2017全球最有价值500强品牌年度报告（英文版）_15页_5mb

Global 500 2017 Summary

Core Content Overview

The Global 500 2017 report by Brand Finance presents the ranking of the world's most valuable brands based on their brand value, brand strength, and contribution to business performance. The report emphasizes the importance of brand equity, marketing investment, and stakeholder perception in determining a brand's value and long-term success.

Main Points and Key Information

Brand Value and Contribution

• Brand Value is defined as the economic benefit derived from a brand's intangible assets, such as names, logos, and customer associations.
• Brand Contribution measures the uplift in shareholder value from owning a specific brand, as opposed to a generic one.
• The Royalty Relief approach is used to calculate brand value, estimating future sales attributable to the brand and applying a royalty rate.

Brand Strength Index (BSI)

• The BSI is a key metric used to evaluate brand strength, scored out of 100 and assigned a rating from AAA+ to D.
• A higher BSI score indicates better brand equity, marketing effectiveness, and stakeholder engagement.
• Brands with high BSI scores are more likely to maintain or grow their value, even in competitive markets.

Top Brands in 2017

• Google became the world's most valuable brand with a brand value of $109.47 billion, up 24% from 2016.
• Apple fell to $107.14 billion, a 27% decline, losing its top spot due to a perceived lack of innovation and declining customer loyalty.
• Amazon grew by 53% to $106.396 billion, nearly securing the top spot.
• AT&T rose to $87.016 billion, overtaking Verizon and growing by 45%.
• Microsoft ranked 5th with a $76.265 billion brand value, up 13%.

Key Sector Insights

• Technology dominated the rankings, with Google, Apple, Amazon, AT&T, and Microsoft in the top five.
• Banking was the second-largest sector by brand value, with ICBC and Wells Fargo leading in brand value growth.
• Telecoms saw Charter's Spectrum as the highest new entrant, growing to $15.7 billion.
• Automobiles included BMW, Mercedes-Benz, and Toyota, with Toyota growing by 7%.
• Retail had Walmart as the top brand, with $62.211 billion, up 16%.

Brand Value Trends

• Apple experienced a significant drop in brand value due to over-exploitation of goodwill and failure to innovate.
• Google maintained its AAA+ rating despite the challenges in the advertising industry, with a strong brand architecture and diversified stakeholder engagement.
• Coca-Cola saw a 7% decline in brand value, affected by health concerns and competition from healthier alternatives.
• Nokia made a remarkable recovery, with a 62% increase in brand value and a BSI rating upgrade from AA to AA+.
• Lego regained its position as the world's most powerful brand, driven by successful marketing campaigns and product innovation.

Strategic Brand Management

• A monobrand structure can enhance marketing efficiency and brand recognition, as seen with Apple.
• A diversified brand architecture (as in Google and Alphabet) helps in managing risk and regulatory scrutiny.
• Marketing investment, brand equity, and stakeholder behavior are crucial in driving brand value and long-term business success.
• Digital integration and innovation play a significant role in maintaining relevance and brand strength, as demonstrated by Lego and Google.

Conclusion

The report highlights the dynamic nature of brand value in a global market, emphasizing that strong brand equity and strategic marketing are essential for maintaining and growing brand value. While Apple and Coca-Cola faced declines, Google, Amazon, and Lego emerged as strong performers, showcasing the importance of adaptability and innovation in brand management. The BSI and Royalty Relief approach provide a robust framework for evaluating brand value, and the report underscores the growing influence of Chinese brands and the shift in consumer preferences towards more diverse and socially conscious offerings.