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1、Semiconductors 20 2024 The annual report on the most valuable and strongest Semiconductors brands March 2024Brand Finance Semiconductors 20 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(

2、USDm)18Brand Guardianship Index 19 Brand Spotlights 23AMD 24John Taylor,SVP and Chief Marketing OfficerMethodology 27Our Services 33Our 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 combi

3、nation of expertiseBrand Finance,a chartered 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 methodol

4、ogy,certified by Austrian Standards,is officially 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 annual

5、ly.Quantifying the financial value of brandsBrand 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

6、 FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Semiconductors 20 4David Haigh Chairman&CEO,

7、Brand FinanceBrand valuation helps companies understand the 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 a

8、lso be used to help attract investors and secure financing,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 understan

9、d the worth of their brand and how it fits into their overall 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 incre

10、ased customer loyalty and retention.This,in turn,can lead 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 c

11、an help a company attract top talent,as employees may be more 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 r

12、esearching and understanding customer perception of brands 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 conversat

13、ions.If you want to help build a stronger brand,or if you 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

14、 your brands financial standing.Strategise effectively to 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 abou

15、t your brands financial value.Empower Your Marketing TeamOptimise 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

16、Brand Value ReportBrand Finances Brand Value Report provides 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

17、insights into your position against +6,000 brandsOriginal 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 y

18、our strategy.31 sectorsRobust market representation for a 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 d

19、rives customer decision making so you can create a roadmap 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 insigh

20、ts that direct strategy for understanding,maintaining and 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 recommendat

21、ions to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisNVIDIA leads semiconductor surge with$44.5 billion brand valuation amid global demand for processing power +NVIDIAs brand value soars to$44.5 billion,dominating the AI and data centre sectors+TSMCs st

22、rategic expansion fuels its position as industrys second most valuable brand+Qualcomm faces headwinds,with brand value falling to$7.1 billion+Intels brand value dips 7%to$21.3 billion,sliding to third but remains industrys strongest+AMDs brand value soars to$8.8 billion in 2024,fuelled by AI and com

23、puting advances +Driving innovation:STMicroelectronics powers ahead with$2.7 billion brand value+Demand for decentralised chips drives Broadcom brand value up+Navigating growth:ASML triumphs with$6.9 billion brand valuationBrand Finance Semiconductors 20 9Ranking AnalysisNVIDIAs brand value soars to

24、$44.5 billion,dominating the AI and data centre sectorsNVIDIAs jump to the top position to become the worlds most valuable semiconductor brand has been marked by a staggering 163%increase in brand value to USD44.5 billion.This underscores its dominance and rapid growth in the highly competitive semi

25、conductor sector.This monumental rise can be attributed to NVIDIAs significant contributions and developments within the realm of artificial intelligence(AI),which have not only captivated the IT industry but also positioned NVIDIA as a leading force in AI innovations.The brands value surge is close

26、ly tied to its impressive financial performance,particularly in the data centre sector,where NVIDIA has seen substantial revenue growth.NVIDIAs data centre revenue is soaring fuelled by an increased demand for accelerated computing platforms and networking portfolios,which have become essential for

27、cloud services,especially in generative AI services.NVIDIAs brand value growth is a testament to its innovative capabilities,strategic market positioning,and adaptability in the face of challenges.As the company continues to lead in AI and computing technologies,its brand value is expected to remain

28、 on an upward trajectory,reflecting its significance in shaping the future of technology and its role as a key player in the global tech ecosystem.Lorenzo Coruzzi Director,Brand Finance Brand Finance Semiconductors 20 10Brand Finance data indicates a noticeable upsurge in familiarity with NVIDIA acr

29、oss different global regions,with China leading the growth at a 40%increase.In the European market,there was a noteworthy rise in the mid-teens,including UK,France,and Germany,with increases of 16%,16%,and 17%respectively,while NVIDIA achieved a 9%growth in the United States.In terms of consideratio

30、n,which reflects the degree to which people are contemplating engaging with NVIDIA,Brand Finance found substantial increases reported across various markets.China again stood out with a 29%increase,followed by France at 26%,the United States at 24%,and the United Kingdom at 21%.While reputation rema

31、ined relatively stable,fluctuating slightly in different markets,the overall trend highlighted NVIDIA was able to obtain the most significant positive shift in China.Consequently,despite facing strong competition and regulatory challenges in some markets,NVIDIAs robust financial results and optimist

32、ic future projections indicate a strong and resilient brand poised for continued success.TSMCs strategic expansion fuels its position as industrys second most valuable brandTSMC has retained its position as the second most valuable brand in the semiconductor industry,with a 16%increase in brand valu

33、e to USD25.1 billion underscoring its pivotal role in the global technology landscape.This growth reflects the surging demand for semiconductors,driven by their critical applications in essentially every sector of the modern developed economy.Post-COVID economic growth is testing TSMCs ability to me

34、et the increasing need for advanced semiconductor technologies.Brand Finance researchers have attributed some of the rise in TSMCs brand value to a significant uptick in forecast revenues.These forecasts expect continued growth after sustained growth,as such financial achievements not only reinforce

35、 TSMCs market dominance but also its efficiency and scalability in operations amidst growing global demands.TSMCs almost-unique capacity to produce certain chip specifications has created a significant moat which limits the capacity of competitors to challenge the brand.TSMC is the dominant force in

36、 the global semiconductor industry with over 60%of the worlds foundry market share,is expanding its international footprint with several major investments aimed at bolstering global chipmaking capacity.These plans include a$7 billion chip plant in Kumamoto,Japan,and a flagship investment of$40 billi

37、on to establish two fabrication plants in Arizona,USA,in line with Washingtons strategy to enhance domestic chip production.Additionally,TSMC is venturing into Europe with a factory in Germany primarily serving the automotive industry.The company,which manufactures chips for leading technology firms

38、 including NVIDIA,Qualcomm,Broadcom,and Apple,boasts an even more impressive 90%market share in the production of the most advanced chips.TSMCs brand value growth is emblematic of its strategic importance in the semiconductor industry,underpinned by robust financial performance and a pivotal role in

39、 enabling technological advancements across various sectors.While facing certain challenges in brand strength metrics,TSMCs continued focus on innovation,efficiency,and meeting the global demand for semiconductors positions it for sustained success and influence in the tech ecosystem.Lorenzo Coruzzi

40、 Director,Brand FinanceRanking AnalysisBrand Finance Semiconductors 20 11Qualcomm faces headwinds,with brand value falling to$7.1 billion Qualcomm,renowned for its mobile chip design,has experienced a downturn in its brand value,suffering a 17%decline to USD7.1 billion.The decrease in brand value wa

41、s primarily due to lower handset and IoT revenues,driven by reduced chipset shipments to major OEMs and a drop in demand across consumer and industrial products,largely due to macroeconomic challenges and high customer inventory levels.Despite this setback,Qualcomm has continued to make significant

42、strides within the AI on EDGE Semiconductor market,leveraging its core competencies in mobile communications to pioneer the development of AI-enabled chips for edge devices.This strategic move is aimed at capitalising on the growing demand for advanced AI capabilities in a wide range of applications

43、,from mobile devices to the burgeoning Internet of Things(IoT)landscape.Ranking AnalysisBrand Finance Semiconductors 20 12Ranking AnalysisTop 20 Most Valuable Semiconductors Brands 2024 Brand Finance Plc.20244153101520914198131871217261116+163%+16%-7%+10%+27%+27%-7%-4%+15%+16%-2%+22%-1%-21%201020201

44、20010020$44.5 bn$25.1 bn$21.3 bn$10.0 bn$8.8 bn$6.9 bn$3.5 bn$2.0 bn$6.1 bn$2.7 bn$1.9 bn$5.6 bn$2.4 bn$1.5 bn010 +7%+5%-4%$8.8 bn$3.9 bn$2.1 bn -17%+36%+2%$7.1 bn$3.8 bn$2.1 bn The drive towards integrating AI into edge computing reflects a broader industry trend towards decentralised computing,whe

45、re data processing is performed closer to where data is generated rather than in distant data centres.This shift is crucial for applications requiring real-time processing and decision-making,such as autonomous vehicles,smart cities,and personalised healthcare.Qualcomms foray into this market is a n

46、atural extension of its existing strengths in mobile technology,positioning the company at the heart of a transformative wave of technological innovation.Brand Finance Semiconductors 20 13Ranking AnalysisTop 10 Strongest Semiconductors Brands 2024 Brand Finance Plc.202441531098726+5.4+3.9+2.0+4.7+0.

47、2+2.60.0-0.522121102281.681.381.079.578.972.670.970.62 -0.177.8 +3.177.6 Intels brand value dips 7%to$21.3 billion,sliding to third but remains industrys strongestIntels position in the semiconductor and technology market has experienced a notable shift,with a 7%decrease in brand value,bringing it d

48、own to USD21.3 billion.This decline has led Intel from its previously top-ranking position to the third most valuable,despite retaining its status as the strongest brand in its sector.The downturn in brand value is primarily attributed to significant revenue declines within its two largest divisions

49、:the client computing group,focusing on end-user products,and the data centre group,which markets server products.Both divisions saw significant revenue drops,reflecting the challenges Intel faces in a rapidly evolving market.The decrease in brand value is juxtaposed with an increase in Brand Streng

50、th Index(BSI).This suggests that while Intels financial value has diminished,certain aspects of its brand equity and operational efficiency have improved.Intels CEO,Pat Gelsinger,has acknowledged the economic and market challenges while highlighting the companys ongoing strategic transformation.Bran

51、d Finance Semiconductors 20 14The Brand Strength Index(BSI)for AMD has also seen an uptick,attributed to increased scores in familiarity and consideration,reflecting growing recognition and appreciation of AMDs brand and products in the market.However,AMD faces challenges in commanding a price premi

52、um,an area that could impact its brand value and profitability in highly competitive segments.AMDs 2024 performance and strategic initiatives paint a picture of a brand on an upward trajectory,bolstered by significant growth in revenue and a strong commitment to expanding its market share through in

53、novations in AI and high-performance computing.Despite challenges in certain areas,AMDs increased brand value and improved BSI scores reflect its rising stature in the technology sector and the potential for sustained success in the coming years.Lorenzo Coruzzi Director,Brand FinanceEfforts to advan

54、ce the product roadmap and enhance operational structures and processes have been pivotal in navigating these hurdles.The slight increase in BSI for Intel,attributed to improved scores in areas such as value for money,familiarity,consideration,and forecast operating margin,indicates positive aspects

55、 of brand perception and operational efficiency.Brand Finance research has found that customers are willing to pay a premium for Intel products,reflecting the brands enduring strength and customer loyalty,even in the face of financial and operational challenges.AMDs brand value soars to$8.8 billion

56、in 2024,fuelled by AI and computing advancesAMDs brand value experienced a significant upturn in 2024,surging by 27%to USD8.8 billion,largely fuelled by its remarkable financial performance and strategic initiatives in artificial intelligence(AI)and high-performance computing.Brand Finance found tha

57、t AMDs resilience and strategic focus are evident in its handling of the challenging PC market environment and its aggressive push into AI and high-performance computing.These areas,particularly AI,are expected to be significant growth drivers for AMD,aligning with industry trends towards more intel

58、ligent and efficient computing solutions.Ranking AnalysisBrand Finance Semiconductors 20 15Brand Value Change 2023-2024(%)Brand Finance Plc.2024Ranking Analysis163%36%27%27%22%16%16%15%10%7%Driving innovation:STMicroelectronics powers ahead with$2.7 billion brand valueSTMicroelectronics has witnesse

59、d a notable increase in its brand value,climbing 16%to reach USD2.7 billion.This uplift is a testament to the companys strategic positioning and innovation in high-growth sectors such as automotive electronics,where it has excelled notably,as well as in the industrial market.This brand value growth

60、has been partially driven by increased revenues,a testament to the strong brand and market positioning.In the automotive sector,STMicroelectronics has been a beneficiary of the increasing incorporation of semiconductors into vehicles,a trend accelerated by the push towards car electrification and mo

61、re sophisticated electronic vehicle technologies.A similar transformation of the industrial market towards electrification and digitalization is driving industrial growth.STMicroelectronics success in automotive is complemented by strategic partnerships and supply agreements,including with ZF and Li

62、 Auto for electrification.Brand Finance Semiconductors 20 16Demand for decentralised chips drives Broadcom brand value upBroadcoms recent accomplishment of a 7%increase in brand value to USD8.8 billion is a testament to its strategic positioning and innovative prowess within the semiconductor indust

63、ry,particularly in the rapidly evolving AI on edge semiconductor market.This growth underscores Broadcoms crucial role in catering to the burgeoning demand for advanced semiconductor solutions that enable efficient and low-latency AI processing at the edge of networks,rather than relying solely on c

64、entralised data centres.Brand Finance Broadcoms success in the AI on edge market is not just a reflection of its technological capabilities but also of its strategic foresight in recognising and investing in key growth areas within the semiconductor industry.Automotive-grade technologies also suppor

65、t a R&D collaboration with Airbus for aircraft electrification.In the industrial markets,the development of edge AI with deployment across multiple applications will drive digital transformation over the next years.Brand Finance research has found that these cooperations not only expand STMicroelect

66、ronicss market reach,but also reinforce its reputation for quality and innovation in the semiconductor industry.The increase in brand value and financial success can also be attributed to heightened public interest and coverage of the semiconductor industry,driven by its growing importance in variou

67、s technologies.This has led to a broader recognition of companies like STMicroelectronics,enhancing its market position and brand perception.Ranking AnalysisBrand Finance Semiconductors 20 17As businesses and consumers increasingly demand more intelligent and responsive technologies,Broadcoms contin

68、ued focus on innovation and market expansion in AI and edge computing is poised to drive further growth and solidify its position as a leader in global semiconductor solutions.The companys ability to navigate and shape the future of technology,coupled with its consistent financial performance,sugges

69、ts a promising outlook for its brand value and market influence.Navigating growth:ASML triumphs with$6.9 billion brand valuationASML achieved a remarkable surge in its brand value,up 27%to USD6.9 billion,underscoring the brands pivotal role in the global technology ecosystem.This Dutch powerhouse is

70、 at the forefront of producing lithography machines essential for chip manufacturing,a sector that witnessed substantial growth in 2023.The companys financials mirrored this industry-wide upswing,with strong revenue growth primarily driven by a heightened demand for deep ultraviolet immersion lithog

71、raphy systems.These systems are critical for etching transistors onto semiconductor wafers,a process at the heart of chip manufacturing.ASMLs dominance in this area allowed it to capitalise on the growing need for more sophisticated chips.Brand Finance researchers identified that the companys strate

72、gic position was bolstered by its performance in China,with ASMLs sales to this large market significantly increasing.This growth is particularly noteworthy given the backdrop of US-China trade tensions,highlighting the brands ability to navigate geopolitical complexities while expanding its market

73、share.The surge in demand within Chinas chip industry,especially for mid-range and mature chip nodes,played a crucial role in this expansion.However,not all indicators were positive.Research by Brand Finance identified a 5.8-point drop in ASMLs Brand Strength Index(BSI),reflecting its reputation and

74、 uncertainties regarding its future operations in the Netherlands.Reports of potential relocation and the Dutch governments efforts to retain the company painted a picture of turbulence and raised questions about ASMLs long-term strategic positioning.Looking ahead,ASML confronts several headwinds.Re

75、gulatory challenges,particularly around exports to key markets like China,pose significant risks.Dutch government restrictions on shipping top-end chip manufacturing equipment to China could impact ASMLs growth trajectory and strategic planning.Moreover,the brands future in the Netherlands remains u

76、ncertain,amidst government efforts to prevent a potential relocation due to concerns over labour arrangements and other regulatory issues.Ranking Analysis2024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating132NVIDIAUnited States$44,488+16

77、2.9%$16,922AAA-AA+220TSMCChina(Taiwan)$25,052+16.2%$21,564AAA-AA+311IntelUnited States$21,260-7.3%$22,936AAA-AA+440SK hynixSouth Korea$10,015+9.5%$9,146AAAA572AMDUnited States$8,826+27.3%$6,936AAA-AA+660BroadcomUnited States$8,815+7.4%$8,208AAAA751QualcommUnited States$7,132-16.9%$8,583AA+AA+880ASML

78、Netherlands$6,872+27.1%$5,406AA-AA990Micron TechnologyUnited States$6,047+14.6%$5,276AAAA10100Texas InstrumentsUnited States$5,562+22.0%$4,560AA+AA+11122InfineonGermany12132Ase TechnologyChina(Taiwan)13111MediatekChina(Taiwan)14152STMicroelectronicsSwitzerland15141Lam ResearchUnited States16160Tokyo

79、 ElectronJapan17170Arrow ElectronicsUnited States18180NXPNetherlands19190Analog DevicesUnited States20200KLA CorporationUnited StatesBrand Finance Semiconductors 20 18Brand Value Ranking(USDm)Top 20 most valuable Semiconductors brands 1-20Brand Guardianship IndexBrand Finance Semiconductors 20 20The

80、 Brand Guardianship Index evaluates the performance of chief executives according to how well they manage and grow their companies brands.The resulting ranking is informed by the results of an original survey of over 1,500 equity analysts and journalists and 3,500 informed general public.The Semicon

81、ductors Brand Guardianship Index includes the top 5 CEOs or equivalents across the industry.Top 5 Semiconductors Brand GuardiansNo.1|Jensen Huang,NVIDIA,CEO NVIDIA CEO Jensen Huang remains the highest ranked brand guardian in the United States,despite slipping to third place in the global ranking,wh

82、ere he previously held the top spot in 2023.Since co-founding NVIDIA in the early 1990s,Huang has played a pivotal role in steering the brands transformation from a challenger in gaming processor manufacturing to a dominant force in contemporary AI technology.This evolution has firmly established NV

83、IDIA as a key player in shaping the global economic landscape,especially with the rising prominence of Artificial Intelligence.Furthermore,Huang retains his leadership in driving brand value growth throughout his tenure in the ranking.No.2|Peter Wennink,ASML,CEOWennink,appointed CEO of ASML in 2013,

84、has orchestrated a remarkable ascent for the ASML brand.Under his stewardship,ASMLs market capitalisation has surged almost tenfold,largely driven by innovations in chipmaking technology.For example,by utilising extreme ultraviolet(EUV)light in lithography machines,ASML has enabled smaller transisto

85、r designs,enhancing chip performance.Wenninks tenure has also harboured consistent financial growth,underscoring ASMLs market position,and Wenninks second position ranking of semiconductor CEOs.As CEO,Wennink has prioritised brand reputation,reflected in the brands strong governance and investment i

86、n education.No.3|Jochen Hanebeck,Infineon,CEOSince taking the helm as CEO in 2022,Hanebeck has steered Infineon to remarkable success,including a 15%increase in revenues for the 2023 financial year.Brand Guardianship IndexBrand Finance Semiconductors 20 21He has championed a commitment to decarbonis

87、ation and digitalisation,underscoring Infineons dedication to long-term sustainable value.Hanebecks strategic vision includes initiatives to enhance green energy,improve energy efficiency,and electrify traditionally fossil fuel-dominated sectors such as automotive and home heating.According to Brand

88、 Finance research,Hanebeck scored 8.8 out of 10 for approval rate and scores well for understanding the importance of the Infineon brand and reputation,reflecting confidence in his leadership.No.4|Che-Chia Wei,TSMC,CEODr Weis journey at TSMC began in 2012,where he ascended to the role of CEO,leverag

89、ing his profound experience in semiconductors.Under his stewardship,TSMCs robust brand performance surged by 16%,with its brand value soaring to USD25 billion.As TSMC spearheads global expansions in Germany,Japan,and the US,Weis leadership approach aims to meet the growing global demand for AI chips

90、 while strategically diversifying the brands supply chain amidst geopolitical tensions.Under Weis guidance,noteworthy brand investments include TSMCs collaboration with Murata in a green investment fund,and a staggering USD10 billion investment in a microchip plant in Germany,underscoring TSMCs pivo

91、tal role in shaping the semiconductor landscape.No.5|Cristiano R Amon,Qualcomm,CEOHaving joined Qualcomm as an engineer back in 1995,almost three decades later,Amon has played a transformative role in shaping the brands trajectory in his ascent to CEO,underscoring his impact.During his tenure,Amon h

92、as largely contributed to the orchestration of Qualcomms strategic evolution,marked by pioneering advancements in 5G technology and expansion into diverse sectors like automotive,computing,and virtual and augmented reality.Amons leadership extends beyond innovation,having also played a pivotal role

93、in several of Qualcomms strategic mergers and acquisitions,fortifying the brands market position.Through Amons stewardship,Qualcomm continues to lead the way for technological innovation.Brand Guardian IndexBrand Finance Semiconductors 20 22Top 5 Semiconductors CEOs 2024 Brand Finance Plc.2024415327

94、9.970.370.167.365.3 Jensen HuangPeter WenninkJochen HanebeckChe-Chia WeiCristiano R AmonGood CEOs enhance the reputation of their brands by nurturing relations with all stakeholders.This can be a tricky balance as the role of CEO is increasingly personality-focused,with some leaders scrutinized like

95、 celebrities.It is no longer enough to have a vision for the businesss future.It is about forging an authentic public profile and reacting earnestly to reputational challenges and opportunities.The Brand Guardianship Index celebrates CEOs who balance the needs of commercial success,long-term brand b

96、uilding and personal reputation management.Annie Brown General Manager of UK Consulting,Brand FinanceBrand Guardian IndexBrand SpotlightBrand Finance Semiconductors 20 24AMD Brand ValueUSD8.8 bn+27.3%#52#42Brand StrengthBSI 79.5+4.7Brand Finance Semiconductors 20 25Interview with John TaylorJohn Tay

97、lorSVP and Chief Marketing Officer,AMDWhat would you consider as the defining moments or milestones in building and strengthening the AMD brand?In my time as CMO,weve methodically transformed the AMD brand from its PC and gaming legacy,first by expanding to enterprise and embedded computing leadersh

98、ip,and now evolving into the end-to-end AI infrastructure leader.There have been many defining moments on that path,collectively accruing to AMD in making it one of the most valuable and fastest growing brands in the world.The acquisition of Xilinx brought a number one position in a wide range of em

99、bedded markets from 5G communications to automotive and more,while adding a scalable AI inference engine to our product portfolio.We introduced our brand platform“together we advance”shortly after the acquisition,enabling us to tell those much broader market stories of how AMD powers everything from

100、 cloud computing for billions of people,to real-time medical imaging and robotic surgery,to the worlds fastest supercomputers,and of course PCs and game consoles.But I really think 2023 stands apart for how we elevated our brand to be synonymous with powering AI,starting with the coveted CES opening

101、 keynote where we expressed our vision for the computing that makes AI possible and launched the first AI PCs.And we bookended the year with our“Advancing AI”event,where we showcased generative AI leadership through the voices of many new AI customers deploying AMD at scale.In truth,weve only just b

102、egun this AI brand journey and Im incredibly excited.Brand Finance Semiconductors 20 26As the demand for AI increases and you further position the AMD brand as an AI leader,how are you thinking about the importance of the progress youre making in energy efficiency to combat the worlds climate challe

103、nges?As datacenters and compute-intensive industries adopt AI at scale beyond their existing I.T.priorities,energy demand grows with it.Energy and physical data center space constraints as well as the broader implications of increased energy usage are a real challenge that CIOs,enterprise buyers,and

104、 IT decision makers are thinking seriously about.AMD addresses this by driving product innovation with intent to make a major impact on increased energy efficiency.For example,AMD EPYC CPUs power one-third of the worlds server market and growing by delivering leadership performance and performance-p

105、er-watt,which enables a significant consolidation of data centers fewer racks needed to do the same work at lower power.This same mindset drives our AMD Instinct AI accelerator products,where we deliver the ability to run more AI models per server system,or larger models in a single server.We also h

106、ave aggressive goals to improve the energy efficiency of our chips with“30 x25”,or a 30 x energy efficiency improvement for accelerated data center compute nodes by 2025 from a 2020 baseline.Brand Spotlight AMD|Interview with John TaylorWith our latest datacenter AI chips,the AMD Instinct MI300 Seri

107、es Accelerators,weve achieved a 13.5x improvement from the 2020 baseline.Its incredibly important to us not only to do our part in holistically designing our chips for energy efficiency,but to also offer our customers a brand they can be confident will continue to deliver efficient and performant pr

108、oducts each generation.Looking ahead,what future plans and strategies does AMD have in place to further strengthen its brand and continue the growth of its brand value?As AMD has grown,we shifted our marketing approach from product-first to audience centric and brand-first.Weve become very intention

109、al about our engagement with specific audiences,focusing beyond our product brands toward the AMD brand and how we can show up as the trusted computing partner to our customers.We aim to be a trusted leader in enterprise AI,which means elevating our brand and finding new ways to speak directly to an

110、d build trust with CIOs,enterprise buyers and IT decision makers.Were continuing to embrace this approach as weve scaled our“together we advance”brand campaign,working together with our industry partners and customers to advance the many markets we serve and build on that trust along the way.Methodo

111、logyDefinitionsEnterprise 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 architecture,the enterprise value is the same as branded business va

112、lue.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 valuation as part of any brand valuation.We evaluate the full

113、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 than operating a generic brand.The brand values contained in

114、 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.+Brand ValueThe value of the trade mark and associated marketin

115、g 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,symbols,logos,and designs,intended to identify goods,services or

116、 entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Semiconductors 20 28What is Brand Value?Brand value refers to the present value of earnings specifically related to brand reputation.Organisations own and

117、 control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts provide business valu

118、ations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which are found in more

119、or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of peoples perceptions

120、 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 study are based only on publicly available information

121、and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and financial analysis expresse

122、d 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 bundle of trademarks and associated IP which can be use

123、d to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance Semiconductors 20 291.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact

124、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 Strength.We analyse brand strength by looking at t

125、hree core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a Brand Stre

126、ngth 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 range to arrive at a royalty rate.For example,i

127、f 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 proportion of parent company revenues attributable to

128、 the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax presen

129、t value which equals the brand value.4.Forecast Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Semiconductors 20 30Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recognised factors deployed by marketers to c

130、reate 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.Analytical rigour and transparency are at th

131、e 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 awareness,perceptions and onwards to b

132、rand-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 Inputs,Brand Equity and Brand Performanc

133、e.Brand Finance Semiconductors 20 311.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 strength index for a luxury apparel bra

134、nd 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 service and ARPU as important met

135、rics.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-Related Business Performance measures

136、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 ceiling based on that distribut

137、ion.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 measures helps inform managers of a

138、 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 Research Monitor research,a quantitativ

139、e 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 may not capture.These include tot

140、al 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 understanding of marketing effectiveness.Fin

141、ally 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 brands in our study in order to acc

142、urately measure their comparative strength.2.Data CollectionBrand Strength MethodologyBrand Finance Semiconductors 20 32Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength ef

143、fectively?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 your competitors.Brand Stre

144、ngth 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 Semiconductors 20 34Consulting ServicesMake branding decisions usin

145、g hard dataBrand Finance Semiconductors 20 34In-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 optimize my bran

146、d 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 Finance Semic

147、onductors 20 35Brand Finance Semiconductors 20 36+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

148、of 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 acquisitio

149、n?Questions 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 custome

150、rs 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?+Bra

151、nd 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 Semiconductors 20 37Sustainability and ESG have never

152、been more 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

153、Analysis +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

154、 relevant 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:Br

155、and Sustainability Understand perceptions and align them with performance.Consulting ServicesBrand Finance Semiconductors 20 38Sponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand val

156、uation,such as research,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 quest

157、ions around brand 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 bus

158、iness performance?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 ServicesMaximis

159、e value from your 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 Semiconductors 20 39Brand Dialogue

160、Limited is a member of the 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

161、 deliver strategic campaigns,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+M

162、arket Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Advertising+Retail MarketingMarking&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases

163、+Bespoke Publications,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 experienc

164、e,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.

165、serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandAnnie Browna.brownbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi Niger

166、iaTunde Odumerut.odumerubrandfi PhilippinesGary de Ocampog.deocampobrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance Semiconductors 20 41Contact usT:+44(0)20 7389 9400E:W: