMA InsuranceAustralia91811VIGAustria92821PrincipalUnited States93831RSAUnited Kingdom94940Pru Life UKUn

85、ited Kingdom95962Nan Shan Life insuranceChina96-2Old Republic International CorporationUnited States97851Allied worldBermuda98-3Aoi NissayJapan99691Versicherungskammer BayernGermany100-2MedibankAustraliaBrand Finance Insurance 100 23Top 100 most valuable Insurance brands 51-100Brand Value Ranking(US

86、Dm)MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ValueMeta+Enterprise ValueThe value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely monobranded architecture,the enterprise value is the same as branded business value.Facebook+Branded B

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

88、r to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.Facebook+Brand ValueThe value of the trademark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 106

89、68.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.Brand Va

90、lueBrand Finance Insurance 100 25What 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,although

91、 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 result

92、,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 approa

93、ch for brand valuations since it is grounded in reality.It is the basis for a public ranking 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 6,000 brands in over 41 markets.Disclaimer Brand Finance has

94、 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 responsibility and

95、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 be rel

96、ied upon for any reason and excludes all liability to anybody,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 Valuation Met

97、hodologyBrand Finance Insurance 100 261.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 for br

98、ands(for example a range of 0%to 2%of revenue).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 this brand in the

99、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 rates.We then apply the

100、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 CalculationBrand Valuation MethodologyWe adjust the rate higher or lower for brands by anal

101、ysing Brand Strength.This Brand Strength analysis is based on two core pillars:“Brand Perceptions”which relate to the level of brand familiarity and the views stakeholders have of a brands offer;and“Customer Behaviours”which are the impacts that those perceptions have on demand,price,and advocacy.Ea

102、ch 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.Brand Finance Insurance 100 27Brand Strength MethodologyAnalytical rig

103、our 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 awarenes

104、s,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 Brand Perceptions and Customer Behaviours as measured throug

105、h our Global Brand Equity Monitor research.This Brand Strength Index is subsequently explained through an analysis of diagnostic attributes known as“Brand Inputs”which highlight the actions marketers can take to build core brand strength.Brand Strength IndexBrand Perceptions Perceptions of the brand

106、 among those familiar with them as well as the overall familiarity itself,given its role as multiplying the effects of strong perceptions.Customer Behaviours Metrics representing the success of the brand in achieving higher consideration,price acceptance and customer advocacy.Brand Strength IndexBra

107、nd Finance Insurance 100 281.Attribute Selection and WeightingWe follow a general structure incorporating the brand perceptions and the outcomes that they cause on customer behaviours.This covers the core brand metrics which matter most and have been analysed for their impact on market share and rev

108、enue growth.These attributes are weighted according to their importance in driving the following pillar:Brand Perceptions in driving Customer Behaviours;and finally,the importance of Customer Behaviours metrics in driving market share,revenue,and ultimately,business value.To convert raw data into sc

109、ores out of 10 that are comparable between attributes within the scorecard,we then must 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

110、100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future success.3.Benchmarking and Final Scori

111、ngBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of more than 175,000 people from the general pu

112、blic on their perceptions of over 6,000 brands in over 31 sectors and 41 countries.Over a period of 3 months towards the end of each calendar 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 Met

113、hodologyBrand Finance Insurance 100 29Our ServicesConsulting ServicesBrand Analytics&InsightsThe measures that matterThe only way to effectively manage a brand is to measure it.Brand evaluations are essential to understand the strength of your brand and how it compares to your competitors.Measuring

114、your brand helps identify what drives value and how to prevent losing marketing share,resulting in effective,data-driven strategies to grow your brand.+Brand Audits+Qualitative&Quantitative Research+Syndicated Studies+Brand Tracking+Brand Drivers&Conjoint Analysis+B2B&B2C Research+Are we building ou

115、r brand 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?+What is most important to my customers?Brand ValuationMake the business case for your br

116、andBrand valuation is the language marketers use to ensure finance teams understand the value of their brand.Valuation data empowers CFOs to invest in brand with confidence,resulting in business decisions focused on enduring,growing brand value and strength.Valuations also help investors and those s

117、elling,to ensure that the full value of the business is accounted for in a transaction.+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Return on Investment +How much is my brand worth?+How much should I invest in marketing?+How much damage does b

118、rand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Can I quantify how important my brand is to the board?Brand StrategyBrand management based on dataUnderstanding the value of your brand transforms it into a powerful tool you can use

119、 to determine the business impacts of strategic branding decisions.All stakeholders must understand how investing in brand growth impacts the bottom line.Brand growth is accelerated when strategies use valuation to align marketing and finance.+Brand Positioning+Brand Architecture+Franchising&Licensi

120、ng+Brand Transition+Marketing Mix Modelling+Brand Identity&Experience+Which brand positioning do customers value most?+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?Place BrandingSports&SponsorshipBrand SustainabilityEmployer BrandingBrand Finance Insurance 100 31Contact usT:+44(0)20 7389 9400E:W: