Top 500 Most Valuable Brands Ranking and Analysis, Lecture notes of Psychology

Download Top 500 Most Valuable Brands Ranking and Analysis and more Lecture notes Psychology in PDF only on Docsity! Global 500 2018 The annual report on the world’s most valuable brands February 2018 Brand Finance Global 500 February 2018 3. Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be ‘to make money’. Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers. As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line. Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line. By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can you know if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price? If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions. Brand Finance’s research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole. Acknowledging and managing a company’s intangible assets taps into the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business. The team and I look forward to continuing the conversation with you. David Haigh CEO, Brand Finance Brand Finance Global 500 February 2018 9.Brand Finance Global 500 February 2018 8. Executive Summary. Amazon Claims Prime Spot Amazon is the world’s most valuable brand ahead of Apple and Google in the Brand Finance Global 500. The e-commerce giant’s brand value increased by 42% year on year to a whopping US$150.8 billion. Since the brand’s humble beginnings as an online bookstore, Amazon has become the world’s largest internet business by both market capitalisation and revenue. It is no longer just an online retailer, but also a provider of cloud infrastructure and a producer of electronics. Now, it is moving beyond the digital space, as last year’s takeover of Whole Foods for US$13.7 billion gave the brand a foothold in the realm of bricks and mortar. Amazon is also present in shipping, music and video streaming, alongside industry speculation on an impending bank acquisition in 2018. Apple and Google Left Behind Although Apple defended 2nd place in the ranking, with brand value rebounding to US$146.3 billion after the 27% decline last year, its future looks bleak. Apple has failed to diversify and grown over-dependent on sales of The strength and value of the Amazon brand gives it stakeholder permission to extend relentlessly into new sectors and geographies. All evidence suggests that the amazing Amazon brand is going to continue growing indefinitely and exponentially. David Haigh CEO, Brand Finance Executive Summary. its flagship iPhones, responsible for two thirds of revenue. Poor Q4 2017 sales of iPhone X at only 29 million handsets fell short of expectations, and the model is predicted to be discontinued later this year. With the advent of emerging world brands like Huawei, Apple’s increasing focus on what are effectively luxury products may cost the brand a fair share of the global mass market, limiting the potential for brand value growth. Google has dropped from 1st to 3rd position, recording a relatively slow brand value growth of 10% to US$120.9 billion. Google’s online ads generated more traffic than expected as aggregated paid clicks rose by 47% in Q3 2017, boosting revenues. However, to compete with the world’s most valuable brands, presenting a solid performance is not always enough. Google is a champion in internet search, cloud and mobile OS technology but, similarly to Apple, its focus on particular sectors is holding it back from unleashing the full potential of its brand. Google’s investments in self- driving cars and handsets still lack the scale and audacity demonstrated by Amazon’s new ventures. Brand Value Change 2017-2018 (%) Top 10 Most Valuable Brands Rank 2018: 1 2017: 3 BV 2018: $150,811m BV 2017: $106,396m Brand Rating: AAA- 1 +42% Rank 2018: 9 2017: 8 BV 2018: $61,480m BV 2017: $62,211m Brand Rating: AA+ 9 Rank 2018: 10 2017: 10 BV 2018: $59,189m BV 2017: $47,832m Brand Rating: AAA+ 10 +24% Rank 2018: 7 2017: 5 BV 2018: $81,163m BV 2017: $76,265m Brand Rating: AAA+ 7 +6% Rank 2018: 8 2017: 7 BV 2018: $62,826m BV 2017: $65,875m Brand Rating: AAA- 8 -5% Rank 2018: 6 2017: 4 BV 2018: $82,422m BV 2017: $87,016m Brand Rating: AAA- 6 Rank 2018: 2 2017: 2 BV 2018: $146,311m BV 2017: $107,141m Brand Rating: AAA+ 2 +37% Rank 2018: 3 2017: 1 BV 2018: $120,911m BV 2017: $109,470m Brand Rating: AAA+ 3 +10% Rank 2018: 4 2017: 6 BV 2018: $92,289m BV 2017: $66,218m Brand Rating: AAA+ 4 +39% Rank 2018: 5 2017: 9 BV 2018: $89,684m BV 2017: $61,998m Brand Rating: AAA+ 5 +45% -5% -1% Wuliangye UQ Communications Haval Evergrande YouTube Tesla Gree Electric Appliances NatWest Applied Materials Nvidia -24% -24% -25% -27% -28% -34% -35% -36% -36% -43% 161% 140% 124% 118% 114% 106% 106% 100% 98% 97% Hyundai Group Hilton L’Oréal Heinz Lotte Group Poly Real Estate Sumitomo Group ExxonMobil Under Armour Toshiba Brand Finance Global 500 February 2018 11.Brand Finance Global 500 February 2018 10. Executive Summary. Brand Value Over Time Brand Value by Sector Executive Summary. Top 10 Strongest Brands BSI Score 92.3 BSI Score 90.4 BSI Score 90.4 BSI Score 90.6 BSI Score 90.6 BSI Score 90.6 BSI Score 91.6 BSI Score 91.5 BSI Score 90.9 BSI Score 90.8 Nevertheless, the acquisition of 2,000 HTC smartphone staffers for US$1.1 billion indicates a shift to a more expansive approach. Digital Era is Now For the first time since the inception of the Brand Finance Global 500 study, technology brands claim all top 5 places in the league table. Samsung (4th, US$92.3 billion) and Facebook (5th, US$89.7 billion) both recorded impressive year-on-year brand value growth of 39% and 45% respectively, overtaking AT&T (6th, US$82.4 billion). Change at the top is reflective of a wider global trend as the technology sector accounts for more than twice as much brand value as telecoms. The dominance of digital is set to grow even more in the coming years as other brands make their way up the Global 500. Google-owned YouTube more than doubled its brand value to US$25.9 billion, jumping 70 places to 42nd. Chinese technology brands, taking advantage of captive market conditions, can also boast high brand value growth, with Alibaba (12th), Tencent (21st), WeChat B ra nd V al ue (U S D b n) Year 0 40 80 120 160 2018201720162015201420132012 Colour Sector Brand Value % of total (USD bn) Technology 1,350.6 23% Banks 839.8 14% Telecoms 620.6 11% Retail 353.8 6% Automobiles 347.5 6% Oil & Gas 289.0 5% Others 2,102.8 36% Total 5,904.2 100% Brand Finance Global 500 February 2018 13.Brand Finance Global 500 February 2018 12. Executive Summary. Brand Value by Country 2018 Executive Summary. (49th), Baidu (57th), JD.com (65th), and NetEase (121st), going up by an average of 67% year on year. Chinese Brands Narrow the Gap The growth of Chinese brands extends beyond the technology sector as the country continues to narrow the value gap with the United States at an impressive rate. Since 2008, China’s share of global brand value has increased from 3% to 15%, growing 888% to US$911.5 billion in 2018. It comes as no surprise that State Grid, a state-owned utilities company from China, is the largest new entrant to the Brand Finance Global 500 this year, claiming 19th place with a brand value of US$40.9 billion. In addition, the fastest-growing brand of 2018 also comes from China. The spirit industry champion Wuliangye grew a striking 161% to US$14.6 billion year on year, rising 184 ranks to 100th. Disney Set to Keep Spreading Magic With a brand strength index (BSI) score of 92.3, up from 91.3 last year, Disney is the world’s strongest brand and one of the most interesting to watch in the coming years. In light of its recent purchase of a majority stake in 21st Century Fox, Disney can further develop its brand to deliver for more consumers worldwide. The addition of companies like: Star India – which reaches hundreds of millions of viewers on the subcontinent, Sky – with presence across the UK, Ireland, Germany, Austria, and Italy, as well as a 60% stake in Hulu – arguably one of Netflix’s biggest competitors, means that Disney can now leverage its greater international exposure to establish its brand as much more than a children’s favourite. While China had been pursuing a dual strategy of building home- grown brands but also acquiring underperforming international brands, like Volvo and Pirelli, the emphasis is now firmly on home- grown brands. Huawei, Ping An, State Grid, Evergrande, ICBC, Yili, Haval, Wuliangye, and many others are now being recognised worldwide as quality brands. We expect to see this develop rapidly in more and more sectors. David Haigh CEO, Brand Finance Brand Value by Country 2008 Colour Country Brand Value % of total (USD bn) United States 1,425.8 48% Japan 268.4 9% United Kingdom 241.0 8% France 216.5 7% Germany 200.3 7% China 92.3 3% Others 552.5 18% Total 2,996.8 100% Colour Country Brand Value % of total (USD bn) United States 2,527.7 43% China 911.5 15% Germany 409.4 7% Japan 407.0 7% France 280.2 5% United Kingdom 235.6 4% Others 1,132.8 19% Total 5,904.2 100% Brand Finance Global 500 February 2018 19.Brand Finance Global 500 February 2018 18. Top 500 most valuable brands 101-150 Rank 2018 Rank 2017 Brand name Country Brand value (USD m) 2018 % change Brand value (USD m) 2017 Brand rating 2018 Brand rating 2017 101 99 MUFG Japan 102 132 China Life China 103 134 Adidas Germany 104 101 Tata Group India 105 115 Bank of Communications China 106 92 Lowe's United States 107 104 RBC Canada 108 88 Hitachi Group Japan 109 94 BNP Paribas France 110 74 Target United States 111 102 Barclays United Kingdom 112 83 Spectrum United States 113 78 SK Group South Korea 114 55 ExxonMobil United States 115 145 Axa France 116 116 CHEVROLET United States 117 109 Mastercard United States 118 105 TD Canada 119 121 KPMG United States 120 122 Telstra Australia 121 200 NetEase China 122 129 CRCC China 123 95 Costco United States 124 131 Renault France 125 127 UNIVERSAL United States 126 130 Sony Japan 127 126 Industrial Bank China 128 207 Land Rover United Kingdom 129 154 Sberbank Russia 130 184 Country Garden China 131 177 BBVA Spain 132 125 PETRONAS Malaysia 133 117 BT United Kingdom 134 148 China Unicom China (Hong Kong) 135 136 Movistar Spain 136 172 Hermes France 137 118 Capital One United States 138 110 JR Japan 139 72 Sumitomo Group Japan 140 151 Airbus France 141 141 Bell Canada 142 133 DHL Germany 143 155 Carrefour France 144 119 Eni Italy 145 157 Louis Vuitton France 146 137 CBS United States 147 147 ABC United States 148 190 NETFLIX United States 149 138 AIA China (Hong Kong) 150 144 China CITIC Bank China Top 500 most valuable brands 151-200 Brand Finance Global 500 (USD m). Rank 2018 Rank 2017 Brand name Country Brand value (USD m) 2018 % change Brand value (USD m) 2017 Brand rating 2018 Brand rating 2017 151 120 CRECG China 152 165 Scotiabank Canada 153 170 Canon Japan 154 182 Warner Bros. United States 155 128 Sky United Kingdom 156 124 Anthem United States 157 123 Tesco United Kingdom 158 174 EDF France 159 223 Cartier Switzerland 160 162 ING Netherlands 161 103 L'Oréal France 162 164 Aetna United States 163 156 Goldman Sachs United States 164 143 Aldi Germany 165 198 booking.com United States 166 187 Danone France 167 139 American Airlines United States 168 192 Panasonic Japan 169 233 Paypal United States 170 152 Johnson & Johnson United States 171 210 Humana United States 172 178 Lexus Japan 173 175 Philips Netherlands 174 146 UBS Switzerland 175 194 HP United States 176 307 CPIC China 177 150 Delta United States 178 238 TIM Italy 179 140 O2 United Kingdom 180 185 Enel Italy 181 218 Gucci Italy 182 159 China Minsheng Bank China 183 186 Lidl Germany 184 149 Mitsui Group Japan 185 274 3M United States 186 270 Optum United States 187 188 7-Eleven Japan 188 335 Nokia Finland 189 135 Engie France 190 168 PEMEX Mexico 191 153 HPE United States 192 193 Lockheed Martin United States 193 176 Commonwealth Bank of Australia Australia 194 180 ANZ Australia 195 222 ABB Switzerland 196 302 Adobe United States 197 195 Statoil Norway 198 189 Bank of Montreal Canada 199 228 Société Générale France 200 196 eBay United States Brand Finance Global 500 (USD m). Brand Finance Global 500 February 2018 21.Brand Finance Global 500 February 2018 20. Top 500 most valuable brands 201-250 Rank 2018 Rank 2017 Brand name Country Brand value (USD m) 2018 % change Brand value (USD m) 2017 Brand rating 2018 Brand rating 2017 201 229 Metlife United States 202 142 Uniqlo Japan 203 169 Subway United States 204 179 Subaru Japan 205 256 KFC United States 206 219 Itaú Brazil 207 261 Michelin France 208 166 Medtronic United States 209 217 Rogers Canada 210 183 Union Pacific United States 211 167 Dalian Wanda Commercial Properties China 212 349 Nintendo Japan 213 249 TSMC China (Taiwan) 214 199 Morgan Stanley United States 215 390 Yanghe China 216 163 Cognizant United States 217 292 Etisalat UAE 218 236 Telus Canada 219 212 U.S. Bank United States 220 245 Allstate United States 221 225 Red Bull Austria 222 197 Lego Denmark 223 211 Gillette United States 224 264 Western Digital United States 225 161 Sam's Club United States 226 158 Sprint United States 227 231 BASF Germany 228 230 Bud Light United States 229 244 3 United Kingdom 230 255 Yahoo! Group Japan 231 297 PICC China 232 206 Zurich Switzerland 233 232 Vinci France 234 241 Woolworths Australia 235 204 Vanke China 236 247 CIBC Canada 237 322 Valero United States 238 276 Budweiser United States 239 242 Centurylink United States 240 216 Honeywell United States 241 160 Nissay Japan 242 209 United Airlines United States 243 202 Bridgestone Japan 244 405 Midea China (Taiwan) 245 301 Cigna United States 246 205 Sumitomo Mitsui Financial Group Japan 247 208 Telenor Norway 248 220 Qualcomm United States 249 New Haval China 250 312 Brookfield Asset Management Canada Top 500 most valuable brands 251-300 Rank 2018 Rank 2017 Brand name Country Brand value (USD m) 2018 % change Brand value (USD m) 2017 Brand rating 2018 Brand rating 2017 251 259 Credit Suisse Switzerland 252 191 Airtel India 253 251 STC Saudi Arabia 254 214 CRRC China 255 252 Neutrogena United States 256 262 Coles Australia 257 324 GEICO United States 258 350 Dow United States 259 257 Ferrari Italy 260 239 nab Australia 261 277 Publix United States 262 300 DBS Singapore 263 New NatWest United Kingdom 264 224 Schlumberger United States 265 298 Generali Group Italy 266 319 Fresenius Germany 267 226 Nivea Germany 268 260 Roche Switzerland 269 203 Asda United States 270 243 Lloyds Bank United Kingdom 271 288 Prudential (US) United States 272 269 China Everbright Bank China 273 254 PNC United States 274 215 Rolex Switzerland 275 285 Nordea Sweden 276 235 Pampers United States 277 171 Hilton United States 278 268 Activision Blizzard United States 279 227 Swisscom Switzerland 280 362 Coach United States 281 234 Marubeni Group Japan 282 246 Victoria's Secret United States 283 389 Yili China 284 331 Deutsche Bank Germany 285 313 Heineken Netherlands 286 299 Claro Mexico 287 250 Infosys India 288 New DXC Technology United States 289 240 Pall Mall United Kingdom 290 295 L&M United States 291 465 Geely China 292 221 LIC India 293 473 Playstation Japan 294 290 Merrill Lynch United States 295 281 Camel United States 296 287 T.J. Maxx United States 297 388 Chanel France 298 344 Broadcom Singapore 299 253 Daiwa House Japan 300 278 Westpac Australia Brand Finance Global 500 (USD m).Brand Finance Global 500 (USD m). Brand Finance Global 500 February 2018 23.Brand Finance Global 500 February 2018 22. Top 500 most valuable brands 301-350 Rank 2018 Rank 2017 Brand name Country Brand value (USD m) 2018 % change Brand value (USD m) 2017 Brand rating 2018 Brand rating 2017 301 280 SFR France 302 304 MCC China 303 411 Crédit Agricole France 304 271 Purina Switzerland 305 237 Mizuho Financial Group Japan 306 318 Bouygues Group France 307 266 Rabobank Netherlands 308 New Tesla United States 309 316 Travelers United States 310 332 Tyson United States 311 348 Standard Chartered United Kingdom 312 275 BBC United Kingdom 313 286 Bradesco Brazil 314 356 Bayer Germany 315 339 Gazprom Russia 316 467 Airbnb United States 317 289 Salesforce United States 318 279 Dollar General United States 319 469 Chunghwa China (Taiwan) 320 309 Newport United States 321 173 Poly Real Estate China 322 327 Marriot United States 323 213 Kellogg's United States 324 320 Sainsbury's United Kingdom 325 294 AIG United States 326 305 Enterprise United States 327 367 Saint-Gobain France 328 375 ESPN United States 329 263 Emirates UAE 330 303 Nescafé Switzerland 331 New Guerlain France 332 267 Southwest Airlines United States 333 329 Thomson Reuters Canada 334 293 State Bank of India India 335 321 KT South Korea 336 272 Mobil United States 337 311 CNOOC China 338 377 Caterpillar United States 339 248 Kroger United States 340 New Hynix Semiconductor South Korea 341 386 Telkom Indonesia Indonesia 342 365 Intesa Sanpaolo Italy 343 317 Petrobras Brazil 344 310 Ross Dress For Less United States 345 423 BHP Australia 346 282 Chubb Switzerland 347 306 20th Century Fox United States 348 330 Clinique United States 349 383 KEPCO South Korea 350 346 Pantene United States Brand Finance Global 500 (USD m). Top 500 most valuable brands 351-400 Rank 2018 Rank 2017 Brand name Country Brand value (USD m) 2018 % change Brand value (USD m) 2017 Brand rating 2018 Brand rating 2017 351 409 Tim Horton's Canada 352 385 McKinsey United States 353 328 Chow Tai Fook China (Hong Kong) 354 353 Huggies United States 355 373 Aviva United Kingdom 356 366 Gatorade United States 357 376 PTT Thailand 358 336 Sysco United States 359 296 Macy's United States 360 283 Kraft United States 361 337 Mclane United States 362 360 Colgate United States 363 369 Lukoil Russia 364 342 Dove United Kingdom 365 421 Domino's Pizza United States 366 417 Poste Italiane Italy 367 495 Randstad Netherlands 368 404 Wrigley's United States 369 476 Enbridge Canada 370 New Haier China 371 480 Continental Germany 372 393 Thermo Fisher Scientific United States 373 New Longfor Properties China 374 258 Esso United States 375 434 Schneider Electric France 376 291 Exxon United States 377 395 Tiffany & Co. United States 378 379 EE United Kingdom 379 325 Garnier France 380 334 E Leclerc France 381 374 General Dynamics United States 382 440 Fubon Life China (Taiwan) 383 441 Progressive United States 384 343 ADP United States 385 333 Kia South Korea 386 347 ConocoPhillips United States 387 427 KB Financial Group South Korea 388 397 John Deere United States 389 400 Burberry United Kingdom 390 372 HCL India 391 181 Toshiba Japan 392 351 Swiss Re Switzerland 393 326 Ericsson Sweden 394 406 Capgemini France 395 New CCCC China 396 418 Discover United States 397 410 Northrop Grumman United States 398 488 China Cinda China 399 486 Sodexo France 400 463 Texas Instruments United States Brand Finance Global 500 (USD m). Brand Finance Global 500 February 2018 29.Brand Finance Global 500 February 2018 28. We offer a variety of services to help communicate your brand’s success. Strongest Global Brand 2018 Your Brand Your Brand Value Explain and discuss your brand’s performance in more depth. Press Release Assist with the creation of a press release communicating your brand’s success. CEO Quote Supply a quote in recognition of your brand’s performance for you to use in external and internal communications. Social Media Coordinate with your social media activity to communicate your brand’s success more effectively. Awards Produce an accolade plaque and hand-written certificates, personally signed by our CEO, to recognise your brand’s performance. Advertising Allow full use of the Brand Finance logo on your ad designs and create a bespoke digital endorsement stamp for your website and investor relations use. 1. Valuation: What are my intangible assets worth? Valuations may be conducted for technical purposes and to set a baseline against which potential strategic brand scenarios can be evaluated. + Branded Business Valuation + Trademark Valuation + Intangible Asset Valuation + Brand Contribution 2. Analytics: How can I improve marketing effectiveness? Analytical services help to uncover drivers of demand and insights. Identifying the factors which drive consumer behaviour allows an understanding of how brands create bottom-line impact. Market Research Analytics + Return on Marketing Investment + Brand Audits + Brand Scorecard Tracking + 4. Transactions: Is it a good deal? Can I leverage my intangible assets? Transaction services help buyers, sellers, and owners of branded businesses get a better deal by leveraging the value of their intangibles. + M&A Due Diligence + Franchising & Licensing + Tax & Transfer Pricing + Expert Witness 3. Strategy: How can I increase the value of my branded business? Strategic marketing services enable brands to be leveraged to grow businesses. Scenario modelling will identify the best opportunities, ensuring resources are allocated to those activities which have the most impact on brand and business value. Brand Governance + Brand Architecture & Portfolio Management + Brand Transition + Brand Positioning & Extension + MARKETING FINANCE TAX LEGAL We help marketers to connect their brands to business performance by evaluating the return on investment (ROI) of brand-based decisions and strategies. We provide financiers and auditors with an independent assessment on all forms of brand and intangible asset valuations. We help brand owners and fiscal authorities to understand the implications of different tax, transfer pricing, and brand ownership arrangements. We help clients to enforce and exploit their intellectual property rights by providing independent expert advice in- and outside of the courtroom. 2. ANALYTIC S 3. STRATEGY 4. TRANSAC TI O N S 1. V AL UATION Brand & Business Value Example digital endorsement stamp for use on your website as well as in investor relations and advertising, to recognise your brand’s performance. Consulting Services. Communications Services. How we can help Brand Finance Global 500 February 2018 30. Value-Based Communications We execute strategic communications programmes to optimise the value of your business and to enhance brand perception among stakeholders. 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