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1、Norway 25 2024 The annual report on the most valuable and strongest Norwegian brands August 2024Brand Finance Norway 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Brand Value Ranking(NOKm)15Insights 16New E

2、ntrants and Rising Stars:The Future of Norways Brand Landscape 17Cristobal Pohle Vazquez,Regional Manager of Scandinavia,Brand FinanceMethodology 20Our Services 26Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to

3、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 consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668

4、 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 of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we

5、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 have helped companies and organisations of all types to connect their brands to the bottom line.Bridgin

6、g the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancyFor business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Norway 4David

7、Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future p

8、erformance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps orga

9、nisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,whic

10、h can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In additi

11、on,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has

12、 invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst fo

13、r further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your Gain InsightLeverage strategic

14、insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehen

15、sive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhance CommunicationDeepen your financial acumen and make well-informed decisions for corporate success.Deepen Understandi

16、ngRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands value,as well as brand equity research.Each report includes expert recommendations for growing brand value,driving perfo

17、rmance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific learnings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level in

18、sights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn from fast growing brands,market disrupters,and market leaders.Understand your brands standing in the market,what its known for relative to the com

19、petition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand Equity Monitor research utilises a comprehensive framework to track and measure the core building blocks that underpin strong brands,while delive

20、ring nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are complex.As such they require attention,direction and measured support if theyre to fulfil their potential.Our brand equity reports deliver expert insi

21、ght and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisNorways most valuable brands ride the wave of nations improving economy +Oil&Gas brands underscore Norways fossil fuel wealth,emerging as nations top two fastest-growing brands +Equ

22、inor remains Norways most valuable brand and new entrant Statkraft debuts in third position +Dynamism among Norways top ten strongest brands,with KLP,SalMar,and Lery Seafood rising through the ranks +Equinor has the highest Sustainability Perceptions Value at NOK16.2 billion Brand Finance Norway 9Ra

23、nking AnalysisOil&Gas brands underscore Norways fossil fuel wealth,emerging as nations top two fastest-growing brandsAs the fourth largest exporter of natural gas globally,three of Norways top 15 brands hail from the oil and gas sector:Equinor(brand value NOK178.7 billion),AkerBP(brand value NOK28.1

24、 billion),and Vr Energi(brand value NOK7 billion).Vr Energi has nearly doubled its brand value,up 82%.This rise has propelled the oil and gas brand up seven positions to 15th among Norways most valuable brands.This surge is due to increased petroleum revenues,driven largely by higher oil and gas pri

25、ces.Equinor,Norways second-fastest growing brand,has seen a 37%increase in brand value.This growth stems from rising revenues and optimistic forecasts,reflecting the brands higher production growth throughout 2023.Looking ahead,with the Norwegian economys outlook increasingly optimistic,its possible

26、 that Norwegian oil and gas brands capable of weathering short-term sector fluctuations will continue to rise in brand value.Additionally,with the start of Phase 2 production of the Johan Sverdrup field the third largest oil field on the Norwegian continental shelf Norways liquid oil production is s

27、et to keep rising,with the field already contributing about one-third of the nations total oil production.As Norways largest export and a significant contributor to its economy,the nations oil and gas sector continues to bolster its brand presence on the global stage.With Vr Energis brand value soar

28、ing 82%and Equinors value increasing 37%,these brands are setting new benchmarks for growth,underscoring Norwegian brands strategic position in the global energy market and the Norwegian economys upward growth trajectory.Cristobal Pohle VazquezRegional Manager of Scandinavia,Brand FinanceBrand Finan

29、ce Norway 10Top 10 Most Valuable Norwegian Brands 2024 Brand Finance Plc.2024Ranking Analysis41531098726+37%-22%-+1%0%+16%+10%+23%003111100NOK 179 bnNOK 35 bnNOK 33 bnNOK 33 bnNOK 28 bnNOK 11 bnNOK 10 bnNOK 9 bn2HLgz-16%NOK 15 bno+10%NOK 15 bnttjzEquinor remains Norways most valuable brand and new e

30、ntrant Statkraft debuts in third positionEquinor has retained its position as Norways most valuable brand,with a brand value of NOK178.7 billion following a 37%increase.This leap also makes Equinor Norways second fastest-growing brand,and its brand value stands at more than five times than that of t

31、he runner-up,Telenor(brand value down 22%to NOK34.7 billion).Equinor also remains Norways second strongest brand with a Brand Strength Index(BSI)score of 77.9 out of 100.Brand Finance data reveals that Equinor achieved high scores for perceptions of its products(including innovation and quality)and

32、promotion of its brand via word of mouth,contributing to its brand strength.Making its debut,Statkraft has entered the ranking in third position,with a brand value of NOK33.1 billion.This brand value results from Statkrafts record revenues,driven by increased prices and successful energy management

33、during the war in Ukraine.In terms of brand strength,Statkraft ranks as Norways sixth strongest brand,Brand Finance Norway 11Ranking Analysiswith a debut BSI score of 71.1 out of 100 and an AA rating.Brand Finance data indicates that Statkraft received high scores for perceptions of its environmenta

34、l sustainability and governance,underscored by its position as Europes largest generator of renewable energy.Despite a 1%increase in brand value to NOK32.6 billion,DNB has dropped to fourth position in the Norway 50 2024 ranking.The Norwegian bank has faced declining brand perceptions following its

35、acquisition of Sbanken.Some customers tried to leave,and others lost access to their stock savings accounts,leading to compensation payments from DNB.This is underscored by Brand Finance data,showing that DNB scored relatively low across brand strength metrics such as reputation(5.5 out of 10)and va

36、lue for money(3.5 out of 10).Brand Value Change 2023-2024(%)Brand Finance Plc.202482%37%31%23%21%19%16%16%16%14%Brand Finance Norway 12Ranking AnalysisDynamism among Norways top ten strongest brands,with KLP,SalMar,and Lery Seafood rising through the ranksFor the second consecutive year,insurance br

37、and Gjensidige(brand value up 16%to NOK11.3 billion)has maintained its position as Norways strongest brand.In 2024,Gjensidiges BSI score improved by over four points to 85.8 out of 100,earning an AAA rating.According to Gjensidige,its ongoing strategy focuses on customer satisfaction and retention,a

38、iming for ambitious targets by 2026.This approach is highlighted by Brand Finance data,which finds that Gjensidige recorded top scores for familiarity and consideration,as well as high scores for reputation and loyalty.KLP(brand value up 10%to NOK14.5 billion)has risen two positions to become Norway

39、s third strongest brand.KLPs BSI is 72.4 out of 100 with an AA rating.The brand also earned a top score for consideration,and high scores for several brand strength metrics including value for money and recommendation.Energy Perspectives 2018.COS-180194Equinor ASANO-4035 StavangerNorwayTelephone+47

40、51 99 00 41531098726+4.1-2.7-0.6+4.2-2.7+4.4+0.3-2.000221312285.877.972.471.871.370.167.767.71ztoH-71.1L-3.870.4goobtTop 10 Strongest Norwegian Brands 2024 Brand Finance Plc.2024Brand Finance Norway 13Ranking AnalysisFood brands SalMar(brand value up 31%to NOK4.1 billion)and Lery Seafood(brand value

41、 NOK14.8 billion)have also emerged as contenders in the brand strength ranking,ranked fourth and eighth respectively.According to Brand Finance data,both brands earned top scores for products,and their ability to command a price premium.These brands performances underscore the prominence of fish pro

42、duction as a key Norwegian market,known for its high quality and strong global demand.Notably,SalMar has also become Norways third fastest-growing brand,driven by higher harvested volumes and successful business integrations,including a merger with its NTS AS business and the acquisition of Norway R

43、oyal Salmon.Additionally,Norwegian Air(brand value up 10%to NOK3.5 billion),remains among Norways top 10 strongest brands.Despite facing a trademark dispute over the“Norwegian”name with Bank Norwegian,the brand proactively handled the dispute through settlement,mitigating any negative impact to its

44、brand value.This approach has reinforced Norwegian Airs position in the ranking and its rise in brand value.Brand Finance Norway 1441531098726E:1.02 S:1.07 G:1.07E:1.08 S:1.04 G:1.02E:0.99 S:0.98 G:1.02E:1.07 S:1.07 G:1.06E:0.98 S:0.99 G:0.96E:1.10 S:1.09 G:1.16E:1.09 S:1.06 G:1.07E:1.03 S:1.00 G:1.

45、00E:1.02 S:1.04 G:1.01E:0.99 S:1.10 G:1.09NOK 16,151 mNOK 3,573 mNOK 2,708 mNOK 2,572 mNOK 2,165 mNOK 805 mNOK 702 mNOK 634 mNOK 973 mNOK 831 mggAHkgDNhTop 10 Norwegian Brands by Sustainability Perceptions ValueEquinor has the highest Sustainability Perceptions Value at NOK16.2 billionBrand Finance

46、also utilises its Global Brand Equity Monitor(GBEM)research to compile its Sustainability Perceptions Index.The study determines the role of sustainability in driving consumer choice,which brands consumers believe to be most committed to sustainability,the proportion of brand value attributable to s

47、ustainability perceptions,and the value at risk or to be gained,based on the difference between sustainability perceptions and actual performance.At NOK16.2 billion,Equinor has the highest Sustainability Perceptions Value(SPV)amongst Norwegian brands.Brand Finance research shows that sustainability

48、plays a considerable role in driving customer consideration within the oil and gas sector,at 8.6%.Within the sector,Equinor has the strongest reputation for sustainability commitment.The former Statoil was rebranded in 2018 to Equinor to signal commitment to renewables.The strategy appears to be hav

49、ing the desired effect on the brand,but Equinor,like all oil companies,must proceed Brand Finance Plc.2024Ranking AnalysisNOKxx=Sustainability Perceptions Value x.x=Sustainability Perceptions Score/Sector Medianwith caution.In a sector where the environmental impact of operations continues to be sig

50、nificant,and where advertising regulators and campaigning organisations apply a high level of scrutiny,sustainability communication and reputation building must be careful and moderate to avoid accusations of greenwashing and a risk to value.2024 Rank2023 RankBrandSector2024 Brand ValueBrand Value C

51、hange2023 Brand Value2024 Brand Rating2023 Brand Rating110EquinorOil&Gas178,670+37.1%130,342AA+AAA-220TelenorTelecoms34,679-22.0%44,468AAAA3-3StatkraftUtilities33,083-AA-431DNBBanking32,641+0.9%32,360AAAA541AkerBPOil&Gas28,060-0.5%28,192AA-AA-651Lery SeafoodFood14,800-16.2%17,668AAAA-761KLPInsurance

52、14,546+10.1%13,212AAAA880GjensidigeInsurance11,293+15.6%9,768AAAAAA-990YaraChemicals9,546+10.1%8,673AA-AA10122JotunPaints9,265+23.0%7,532AA11101Sparebank GroupBanking12111Rema 1000Retail13130HydroMining,Iron&Steel1471ASKOLogistics15222Vr EnergiOil&Gas16160MOWIFood17182KongsbergAerospace&Defence18192

53、Wallenius WilhelmsenLogistics19141KIWIRetail20171AF GRUPPENEngineering21201ElkjpRetail22211VeidekkeEngineering23252SalMarFood24231Norwegian AirAirlines25272TOMRACommercial ServicesBrand Finance Norway 15Brand Value Ranking(NOKm)Top 25 most valuable Norwegian brands 1-25InsightsBrand Finance Norway 1

54、7New Entrants and Rising Stars:The Future of Norways Brand LandscapeBrand Finance Norway 172024 has been a year of significant movement and innovation in the Norwegian brand landscape,marked by remarkable entries,strategic expansions,and impressive brand strength surges.As sustainability becomes a c

55、rucial differentiator,Norwegian companies are leading the charge with substantial investments in renewable energy,digital transformation,and global market expansions.This years Brand Finance Norway 25 ranking highlights these trends through the stories of key players like Statkraft,Equinor,and SalMa

56、r,each exemplifying the strategies and challenges shaping the future of Norwegian brands.Statkrafts Impressive EntryStatkraft debuts into Brand Finances Norway ranking in third position with a brand value of NOK33.1 billion.The rankings new entrant reflects a robust performance in the utilities sect

57、or according to their earnings report,Statkraft delivered their second-highest annual result in the companys history,with net operating revenues of NOK 65.3 billion.Statkrafts strategic growth and a steadfast commitment to renewable energy positions them for long term brand value growth,as the compa

58、ny has also announced plans to invest up to NOK67 billion in capacity upgrades and new projects.As Norways largest power generator and Europes leading producer of renewable energy,Statkraft has significantly increased its hydropower capacity through new plant openings and expanded its wind and solar

59、 energy projects internationally.Theyre also realising their sustainability perceptions value through marketing campaigns that have effectively promoted their green energy credentials,earning the brand high scores for environmental sustainability and governance.With a debut Brand Strength Index(BSI)

60、score of 71.1 out of 100 and an AA rating,Statkraft ranks as Norways sixth strongest brand,underscoring its impressive entry and notable influence in the energy sector.Cristobal Pohle VazquezRegional Manager of Scandinavia,Brand FinanceBrand Finance Norway 18Brand Finance Norway 18Equinors Strategic

61、 Expansion Amidst ChallengesEquinor stands out as a key player in the Norwegian energy sector,showcasing an aggressive expansion into renewable energy while navigating significant challenges.Known for its ambitious initiatives,Equinor has launched the worlds largest offshore wind farm project,Dogger

62、 Bank,with clear milestones for 2030.Their investment in pioneering carbon capture and storage technologies,along with collaborations with industry leaders to advance hydrogen energy solutions,underscores their commitment to sustainable energy.Maintaining its top position,Equinor has seen substantia

63、l brand value growth,reflecting significant improvements in renewable energy initiatives.However,Equinor has faced its share of criticism over environmental concerns,which have delayed offshore wind projects and presented operational setbacks leading to lower-than-expected production,highlighting th

64、e complex landscape the brand New Entrants and Rising Stars|The Future of Norways Brand Landscapeoperates within.Despite these challenges,Equinor remains Norways second strongest brand with a BSI score of 77.9 out of 100.Brand Finance Global Brand Equity Monitor(GBEM)data reveals that Equinor achiev

65、ed high scores for perceptions of its products and promotional activities,contributing significantly to its brand strength.Additionally,Equinor holds the highest Sustainability Perceptions Value(SPV)in Norway,at NOK16.2 billion.Brand Finance data indicates that sustainability perceptions drive consu

66、mer choice within the oil and gas sector,where 8.6%of customer consideration is influenced by sustainability.Given the significant role of sustainability perceptions in Equinors brand value,the brand must strike an intricate balance of continued growth whilst minimising the environmental impact of i

67、ts operations,appeasing its key shareholders(Government of Norway,Folketrygdfondet,and The Vanguard Group,Inc.),and navigating the scrutiny of advertising regulators,the public,and environmental groups to sustain its spot as Norways most valuable brand.Brand Finance Norway 19Brand Finance Norway 19S

68、alMars Sustainable SurgeSalMar,the second largest farmer of Atlantic salmon globally,has introduced offshore fish farming technology to reduce its environmental impact.This strategic move,coupled with certifications from the Aquaculture Stewardship Council and British Retail Consortium Global Standa

69、rds for responsible seafood production,underscores their commitment to sustainability.SalMars collaborative efforts with global retailers have enhanced the brands reputation,for instance,the launch of the Living Lab initiative,an ambitious R&D project aimed at fostering collaboration across the aqua

70、culture industry.SalMars strategic partnerships and marketing campaigns have effectively underscored the benefits of sustainable aquaculture,positioning the brand as an industry leader.Brand Finance data indicates that SalMars brand value has surged by 31%to NOK4.1 billion,making it the third fastes

71、t-growing brand in Norway.This growth is mirrored in their BSI score,which rose from 67.6 to 71.8,climbing an impressive eight positions to secure fourth place in the Brand Strength Index Ranking,highlighting its robust performance and market influence.Despite these advancements,SalMar faces industr

72、y challenges,including increasing fish mortality and efforts to reduce feed conversion ratios.However,their commitment to the 1.5C target from the Science Based Targets initiative,verified by the Carbon Disclosure Project,demonstrates their alignment to global climate goals.SalMars strategic innovat

73、ions and robust brand performance underscore the prominence of fish production as a key Norwegian market,known for its high quality and strong global demand.By also taking a lead in sustainable aquaculture,SalMars influence in the industry is positioned for further growth.New Entrants and Rising Sta

74、rs|The Future of Norways Brand LandscapeMethodologyDefinitionsEnterprise 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 ente

75、rprise value is the same as branded business value.Brand Value+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business valuation as pa

76、rt of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand ContributionThe overall uplift in shareholder value that the business derives from owning the brand rather than operatin

77、g a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+Brand ValueThe

78、value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,symbols,logos,and

79、 designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Norway 21What is Brand Value?Brand value refers to the present value of earnings specifically related to br

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

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

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

83、understanding of peoples perceptions and their effects on demand from our database of market research on over 6000 brands in over 41 markets.Disclaimer Brand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this study are based onl

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

85、ions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.Brand is defined as a bundle of trademark

86、s and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance Norway 221.Brand ImpactWe review what brands already pay in royalty agreements.This is augmented by an analy

87、sis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue).We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand

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

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

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

91、 revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a d

92、iscounted,post-tax present value which equals the brand value.4.Forecast Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Norway 23Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely recognised factors deployed by

93、marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Analytical rigour and transpar

94、ency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions an

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

96、and Performance.Brand Finance Norway 241.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

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

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

99、es for driving business value.In order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distri

100、bution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers o

101、f a brands potential for future success.3.Benchmarking and Final ScoringBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantita

102、tive study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include

103、total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.

104、Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to

105、accurately measure their comparative strength.2.Data CollectionBrand Strength MethodologyBrand Finance Norway 25Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength effectivel

106、y?How do I track and develop my brand equity?How strong are my competitors brands?Are there any holes in my existing brand tracker?What do different stakeholders think of my brand?Brand Evaluations are essential for understanding the strength of your brand against your competitors.Brand Strength is

107、a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.Questions we can help answer:Brand Finance Norway 27Consulting ServicesMake branding decisions using hard dataBrand Fi

108、nance Norway 27In-depth external benchmarking comparisons against direct competitors across key KPIs through the Brand Strength Index framework.BenchmarkingDiagnose Brand Strengths&Weaknesses What is my brand known,and not known for?How do I leverage or optimise my brand position to grow brand value

109、?Brand Associations&Market PositioningStatistical correlation analysis to understand what is important in driving Brand Consideration,Reputation,Brand Strength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting ServicesBrand Finance Norway 28Brand Finance Norway 29+Br

110、and Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor ReportingBrand Valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structur

111、e for both to work together to maximise returns.How much is my brand worth?How much should I invest in marketing?How much damage does brand misuse cause?Am I tax compliant with the latest transfer pricing?How do I unlock value in a brand acquisition?Questions we can help answer:Brand Valuation Make

112、your brands business case.Consulting ServicesOnce you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Which brand positioning do customers value most?What are our best brand extension oppo

113、rtunities in other categories and markets?Am I licensing my brand effectively?Have I fully optimised my brand portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for my business?+Brand Positioning +Brand Architecture+Franchising&Licen

114、sing +Brand Transition+Marketing Mix Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance Norway 30Sustainability and ESG have never been more important considerations for marketers,finance profes

115、sionals,and the brands they serve.Our sustainability services bring clarity,allowing you to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustainability ROI Analysis +Competitor Insights and Positioning Recommendations +

116、Materiality Exercises +Stakeholder Engagement and Workshops +Sustainability Reporting and Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issues are most relevant to my brand?How sustainable is my brand perceived to

117、be versus competitors?What is the potential value of enhancing perceptions?Could value be at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can help answer:Brand Sustainability Understand perceptions and align them with p

118、erformance.Consulting ServicesBrand Finance Norway 31Sponsorships 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 ap

119、proach helps marketing and finance managers to understand the effectiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key questions around brand building and value creation.Brand Finance takes a broade

120、r view to understand sponsorships in the context of achieving brand and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact on business performance?What impacts there on long-term brand building metrics?W

121、hat is my financial return from the sponsorship investment?Should the partnership be renewed,and if so,at what price?How does my sports partnership compare to the market?Questions we can help answer:Sponsorship ServicesMaximise value from your sponsorships.Consulting Services+Sponsorship Strategy+Pa

122、rtnership Opportunity Analysis+Return on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance Norway 32Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creati

123、ve thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relati

124、onships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Event

125、s+Conference Management+Native Advertising+Retail MarketingMarketing&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media Co

126、ntentContent Creation+Media Relations+Press Trips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPublic Relations&CommunicationsFor further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj

127、.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi Denmark/Norway/SwedenCristobal Pohle Vazquezc.pohlebrandfi East Africa Walter Seremw.serembrandfi FranceBertr

128、and Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandAnnie Browna.brownbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumeru

129、brandfi PhilippinesGary de Ocampog.deocampobrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaDhanushika Shanmuganathand.shanmuganathanbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance Norway 34Contact usT:+44(0)20 7389 9400E:W: