1、Sweden 502023The annual report on the most valuable and strongest Swedish brandsFebruary 2023Brand Finance Sweden 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand Finance 8Brand Value Ranking15Brand Spotlights16ICA:17 Interview with

2、 Josefin Lundmark,Marketing Director,ICA SwedenSecuritas19 Interview with with Mauro Silva,Vice-President,Brand and Strategic Marketing,SecuritasMethodology22Our Services29Brand Finance Sweden 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap b

3、etween marketing and financeBrand 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.We quantify the financial value of brandsWe put thousa

4、nds of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and

5、 visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our

6、 experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability St

7、andards Board.Get in T business enquiries,please contact:Anna BrolinManaging Director NFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael Josem Associate Communications Director A Brand Value Report provides a complete breakdown of the assumptions,data sources,and calcula

8、tions used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarking

9、Visit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Sweden 50 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Fin

10、ance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the

11、purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds larges

12、t database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive cha

13、rts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create

14、dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical ind

15、ication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and p

16、ractical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or

17、 email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Sweden 50 7Foreword.Brand 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

18、and branding efforts,as well as provide a benchmark for future performance.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 valu

19、e of the brand being acquired.Overall,brand valuation helps organisations 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 it

20、s competitors and establish a unique identity in the market,which 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

21、 a brand they perceive as high-quality and trustworthy.In addition,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 econom

22、ic downturns or industry disruptions.This year,Brand Finance has 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 extensiv

23、e original research,with the findings representing a catalyst for 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

24、 more profitable future for your brand.Brand Finance Sweden 50 8Despite market turmoil the brand value of many Swedish companies continues to beat expectations.+IKEA continues its unbroken run as the most valuable Swedish brand,valued SEK 167.3 billion.+Troubled times for H&M with big brand value fa

25、ll.+Zyn is Swedens fastest-growing brand and more than triples in value as the global nicotine pouch market surges.+ICA is Swedens strongest brand,earning AAA rating.+Securitas breaks in to the top ten list on the back of a more insecure world.+Boliden,Intrum,ViaPlay and Getinge dropped out of the l

26、ist this year and were replaced by four exciting newcomers:Polestar,EQT,Zyn and Evolution Gaming.Ranking Analysis.Brand Finance Sweden 50 10Ranking Analysis.IKEA continues its unbroken run as the most valuable Swedish brand,valued at SEK167.3 billionIKEA(brand value up 11%to SEK167.3 billion)has con

27、tinued its unbroken run as the most valuable Swedish brand,topping the ranking every year from the inception of the rankings in 2015 to 2023,inclusive.Despite becoming a household name across much of the developed world,the IKEA brand image remains distinctively Swedish.While the IKEA brand value in

28、creased due to global growth,original research by Brand Finance has found a softening of customer perceptions towards the brand.Despite IKEAs efforts to increase prices due to inflation and supply chain issues,which resulted in an uplift in revenues while volumes sold remained flat,it had a negative

29、 impact on their research scores notably value for money,familiarity,and reputation.Troubled times for H&M with big brand value fallH&M(brand value down 10%to SEK99.1 billion)is the second most valuable Swedish brand.Despite a major player with e-commerce elements in the fashion retail industry,the

30、brand endured a 10%brand value drop.At the same time also the business value decreased as reflected by the company stock price losing more than two-thirds of its value.Net sales during 2022 rose by only 3%despite higher expectations.Simultaneously market leader Inditex experienced 16%sales growth in

31、 constant currency terms.H&M has taken measures to improve its performance.The brands focus on cost of living has been highlighted which may help the company appeal to its target market and drive future growth.Brand Finance Sweden 50 11Ranking Analysis.Top 10 Most Valuable Swedish BrandsH6+3%SEK 45.

32、4bn6L7+40%SEK 37.8bn8k8+72%SEK 31.7bn16f99SEK 30.7bn+14%g1011SEK 27.9bn+8%D1+11%SEK 167.3bn1f3-25%SEK 92.3bn2x44SEK 70.4bn+29%g55SEK 53.5bn+17%d2-10%SEK 99.1bn3 Brand Finance Plc 20230220201002It is pleasing to see that many of Swedens strongest brands still prove resilient to the economic downturn,

33、as reflected by an impressive 12%value growth over the year.Leisure&Tourism and Logistics,the two fastest growing industries,were still recovering ground lost during the pandemic.These two industries grew by a staggering 80%compared to the year before.Commercial Services is another reenergised indus

34、try that is bouncing back strongly(60%growth over the year).The Banking sector is also manifesting healthy brand value growth even if not fully as much as last year(and in line with global sector development).The Apparel industry,which lost 10%of its brand value,took the biggest hit.Hyperinflation a

35、nd depressed customer sentiment are the main factors behind this decline.Anna BrolinManaging Director,Brand Finance NordicsAnna Brolin Managing Director Nordics,Brand FinanceBrand Finance Sweden 50 12Ranking Analysis.gDmFDDrDHfTop 10 Strongest Swedish Brands89.2+14.81AAA1686.9+9.63AAA1085.3+11.1417A

36、AA80.1-1.653AAA-79.9-1.86AAA-286.9-2AAANEW79.0-4.17AA+178.8+1.28AA+978.3-1.097AA+77.1+18.21047AA+Brand Finance Plc 2023112122221Zyn is Swedens fastest-growing brand and more than triples its value as the global nicotine pouch market surgesZyn(brand value up 257%to SEK9 billion)is a sub-brand of Swed

37、ish Match that was one of the pioneers in the tobacco-free nicotine pouch market.The brand is now a domestic market success story,and future growth is likely to emanate from export markets.The global nicotine pouch market is forecasted to grow by 31%annually until 2028,and with ZYN already a dominan

38、t brand in the USA further growth is likely.Towards the end of 2022,Philip Morris acquired nearly 83%of Swedish Match,with the aim to create a global smoke-free champion.The acquisition is expected to provide ZYN with the resources and market access needed to continue to grow its brand value in the

39、fast growing nicotine pouch market.Brand Finance Sweden 50 13Ranking Analysis.ICA Swedens strongest brand,earning AAA ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics including marketing investment,stak

40、eholder equity,and business performance.ICA(brand value up 50%to SEK18.9 billion)has increased its brand value not least due to its focus on sustainability.Such a focus was vindicated when ICA recently won the United Nations climate award.Other factors contributing to positive perceptions relate to

41、quality,range of products,usage and brand loyalty.Brand Value Change 2021-2023(%)257%128%81%72%71%55%50%44%42%41%-47%-25%-13%-12%-10%-10%-8%-6%-3%-2%Brand Finance Plc 2023Recently Brand Finance presented,at World Economic Forum in Davos,its inaugural Sustainability Perceptions Index.This index measu

42、res how company sustainability action translates into brand value perceptions.It is highly pleasing to find that Swedish brands continue to excel in this area.ICA is one Swedish brand(but far from the only one)which increased its customer favourability ratings and therefore its brand value-thanks to

43、 its commitment to sustainability.Anna BrolinManaging Director,Brand Finance NordicsBrand Finance Sweden 50 14Brand Value by SectorRanking Analysis.SectorBrand Value (SEK bn)%of totalNumber of BrandsRetail216.719.1%5Engineering&Construction156.013.7%12Automobiles150.313.2%3Banking147.012.9%6Apparel9

44、9.18.7%1Media70.46.2%1Other297.326.2%22Total1,136.8100.0%50 Brand Finance Plc 2023Securitas breaks in to the top ten list as the world is perceived as becoming more unsafe Securitas,a leading global security services company,has showcased impressive growth during the past few years including during

45、2022 when the brand value increased by 72%.Growing concerns about terrorism,cyber-attacks and general crime is driving the boosted demand for security services.An expanding middle class in urban areas with assets to protect,particularly in the emerging economies,also helps increase demand for securi

46、ty services.The strongest overall growth is forecasted to come from developing markets,with China and India as the main drivers.As companies invest in integrated technology systems,such as artificial intelligence,the need for skilled IT security officers and technologies increases.As a consequence,S

47、ecuritas recently acquired several security solutions companies in strategic markets.It will be interesting to follow how these acquisitions will impact the brand value.Last year SSAB dropped out of the top 50 list and this year the same thing happened to yet another Swedish company with a long and

48、proud industry tradition:Boliden.The company is accompanied by Intrum,Viaplay and Getinge.These companies were replaced by four exciting top50 list newcomers:Polestar,EQT,Zyn and Evolution Gaming.Anna BrolinManaging Director,Brand Finance NordicsBrand Finance Sweden 50 15Brand Value Ranking(SEKm).To

49、p 50 most valuable Swedish brands 1-502023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110IKEARetail 167,319+11.2%150,454 AA+AAA-232H&MApparel 99,055-9.7%109,690 AAAA+321VolvoAutomobiles 92,268-24.6%122,417 AA-AA440SpotifyMedia 70,426+2

50、9.0%54,590 AAAA550NordeaBanking 53,512+16.8%45,811 AAAA+660TeliaTelecoms 45,418+3.0%44,115 AAA-AAA-782VattenfallUtilities 37,781+39.7%27,037 AAAA8162SecuritasCommercial-Services 31,703+71.6%18,477 AA-A990ScaniaAutomobiles 30,690+14.3%26,861 AA+AA+10112SwedbankBanking 27,914+7.9%25,872 AA+AAA-11152At

51、las-CopcoEngineering-&-Construction12101EricssonTech13-3PolestarAutomobiles1471SkanskaEngineering-&-Construction15141SEBBanking16121Svenska-HandelsbankenBanking17131SandvikEngineering-&-Construction18202ICARetail19190IfInsurance20171SKFEngineering-&-Construction21292WillysRetail22181Tele2Telecoms232

52、21AbsolutSpirits24262EssityHousehold-Products25211PeabEngineering-&-Construction26251HexagonTech27270Assa-AbloyEngineering-&-Construction28241SystembolagetRetail29-3EQTBanking30281Alfa-LavalEngineering-&-Construction31310AutolivAuto-Components32-3ZynTobacco33352NIBEEngineering-&-Construction34340Sca

53、ndic-HotelsHotels35321KlarnaBanking36382IFSTech37301ElectroluxTech38392SAABAerospace-&-Defence39331OriflameCosmetics40502BILLERUDLogistics41-3Evolution-GamingLeisure-&-Tourism42401BiliaRetail43411Husqvarna-GroupEngineering-&-Construction44421PreemOil-&-Gas45231NCCEngineering-&-Construction46361TRELL

54、EBORGEngineering-&-Construction47492AAKFood48371Dometic-GroupLeisure-&-Tourism49451LoomisCommercial-Services50441EpirocEngineering-&-ConstructionBrand Spotlights.Brand Finance Sweden 50 17ICA.D Rank Brand Strength Rank Brand ValueSEK 18.9bn+49.6%18289.2+14.812Brand Finance Sweden 50 18Interview with

55、 Josefin Lundmark.Josefin LundmarkMarketing Director,ICA SwedenOur analysis shows that an important reason for ICAs brand strength is your focus on sustainability,something that your customers value.You have also won several prestigious prizes in the field of sustainability,including a UN climate pr

56、ize.Tell us how you work with sustainability and what you prioritise most in the area?Every week,ICA Gruppen meets 16 million customers in stores and pharmacies where we work to make peoples every day a little easier.The fact that people perceive ICA as a sustainable brand is a testament to our long

57、-term focus on sustainability.Sustainability includes many things,such as health,environmental and climate issues,and diversity.We want to take our responsibility seriously as a company,at the same time as we want to make it easy for customers to make their own sustainable choices.To reach our goals

58、,we work actively and with a long-term focus within the areas of local,environment,health,inclusion and diversity,and quality,which come together under the concept we have named“For A Good Tomorrow”.Increased mortgage rates,record high energy prices and more expensive food prices mean many of your c

59、ustomers are understandably worried about the future.How has it affected ICAs customer relationship and what strategies do you have to maintain customer loyalty during these troubled times?Together with approximately 1,300 ICA stores in Sweden,we work every day to be affordable for our customers and

60、 ensure that all our customers can afford to put good food on the table.Showing how we care about ICAs customers is especially important in times of economic uncertainty and when the situation of many customers is deteriorating.I believe that our loyalty program,“Stammis”will play an important role

61、in how we help our customers going forward.Not only will they receive direct advantages thought the Stammis program,but we will also gain a better understanding of our customers needs and therefore be able to create even better and more relevant offers.Looking forward,what dimensions and strengths o

62、f the ICA brand will contribute to long-term sustainable growth?Being personal and present,whilst listening to our customers is something we at ICA do every day.We will make every day a little easier,constantly meeting our customers needs,preferably with a twinkle in our eye.We do this,among other t

63、hings,by continuing to develop our Stammis loyalty program,through store openings and through ICAs private label products,which give customers increased value and contribute to a unique assortment.Taking social responsibility seriously is an obvious part of the ICA idea,which involves,among other th

64、ings,contributing to society and a vibrant countryside,as well as safeguarding a viable and sustainable Swedish agriculture and local food producers,issues that we know are important to ICAs customers.Brand Finance Sweden 50 19Securitas.k Rank Brand Strength Rank Brand ValueSEK 31.7bn+71.6%8268.6+9.

65、7342Brand Finance Sweden 50 20Interview with Mauro Silva.Mauro SilvaVice-President,Brand and Strategic Marketing,SecuritasWhy do you think your brand has climbed so much?And looking forward,what dimensions and strengths of the Securitas brand will contribute to long-term sustainable growth?Our brand

66、 repositioning journey started in 2021 and we are now beginning to see the results.To revitalise and reposition our brand was an integral part of our business strategy.Weve been a successful company for many years,with 355,000 colleagues across the globe,but to take our brand to the next level,we ne

67、eded to re-align the expectations of our clients.Many stakeholders still saw us as a company which only provides guards on patrol,when today,we provide a range of highly sophisticated,technology and AI-based security solutions.Our brand needs to reflect this and show the world who we are and where w

68、ere going.We work with many of the worlds leading brands,and together with our clients and partners we work to create a more sustainable and inclusive environment.Because our brand builds on Securitas proud heritage and values of integrity,vigilance,and helpfulness,and focuses on our unique people a

69、nd our high-impact technology,it helps us to express our confidence in the future and pushes for a positive development for us all.How do you differentiate Securitas from other players in the industry?Security is a very traditional industry where many brands focus on highlighting their products and

70、by alluding to elements of danger and almost scaring people.We are different,because we dont bring pre-conceived answers but instead examine their challenges from every possible angle to help create the right way forward for them.Our brand reflects our commitment to a human,progressive and innovativ

71、e approach to security.Brand Finance Sweden 50 21Thats why we created the brand communications concept“See a Different World”.Our story is about how an experienced eye sees things differently and recognises what others miss.Were committed to making the extra effort:seeing the positivity,not only the

72、 threats.The potential within the everyday.And to believe in progress,always looking forward,setting our sights on something better.And never losing sight of what is most important to others.What role does sustainability play in helping Securitas build its brand?Doing the right thing isnt new to us.

73、Being a responsible business with strong values and the highest ethical standards has been our priority since 1934.To us,its only natural that security and sustainability walk hand-in-hand.We do our best to recruit diversely,create equal opportunities to develop,pay fairly and keep our people safe.W

74、ere proud of our already low environmental impact,but will never stop finding ways to reduce it further still.By reporting emissions to CDP for over 10 years and being a signatory to UN Global Compact since 2015,we have already shown that we take climate change seriously and in 2022 we became the fi

75、rst global security company to commit to the Science Based Targets initiative(SBTi*).And its why we are committed to supporting the communities we operate in.This is how well lead the industry in the right direction.And how we all will see a different world.*The SBTi is a collaboration between CDP(f

76、ormerly Carbon Disclosure Project),the World Resources Institute,Worldwide Fund for Nature,and the UN Global Compact.Science-based targets provide companies with a clearly defined path to reduce emissions in line with the Paris Agreement goals,that is pursuing efforts to limit warming to 1.5C above

77、pre-industrial levels.Interview with Mauro Silva.Methodology.Brand Finance Sweden 50 23Enterprise ValueBranded Business ValueBrand ContributionDefinitions.AlphabetGoogleGoogleGoogleBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a company

78、has a purely mono-branded architecture,the enterprise value is the same as branded business 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 conduct

79、s a branded business valuation as part 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 Contribution The overall uplift in shareholder value that the business derives from

80、owning the brand rather than operating 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

81、optimise performance.+Brand Value The 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

82、to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Sweden 50 24Brand Valuation Methodology.1324Definition of BrandBrand

83、is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to brand reputation.Organisati

84、ons 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 equity analysts provide bu

85、siness 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 agreements,which are fou

86、nd 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 understanding of peoples

87、perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand 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 in

88、formation 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 analysi

89、s 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.We review what brands already pay in royalty agreements.This is aug

90、mented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a royalty rate

91、.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%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by looking a

92、t 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 is assigned a Brand S

93、trength 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.We determine brand-specific revenues as a proportion of parent company revenues attributable to the

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

95、ue which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Sweden 50 25Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately unde

96、rstand 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 customer behaviour.To manage the Brand Value Chain process effectively we create an

97、d 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 Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and m

98、arket 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.Stakeholder EquityBusiness PerformanceMarketing InvestmentBrand Stren

99、gth.132Although 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 an index designed for a telecom

100、munications 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 weighted according to their perceived

101、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.Attribute Selection and WeightingBran

102、ds 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 100,000 people from the general public on the

103、ir 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 in marketing,R&D,innovation expenditure,

104、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 behaviour for example net additions,customer

105、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 strength.Data CollectionIn order to con

106、vert 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 Brand Strengt

107、h 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 success.Bench

108、marking and Final ScoringBrand Finance Sweden 50 26Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Closeness9.Brand Ima

109、gery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuranceOil&GasRestauran

110、tsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Sweden 50 27Highlights from the Global Brand Equity Monitor

111、.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real strength of brand not

112、just the best of a bad bunch in a category where brands are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal familiarity,and considerat

113、ion,and while its reputation score is not best-in-class,it is stronger than many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers believe Amazon delivers.Amazon

114、 ranks on this measure in big markets such as Brazil,USA,UK,and is#1 among retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistible for many consumers,e

115、ven those who question Amazons values and broader corporate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with higher Consideration levels

116、,and is an asset particularly for local favourites such as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like apparel,tech and automotiv

117、e,sustainability can make you cool,but its not the only way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc 202343%Care about the w

118、ider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Sweden 50 28Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability

119、is not especially high.Meanwhile in France,the epitome of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact on brand growth,hence WOMs

120、inclusion in our Brand Strength Index model.In an absolute sense,big brands get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expectation WOM levels and positive

121、 consumer sentiment.Keep an eye on Tim Hortons in Spain,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Sweden 50 30Consulting Services.Brand ValuationMake your

122、brands business case Brand 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 maximise returns.Brand StrategyMake branding decisions with your

123、eyes wide open Once 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.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evaluations are essential for understa

124、nding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Audits+Primary Research+Syndicated

125、Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorsh

126、ip Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand worth?+How much should I invest in m

127、arketing?+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?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories and markets?+Am I licensing my br

128、and 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 Finance Sweden 50 31Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks b

129、rand fame and perceptions across 30 markets in 10 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more specialised sector?Our bespoke brand scorecards hel

130、p with market planning and can be designed to track multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand architecture or strategy in place?Research i

131、s conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable customer behaviour and financial results.How can

132、 I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does my brand get talked about?Social interactio

133、ns have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning and creative thinking,we develop communicati

134、ons 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 fo

135、cus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket Research&InsightsMedia AnalysisPublic Relati

136、ons&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&NewslettersPress ReleasesMarketing Collateral Design

137、Social Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Sweden 50 33Brand Finance Network.For further information on our services and valuation experience,please contact your local representati

138、ve:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaAlexandre St-Amoura.amourbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.ch

139、ovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IndonesiaSutan Banuaras.banuarabrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi MexicoLaurence Newelll.newellbrandfi

140、Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamAlex Haigha.haighbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: