2018IT服务15强品牌报告（英文版）_9页-2mb

IT Services 15 2018 Summary

Core Content

This report presents the Brand Finance ranking of the top 15 most valuable IT services brands in 2018, highlighting their financial performance, brand strength, and strategic implications. The report emphasizes the importance of brand valuation in connecting marketing efforts to financial outcomes, offering a framework for understanding and leveraging brand value.

Main Points

• Purpose of Brand Valuation: Brands are not just for marketing; they are financial assets that contribute directly to profitability. Understanding brand value allows organizations to make informed decisions on investments, licensing, and brand strategy.
• Brand Finance’s Approach: Brand Finance uses the Royalty Relief method, compliant with ISO 10668, to assess brand value. This method estimates the economic benefit a licensor would receive by licensing the brand in the open market.
• Brand Value Metrics: Brand value is calculated using the Brand Strength Index (BSI), which evaluates Marketing Investment, Stakeholder Equity, and Business Performance. BSI scores range from 0 to 100 and are used to determine brand ratings (up to AAA+).
• Brand Value Drivers: Brand value is derived from forecasted revenues, royalty rates, and discounting to net present value (NPV). Royalty rates are based on the BSI score and industry standards.

Key Findings

• TCS grew the fastest in the IT Services sector, increasing its brand value by 14% to $10.4 billion, making it the third most valuable brand.
• IBM remained the most valuable brand in the sector with a $19.5 billion brand value, showing a 1% increase and improving its brand rating to AAA.
• Accenture lost 4% in brand value, now valued at $16.8 billion, but still holds the second position.
• Capgemini was the only brand in the top 15 to achieve double-digit growth, rising 10% to $4.6 billion.
• Hewlett Packard Enterprise (HPE) saw a 66% decline in brand value to $3.1 billion, dropping from 4th to 12th in the ranking.
• Fujitsu and Wipro also experienced significant declines, while Atos, Tech Mahindra, and DXC Technology showed positive changes.
• The United States dominates the brand value by country with 57.9 billion USD (60% of total), followed by India (25.8 billion USD, 27%), France (8.4 billion USD, 9%), and Japan (4.0 billion USD, 4%).

Brand Strength Index (BSI)

The BSI is a critical tool for evaluating brand performance. It is calculated using a balanced scorecard of metrics, including marketing investment, stakeholder equity, and business performance. The Top 5 Strongest Brands based on BSI scores are:

1. IBM – 87.6
2. HCL – 78.9
3. Infosys – 78.2
4. TCS – 77.8
5. Accenture – 75.3

Strategic Insights

• Marketing Investment is a key driver of brand value, but it must be aligned with Stakeholder Equity and Business Performance to ensure long-term success.
• Brand Value Reports offer a comprehensive view of brand performance, including competitor benchmarking, historical data, and expert recommendations for growth.
• Brand Valuation Summary includes:
  • Internal brand understanding
  • Brand value tracking
  • Competitor benchmarking
  • Historical brand value analysis
  • Brand strength tracking and analysis
  • Management KPIs
  • Royalty rate insights
  • Cost of capital assessments
  • Customer research
  • Communication strategies

Consulting and Communications Services

Brand Finance provides a range of services to help organizations:

• Valuation: Assess the worth of intangible assets, including branded business, trademarks, and brand contribution.
• Analytics: Improve marketing effectiveness by analyzing consumer behavior and identifying ROI.
• Strategy: Enhance brand value through governance, architecture, positioning, and extension.
• Communications: Leverage brand success to communicate with shareholders, customers, and other key audiences.

Contact Information

For business enquiries, contact Richard Haigh (Managing Director):
Email: rd.haigh@brandfinance.com
Phone: +44 (0)207 389 9400

For media enquiries, contact Konrad Jagodzinski (Communications Director):
Email: k.jagodzinski@brandfinance.com

For all other enquiries, contact enquiries@brandfinance.com.

Conclusion

Brand Finance underscores the importance of integrating brand value into business strategy and financial planning. By providing a financially rigorous framework, the firm helps organizations understand, track, and leverage their brand assets to drive profitability and competitive advantage.