2017爱尔兰10强品牌报告（英文版）_5页_1mb

Summary of Brand Finance Ireland 10 2017 Report

Core Content

The Brand Finance Ireland 10 2017 report ranks the top 10 most valuable Irish brands based on their brand value and business performance. The report highlights the importance of brand strength, valuation methodologies, and the impact of brands on stakeholders. It also provides insights into how brands can be leveraged for business growth and strategic decision-making.

Main Points

Brand Value and Business Impact

• A brand is viewed as a marketing-related intangible asset that generates economic benefits by creating distinctive associations in the minds of stakeholders.
• Brand Finance uses the Royalty Relief approach to calculate brand values, which involves estimating future brand-specific revenues and applying an appropriate royalty rate.
• Brand Strength Index (BSI) is a key metric used to evaluate brand strength, ranging from AAA+ (strongest) to D (weakest). The BSI score is used to determine the royalty rate for each brand.

Top Brands

• Guinness is the strongest and most valuable brand in Ireland, with a brand value of €2 billion, up 2% from the previous year.
  • Guinness's success is attributed to its traditional values and adaptation to the craft beer trend through subbrands like Hop House 13.
  • It is one of the top 10 most valuable beer brands globally.
• Ryanair ranks second with a brand value of €1.5 billion, up 44% year-on-year.
  • Ryanair's transformation is driven by the 'Always Getting Better' programme, which improved customer experience and service quality.
  • The airline is expanding into new markets and investing in new aircraft and bases.
• The finance sector is well represented, with Allied Irish Banks (AIB), Bank of Ireland, and XL Group in third, fourth, and fifth places respectively.
  • AIB is the fastest-growing brand, with a 81% increase in brand value to €1.4 billion.
  • AIB's strong performance includes increased lending and pre-tax profits of €1.7 billion in 2016.
  • Bank of Ireland has a similar brand value and BSI score to AIB, suggesting it is well-positioned to benefit from Brexit-related opportunities.

Jameson

• Jameson is ranked 8th with a brand value of €768 million.
• It is noted for its innovation in whiskey products and strong international growth, particularly in the US.
• Jameson is the strongest brand among Pernod Ricard's international portfolio.

Methodology Overview

• Brand Value Calculation: Based on forecasted brand-specific revenues, royalty rates, and discounting to net present value (NPV).
• Royalty Rates: Determined by sector-specific benchmarks and adjusted based on brand strength.
• Brand Contribution: Measures the uplift in shareholder value from owning a brand instead of using a generic one.
• Brand Strength Index (BSI): A composite score of brand equity, marketing investment, and business performance.

Services Offered by Brand Finance

• Valuation Services: Includes Branded Business Valuation, Intangible Asset Valuation, and Trademark Valuation.
• Analytics Services: Helps improve marketing effectiveness through market research, brand audits, and ROI tracking.
• Transaction Services: Supports M&A, transfer pricing, and licensing negotiations.
• Strategy Services: Assists in brand governance, positioning, and portfolio management to increase brand and business value.

Key Information

• Brand Value Dashboard: Provides an internal understanding of brand performance, tracking, and benchmarking.
• Drivers of Change: Include brand strength, marketing investment, and economic factors that influence brand value.
• Cost of Capital: Offers an independent view for internal valuations and project appraisals.
• Trademark Audit: Helps identify unprotected marks and potential infringements, supporting a robust trademark registration strategy.

Contact Details

• Alex Haigh – Director of League Tables
  Email: a.haigh@brandfinance.com
• Simon Haigh – Managing Director, Brand Finance Ireland
  Email: s.haigh@brandfinance.com
• Amy Rand – Marketing Executive
  Email: a.rand@brandfinance.com
• General Enquiries
  Email: enquiries@brandfinance.com
  Phone: +44 (0)20 7389 9400

Disclaimer

• The report is based on publicly available information and certain assumptions.
• Brand Finance accepts no responsibility for the accuracy of the information used.
• The report is not intended as investment or business advice.

Offices and Representatives

A list of Brand Finance offices and local contacts is provided, including representatives in Ireland, Australia, Brazil, Canada, and other regions.