《品牌金融（Brand Finance）：2024年美國品牌價值500強報告（英文版）（56頁）.pdf》由會員分享，可在線閱讀，更多相關《品牌金融（Brand Finance）：2024年美國品牌價值500強報告（英文版）（56頁）.pdf（56頁珍藏版）》請在三個皮匠報告上搜索。

1、US 500 2024 The annual report on the most valuable and strongest American brands March 2024Brand Finance US 500 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4Laurence Newell,Managing Director,Brand Finance North AmericaRanking Analysis 7Brand Value Ranking(USDm)

2、16Brand Guardian Index 26Embracing Generative AI 32An Interview with Stacy Janiak,Deputy Chief Executive Officer,DeloitteTop 100 US Brand Guardians 35Brand Spotlight 37AMD 38Interview with John Taylor,SVP and Chief Marketing Officer,AMDMethodology 41Our Services 47Our teams have experience across a

3、wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation con

4、sultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands o

5、f the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we h

6、ave helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Laurence NewellManaging Director,Brand Finance North AF

7、or media enquiries,please contact:Florina Cormack-LoydCommunications DFor all other enquiries:+44 207 389 ForewordBrand Finance US 500 4Laurence NewellManaging Director,Brand Finance,North AmericaBrand valuation is a crucial tool for businesses to navigate todays complex markets.Understanding the tr

8、ue value of a brand and its impact on overall company worth is essential.It guides decisions in marketing and branding,setting a benchmark for future growth and performance.Additionally,brand valuation plays a key role in attracting investors and securing financing,as a strong brand is a prized asse

9、t.In mergers and acquisitions,brand valuation shapes negotiations and determines the value of the acquisition.A strong brand is vital for differentiation,helping companies stand out in competitive markets.This fosters customer loyalty and drives sales and revenue growth.Premium brands can command hi

10、gher prices,as consumers gravitate towards quality and trustworthiness,boosting profitability.A strong brand attracts top talent and provides a competitive edge,aiding companies in navigating economic challenges and industry disruptions.This year,in the context of brand valuation,the transformative

11、impact of artificial intelligence on brand value is undeniable.AI is not just a buzzword;its a catalyst for tangible growth and innovation across various sectors.From enhancing operational efficiency to revolutionizing customer engagement,AI-driven strategies are reshaping the brand landscape,offeri

12、ng a glimpse into the boundless possibilities of the future.Insights from Brand Finances US 500 2024 Report underscore the significant growth experienced by brands that have embraced AI.From tech giants like NVIDIA and Microsoft to industry stalwarts such as Google and Apple.This year,Brand Finances

13、 dedication to understanding customer perceptions of brands has led to extensive original research worldwide.The insights shared here serve as a starting point for meaningful discussions and strategic planning.This report also encompasses the most recent edition of the US Brand Guardianship Index,of

14、fering invaluable insights into the pivotal role of CEOs in shaping and safeguarding brand reputation.Leaders such as Jensen Huang of NVIDIA,Tim Cook of Apple,and Sundar Pichai of Google,who occupy the top three positions nationwide,epitomize the principles of effective brand guardianship.If you wan

15、t 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 your brands fi

16、nancial 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 about your brands f

17、inancial 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 Brand Value Rep

18、ortBrand 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 insights into y

19、our 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 your strategy.31

20、 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 drives customer

21、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 insights that direct

22、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 recommendations to power y

23、our brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisApple Regains Title as Americas Most Valuable Brand +Apples brand value increases by 74%,making it the most valuable brand again in the US and the world+The artificial intelligence sector booms as Microsoft becomes

24、the USs second most valuable brand;NVIDIAs brand value surges 163%+Google and Amazon take 3rd and 4th spot,respectively+YouTube is the countrys strongest brand,with a Brand Strength Index score of 92.7 out of 100+Apple has the highest Sustainability Perceptions Value of any brand,at$33.3 billion,fol

25、lowed by Microsoft with a Sustainability Perceptions Value of$22.7 billion+California is the most valuable state in the ranking,its 86 brands featuring reaching a cumulative brand value of$1.7 trillionBrand Finance US 500 9Ranking AnalysisApples brand value increased by 74%,making it the most valuab

26、le brand again in the US and the world Apple has achieved exceptional brand value growth this year,increasing its brand value by USD219.1 billion in a single year to USD516.6 billion.This years growth is approximately equal to the total value of Starbucks,Walmart,Tesla,and Porsches brands combined,m

27、arking an unprecedented milestone in Brand Finances extensive history of valuing the countrys most valuable and strongest brands.Apple has achieved a remarkable brand value increase,even as the volume share of the iPhone has largely plateaued.Its strategy of finding new markets,expanding its ecosyst

28、em,and encouraging upgrades to higher-value iPhones has been highly effective.Apple has maintained its position as the dominant player in the premium smartphone market.Brand Finances research finds that Apples brand remains relatively strong,with a brand strength index score of 86.5 out of 100.Apple

29、 is one of the worlds most recognized brands,illustrated by its high brand awareness,averaging 96%across the 17 countries researched by Brand Finance.In the US,Apples home market and largest revenue source,the brand ranks highest among tech brands in perceptions of product quality.Brand Finance US 5

30、00 10Ranking AnalysisTop 10 Most Valuable American Brands 2024 Brand Finance Plc.202441531026+74%+78%+19%+3%-15%+48%+14%-12%220102$516.6 bn$340.4 bn$333.4 bn$308.9 bn$96.8 bn$70.4 bn$60.7 bn$58.3 bn1GxDD+28%$75.7 bnx+6%$71.8 bnHxCfGThe artificial intelligence sector booms as Microsoft becomes the US

31、s second most valuable brand;NVIDIAs brand value surges 163%This years report highlights the substantial gains of businesses that have invested heavily in AI.Brand Finance research finds significant increases in brand value amongst sectoral leaders such as Microsoft and NVIDIA.Microsofts brand value

32、 rose by 78%to USD340.4 billion,jumping two spots in the ranking to second.NVIDIA,a key supplier of chips in the AI space,achieved a brand value rise of 163%to USD44.5billion,making it the fastest-growing brand this year.Microsofts investment in AI integration across platforms enhances market compet

33、itiveness,positioning it as a top technology innovator.Brand Finances original market research highlights Microsofts strong reputation for innovation,modernity,and trustworthiness.Further,NVIDIA is perceived as highly innovative,while familiarity,consideration,and recommendation levels increased yea

34、r-on-year.This overall performance firmly positions NVIDIA as a front-runner in the AI chip market,demonstrating that the market is adopting its innovative products.Brand Finances latest findings highlight the transforming power of artificial intelligence across industries.While AI generates signifi

35、cant buzz,its true impact is still unfolding,presenting brands with promising opportunities rather than definitive results.Our latest research among IT decision-makers shows that AI leadership and expertise are the most important factors driving consideration for IT consulting and digital transforma

36、tion players.Being perceived as an AI-related brand will undoubtedly fuel growth in the foreseeable future.Laurence NewellManaging Director,Brand Finance North America987122Brand Finance US 500 11Ranking AnalysisBrand Value Change 2023-2024(%)Brand Finance Plc.2024163%136%127%116%109%78%75%74%68%67%

37、Google ranks third Google has retained its#3 ranking,recording a 19%increase in brand value to USD333.4 billion.The company has demonstrated solid overall revenue growth,primarily attributed to its narrative around AI,improved margins,and positive financial performance.Google has navigated several s

38、hifts in its business landscape,marked by a 6%reduction in the workforce,indicative of strategic cost-cutting measures amid a digital advertising slowdown.Google faces further challenges from a lawsuit alleging the unauthorized use of user data to train AI tools,potentially negatively impacting its

39、brand perception.Amazon falls to fourth Amazon,the worlds and the USs most valuable brand in 2023,has dropped to fourth position,with its brand value growing by just 3%to USD308.9 billion.A more challenging consumer market influenced by high interest rates,inflation,and a continued lack of confidenc

40、e in future economic prospects has hurt Amazons prospects.While other online retailers grapple with impending changes to online advertising,Amazon is capitalizing on the shift to streaming by offering interactive advertising opportunities.Additionally,the company invests in retail media networks to

41、expand its digital marketing footprint.Despite little movement in brand value,Amazon has retained its robust brand strength(its score of 85 is unchanged).Some of the key ingredients driving Amazons brand strength are high brand consideration and strong loyalty among existing customers.Brand Finance

42、US 500 12In addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Finances assessment of stakeholder equity i

43、ncorporates original market research data from over 150,000 respondents in 38 countries and across 41 sectors.This year,YouTube is Americas strongest brand,with a Brand Strength Index(BSI)score of 92.7 out of 10 and a corresponding elite AAA+brand strength rating.Brand Finances research reveals a 4%

44、increase in YouTubes familiarity,with an impressive 91%familiarity among respondents within the US.Moreover,consideration for the brand is nearly universal globally and reaches a staggering 98.2%in the US.YouTubes Environmental,Social,and Governance(ESG)metrics have also shown significant improvemen

45、t.Five other US brands achieve an AAA+brand strength rating:Google,Deloitte,Coca-Cola,Netflix,and Hersheys.Ranking AnalysisTop 10 Strongest American Brands 2024 Brand Finance Plc.202441531098726+0.0-0.8-0.7+0.8+4.3-2.5+1.0+1.421222121292.792.590.690.490.288.287.987.62xkEx-1.490.0o+5.989.1rxrmxBrand

46、Finance US 500 13Sustainability Perceptions Value Apple has the highest Sustainability Perceptions Value of any brand,at USD33.3 billion.This may surprise some,but like many of the worlds top brands,Apple has substantial scope for impact due to the sheer scale of its operations.It has been regularly

47、 criticized on issues as diverse as labor conditions in its production facilities,links to conflict zones in sourcing key minerals,greenhouse gas emissions across scopes,and alleged planned obsolescence.More recently,EU regulators reacted negatively to Apples claims about the carbon neutrality of it

48、s products.It is important to reiterate that Apples position at the top of the table does not assess its overall sustainability performance;instead,Brand Finance is measuring its perception.Regardless of Apples track record,consumers worldwide have clear confidence that Apple is minimizing its negat

49、ive impacts and is committed to sustainability,or at least that Apple is committed enough for them to continue to use its products.However,this result should not be seen as Ranking AnalysisTop 10 American Brands by Sustainability Perceptions Value$xx=Sustainability Perceptions Value x.x=Sustainabili

50、ty Perceptions Score/5 Brand Finance Plc.2024109876E:1.00 S:1.00 G:0.98 E:0.97 S:0.93 G:0.98E:0.99 S:1.01 G:1.04$6.4 bn$5.4 bn$5.4 bnE:0.96 S:0.95 G:0.93$8.0 bnxE:1.00 S:1.00 G:0.98$7.7 bnxDHN41532E:0.97 S:1.00 G:0.98E:1.01 S:1.02 G:1.02E:1.02 S:1.05 G:1.02 E:1.00 S:1.01 G:1.00E:1.03 S:0.98 G:0.94$3

51、3.3 bn$22.7 bn$22.5 bn$20.7 bn$13.7 bnGxDfGa cause for complacency.Sustainability drives 6.6%of consumer choice in the Consumer Electronics sector,demonstrating its influential role.Apples USD33.3 billion Sustainability Perceptions Value is contingent on maintaining its reputation for(a certain leve

52、l of)sustainability.Consumer expectations may change in response to enhanced reporting requirements,sustainability-related awareness and education,and media coverage.If Apple fails to keep pace in improving its sustainability performance and communicate clearly and honestly about its progress,those

53、billions of dollars of value could be at risk.Microsoft has the second-highest Sustainability Perceptions Value,at USD22.7 billion.It engages extensively in sustainable initiatives,including committing to becoming carbon-neutral,water-positive,and zero-waste by 2030.In addition to ensuring that it o

54、perates more sustainably,Microsoft has invested heavily in creating an impact beyond its business by utilizing its extensive touchpoints and capabilities.In 2022,Microsoft introduced the Microsoft Cloud for Sustainability,a collection of enterprise-grade sustainability management tools.Brand Finance

55、 US 500 14Ranking AnalysisTop 10 Largest Positive Sustainability Gap Values(American Brands)Brand Finance Plc.20243,156 m1,604 m1,529 m883 m543 m504 m477 m445 m405 m387 mThis looks to drive operational and cost efficiencies to help other businesses reach their sustainability goals,thereby hoping to

56、provide the tools for a more comprehensive network of sustainability-conscious businesses.Sustainability Gap Value Microsoft is demonstrating leadership in sustainability,especially among the worlds biggest brands,and creating brand value as a result.Yet,Microsoft could potentially generate even mor

57、e value from communication about its sustainability initiatives.Microsoft has the highest Gap Value of any brand.The Gap Value represents the difference between perceived sustainability and actual sustainability performance.A positive value indicates that a brands sustainability performance is bette

58、r than its perceptions would suggest.This implies that businesses could add significant value for shareholders by making a concerted effort to communicate their sustainability achievements more effectively.In Microsofts case,this value exceeds USD3.0 billion.Conversely,where perception exceeds perfo

59、rmance,value is at imminent risk,as brands leave themselves open to public backlash,reputational damage,and a downward correction of their Sustainability Perceptions Value.Tesla(brand value down 12%to USD58.3 billion)is one such brand that holds a negative gap value.Tesla is well known as a first mo

60、ver in the development of electric vehicles and battery technology,aiding the transition to a lower carbon economy.This image has carried across into perceptions held by global consumers.Within the Auto sector,Tesla is seen in several countries as the brand with the greatest commitment to environmen

61、tal sustainability,including Mexico and the UK.It has one of the highest proportions of brand value underpinned by sustainability perceptions of any brand(23.4%),resulting in a Sustainability Perceptions Value of USD13.7 billion,the 6th highest in the Sustainability Perceptions Index.However,the str

62、ength of this perception creates its own risk.While Tesla performs relatively well in perceived sustainability,it falls significantly short of peer-average sustainability performance across all three dimensions of ESG.As a result,Tesla has a value of USD1.5 billion at risk.Brand Finance US 500 15Ran

63、king AnalysisState-Level Analysis Californian brands in the 2024 Brand Finance US 500 ranking have the highest combined brand value of any US state USD1.7 trillion.California has the highest number of brands featured in the ranking at 86,including giants such as Apple,Google,Facebook,Instagram,Oracl

64、e,Disney,and NVIDIA,all of which feature in the top 20 most valuable US brands.Californias combined brand value is more than double that of the next most valuable state,Washington,at USD781.1 billion.The state is home to three brands in the top 10:Microsoft,Amazon,and Starbucks.Washingtons performan

65、ce is all the more impressive given that it only accounts for ten brands in total,76 fewer than Californias leader.New York is the 3rd most valuable state,with 64 brands accounting for USD592.7 billion in total brand value.Verizon and Deloitte are the states highest-ranked brands,sitting in 7th and

66、18th,respectively.Sector Analysis Tech remains the most valuable sector in the Brand Finance US 500 2024 ranking,with the 58 featured brands accounting for nearly a quarter of the rankings brand value,totaling USD1.31 trillion.The impressive overall sector brand value can mainly be attributed to the

67、 two major tech players that remain at the top of the ranking in 2024:Apple and Microsoft.Together,these two giants dominate the tech sector regarding brand value,with their combined values making up over half of the US tech sector value in the ranking.The retail sector is once again the second most

68、 valuable sector in the ranking,with the 38 brands featured making up 14%of the total brand value in the ranking.Amazon is the highest-ranked retail brand in fourth position.There have been muted results across the sector this year,with well-known brands recording brand value losses,including Walmar

69、t(brand value down 15%to USD96.8 billion),Home Depot(brand value down 14%to USD52.8 billion),Lowes(brand value down 21%to USD25.0 billion)and Walgreens(brand value down 29%to USD15.3 billion).Media is the third most valuable sector,sitting marginally behind retail in total brand value.There are 30 m

70、edia brands in the ranking that make up 13%of the total brand value,equating to USD713 billion.Google(brand value up 19%to USD333.4 billion),Facebook(brand value up 28%to USD75.7 billion),and Instagram(brand value up 48%to USD70.4 billion)all secure spots in the top 10 in the ranking and all record

71、solid brand value growth this year.SectorBrand Value (USD m)%of totalNumber of BrandsTech1,31424.4%58Retail76814.2%38Media71313.2%30Banking3356.2%31Commercial Services2925.4%36Telecoms1863.4%7Other1,78433.1%300Total$5,392100%500Brand Value by Sector 2023-2024 Brand Finance Plc.20242024 Rank2023 Rank

72、BrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating122AppleElectronics$516,582+73.6%$297,512AAAAAA-242MicrosoftInternet&Software$340,442+77.7%$191,574AAAAAA330GoogleMedia$333,441+18.5%$281,382AAA+AAA+411AmazonRetail$308,926+3.2%$299,280AAAAAA550WalmartReta

73、il$96,842-14.9%$113,781AA+AA+692FacebookMedia$75,716+28.4%$58,971AAA-AAA-761VerizonTelecoms$71,754+6.4%$67,443AAA-AA+8132InstagramMedia$70,443+48.5%$47,439AAAAAA+9102StarbucksRestaurants$60,669+13.5%$53,432AAA-AAA1071TeslaAutomobiles$58,272-12.0%$66,207AAA-AAA-11162OracleInternet&Software$53,099+34.

74、2%$39,574AAA-AA+1281Home DepotRetail$52,768-13.6%$61,053AA+AA+13111AT&TTelecoms$49,253-0.7%$49,614AAAA14140CostcoRetail$48,380+3.9%$46,571AA+AA+15182UnitedHealthcareHealthcare Services$47,632+28.4%$37,094AA+AA+16121DisneyMedia$46,717-5.6%$49,508AAA-AAA17582NVIDIASemiconductors$44,488+162.9%$16,922AA

75、A-AA+18222DeloitteCommercial Services$41,752+21.0%$34,514AAA+AAA+19151AccentureIT Services$40,502+1.6%$39,867AAAAAA20191McDonaldsRestaurants$37,993+3.1%$36,863AAA-AAA-21171Bank of AmericaBanking$37,256-3.6%$38,647AAAA+22232American ExpressCommercial Services$36,475+7.0%$34,078AAA-AA+23252Wells Fargo

76、Banking$35,807+8.6%$32,970AAAA24282ChaseBanking$35,807+14.3%$31,332AAAA+25241Coca-ColaSoft Drinks$35,022+4.6%$33,468AAA+AAA+26201UPSLogistics$34,552-2.4%$35,400AAA-AA+27211MarlboroTobacco$32,555-6.3%$34,741AA+AA+28322YouTubeMedia$31,721+6.8%$29,710AAA+AAA+29312CitiBanking$31,401+2.8%$30,551AA+AA+302

77、61J.P.MorganBanking$30,762-3.3%$31,807AAA-AA+31301CVSRetail$30,218-1.1%$30,567AAAA32352XfinityTelecoms$30,046+4.5%$28,754AAAA33291NikeApparel$29,873-4.6%$31,307AAA-AAA-34432UberMobility$29,736+27.6%$23,298AAAA35341FedExLogistics$28,556-1.0%$28,854AA+AA+36331VISACommercial Services$27,973-5.4%$29,575

78、AAA-AAA-37422SpectrumTelecoms$27,482+17.8%$23,329AA-AA38371IBM GroupIT Services$26,381+0.9%$26,156AAA-AAA-39361TargetRetail$26,355-4.5%$27,599AA+AAA-40492Elevance HealthHealthcare Services$25,529+28.4%$19,883AA-AA-41271LowesRetail$25,014-20.8%$31,597AA+AA+42381PWCCommercial Services$24,672-2.6%$25,3

79、32AAAAAA43401NetflixMedia$22,815-5.5%$24,150AAA+AAA44411CiscoElectronics$22,793-4.8%$23,933AA+AA+45391MastercardCommercial Services$21,818-12.2%$24,847AA+AAA-46451Dell TechnologiesElectronics$21,437-5.2%$22,612AA+AA47441IntelSemiconductors$21,260-7.3%$22,936AAA-AA+48612HumanaHealthcare Services$20,9

80、63+27.1%$16,497AA+AA49461FordAutomobiles$20,902-6.1%$22,267AA+AA+50481OptumHealthcare Services$20,376+1.2%$20,127AA-AA-Brand Finance US 500 16Brand Value Ranking(USDm)Top 500 most valuable American brands 1-502024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand R

81、ating2023 Brand Rating51542PepsiSoft Drinks$20,209+10.2%$18,335AAA-AAA-52501General ElectricEngineering$19,783+2.2%$19,349AAAAA+53642LinkedInMedia$18,812+21.3%$15,507AAA-AAA-54602HCAHealthcare Facilities$18,310+10.8%$16,522AA-A+55511SalesforceInternet&Software$18,185-4.9%$19,125AAAA56521Goldman Sach

82、sBanking$17,833-4.1%$18,603AA+AA+57531Capital OneBanking$16,974-7.5%$18,348AA+AAA-58561BoeingAerospace&Defence$16,161-7.6%$17,483AAAA+59622PurinaFood$15,844-2.3%$16,213AAAAAA60471WalgreensRetail$15,297-29.0%$21,560AA+AA+61682AdobeInternet&Software$14,825+15.2%$12,865AA+AA+62571ChevronOil&Gas$14,806-

83、15.0%$17,427A+A+63630PayPalCommercial Services$14,800-6.9%$15,889AAA-AAA-64772CaterpillarEngineering$14,696+31.5%$11,175AAAAAA-65591Sams ClubRetail$14,679-11.3%$16,547AA+AA+66660GEICOInsurance$14,569+3.4%$14,090AAA-AA+67551KFCRestaurants$14,170-19.8%$17,662AAA-AAA-68722PublixRetail$13,691+14.9%$11,9

84、19AAAA+69671S&P GlobalCommercial Services$13,369+2.9%$12,994AAA-AAA-70691Johnson&JohnsonPharma$13,361+4.7%$12,759AAA-AAA-71651Morgan StanleyBanking$13,306-6.4%$14,215AAAA721132EnterpriseMobility$12,832+66.0%$7,729AA+AA+73701UniversalMedia$12,734+3.9%$12,261AA-AA74792MetlifeInsurance$12,341+13.1%$10,

85、910AAAA75731ProgressiveInsurance$12,266+3.6%$11,841AAA-AAA-761872Charles SchwabBanking$12,099+135.9%$5,129AAA-AA-77782LaysFood$12,021+8.7%$11,056AAA-AAA-78741HiltonHotels$11,564-1.6%$11,746AAAAAA79761AllstateInsurance$11,501+1.1%$11,378AAA-AAA-80751ChubbInsurance$11,394-1.9%$11,620AAAA+81801John Dee

86、reEngineering$11,299+4.5%$10,816AAAAAA82711ExxonMobilOil&Gas$11,264-6.3%$12,027AAAA83872TravelersInsurance$11,148+18.5%$9,406AA+AA841022FidelityBanking$10,935+30.0%$8,412AAAA85932DeltaAirlines$10,771+20.7%$8,922AA+AA86972AetnaHealthcare Services$10,574+21.4%$8,707AAAA87912ChevroletAutomobiles$10,556

87、+17.8%$8,960AAA-AA+Leisure&Tourism$10,396+18.0%$8,807AAAA891082WhatsAppMedia$10,369+28.9%$8,047AAAAAA901122CignaHealthcare Services$10,306+33.3%$7,731AAAA-91831HoneywellEngineering$10,257+1.9%$10,061AAAAAA921002American AirlinesAirlines$10,242+20.7%$8,488AA+AA93811Dollar GeneralRetail$9,962-4.8%$10,

88、465AA+AA+941032TJ MaxxRetail$9,806+17.4%$8,356AAAA95891U.S.BankBanking$9,747+5.2%$9,264AA-A+961272ADPCommercial Services$9,474+34.5%$7,044AAA-AA+97861Lockheed MartinAerospace&Defence$9,466-0.6%$9,525AAAA98851PNCBanking$9,369-6.8%$10,055AA-AA991172SyscoCommercial Services$9,169+21.5%$7,544AAAA-100921

89、KrogerRetail$8,848-0.9%$8,930AA+AA+Brand Finance US 500 17Top 500 most valuable American brands 51-100Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating1011292AMDSemiconductors1021312McKessonHealthcare Services10

90、31052BroadcomSemiconductors104901HPElectronics105841TruistBanking106941ConocoPhillipsOil&Gas1071112United AirlinesAirlines108981CognizantIT Services1091192Tiffany&CoApparel110961TysonFood1111061XboxElectronics112881NBCMedia1131282EvernorthHealthcare Services1141011Union PacificLogistics1151091Discov

91、erBanking11611413MElectronics1171802D.R.HortonEngineering1181101Warner BrosMedia1191402VMWAREInternet&Software1201181Sherwin-WilliamsPaints1211242QuakerFood1221642Cardinal HealthHealthcare Services1231522McKinsey&CoCommercial Services1241422ServicenowInternet&Software1251322MonsterSoft Drinks1261362

92、GilletteCosmetics&Personal Care127821FoxMedia1281342BudweiserBeers1291071MedtronicPharma1301251SubwayRestaurants1311662OReilly Auto PartsRetail132991QualcommSemiconductors1331602Bloomberg L.P.Commercial Services1341261Taco BellRestaurants1351442AutoZoneRetail1361572Activision BlizzardMedia1371702Cum

93、minsEngineering1381301ESPNMedia1391331Northrop GrummanAerospace&Defence1401682AirbnbLeisure&Tourism1411391HPETech1421151CarMaxRetail1431462Prudential(US)Insurance1441161BNSFLogistics1451742LENNAREngineering1461752MarshallsRetail1471041MerrillBanking1481381L&MTobacco1491782Whole FoodsRetail1502112GMC

94、AutomobilesBrand Finance US 500 18Top 500 most valuable American brands 101-150Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating1511451PfizerPharma1521632Merck&CoPharma1531211Dominos PizzaRestaurants1541221Kello

95、ggsFood1551481SafewayRetail1561832Micron TechnologySemiconductors1571491HyattHotels1581672WrigleyFood1591932SLBOil&Gas1601912CencoraHealthcare Services1611812VanguardBanking1621922CadillacAutomobiles1631371Pall MallTobacco1642402LillyPharma1651611AIGInsurance1661732BCGCommercial Services1671621JeepA

96、utomobiles1681651ABCMedia1692802FanduelLeisure&Tourism1701471eBayRetail1712132Applied MaterialsTech1722092Texas InstrumentsSemiconductors1731892AbbottPharma1741762PampersHousehold Products1752202BUICKAutomobiles1761942GatoradeSoft Drinks1771231Este LauderCosmetics&Personal Care1781691Centene Corpora

97、tionHealthcare Services1791541Bud LightBeers1801882USPSLogistics181143120th TelevisionMedia182-3DoveCosmetics&Personal Care1831821FergusonEngineering1842022Southwest AirlinesAirlines1852032Marathon PetroleumOil&Gas1861201CBSMedia1872322Red HatInternet&Software1882072QuickBooksInternet&Software189151

98、1RaytheonAerospace&Defence1901591Best BuyRetail1912292CarrierEngineering1921531Burger KingRestaurants1931791Electronic ArtsMedia1942272Dollar TreeRetail1952062Energy TransferOil&Gas1962172Ross Dress For LessRetail1971851TideHousehold Products1981581Pizza HutRestaurants1991771Tractor SupplyRetail2001

99、861ChipotleRestaurantsBrand Finance US 500 19Top 500 most valuable American brands 151-200Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating2011961Dunkin DonutsRestaurants2021551FISInternet&Software2032042Pantene

100、Cosmetics&Personal Care2042152Dr PepperSoft Drinks2051971ValeroOil&Gas2062122Ralph LaurenApparel2071841General DynamicsAerospace&Defence2082612The HartfordInsurance2092562HertzMobility2102302DoritosFood2111501WendysRestaurants2121561MSCICommercial Services2132252SpriteSoft Drinks2142182DowChemicals2

101、151711IQVIAHealthcare Services2162812Pioneer NaturalOil&Gas2171981McLaneLogistics2181411CoachApparel2191721CDWTech2202352KohlsRetail2213062BallCommercial Services2221951BlackstoneBanking2232592EquinixInternet&Software2242492DoorDashLogistics2252582StrykerPharma2262001Phillips 66Oil&Gas2272241EssoOil

102、&Gas2282732Baker HughesOil&Gas2292191Hampton InnHotels2302141Bristol Myers SquibbPharma2313552Royal Caribbean InternationalLeisure&Tourism2322472PPGPaints2332392Wellcare Health PlansHealthcare Services2342382Johnson ControlsEngineering2352051BNY MellonBanking2361901Thermo Fisher ScientificPharma2373

103、192United RentalsCommercial Services2382081MacysRetail2392281Health NetHealthcare Services2402221Chick-fil-ARestaurants2413182Sunbelt RentalsCommercial Services2422452FortinetElectronics2432532Under ArmourApparel2442462FiservInternet&Software2452361HersheysFood2462231MobilOil&Gas2473202SynchronyComm

104、ercial Services2482972WorkdayInternet&Software2492822Dicks Sporting GoodsRetail2502792Duke EnergyUtilitiesBrand Finance US 500 20Top 500 most valuable American brands 201-250Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023

105、Brand Rating2512411AbbViePharma2522311CitizensBanking2533232CintasCommercial Services2542161OxyOil&Gas2552692Jack DanielsSpirits2562331MaybellineCosmetics&Personal Care2572712The North FaceApparel2582842HalliburtonOil&Gas2592541AramarkCommercial Services2602892WMUtilities2613682AvisMobility262-3Berk

106、shire EnergyUtilities2632772CheetosFood2643032Pratt&WhitneyAerospace&Defence2652101CSXLogistics2662702Head&ShouldersCosmetics&Personal Care2673392Ulta BeautyRetail2682952Trane TechnologiesEngineering2692882IqosTobacco2703002GraingerEngineering271-3SpaceXAerospace&Defence2722720BDPharma2733512Eog Res

107、ourcesOil&Gas2742762ColgateCosmetics&Personal Care2752211Emerson ElectricElectronics2763112EatonEngineering2772852AlwaysHousehold Products2782651CopenhagenTobacco2792932International PaperEngineering2802011Dish NetworkMedia2811991CliniqueCosmetics&Personal Care2823142Booz AllenCommercial Services283

108、3252L3 HarrisAerospace&Defence2842371MarshInsurance2852501DiscoveryMedia2862621HuggiesHousehold Products2872551HBOMedia2882601KraftFood2893442CoorsBeers2903352LyftMobility2912671WinstonTobacco2923152Victorias SecretApparel2932982AflacInsurance2943332Family DollarRetail2952261TurboTaxInternet&Softwar

109、e2963022MoodysCommercial Services2972741Fifth Third BankBanking2982441SiriusXMMedia2992990NetAppElectronics3005212DraftKingsLeisure&TourismBrand Finance US 500 21Top 500 most valuable American brands 251-300Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023

110、Brand Value2024 Brand Rating2023 Brand Rating3012861HuntingtonBanking3023092MarriotHotels3033662OptimumTelecoms3043052ChesterfieldTobacco3053712JacobsCommercial Services3062901LeidosCommercial Services3073342M&T BankBanking3083011SkechersApparel3093402Collins AerospaceAerospace&Defence3102341Tenet H

111、ealthcareHealthcare Facilities3112431NordstromRetail3123292JohnsonsCosmetics&Personal Care3132511Stop&ShopRetail3142941LevisApparel3153282LyondellBasellChemicals3163041Oscar MayerFood3173170HessOil&Gas3182661CAMELTobacco3193382MarsFood3202751Wynn ResortsLeisure&Tourism3213161Regions Financial Corpor

112、ationBanking3223482Miller LiteBeers3232871Western DigitalElectronics3244072EquifaxCommercial Services325-3DanaherPharma3262641Advance Auto PartsRetail3273822BurlingtonRetail3283432ReesesFood3293652Boston ScientificPharma3302571PolarisAutomobiles3312481Holiday InnHotels3323932Texas RoadhouseRestauran

113、ts3333321ExxonOil&Gas3343372RAM TrucksAutomobiles3353311Quanta ServicesCommercial Services3364132AllyBanking3373582AmgenPharma3383522OtisEngineering3393672experianCommercial Services3403462Procter&GambleCosmetics&Personal Care3413562Bain&CompanyCommercial Services3423632HeinzFood3433602Tommy Hilfige

114、rApparel3443271CBREReal Estate3454102Florida Power&LightUtilities3463492M.A.CCosmetics&Personal Care3472681State StreetBanking3482521DevonOil&Gas3493451Global PaymentsCommercial Services3503221KentTobaccoBrand Finance US 500 22Top 500 most valuable American brands 301-350Brand Value Ranking(USDm)202

115、4 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating3512781KeyBankBanking3524162CrowdStrikeInternet&Software3534812New BalanceApparel354-3HuluMedia3553411Raymond JamesBanking3562831HormelFood3572911DaVitaHealthcare Facilities3583471ZoomMedia3

116、593692Olive GardenRestaurants3604492Calvin KleinApparel3613081Old NavyApparel3623642Motorola SolutionsElectronics3633211Bath&Body WorksRetail3643872OreoFood3653421Parker-HannifinElectronics3664682Penn EntertainmentLeisure&Tourism3673852LincolnAutomobiles3683501ITWEngineering3692631SnapchatMedia37042

117、22SplunkInternet&Software3716192First CitizensBanking3723892CincinnatiInsurance3733301Universal Health ServicesHealthcare Facilities3744022RoperInternet&Software3754012AssurantInsurance3764982Iron MountainCommercial Services3773832Enterprise ProductsOil&Gas3783261DXC TechnologyIT Services3793721W.R.

118、Berkley CorporationInsurance3803701ParliamentTobacco3813842Arm&HammerHousehold Products3823922CMEExchanges3833741Lam ResearchSemiconductors3842961Norfolk SouthernLogistics3853731PG&EUtilities3863982Warner Music GroupMedia3874052DOMINIONUtilities3883912AutodeskInternet&Software3893771OlayCosmetics&Pe

119、rsonal Care3903942Mountain DewSoft Drinks3913121TostitosFood3924862NasdaqExchanges3933621Food LionRetail3944462Ameriprise FinancialBanking3954242ExelonUtilities3963541Northern TrustBanking3973361NewportTobacco3984562Live Nation EntertainmentLeisure&Tourism3994112ROBLOXMedia4004602HarrahsLeisure&Tour

120、ismBrand Finance US 500 23Top 500 most valuable American brands 351-400Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating4013241Seagate TechnologyElectronics4025712CaesarsLeisure&Tourism4033591LumenTelecoms404418

121、2UnumInsurance4053801BeneFitCosmetics&Personal Care4064342TropicanaSoft Drinks4073961JabilElectronics408-3Twilio Internet&Software4094532ManpowerCommercial Services4104772BudgetMobility4114642Sanderson FarmsFood4124482SynopsysInternet&Software4134061RokuMedia4143991CorningElectronics4154322Gilead Sc

122、iencesPharma4164172Philip MorrisTobacco4174872ELeisure&Tourism4184091VulcanEngineering4193811ADTCommercial Services4204312McCormickFood4213861Black&DeckerEngineering4224382Double TreeHotels4233611Longs DrugsRetail4242921EPAMIT Services4254250Arrow ElectronicsSemiconductors4264792MichelobBeers4274412

123、PedigreeFood4284191GartnerCommercial Services4294932BroadridgeInternet&Software4304522CNAInsurance4314652RufflesFood4323571Builders FirstSourceEngineering4335202Unity Lab ServicePharma4343131Jack In The BoxRestaurants4353901CortevaChemicals4364752HillsFood4373791Michael KorsApparel4384852NYSEExchang

124、es4393951FantaSoft Drinks4405482VuseTobacco4414612Eversource EnergyUtilities4424041GoodyearTyres4435422Aecom TechnologyCommercial Services4444632Foot LockerRetail4454472CampbellsFood4464351Dunlop GroupTyres4474361TransUnionCommercial Services4484542Scotts Miracle-GroHousehold Products4495032Palantir

125、Internet&Software4503881Oral-BCosmetics&Personal CareBrand Finance US 500 24Top 500 most valuable American brands 401-450Brand Value Ranking(USDm)2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating4513751TracfoneTelecoms4524572Republic Se

126、rvicesUtilities453-3ConcentrixCommercial Services4544031FlexElectronics4554421MTVMedia4566272KenworthAutomobiles4574501Analog DevicesSemiconductors4584832MercerCommercial Services4595122Quest DiagnosticsPharma4604141MGMLeisure&Tourism4615252JordanApparel4624081Lean CuisineFood4634892Nature ValleyFoo

127、d4644722Rockwell AutomationEngineering4653971CheeriosFood4664660DuPontChemicals4675022DTE EnergyUtilities4685142Alaska AirlinesAirlines4694441IHEARTMEDIAMedia4704942American TowerReal Estate4715222ICEExchanges4724261J.B.HuntLogistics47337817-UpSoft Drinks4744431IGTLeisure&Tourism4755112Xcel EnergyUt

128、ilities4765352Trimble NavigationElectronics4775542Norwegian CruiseLeisure&Tourism4785002ApacheOil&Gas4795082Freeport-McMoRanMining,Iron&Steel4804741RGA(Reinsurance Group Of America)Insurance4814451Lear CorpAuto Components4824711SAICIT Services4835072M&MsFood4845282Jetblue AirwaysAirlines4855652Owens

129、 CorningEngineering4866892PrologisReal Estate4874231MinuteclinicRetail488-3International TrucksAutomobiles4895012conEdisonUtilities4904591Lucky StrikeTobacco4915632PSEGUtilities4925362BelvitaFood4935062AmphenolElectronics4944841PopeyesRestaurants4954211Henry ScheinHealthcare Services4968032BarefootC

130、hampagne&Wine4975472FluorEngineering4984331Harley-DavidsonAutomobiles499-3KKRBanking5004581EnfamilFoodBrand Finance US 500 25Top 500 most valuable American brands 451-500Brand Value Ranking(USDm)Brand Guardianship IndexBrand Finance US 500 27Brand Guardianship IndexThe Brand Guardianship Index evalu

131、ates 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 of 500 equity analysts and journalists and 3,500 informed general public.The US Brand Guardianship Index includes the t

132、op 100 CEOs or equivalents across the country.Good 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 celebrities.It is no longer enough to hav

133、e 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 building and personal reputation management

134、.Annie BrownGeneral Manager of UK Consulting,Brand Finance Brand Finance US 500 28Brand Guardian IndexTop 10 US Brand GuardiansNo.1|Jensen Huang,NVIDIA,CEONVIDIA CEO Jensen Huang remains the highest ranked brand guardian in the United States,despite slipping to third place in the global ranking,wher

135、e 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 NVID

136、IA 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|Tim Cook,Apple,CEOTim Cook,the CEO of Apple,the worlds most va

137、luable brand,has seen a notable surge in his perception ranking,now holding the second-highest position in the US.Globally,he has risen to fourth place,marking an impressive climb of 29 places compared to the previous year.Cooks leadership Top 10 American CEOs 2024 Brand Finance Plc.2024415310987267

138、9.979.377.977.677.273.473.372.773.573.5Jensen HuangBrian CheskyTim CookElon MuskShantanu NarayenChristopher NassettaSundar PichaiMichael MiebachSatya NadellaJoe UcuzogluGGxGvfrkkGhas been pivotal in navigating the challenges faced by Apple in recent years.He has overseen the brands strategic expansi

139、on into new markets such as India,fostering growth within its ecosystem,and promoting upgrades to higher value iPhones.These efforts have helped Apple maintain its stronghold as the leading player in the premium smartphone market and solidify its status as one of the worlds most recognizable brands.

140、No.3|Shantanu Narayen,Adobe,CEODespite a slight decline of three places in the global ranking,Shantanu Narayen,Chairman and CEO of Adobe,maintains his position as the third highest-ranked brand guardian in the US.Adobe stands as a frontrunner in the computer software market,having served over a bill

141、ion users since its inception.Since assuming the role in 2007,Narayen has nurtured trust and loyalty towards the brand on a global scale,fostering a culture of innovation within Adobe.This commitment is evident in the ongoing integration of generative AI across its ecosystem and services.The potenti

142、al of this integration to enhance accessibility and productivity for customers presents an exciting outlook for the brands future.Brand Finance US 500 29Brand Guardian IndexNo.5|Satya Nadella,Microsoft,CEOAs CEO of Microsoft since 2014,Satya Nadella has led the tech giant to significant achievements

143、 and transformations over the past decade.Under his leadership,Microsofts market value surged from USD300 billion to almost USD3 trillion,contributing to its growth as one of the worlds most valuable brands.Nadella has overseen major successful acquisitions,notably GitHub,LinkedIn,and Minecraft,whil

144、e his strategic focus on AI has positioned Microsoft as a key player in a rapidly evolving field.Widely regarded for implementing a cultural shift within Microsoft,Nadella has fostered a growth mindset and prioritized transformation,innovation,and collaboration.This shift has been instrumental in dr

145、iving the brand to extraordinary levels of success.No.4|Sundar Pichai,Google,CEOSince assuming the role of CEO in 2015,Sundar Pichai has been spearheading Googles transformation into an AI-first company.Under his guidance,Google has made substantial investments in assembling top-tier AI researchers,

146、resulting in groundbreaking advancements in products such as Google Translate and Google Photos.Pichais strategic vision and unwavering commitment to innovation have significantly elevated Googles position in the tech industry.In 2023,Pichai also emerged as the highest-earning CEO among the top 100

147、brand guardians,with a remarkable 26%increase in his salary.This upward trend in CEO compensation,particularly within the tech sector,underscores the growing recognition of the value of experienced leadership in navigating a rapidly evolving industry landscape.Brand Finance US 500 30Brand Guardian I

148、ndexNo.6|Brian Chesky,Airbnb,CEOAlong with Joe Gebbia,Chesky become Airbnbs first Host in 2007.Since then,Chesky has overseen Airbnbs enormous expansion to become a community of over 4 million hosts,hosting more than 1.5 billion guests across 220+countries.Cheskys living anywhere philosophy,as well

149、as his design thinking approach and commitment to innovation and adaptability,has enabled Airbnb to rapidly evolve and meet the needs of hosts and travelers.Chesky is also an active philanthropist,joining the Giving Pledge in 2016 in a commitment to giving away much of his wealth.In response to the

150、COVID-19 pandemic,Chesky and his partners also pledged US100 million to support relief efforts,further bolstering his image and reputation.Cheskys focus on customer-centricity,creativity,collaboration has propelled the brand from being a start-up to a global powerhouse,making him an inspirational fi

151、gure of modern entrepreneurship.No.7|Elon Musk,Tesla,CEOAs co-founder and CEO of Tesla,Musk has played a monumental role in establishing the brands innovative and cutting-edge approach to product design,engineering,and global manufacturing.As Teslas leader,Musk has championed the brands sustainabili

152、ty-led approach which aims to accelerate the worlds transition to sustainable energy.Despite what might be perceived as a less-than-typical approach to leadership,Musks ranking as the United States 7th ranked Brand Guardian is testament to his commitment to Teslas mission of an electric future.Addit

153、ionally,renowned for his eccentricities,Musk has continuously leveraged his own public persona to boost Telsas visibility.No.8|Christopher Nassetta,Hilton,CEOPrior to joining Hilton in 2007,Nassetta had a reputation for resurrecting broken companies.He has been described as the man who turned the Hi

154、lton brand around,having fought to create a cultural shift towards innovation in his early years of tenure as CEO.Since then,Nassetta has continued to drive effective change,including leveraging the brands connection to popular culture icon Paris Hilton to foster connections with broader audiences.N

155、assetta has also been recognized for his leadership throughout the pandemic,acting to protect Hiltons core business and communicating Hiltons plan for the industrys recovery trajectory.Brand Finance US 500 31Brand Guardian IndexNo.9|Michael Miebach,Mastercard,CEOAs CEO,Miebach spearheads Mastercards

156、 evolution to digitalization,leveraging innovation and cutting-edge technologies for economic growth.Under his guardianship,Mastercard is driving the future of seamless commerce,while fortifying cybersecurity measures and data-driven insights.During his tenure as CEO,and Chief Product Officer before

157、 that,Miebach has been instrumental in reshaping Mastercards strategy of versatility and the addition of value-added services like open banking and digital identity.Since joining Mastercard in 2010,Miebach has championed a collaborative leadership style,financial inclusion efforts,and sustainable so

158、cial impact alongside commercial success.No.10|Joe Ucuzoglu,Deloitte,CEOHaving joined Deloitte in 1997,Ucuzoglu served three years as CEO of Deloitte US before becoming Deloittes Global CEO at the end of 2022.As the highest-ranked CEO of the Big Four,Ucuzoglus leadership approach emphasizes the valu

159、e of diversity among Deloittes talent in order to drive innovation.Ucuzoglu has also continued to underscore Deloittes ability to meet the evolving needs of the market.Under the influence of Ucuzoglus leadership,and his predecessor Punit Renjen,Deloitte has achieved remarkable growth,doubling its gl

160、obal revenue over the past decade.In this years US 500 ranking,Deloitte climbs 4 positions,claiming 18th spot.Brand Finance US 500 32Stacy JaniakDeputy Chief Executive Officer,Deloitte What role does Generative AI(Gen AI)play in the current technology landscape?Generative AI(Gen AI)has taken center

161、stage this year claiming its position at the forefront of technological innovation as the driving force behind the transformation of industries.Recent market forecasts reveal that Gen AI is poised to have a profound global economic impact.The Gen AI market is expected to double every other year for

162、the next ten years and ultimately exceed US$200 billion by 2032.Today,Gen AI is at an inflection point where organizations are just beginning to recognize its potential but are yet to see it as a growth catalyst for business.Gen AI tools and applications continue to proliferate,and we have started t

163、o witness the ways in which they can reshape business and government through powerful use cases.The actions taken now are expected to greatly influence how Gen AI adoption unfolds in the future and whether its benefits will be fully realized,while its risks are appropriately managed.What do business

164、 leaders need to think about as it relates to Gen AI adoption?Building on its annual State of AI in the Enterprise report,Deloitte has unveiled the first in a series of quarterly surveys which explores how actions taken now will guide how Gen AI adoption unfolds and if its benefits are fully realize

165、d.The survey,The State of Generative AI in the Enterprise:Now decides next,connected with more than 2,800 Director to C-suite level respondents across six industries and 16 countries.Nearly half of these leaders consider themselves to have a high or very high degree of expertise when it comes to Gen

166、 AI.However,more than three-quarters of them are anticipating Gen AI will drive substantial organization transformation in less than three years.This indicates that leaders have high expectations for Gen AI to provide competitive advantage,despite the fact that their expertise in the technology is s

167、till maturing.Industry disruptors understand that Gen AI is not just about technology,its about a fundamental shift in business strategy.With many companies looking to incorporate Gen AI only in discrete,siloed initiatives rather than as a systematic revolution across their organization,there may be

168、 significant untapped potential to seek larger opportunities for growth and innovation as initial productivity and efficiencies are seen.To fully capitalize on Gen AIs potential,organizations should harness the disruptive potential of this emerging technology to reinvent how they conduct business to

169、day,and in the future.How are organizations embracing Gen AI?Today,the majority of organizations have a strong focus on tactical,“off-the-shelf”solutions,which can help build their Gen AI experience and offer immediate returns on efficiency and productivity.However,survey respondents indicated they

170、were less likely to develop bespoke Gen AI tools to address needs unique to their organizations.Over time,organizations may want to evolve to include both approaches to fully unlock the potential of all that Gen AI can do to help transform their business.Embracing Generative AI:An Interview with Sta

171、cy JaniakBrand Finance US 500 33On the other hand,organizations that want to fully embrace AI should approach their transformation with a holistic and integrated business strategy,incorporating Gen AI strategies and solutions throughout the fabric of the company.Success with Gen AI rests on an overa

172、ll assessment of its opportunities and risks and determining how that influences your business strategy.And as technology evolves,business strategy also evolves to keep at the pace of innovation.This is what it means to be a disruptor.Embracing a disruptors strategy means collaborating both within a

173、nd outside your organizational functions and boundaries.From an internal perspective,this means moving beyond technology and stretching across all parts of the business,e.g.,talent,operations,and risk.From an external perspective,its about embracing collaborative innovation alongside alliance ecosys

174、tems,government agencies,and industry peers.In addition,disruptors should move beyond business as usual in order to leverage Gen AI for strategic advantage and innovation.It is vital to explore using Gen AI for things that were thought couldnt be done before.This should enable organizations to solve

175、 existing problems while differentiating themselves from their competitors.How should organizations ensure a human-centric approach to Gen AI implementation?As Gen AI opens up new ways of working,it consequentially has potential for massive implications for talentaltering how we work,learn,and colla

176、borate.To be successful,organizations should focus on the human impact,by prioritizing training and reskilling and identifying a path to reinvesting the time saved through efficiency improvements.Many organizations surveyed indicate that they are less prepared when it comes to challenges related to

177、Gen AI and talent.In fact,a lack of technical talent and skills is the top challenge holding organizations back.There is more work to be done as less than half of those surveyed agree they are sufficiently educating their employees on the capabilities,benefits,and value of Gen AI.Importantly,we must

178、 not lose sight of the fact that some of the most productive uses of Gen AI will not be about replacing people but instead will be about Brand Guardian Index|Embracing Generative AI:An Interview with Stacy JaniakBrand Finance US 500 34augmenting peoples skills to enhance productivity,knowledge,and c

179、reativity.Humans are expected to thrive in this environment and will be critical to ensuring that risks are addressed and mitigated along the way.What proactive steps should an organization take to anticipate potential challenges and improve trust and confidence in Gen AI?While Gen AI has unleashed

180、new ways of working and transforming enterprises,it has also exposed new potential risks.These risks call for increased collaboration beyond organizational boundaries.Only a quarter of those surveyed believe their organizations are highly or very highly prepared to address governance and risk issues

181、 related to Gen AI adoption.A proactive and robust approach to risk and governance is essential in safeguarding the business.While the regulatory landscape continues to evolve,a robust governance framework is the cornerstone of a successful Gen AI integration.This isnt about setting rules,its about

182、crafting a vision that aligns with your business values and pinpointing potential risks and gaps in capabilities,then validating that performance.By taking this critical step,a framework can both help safeguard the business and establish confidence and provide a foundation for Gen AI to flourish.Pro

183、actively anticipating potential challenges and taking active steps to improve trust and confidence in the technology should provide a balanced approach that helps enable an organization to manage the risks of Gen AI innovation with the rewards.Striking this balance should create trust across the fab

184、ric of your organization.Stacy Janiak is Deputy Chief Executive Officer of Deloitte Global,responsible for driving performance across Deloittes$65B network of more than 457,000 professionals.She oversees businesses,strategy,innovation,and technology,in pursuit of optimizing Deloittes integrated stra

185、tegy and impact in the market.Stacy serves on the Deloitte Global Executive Committee and as the Executive Sponsor of the Deloitte Global Office of Generative AI.Brand Guardian Index|Embracing Generative AI:An Interview with Stacy Janiak2024 RankCEOCompanyGenderBGIBGI Rank in 1001Jensen HuangNVIDIAM

186、79.932Tim CookAppleM79.343Shantanu NarayenAdobeM77.974Sundar PichaiGoogleM77.685Satya NadellaMicrosoftM77.296Brian CheskyAirbnbM73.5177Elon MuskTeslaM73.5198Christopher NassettaHiltonM73.4209Michael MiebachMastercardM73.32110Joe UcuzogluDeloitteM72.72611Julie SweetAccentureF72.12912Warren BuffetBerk

187、shire HathawayM71.93113Reed HastingsNetflixM71.33714James QuinceyCoca-ColaM71.24115Jim UmplebyCaterpillarM70.94316Arvind KrishnaIBMM70.74517Mark HoplamazianHyattM70.54618Brian MoynihanBank of AmericaM70.14919Ramon LaguartaPepsiM70.05120Michael DellDell TechnologiesM70.05221Douglas PetersonS&P Global

188、M69.65422Bob MoritzPWCM69.05823Chuck RobbinsCiscoM69.05924Bruce BroussardHumanaM68.66125Tom LinebargerCumminsM68.56326Steve SqueriAmerican ExpressM68.36727John MayJohn DeereM67.77128Bob SternfelsMcKinseyM67.47329John DonahoeNikeM67.27630David CordaniCignaM67.08031James GormanMorgan StanleyM67.08132A

189、ndrew WittyUnitedHealthcareM67.08233Enrique LoresHPM67.08334Jane FraserCitiF66.78535Carmine Di SibioEYM66.68836Alan SchnitzerTravelersM66.19537John ChidseySubwayM66.09638Ryan LanceConocoPhillipsM65.99739Michel KhalafMetlifeM65.99840Safra CatzOracleF65.6-41Antonio NeriHPEM65.6-42Ed BastianDeltaM65.4-

190、43Cristiano R AmonQualcommM65.3-44Lisa SuAMDF65.0-45Poul WeihrauchMarsM64.8-46Gail BoudreauxAnthemF64.7-47Chrissy TaylorEnterpriseF64.4-48Ernie HerrmanTjx CompaniesM64.2-49Doug McmillonWalmartM64.1-50Andy JassyAmazonM64.0-Brand Finance US 500 35Top 100 US Brand GuardiansTop 100 US Brand Guardians 1-

191、502024 RankCEOCompanyGenderBGIBGI Rank in 10051Kathy WardenNorthrop GrummanF64.0-52Phebe NovakovicGeneral DynamicsF64.0-53Andrew WilsonElectronic ArtsM63.9-54Rangarajan RaghuramVMWAREM63.5-55Tricia GriffithProgressiveF63.3-56Maria BlackADPF63.8-57Richard FairbankCapital OneM63.0-58Russell WeinerDomi

192、nos PizzaM63.0-59Marc BenioffSalesforceM62.9-60Bill McDermottServicenowM62.8-61Glenn D FogelPricelineM62.5-62Pat GelsingerIntelM62.2-63Raj SubramaniamFedExM62.2-64Dara KhosrowshahiUberM62.1-65Sanjay MehrotraMicron TechnologyM62.0-66David W GibbsYum!BrandsM61.8-67Bill RhodesAutoZoneM61.6-68Carol Tome

193、UPSF61.5-69Brian TylerMcKessonM61.3-70Olivier Le PeuchSLBM61.3-71Hans VestbergVerizonM61.2-72Larry FinkBlackRockM61.0-73Tom WilsonAllstateM61.0-74Fabrizio FredaEste LauderM61.0-75Steve CahillaneKelloggsM60.9-76Rob Davis Merck&CoM60.8-77Bill DemchakPNCM60.5-78Mary BarraGeneral MotorsF60.4-79James Tai

194、cletLockheed MartinM60.4-80Larry CulpGeneral ElectricM60.2-81Charles LowreyPrudential PlcM60.1-82Ted DeckerHome DepotM60.1-83Rodney Cyril SacksMonsterM59.9-84Robert IsomAmerican AirlinesM59.6-85Kevin HouricanSyscoM59.5-86Robert FordAbbottM59.4-87Marvin EllisonLowesM59.3-88Joaquin DuatoJohnson&Johnso

195、nM59.2-89Walt BettingerCharles SchwabM59.0-90Jamie IannoneeBayM58.7-91John StankeyAT&TM58.4-92Jason HollarCardinal HealthM58.2-93Mike WirthChevronM58.2-94Todd JonesPublixM58.1-95John MorikisSherwin-WilliamsM58.0-96Jon MoellerProcter&GambleM58.0-97Mike BloombergBloombergM57.6-98Jamie DimonJp Morgan C

196、hase&CoM57.4-99Steve CollisAmerisourceBergenM57.2-100Andy CecereU.S.BankM57.1-Brand Finance US 500 36Top 100 US Brand Guardians 51-100Top 100 US Brand GuardiansBrand SpotlightBrand Finance US 500 38 GBrand ValueUSD8.8 bn+27.3%#1012#1072Brand StrengthBSI 79.5+4.7AMDBrand Finance US 500 39Interview wi

197、th John TaylorJohn TaylorSVP 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 embed

198、ded computing leadership,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

199、 in a wide range of embedded 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

200、powers everything from 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 t

201、he coveted CES opening 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

202、truth,weve only just begun this AI brand journey and Im incredibly excited.Brand Finance US 500 40As 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 cli

203、mate challenges?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

204、 buyers,and 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 pe

205、rformance-per-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 serve

206、r.We also have 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

207、 MI300 Series 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 pe

208、rformant products 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 ver

209、y intentional 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 dir

210、ectly to and 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

211、way.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 architecture,the enterprise value is the same as branded

212、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 valuation as part of any brand valuation.We evaluat

213、e 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 than operating a generic brand.The brand values c

214、ontained 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.+Brand ValueThe value of the trade mark and associat

215、ed 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,symbols,logos,and designs,intended to identify goods,

216、services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance US 500 42What is Brand Value?Brand value refers to the present value of earnings specifically related to brand reputation.Organisations own and

217、 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

218、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

219、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

220、 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

221、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

222、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

223、d to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance US 500 431.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitabili

224、ty 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 three core p

225、illars:“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 Strength Index(

226、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,if the royal

227、ty 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 the brand

228、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 present value whi

229、ch equals the brand value.4.Forecast Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance US 500 44Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recognised factors deployed by marketers to create brand loyalty an

230、d 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 the heart of our approac

231、h 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 brand-influenced custom

232、er 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 Performance.Brand Finance US 500

233、 451.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 brand will differ in structure from

234、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 metrics.These attributes are weighte

235、d 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 for driving business value.In ord

236、er 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 distribution.Each brand is assigned a Bran

237、d 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 brands potential for future succ

238、ess.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 quantitative study of a sample of over 100,0

239、00 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 total investment levels for example

240、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.Finally they also include real behav

241、iour 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 accurately measure their comparative

242、 strength.2.Data CollectionBrand Strength MethodologyBrand Finance US 500 46Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength effectively?How do I track and develop my bran

243、d equity?How strong are my competitors brands?Are there any holes in my existing brand tracker?What do different stakeholders think of my brand?Brand Evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand valu

244、e 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 US 500 48Consulting ServicesMake branding decisions using hard dataBrand Finance US 500 48In-depth external ben

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

246、ngStatistical 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 US 500 49Brand Finance US 500 50+Brand Impact Analysis+Tax&Transfer Pri

247、cing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor ReportingBrand Valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maxim

248、ise returns.How much is my brand worth?How much should I invest in marketing?How much damage does brand misuse cause?Am I tax compliant with the latest transfer pricing?How do I unlock value in a brand acquisition?Questions we can help answer:Brand Valuation Make your brands business case.Consulting

249、 ServicesOnce you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Which brand positioning do customers value most?What are our best brand extension opportunities in other categories and ma

250、rkets?Am I licensing my brand effectively?Have I fully optimised my brand portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for my business?+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix

251、 Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance US 500 51Sustainability and ESG have never been more important considerations for marketers,finance professionals,and the brands they serve.Ou

252、r sustainability services bring clarity,allowing you to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustainability ROI Analysis +Competitor Insights and Positioning Recommendations +Materiality Exercises +Stakeholder E

253、ngagement and Workshops +Sustainability Reporting and Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issues are most relevant to my brand?How sustainable is my brand perceived to be versus competitors?What is the po

254、tential value of enhancing perceptions?Could value be at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can help answer:Brand Sustainability Understand perceptions and align them with performance.Consulting ServicesBrand

255、Finance US 500 52Sponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand valuation,such as research,financial modelling,and strategic analysis.This approach helps marketing and finance m

256、anagers to understand the effectiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key questions around brand building and value creation.Brand Finance takes a broader view to understand sponsorships in

257、 the context of achieving brand and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact on business performance?What impacts there on long-term brand building metrics?What is my financial return from the

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

259、n on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance US 500 53Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creative thinking,we develop communication

260、s plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focu

261、s on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Adver

262、tising+Retail MarketingMarking&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media ContentContent Creation+Media Relations+

263、Press Trips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPublic Relations&CommunicationsFor further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haig

264、ha.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 GermanyCrist

265、obal Pohle Vazquezc.pohlebrandfi IndiaAjimon Francisa.francisbrandfi IrelandAnnie Browna.brownbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PhilippinesNina Francon.francobrandfi PolandKon

266、rad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaDhanushika Shanmuganathand.shanmuganathanbrandfi SwitzerlandMarco Casanovam.casanovabrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance US 500 55Contact usT:+44(0)20 7389 9400E:W: