1、Portugal252023The inaugural report on the most valuable and strongest Portuguese brandsJune 2023Brand Finance Portugal 25 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7David Haigh,Chairman&CEO,Brand Finance8Pilar Alonso Ulloa Managing Director,Iberia(Spain,Portuga

2、l)and South America 9Ranking Analysis10Brand Value Ranking(EURm)16Methodology17Our Services24Brand Finance Portugal 25 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of

3、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 thousands of the worlds biggest brands to the test every year.Ranking brands across

4、 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 visual identity,to tax and accounting.We pride ourselves on technical credib

5、ilityBrand 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 experts helped craft the internationally recognised standards on Brand Valua

6、tion 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 Standards Board.Get in T business enquiries,please contact:Pilar Alonso UlloaMa

7、naging Director Iberia(Spain,Portugal)and South AFor all other enquiries:+44 207 389 For media enquiries,please contact:Cristina CamposCommunications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report i

8、ncludes 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 ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBra

9、nd Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Portugal 25 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professi

10、onal 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 purpose to equip the brand valuation and strategy pra

11、ctitioners 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 largest database of current and historical brand values,pro

12、viding 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 charts to compare brand values across countries,sectors,

13、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 dialogue that drives brand value.Brand Dialogue has o

14、ver 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 indication(GI).Brand Dialogue manages communications act

15、ivities 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 practical brand management that results in tangible be

16、nefits 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 email enquiriesbrandfi David Haigh Chairman&CEO,Bran

17、d FinanceBrand Finance Portugal 25 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 and branding efforts,as well as provide a benchmark

18、 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 value of the brand being acquired.Overall,brand valuati

19、on 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 its competitors and establish a unique identity in th

20、e 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 a brand they perceive as high-quality and trustwor

21、thy.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 economic downturns or industry disruptions.This year,Bran

22、d 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 extensive original research,with the findings representing

23、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 more profitable future for your brand.Pilar Alonso

24、 Ulloa Managing Director,Iberia(Spain,Portugal)and South AmericaBrand Finance Portugal 25 8Amidst high levels of inflation in Europe and significant uncertainty,the purchasing decision has become increasingly crucial.Consumers and investors are faced with important questions:what to buy,where to inv

25、est,and who to trust.While price is a significant factor,it is not the sole determinant.Consumers and investors are placing growing importance on the impact of ESG policies and strategies when choosing products and services.Our research highlights how the most valuable brands distinguish themselves

26、not only through their strength but also through consumers perception of sustainability.The Brand Finance Sustainability Perception Index identifies the brands with the highest sustainability perception value.As part of our analysis,Brand Finance assesses the relative importance of sustainability as

27、 a value driver for brands.Consumers tend to place a considerable amount of trust in brands sustainability communications.In fact,62%believe sustainability claims made by brands.However,according to our internal research,79%of consumers stated that they had reduced their consumption of a brand upon

28、discovering its unsustainable practices.This reinforces the need for companies to communicate clearly,authentically,and accurately.Of the three pillars of ESG,recent years have seen a strong focus on the first pillar,the Environmental pillar.Companies have embraced the goals of the 2030 Agenda for S

29、ustainable Development,with legislation aimed at protecting the environment.More recently,the social pillar(Social)has also played a significant role,addressing equality,diversity,and inclusion policies within the business landscape.However,what about the governance pillar?This pillar aims to mitiga

30、te and manage risks,including reputational risks.At Brand Finance,we emphasize reputation as a strategic asset that creates value in the medium and long term.We view corporate reputation management as a competitive differentiating factor.Through our extensive experience and data-driven approach,we d

31、emonstrate how effective reputation management impacts the value of brands and,consequently,the value of businesses.The following graph illustrates the impact of reputation on various business indicators and their brands:Brand Finance Plc 2023Profitability&value growthCORPORATEStrong brands help bui

32、ld profitability and the value of strongly branded businesses grow faster than other companies.1.7xThe share value of businesses with strong brands grows 1.7x the speed of the market overall.Stock Price GrowthReduce regulatory costsRISKSStrong brands make the public and regulators more accommodating

33、.Brands with a strong reputation are more likely to gain government contracts,and avoid legal and public actionRegulatory RiskEmployee attractivenessHRPeople want to work for well known brands,expect lower pay and are more likely to stay longer.CEOs of strong brands accept less than weaker brandsExe

34、cutive PayLower finance&other costsIR&FINANCEStrong brands reduce risk and therefore reduce finance costs.Suppliers often want to work for strong brands.2.4%Strong brands can borrow money at an average of 2.4%less than A-brands Finance CostsCustomer choiceMARKETINGWell-known brands with good brand e

35、quity have more leads,higher product trial,higher prices and stronger loyalty.12.7%A relative 1pt(/10)increase in reputation can lead to an increase in consideration of c.12.7%Customer ChoiceForeword.Brand Finance Portugal 25 9Top 25 Most Valuable Portuguese Brands Revealed by Brand Finance.+EDP is

36、the most valuable brand from Portugal,followed by Galp Energia and Pingo Doce+Supermarket brand Pingo Doce is the fastest growing brand,up 53%+Nos,the telecom brand,is recognised as the strongest brand with a Brand Strength Index score of 84/100 and a AAA-rating+EDP has attained the highest Sustaina

37、bility Perception Value(SPV)of 237 million,while Galp Energia scored the highest Sustainability Perceptions Score with 4.5 out of 10 Ranking Analysis.Brand Finance Portugal 25 11Ranking Analysis.The inaugural Brand Finance Portugal 25 2023 provides an analysis of Portugals most valuable and stronges

38、t brands.EDP(brand value slightly down 4%to 2.4 billion)is the most valuable Portuguese brand,followed by Galp Energia(brand value up 40%to 2 billion)and Pingo Doce(brand value up 53%to 1.2 billion).The combined brand value of the top 25 brands from Portugal amounts to 12.6 billion,which is 22%highe

39、r than in 2021.Fidelidade and Brisa are new entries,ranking 8th and 19th,respectively.EDP is the most valuable brand from Portugal,followed by Galp Energia and Pingo DoceEDP(brand value slightly down 4%to 2.4 billion)is the most valuable Portuguese brand.With a presence in 29 markets on three contin

40、ents in the production,transportation,distribution and sale of electricity and gas,the brand reported good financial results and implemented expansion plans for 2022.EDP,a Portuguese energy group,experienced a severe drought in Q1 2022,resulting in 400 million in losses.However,reservoirs have since

41、 improved,and Q1 earnings improved to 306 million due to normal hydroelectric production and increased capacity for renewables.There was also an 11%increase in electricity production and an 8%rise in the average sale price.As the world increasingly turns to clean energy sources,the oil and gas indus

42、try faces the critical challenge of balancing short-term profitability with long-term viability.With this in mind,EDP emerges as the most valuable brand with the highest sustainability perception value.Pilar Alonso UlloaManaging Director Iberia(Spain,Portugal)and South AmericaBrand Finance Portugal

43、25 12Ranking Analysis.Top 10 Most Valuable Portuguese BrandsD6-5%EUR0.6 bn4H7+17%EUR0.6 bn7t8-EUR0.5 bnH98EUR0.5 bn+19%h109EUR0.4 bn+4%L1-4%EUR2.4 bn1D3+53%EUR1.2 bn3g45EUR0.8 bn+27%g56EUR0.7 bn+19%z2+40%EUR2.0 bn2EDP has also the highest brand Reputation in the sector from Portugal according to Bra

44、nd Finances annual market research(6.6).However,the Awareness(65%),Familiarity(49%),and Consideration(38%)ratios are not very high compared to some of its competitors,such as Galp Energia:Awareness(98%),Familiarity(87%),and Consideration(72%).Although the Reputation of the latter is somewhat lower(6

45、.3 out of 10).With substantial increases in brand value,Galp Energia(brand value up 40%to 2 billion)and Pingo Doce(brand value up 53%to 1.2 billion)remain second and third in the rankingGalp(brand value up 40%to 2 billion)holds the leading position in the fuel retail sector from Portugal,where it co

46、mmands a market share of 26%.With robust business results announced at the end of 2022,including a net profit close of 1.5 billion,the Portuguese oil company intends to maintain its strategic and capital allocation guidelines.It will focus on project profitability,continue to grow its Upstream segme

47、nt and expedite the expansion of its brand presence in renewable projects.The Portuguese supermarket group,Jernimo Martins,operates in Portugal,Colombia,and Poland,and recorded a profit of 140 million in the first quarter,a significant increase of 59%attributed to higher sales.In Portugal,Jernimo Ma

48、rtins operates through the wholesale brand Recheio(4.3%)and the Pingo Doce supermarkets,with the latter accounting for 15.8%of sales.In 2023,Pingo Doce has become the fastest growing brand in Portugal,with a brand value increase of 53%to 1.2 billion.This followed a 9.4%sales growth in 2022,while Pin

49、go Doce has also successfully opened 10 new stores(with a net addition of seven)and renovated 37 locations throughout the financial year.Brand Finances market research data underscores the strong brand positioning of Pingo Doce,with exceptional scores in Awareness(99%),Familiarity(95%),and Considera

50、tion(94%).Consequently,Pingo Doce ranks as the second-highest-rated supermarket brand in Portugal.Brand Finance Plc 20231031100220Brand Value Change 2023-2022(%)-5%-4%-1%-1%-0.4%53%50%43%40%37%Brand Finance Plc 2023Brand Finance Portugal 25 13Ranking Analysis.Brand Finance Portugal 25 14Top 10 Stron

51、gest Portuguese Brands83.9+2.9H1AAA-582.0-4.2h3AAA-181.7+2.8D49AAA-79.6+0.3g57AAA-78.7-4.1L6AA+383.6+1.5H2AAA-478.7-6.6g7AA+278.7-0.7h8AA+678.5-0.6D98AA+76.9+3.3z1010AA+Ranking Analysis.Nos,the telecom brand,stands out as the strongest brand with a BSI score of 84/100 and a AAA-ratingNos(brand value

52、 up 19%to 135,5 million),whose businesses encompass cable television and cinemas,secures the top position in Brand Finances Brand Strength Index(BSI)as the strongest Portuguese brand in 2023,with a score of 84/100 and a AAA-rating.Our market research demonstrates high scores for the telecom brand in

53、 terms of Awareness(97%)and Familiarity(91%).Additionally,it enjoys one of the highest Reputation scores among brands in the sector,scoring 6.2 out of 10.However,the final brand Consideration,although among the highest in the industry,still has room for improvement.Brand Finance Plc 20231111021222Br

54、and Finance Portugal 25 15Ranking Analysis.clear commitment to the energy transition through accelerated investment and sustainable growth.EDPs sustainability practices have once again been recognized by important Sustainability organizations such as the S&P Dow Jones Sustainability Index,CDP Water

55、and Climate Change(recognized EDP as one of the worlds leading companies in the fight against climate change for the sixth year),the Bloomberg Gender-Equality Index(where the company was also included for the third consecutive year)or Top Employer Institute.And in 2022 EDP joined the Executive Commi

56、ttee of the World Business Council for Sustainable Development(WBCSD),the largest international business organization promoting sustainable development.Galp Energia(brand value up 40%to 2 billion)earns the highest Sustainability Perceptions Score in the Portugal 25 2023 ranking at 4.5 out of 10.Acco

57、rding to Brand Finances annual research,Galp holds the highest score in the metric“Committed to protecting the natural environment”,“Trustworthy”and“Professionally,ethically and responsible”of the sector in Portugal.EDP attains the highest Sustainability Perception Value(SPV)of 237 million,while Gal

58、p Energia achieves the highest score in the Sustainability Perceptions Score with 4.5 out of 10As part of its analysis,Brand Finance evaluates the role played by specific brand attributes in driving overall brand value.One such attribute is sustainability.Brand Finance assesses the perceived level o

59、f sustainability of specific brands,which is represented by the Sustainability Perceptions Score.This indexed score provides insights into the role of sustainability in shaping a positive brand reputation.The Sustainability Perceptions Value,which is linked to sustainability perceptions,is then calc

60、ulated for each brand.EDP(brand value slightly down 4%to 2.5 billion),secures the highest Sustainability Perceptions Value(SPV)at 237 million.Portugals largest utility,EDP,has announced plans to increase investment and spend 25 billion over four years to nearly double its renewable energy capacity t

61、o 33 gigawatts by 2026.The strategic plan for 2026 demonstrates a Sustainability Perception Values(SPV)g64.23EUR47.8 mH73.80EUR13.6 mb83.99EUR12.6 mL9EUR9.8 m3.23g10EUR9.4 m4.21L14.25EUR228.4 mg34.18EUR60.2 mH4EUR58.5 m4.42H5EUR48.0 m4.41z24.52EUR170.9 m Brand Finance Plc 2023Brand Finance Portugal

62、25 16Brand Value Ranking(EURm).Top 25 most valuable Portuguese brands 1-252023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110EDPUtilities 2,418-4.0%2,519AA+AAA-220Galp EnergiaOil&Gas 1,969+40.4%1,403AA+AA330Pingo DoceRetail 1,181+53.2%

63、771AAA-AA+452Millennium BCPBanking 846+26.6%669AA+AAA562Caixa Geral de DepositosBanking 665+19.4%557AAA-AA+641ContinenteRetail 645-5.1%680AA+AA+770MeoTelecoms 596+17.1%509AAA-AAA-8-3FidelidadeInsurance 529-A-981NosTelecoms 491+18.9%413AAA-AAA-1091Super BockBeers 430+4.4%412AA+AA+11101SagresBeers1211

64、1Mota-EngilEngineering&Construction13142Altice EmpresasTelecoms14121Banco BPIBanking15131TAPAirlines16160Delta CafsSoft Drinks17182WortenRetail18151CTTLogistics19-3BrisaCommercial Services20200RecheioRetail21171The Navigator CompanyEngineering&Construction22191RenUtilities23221Banco MontepioBanking2

65、4240PestanaHotels25-3ANAAirportsMethodology.Brand Finance Portugal 25 18Enterprise ValueBranded Business ValueBrand ContributionDefinitions.MetaFacebookFacebookFacebookBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely

66、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 conducts a branded b

67、usiness 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 owning the br

68、and 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 optimise perf

69、ormance.+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 to,names,term

70、s,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 Portugal 25 19Brand Valuation Methodology.1324Definition of BrandBrand is defined

71、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.Organisations own and

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

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

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

75、 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 information a

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

77、 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 augmented by a

78、n 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.For exampl

79、e,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 at three cor

80、e 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 Strength Ind

81、ex(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 brand in qu

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

83、uals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Portugal 25 20Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand th

84、e 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 and use the

85、“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 market sha

86、re.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 Strength.132Al

87、though 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 telecommunicatio

88、ns 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 importanc

89、e 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 WeightingBrands abilit

90、y 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 their percep

91、tions 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,that can

92、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 churn and

93、 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 convert raw

94、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 Strength Index(B

95、SI)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.Benchmarking a

96、nd Final ScoringBrand Finance Portugal 25 21Global 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 Imagery7.R

97、ecommendation(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&GasRestaurantsRetai

98、l&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Portugal 25 22Highlights from the Global Brand Equity Monitor.Bran

99、d 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 just

100、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 consideration,a

101、nd 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 rank

102、s 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,even t

103、hose 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,and

104、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 automotive,sus

105、tainability 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 wider

106、community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Portugal 25 23Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between coolness and sustainability is

107、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 inc

108、lusion 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 co

109、nsumer 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 Portugal 25 25Consulting Services.Brand ValuationMake your b

110、rands 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 e

111、yes 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 understan

112、ding 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 S

113、tudies+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 +Sponsorshi

114、p 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 ma

115、rketing?+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 bra

116、nd 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 Portugal 25 26Brand Evaluation Services.How are brands perceived in my category?Brand Finance tracks

117、brand fame and perceptions across over 38 markets in 31 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 scorecar

118、ds help 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?Rese

119、arch is 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.H

120、ow can 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 inte

121、ractions 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 commu

122、nications 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 speci

123、fic focus 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

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

125、DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Portugal 25 28Brand Finance Network.For further information on our services and valuation experience,please contact your local repr

126、esentative: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 Ch

127、ovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrand

128、fi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:607 370 048E: