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1、Retail100 2025 The annual report on the most valuable and strongest Retail brands Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accou

2、ntancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially

3、approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand

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

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

6、 9Most Valuable Brand:Amazon 10Fastest Growing Brand Value:Kmart 11Brand to Watch:Walgreens&Boots 12Brand Strength Analysis 13Brand Guardianship Index 16Sustainability Analysis 19Brand Value Ranking(USDm)21Methodology 23Our Services 31US retail brands lead the sector,while Chinese e-commerce brands

7、are among the worlds strongest +$1.3 trillion:Total brand value of the worlds top 100 retail brands+$356.4 billion:Amazon remains the worlds most valuable retail brand +79%:Kmarts brand value growth to reach$2.2 billion+4 out of top 10 strongest retail brands originate from e-commerce ForewordBrand

8、Finance Retail 5David Haigh Chairman&CEO,Brand FinanceThe global business landscape is constantly evolving,shaped by economic shifts,technological advancements,and changing customer expectations.In this dynamic environment,strong brands continue to stand as key drivers of business success,enabling o

9、rganisations to differentiate themselves,attract loyal customers,and build resilience in an increasingly competitive world.The enduring importance of brand strength is supported by Brand Finances extensive research.A well-managed brand delivers measurable value beyond customer attraction and retenti

10、on it enhances talent acquisition,investor confidence,and organisational agility.In todays marketplace,a strong brand is not just an asset but a strategic imperative.Brand Finance has deepened its investment in understanding customer perceptions like never before.This year,the Brand Strength Index h

11、as evolved to include metrics based on familiarity and perceptions of both functional credibility and emotional appeal versus competitors.This updated model is designed to be predictive of growth,capturing the drivers of value such as increased demand,higher willingness to pay,and stronger customer

12、advocacy.The insights gathered from over 170,000 respondents across 41 sectors and 31 countries in this years Global 500 report highlight the importance of these factors in shaping the worlds strongest and most valuable brands.A persistent challenge is the assumption that Chief Financial Officers (C

13、FOs)are opposed to investing in brands,but we believe this is a misconception.Ambitious CFOs understand that a strong brand supports business success but many are reluctant to allocate resources toward long-term brand-building without data supporting this approach,often resulting in a prioritisation

14、 of short-term performance marketing.The findings from this years report underscore the importance of data in aligning the priorities of corporate leaders.Brand valuation empowers CFOs to invest in brand with confidence,resulting in business decisions focused on growing and enduring brand value and

15、strength.Whether you are aiming to strengthen your brand or quantify its contribution to your businesss success,the Brand Finance team is here to support you with brand valuations that align marketing and finance to accelerate growth.We invite you to explore the insights within this report and colla

16、borate with us in shaping a more profitable and sustainable future for your brand.Sector OverviewBrand Finance Retail 7The total brand value of the worlds top 100 most valuable retail brands has risen 9%to USD1.3 trillion,revealing widespread growth among retail brands globally.Only China and Sweden

17、 have seen an overall decline in brand value.Chinas drop reflects the loss of two brands alongside steep declines in brand value from two of the five Chinese brands in the ranking.In Sweden,IKEAs 15%decline outpaces ICAs stability,contributing to the overall decrease.The Retail 100 2025 ranking cont

18、inues to highlight the dominance of US retail brands,with 36 brands contributing more than 68%of the rankings total brand value at USD856.1 billion.Among them,home improvement stores such as Home Depot,Lowes,and HomeGoods have achieved growth in brand value,driven by increasing demand as homeowners

19、opt to invest in home improvements through DIY projects and more personalised interior design.This sub-sector is projected to grow 4%between 2024-30 period,according to Research and Markets United States Home Dcor Market report.Germany contributes the second-highest number of brands to the ranking a

20、nd holds the second-highest brand value at USD83.4 billion,accounting for 7%of the rankings total brand value.Lidl,Aldi Sd,and Rewe are among the most valuable German retail brands.Although Chinas overall brand value contribution has declined by 14%,it remains the third-highest contributor,with a va

21、lue of USD66.7 billion,or 5%of the rankings total value.E-commerce brands continue to rise in brand value,according to Brand Finance data.The global e-commerce market is estimated to reach USD6.8 trillion in 2025,set to rise to almost USD8 trillion by 2027,driven by the increasing demand for conveni

22、ence,variety,and accessibility from consumers.Alongside Amazon as the worlds most valuable retail brand,fellow e-commerce brands like Chinas JD.com and Meituan,Koreas Coupang,and Argentinas MercadoLibre each recorded a rise in brand value,underscoring this upward trend.Sector OverviewValuation Analy

23、sisBrand Finance Retail 9In the Retail 100 2025 ranking,Amazon remains the worlds most valuable brand with a brand value of USD356.4 billion,marking a decade at the top for the US retail giant.Walmart is the fastest-growing brand among the top 10,rising 42%to USD137.2 billion,and ranks second among

24、the worlds most valuable retail brands.Its growth is fuelled by private-label expansion,aggressive discounting,and a rebranding effort aimed at attracting younger,price-conscious consumers.However,the brand faces reputational challenges,including a class action lawsuit over deceptive pricing,which c

25、ould impact long-term consumer trust.Home Depot remains in third place,with a 23%increase in brand value to USD65.1 billion.The brand has benefited from strong sales growth and expanded digital offerings,aligning with the growth trend observed among home improvement retailers.However,customer experi

26、ence concerns,including backlash over its lack of Apple Pay integration and a USD2 million false advertising settlement,have affected its brand perception,according to Brand Finance research.With a brand value of USD48.2 billion,Costco maintains fourth position,despite a decline in Brand Strength In

27、dex(BSI)score to 59.3 out of 100.Brand Finance research indicates that among US respondents,Costco receives relatively low consideration(5.8 out of 10)and preferred brand(4.5)scores,which can be attributed to membership fee increases and consumer discontent.This highlights Costco as a business that

28、is more reliant on its consumer base than its brand.Lowes has climbed two positions from 2024 to fifth place,with a brand value increase of 21%to USD30.3 billion.In 2025,Targets brand value increased 6%to USD28.0 billion,maintaining sixth position.Down from fifth place in 2024,CVS now ranks seventh

29、among the worlds leading retail brands,following an 8%decline in brand value to USD27.8 billion.Chinas JD.com is the highest-ranked retail brand outside the US,ranked eighth overall with a brand value of USD18.8 billion.Rounding out the top 10,Germanys food retailers Lidl and Aldi Sd enter the top 1

30、0 in ninth with a brand value of USD18.0 billion and 10th place with a brand value of USD16.8 billion,respectively.Most Valuable Retail Brands 2025Top 10 Most ValuableRetail Brands 2025 Brand Finance Plc.2025$356.4 bnAmazon+15%#1$137.2 bnWalmart+42%#2$65.1 bnHome Depot+23%#3$48.2 bnCostco0%#4$30.3 b

31、nLowes+21%#5$28.0 bnTarget+6%#6$27.8 bnCVS-8%#7$18.8 bnJD.com+5%#8$18.0 bnLidl+16%#9#10$16.8 bnAldi Sd+14%Brand Finance Retail 10Amazon remains the worlds most valuable retail brand for the tenth consecutive year.In 2025,its brand value grew 15%to USD356.4 billion,making it the fourth most valuable

32、brand among the worlds top 500.As the most visited e-commerce platform in the US,Amazon has capitalised on AI-driven seller tools and strategic partnerships,such as its tie-up with Pinterest,to enhance consumer engagement.Strong global familiarity and recommendation scores,according to Brand Finance

33、 research,continue to support its leadership in online retail,logistics,and cloud services.Brand Finance attributes this rise in brand value to Amazons focus on customer experience and the success of Prime Day,a significant sales and marketing event hosted by the brand.This event fuels consumer spen

34、ding through targeted promotions and offers,underscoring its dominant market position and influence.Expanding into new markets has further bolstered the brands value,futureproofing it by reducing its exposure to the potential risks posed by economic volatility and shifts in regional consumer spendin

35、g behaviours.Amazon also ranks among the worlds top 10 strongest retail brands,with a Brand Strength Index(BSI)score of 89.3 out of 100.Most Valuable BrandAmazon40030020010002007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025Amazon Brand Value Trend Line|20

36、07-2025(USDm)Brand Finance Plc.2025Brand Finance Retail 11Australias Kmart is the worlds fastest-growing retail brand in 2025,with its brand value increasing 79%to USD2.2 billion.This growth has secured Kmart a place in the Brand Finance Retail 100 ranking for the first time,debuting in 90th positio

37、n.Brand Finance attributes this growth to its strong focus on its private label,Anko.According to its parent company,Wesfarmers,Kmarts low price offerings have resonated with consumers who are increasingly seeking value-for-money,high-quality products.This shift has fuelled improved sales and earnin

38、gs growth for FY 2024 for the company.Brand Finance research reveals that Kmart notes exceptional scores across key brand strength metrics among Australian consumers.It scores 10 of 10 in categories such as preferred brand,brand I love,reputation,and brand I know well,underscoring its leading positi

39、on in its home market of Australia.These strong and stable brand perceptions have positioned Kmart as the worlds 13th strongest retail brand,with a Brand Strength Index(BSI)score of 88.9 out of 100.Fastest Growing Brand ValueKmart2024 Brand ValueMacroeconomicBrand Strength2025 Brand ValueFinancial11

40、502300Kmart Drivers of Change Brand Finance Plc.2025Brand Finance Retail 12Walgreens Boots Alliance is the parent company of Walgreens and Boots.In 2025,both Walgreens and Boots recorded a decline in brand value,down 6%to USD14.4 billion and 24%to USD2.4 billion,respectively.In the Retail 100 2025 r

41、anking,Walgreens slipped one position to 14th place,and Boots dropped six places to 79th.These declines in brand value reflect trends across the broader pharmacy sector.Pharmacies are the latest in a chain of specialist retailers challenged by e-commerce.Brands like Amazon have reshaped the market,m

42、aking it more difficult for traditional brick-and-mortar specialists to adapt and leverage their advantage in in-person consumer experience,or risk brand value decline.On 6 March 2025,Walgreens Boots Alliance announced its acquisition by Sycamore Partners,a private equity firm specialising in retail

43、.This move will take the company off the stock exchange.Brand Finance notes that acquisitions by private equity firms can often lead to significant brand changes,resulting in impacts on brand values.It will be interesting to see how this transition impacts Walgreens and Boots brand and customer expe

44、rience following the private equity investment.Brand to WatchWalgreens&BootsBrand Strength AnalysisBrand Finance Retail 14The retail sectors strongest brands have experienced significant shifts,with none of the top 10 maintaining its position from 2024.Tesco and Rewe are the only brands among the to

45、p 10 to note an improved brand strength ranking.ICA has become the worlds strongest retail brand,making its debut in the Retail 100 2025 ranking.It enters the ranking with a brand value of USD1.8 billion and a Brand Strength Index (BSI)score of 93.2 out of 100.Brand Strength AnalysisGlobal Top 10 St

46、rongest Retail Brands 2025 Brand Finance Plc.2025#1ICA93.2#2JD.com92.3#3Mercadona91.2#4Meituan90.5#5Marks&Spencer90.5#6Tesco90.0#7Rewe89.8#8AutoZone89.5#9Taobao89.3#10Amazon89.3FactorUnited StatesChinaUnited KingdomBrand PerceptionsKnowledgeAssuranceAppealCustomer BehavioursChoice PropensityAdvocacy

47、Price AcceptanceAmazon Brand Strength Attributes Heat Map Brand Finance Plc.2025Weaker performanceStronger performanceLOCAL LEADERS:Brand Strength is calculated within brands addressable markets.Some brands focus on their local markets whereas some are international.When averaging brand strength,int

48、ernational brands strength will often become lower than single market brands because maintaining a leadership position can be difficult across multiple markets.Brand Finance Retail 15Brand Strength AnalysisWidely availableModernConvenient locationsHigh quality and long lastingInnovativeHigh quality

49、and long lastingGood range of products to choose from/Good range of models to choose fromPuts their customers firstExcellent website&appsExcellent e-commerce platformEnjoyable shopping experienceGreat value for moneyConsistent and transparent pricingThis brand supports causes that I care aboutFlexib

50、le payment methodsActs sustainably and ethicallyBSIAttributes that Drive Brand Strength Brand Finance Plc.2025GENERAL ATTRIBUTESSECTOR-SPECIFIC ATTRIBUTESWith approximately 33%of market share,ICA has a significant presence in Sweden.Brand Finance data further highlights its dominant position,reveali

51、ng that the brand notes high scores for meets my needs(9.7 out of 10)and brand I know well (9.6)among domestic consumers.In 2025,four of the top 10 strongest retail brands are in the e-commerce category,three of which come from China.JD.com ranks as the worlds second strongest retail brand,with a Br

52、and Strength Index(BSI)score of 92.3 out of 100.Meituan is the fourth strongest,with a score of 90.5,and Taobao ranks ninth,with a score of 89.3.HSBC reported that as of March 2024,over 60%of the Chinese population shops online,and 37%of retail spending occurs through ecommerce channels.As a hub of

53、e-commerce innovation,these brands excel in China due to their integration with everyday activities,with brands using social commerce and live streaming,through applications like Douyin(TikTok)to drive sales via influencer marketing and WeChat/WeChat Pay to facilitate shopping and payments alongside

54、 social interaction.Amazon is also among the top 10 strongest brands in 10th place with a BSI score of 89.3 out of 100.Mercadona has emerged as the retail sectors third strongest brand,with a BSI score of 91.2 out of 100.Its brand strength is primarily driven by favourable perceptions in Spain its d

55、omestic market,where it notes high scores for its recommendation and as a preferred brand,according to Brand Finance research.Brand Guardianship IndexBrand Finance Retail 17Brand Guardianship IndexThe Brand Guardianship Index evaluates the efficacy of chief executives in managing and elevating their

56、 companies brands while fostering long-term value creation.The ranking is derived from insights gathered through a global survey of nearly 5,000 respondents,including equity analysts,journalists,and the informed general public.This thorough assessment underscores the strong correlation between effec

57、tive brand leadership and corporate growth,highlighting the critical role of strategic foresight and commercial acumen.The Index integrates both perceptual factors,reflecting stakeholder sentiment,and performance metrics,which measure concrete business outcomes.The Retail Brand Guardianship Index in

58、cludes the top 30 CEOs from the industry.Of the top 30,7 ranked among the top 100 in the Brand Guardianship Index 2025.Philip Daniele,CEO of AutoZone,ranks as the top retail brand CEO in 2025.He became CEO in January 2024 after 30 years with AutoZone,where he held key management positions including,

59、Executive Vice President of Merchandising,Marketing and Supply Chain and Senior Vice President of Commercial,among others.During his time at the company,Daniele has driven several initiatives,such as enhancing customer service and experiences,developing merchandising strategies,and improving its sup

60、ply chain.According to Brand Finance research,Daniele notes the highest reputation among retail CEOs,earning near-perfect scores for perceived trustworthiness.Although he has held the position of CEO for just over a year,his comprehensive time and experience with the company likely position him well

61、 to lead AutoZone to further growth.Lei Chen,the second ranked retail brand guardian,is a founding member of Pinduoduo.With a background in data science,Chen has held key roles at the company,including Chief Technology Officer from 2016 to 2020,where he applied his extensive knowledge in data mining

62、 to focus on the brands data-driven strategies that enhanced the platforms performance.During his tenure,Pinduoduo has reached notable milestones,including reaching 850 million active buyers per year in China,helping position it as a leading ecommerce brand.Andy Jassy ranks third among the worlds le

63、ading retail CEOs.He joined Amazon in 1997 and later founded Amazon Web Services(AWS)which ultimately contributed greatly to Amazons overall growth,leading it as CEO from April 2016 to July 2021.Thereafter,he took over the role of CEO at A.According to Brand Finance research,Jassy notes a perfect 10

64、 out of 10 score for familiarity and is also recognised for his adoption of new tech and artificial intelligence (AI).Brand Finance data also shows that Amazon is worlds most valuable retail brand,reaching USD356.4 billion in 2025 its highest ever brand value.This underscores his deep understanding

65、of the Amazon brand and the pivotal role he has played in creating value.Brand Finance Retail 18Top 30 Retail Brand Guardians 2025Top 30 Retail Brand Guardians 2025 1-302025 RankCEO NameCompany NameCountryGenderBGIBGI 100 Global Rank1Philip DanieleAutoZoneUnited StatesM81.8182Lei ChenPinduoduoChinaM

66、80.9233Andy JassyAmazonUnited StatesM79.9324Lionel SouqueReweGermanyM78.5425Ahmed IsmailMajid Al-FuttaimUAEM77.7-6Marvin EllisonLowesUnited StatesM77.2587Doug McMillonWalmartUnited StatesM76.0708Xing WangMeituanChinaM74.5909Barbara Martin CoppolaDecathlonFranceF73.6-10Ken MurphyTescoUnited KingdomM7

67、3.4-11Corie BarryBest BuyUnited StatesF72.4-12Brian CornellTargetUnited StatesM71.9-13Jesper BrodinIKEASwedenM71.6-14M.A.Yusuff AliLuluUaeM69.9-15Jamie IannoneeBayUnited StatesM69.6-16Ryuichi Isaka7-ElevenJapanM69.2-17Simon RobertsSainsburysUnited KingdomM68.6-18Markus MosaEdekaGermanyM68.5-19Gerd C

68、hrzanowskiLidlGermanyM67.2-20Alex MillerAlimentation Couche-TardCanadaM66.9-21Bill NashCarMaxUnited StatesM66.9-22Ron VachrisCostcoUnited StatesM64.8-23Amanda BardwellWoolworthsAustraliaF64.7-24Ted DeckerHome DepotUnited StatesM64.6-25Regis Andre SchultzJD SportsUnited KingdomM63.9-26Michel-Edouard

69、LeclercE.LeclercFranceM63.1-27Barbara RentlerRoss Dress For LessUnited StatesF63.1-28Hal LawtonTractor SupplyUnited StatesM62.8-29Juan Roig AlfonsoMercadonaSpainM61.330Alexandre BompardCarrefourFranceM59.6Sustainability AnalysisBrand Finance Retail 20Sustainability is a key driver of consumer choice

70、 and reputation in the retail sector,where sustainability drives 4.9%of consideration.In supermarkets,this driver is higher still,at 7.9%.Brands in this sector are actively managing energy efficiency,waste reduction,as well as meeting growing stakeholder demand for transparency.As consumers grow inc

71、reasingly conscious of ethical consumption,supermarkets and retailers must demonstrate their commitment to sustainability through responsible sourcing,eco-friendly packaging,fair labour practices,and traceability.Brand Finance research reveals that South African retailer Woolworths has the highest s

72、ustainability perceptions score,which combines environmental,social,and governance(ESG)data points.Germanys dm also features highly in the rankings.On environmental sustainability,Finlands S-Market has the highest perceptions.Argentinas e-commerce MercadoLibre stands out as a sector leader in social

73、 sustainability,with the UKs Marks&Spencer recognised for its governance.Among supermarkets,FairPrice(Singapore)and Rossman(Germany)also net strong perceptions across ESG categories.Notably,co-operative supermarkets brands across Europe feature heavily in the top ranks:this is likely due to their bu

74、siness models that prioritise local options and member ownership.The 2025 Sustainability Perceptions Index will be released later this year,revealing which brands are perceived to have the strongest commitment to sustainability globally.Valuing Sustainability Perceptions Brand Finance Plc.2025ISO106

75、68XX=High ImportanceLow Importance%Sustainability Driver(%)Contribution of sustainability to brand value determined using drivers analysis.Sustainability Perceptions ScorePerceptions of the brands commitment to sustainability are transformed into scores that modify the final value.$Sustainability Pe

76、rceptions ValueThe proportion of brand value that is attributable to sustainability perceptions.Group Brand ValueBrand Value is calculated for the brand in accordance with ISO10668.$Sustainability Analysis2025 Rank2024 RankBrandCountry2025 Brand ValueBrand Value Change2024 Brand Value2025 Brand Rati

77、ng110AmazonUnited States$356,386+15.4%$308,926AAA220WalmartUnited States$137,183+41.7%$96,842AAA330Home DepotUnited States$65,115+23.4%$52,768AA+440CostcoUnited States$48,248-0.3%$48,380A572LowesUnited States$30,255+21.0%$25,014AA+660TargetUnited States$28,046+6.4%$26,355AA751CVSUnited States$27,799

78、-8.0%$30,218AA-8102JD.comChina$18,779+5.4%$17,824AAA+9122LidlGermany$17,966+15.6%$15,548AAA10142Aldi SdGermany$16,850+14.3%$14,738AAA-11162PublixUnited States12172TescoUnited Kingdom132027-ElevenJapan14131WalgreensUnited States15150Sams ClubUnited States16111IKEASweden17-3PinduoduoChina18192Circle K

79、Canada19181CarrefourFrance2081TaobaoChina21222ReweGermany22292MeituanChina2391TmallChina24252DecathlonFrance25342AutoZoneUnited States26260SephoraFrance27211Dollar GeneralUnited States28231WoolworthsAustralia29312CoupangSouth Korea30372EdekaGermany31271KrogerUnited States32281E.LeclercFrance33330Con

80、adItaly34321OReilly Auto PartsUnited States35432KauflandGermany36422MercadonaSpain37241TJ MaxxUnited States38402Whole FoodsUnited States39412SafewayUnited States40391ColesAustralia41351AsdaUnited Kingdom42482JD SportsUnited Kingdom43462Dollar TreeUnited States44452Best BuyUnited States45582Leroy Mer

81、linFrance46532SPARNetherlands47522RakutenJapan48492SainsburysUnited Kingdom49471Ross Dress For LessUnited States50512Aldi NordGermanyBrand Finance Retail 21Brand Value Ranking(USDm)Top 100 most valuable Retail brands 1-502025 Rank2024 RankBrandCountry2025 Brand ValueBrand Value Change2024 Brand Valu

82、e2025 Brand Rating51612RossmannGermany52542MercadoLibreArgentina53602BunningsAustralia54361CarMaxUnited States55550Bodega AurreraMexico56560BiedronkaPoland57381MarshallsUnited States58692Marks&SpencerUnited Kingdom59590El Corte InglsSpain60702COOPItaly61501Tractor SupplyUnited States62652AEONJapan63

83、441eBayUnited States64571KohlsUnited States65641dmGermany66660Don QuijoteJapan67742NordstromUnited States68631Dicks Sporting GoodsUnited States69752Stop&ShopUnited States70832OXXOMexico71671Canadian TireCanada72862Food LionUnited States73802EsselungaItaly74711E-MartSouth Korea75681Ulta BeautyUnited

84、States76902K GroupFinland77721Family DollarUnited States78912PyaterochkaRussia79731BootsUnited Kingdom80872B&MUnited Kingdom81842Shoppers Drug MartCanada82791BurlingtonUnited States83761MetroGermany84982NettoGermany85771MorrisonsUnited Kingdom86922MagnitRussia87851LoblawsCanada88781Advance Auto Part

85、sUnited States89-3BillaAustria90-3KmartAustralia91942ChedrauiMexico92932Longs DrugsUnited States93-3MediaMarktSaturnGermany94891NitoriJapan95811ZalandoGermany961023JumboNetherlands97821Real Canadian SuperstoreCanada98-3ICASweden99-3HomeGoodsUnited States100621MacysUnited StatesBrand Finance Retail 2

86、2Top 100 most valuable Retail brands 51-100Brand Value Ranking(USDm)MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ValueMeta+Enterprise ValueThe value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely monobranded architecture,the enterpri

87、se value is the same as branded business value.Facebook+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 a

88、ny brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.Facebook+Brand ValueThe value of the trademark and associated marketing IP within the branded business.Brand Finance helped to craft t

89、he 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 entities,creating distinctive images and associations in the mi

90、nds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Retail 24What is Brand Value?Brand value refers to the present value of earnings specifically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation meth

91、odologies 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 valuations that are different to one another.The only way you find out the“real

92、”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 or less every sector in the world.This is sometimes known as the“Royalty Re

93、lief”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 ranking but we always augment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 6,

94、000 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 and certain assumptions that Brand Finance used where such data was deficie

95、nt 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 expressed in the report are not to be construed as providing investment or business

96、 advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to anybody,government or organisation.Brand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a vari

97、ety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance Retail 251.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible r

98、oyalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue).2.Brand StrengthThe BSI score is applied to the royalty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropr

99、iate 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 in question and forecast those revenues by analysing historic revenues,equity analyst for

100、ecasts,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 which equals the brand value.4.Forecast Brand Value CalculationBrand Valuation MethodologyWe

101、 adjust the rate higher or lower for brands by analysing Brand Strength.This Brand Strength analysis is based on two core pillars:“Brand Perceptions”which relate to the level of brand familiarity and the views stakeholders have of a brands offer;and“Customer Behaviours”which are the impacts that tho

102、se perceptions have on demand,price,and advocacy.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.Brand Finance Retai

103、l 26Brand Strength MethodologyAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-b

104、uilding activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the Brand Perception

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

106、exBrand Perceptions Perceptions of the brand among those familiar with them as well as the overall familiarity itself,given its role as multiplying the effects of strong perceptions.Customer Behaviours Metrics representing the success of the brand in achieving higher consideration,price acceptance a

107、nd customer advocacy.Brand Strength IndexBrand Finance Retail 271.Attribute Selection and WeightingWe follow a general structure incorporating the brand perceptions and the outcomes that they cause on customer behaviours.This covers the core brand metrics which matter most and have been analysed for

108、 their impact on market share and revenue growth.These attributes are weighted according to their importance in driving the following pillar:Brand Perceptions in driving Customer Behaviours;and finally,the importance of Customer Behaviours metrics in driving market share,revenue,and ultimately,busin

109、ess value.To convert raw data into scores out of 10 that are comparable between attributes within the scorecard,we then must benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a B

110、rand 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 s

111、uccess.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 more th

112、an 175,000 people from the general public on their perceptions of over 6,000 brands in over 31 sectors and 41 countries.Over a period of 3 months towards the end of each calendar year,we collect all this data across all the brands in our study in order to accurately measure their comparative strengt

113、h.2.Data CollectionBrand Strength MethodologyBrand Finance Retail 28Brand Guardianship Index MethodologyAwareness&Recognition-10%+FamiliarityReputation-40%+ReputationPerceptions(50%)+Has a strong strategy and vision+Focuses on long-term value+Commercially shrewd+Understands the importance of brand a

114、nd reputation+Trustworthy+Genuinely cares about employees+Understands customer needs+Inspires positive change+Champions sustainabilityCEO Image Statements-15%+Technology-forward and AI-readyTechnology-10%+Committed to diversityDiversity Reputation-10%Promotion(35%)Performance(15%)Brand Value Growth-

115、15%+Brand Value GrowthPerformance15%Promotion35%Perceptions50%Brand Finance Retail 29Brand Guardianship Index MethodologyKey Survey QuestionsC.Image Statement+To what extent do you agree that the following descriptions apply to this CEO?B.Reputation+For each CEO below,considering everything you know

116、 about them,out of 10,how would you rate them as CEO?+Thinking about each CEO,how ready are they,in your opinion,in terms of their delivery and adoption of new AI technologies?+Thinking about the company this CEO leads,how committed is it to:Promoting gender diversity in senior leadership and execut

117、ive roles.A.Familiarity+The following is a list of CEOs,please go through it carefully and check which ones you have heard of and know which company they run.How familiar are you with each CEO?D.List of Image Statements+Has a strong strategy and vision+Focuses on long-term value+Commercially shrewd+

118、Understands the importance of brand and reputation+Trustworthy+Genuinely cares about employees+Understands customer needs+Inspires positive change+Champions sustainabilityMethodology UpdatesSince 2019,Brand Finance has evaluated CEO performance as custodians of brand and reputation.Early iterations

119、of the Brand Guardianship Index(BGI)mirrored our corporate brand strength assessments,utilising a tripartite structureInputs,Intermediate Measures,and Outputswith weightings of 25%,50%,and 25%,respectively.As CEO perceptions have evolved,so too have our methodologies,as we continue to use the best-i

120、n-class measurement methods.As those methods have improved,so have we.Our current BGI methodology aligns with our refreshed Brand Strength Index(BSI),which is entirely underpinned by Brand Finances proprietary research and is compliant with ISO-10668.We have identified nine key image statements that

121、 drive CEO familiarity and reputation,applying statistical regression to determine their relative impact and assigning weights accordingly.Our analysis highlights the critical role of Technology&AI Vision,alongside other leadership attributes,with such explanatory variables accounting for 35%of our

122、index.Intermediate measures of familiarity and reputation contribute 50%,and brand value growth comprises the remaining 15%.This approach delivers actionable insights for CEOs and strategic advisers.It can be used to enhance the intermediate measures of their performance rather than focusing solely

123、on brand value growth.Although nonfinancial measures such as staff morale are important,their inconsistent measurement has led us to exclude them from the current index to ensure reproducibility and maintain intellectual rigour.Brand Finance Retail 30Our ServicesConsulting ServicesBrand StrategyBran

124、d management based on dataUnderstanding the value of your brand transforms it into a powerful tool you can use to determine the business impacts of strategic branding decisions.All stakeholders must understand how investing in brand growth impacts the bottom line.Brand growth is accelerated when str

125、ategies use valuation to align marketing and finance.+Brand Positioning+Brand Architecture+Franchising&Licensing+Brand Transition+Marketing Mix Modelling+Brand Identity&Experience+Which brand positioning do customers value most?+Am I licensing my brand effectively?+Have I fully optimised my brand po

126、rtfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Place BrandingSports&SponsorshipBrand SustainabilityEmployer BrandingBrand Analytics&InsightsThe measures that matterThe only way to effectively manage a brand is to

127、 measure it.Brand evaluations are essential to understand the strength of your brand and how it compares to your competitors.Measuring your brand helps identify what drives value and how to prevent losing marketing share,resulting in effective,data-driven strategies to grow your brand.+Brand Audits+

128、Qualitative&Quantitative Research+Syndicated Studies+Brand Tracking+Brand Drivers&Conjoint Analysis+B2B&B2C Research+Are we building our brand strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+Wha

129、t do different stakeholders think of my brand?+What is most important to my customers?Brand ValuationMake the business case for your brandBrand valuation is the language marketers use to ensure finance teams understand the value of their brand.Valuation data empowers CFOs to invest in brand with con

130、fidence,resulting in business decisions focused on enduring,growing brand value and strength.Valuations also help investors and those selling,to ensure that the full value of the business is accounted for in a transaction.+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligen

131、ce+Fair Value Exercises+Return on Investment +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?+Can I quantify how important my brand is to the board?Brand Finance Retail 32Contact usT:+44(0)20 7389 9400E:W: