2017保险100强品牌报告（英文版）_10页-3mb

Insurance 100 2017 Summary

Core Content

The Insurance 100 2017 report provides an annual evaluation of the world's most valuable insurance brands. It emphasizes the importance of brand valuation in driving financial performance and strategic decision-making for insurance companies. The report highlights the role of brand value in influencing stock market performance, with Brand Finance noting that investing in highly branded companies can yield returns almost double that of the S&P 500 average. This underscores the need for a clear, financial understanding of brand value to maximize profitability and guide business strategies effectively.

Main Points

• Brand Value and Financial Performance: Brands are viewed as intangible assets that significantly affect the financial value of a company beyond transactional value. They influence stakeholders such as customers, staff, investors, and regulators.

• Brand Contribution: This refers to the uplift in shareholder value derived from owning a brand rather than a generic one. It is a key metric for understanding the impact of a brand on business performance.

• Brand Value Calculation: Brand Finance uses the Royalty Relief approach to calculate brand values. This involves estimating future sales attributable to the brand and applying a royalty rate, which is based on the Brand Strength Index (BSI) and sector-specific averages.

• Brand Strength Index (BSI): The BSI is a score from 0 to 100 that measures a brand's strength, considering marketing investment, brand equity, and business performance. Brands are rated from AAA+ to D based on this index.

• Key Findings:

  • Ping An became the world's most valuable insurance brand in 2017, overtaking Allianz, with a brand value of US$16.3 billion, a 29% increase from 2016.
  • Chubb experienced the highest growth, with a 180% increase in brand value to US$5.6 billion, rising from 36th to 11th place.
  • Allianz fell to second place, with a 7% decrease in brand value to US$15 billion due to factors like lower interest rates and investment performance.
  • MetLife and NN Group saw significant declines in brand value, with MetLife dropping by 12% to US$6.6 billion and NN Group by 48% to US$650 million.

• Global Brand Value Distribution:

  • The United States holds the largest share of total brand value at 21%.
  • China and Japan follow with 15% and 10%, respectively.
  • Germany, Switzerland, and the United Kingdom account for 9%, 8%, and 7% of the total brand value.

Key Information

• Brand Finance's Role: Brand Finance bridges the gap between marketing and financial teams by providing a clear, quantifiable measure of brand value. This allows marketing teams to justify their efforts and helps boards make informed decisions.

• Methodology Overview:

  • Royalty Relief Approach: Brand value is calculated by estimating future sales and applying a royalty rate, which is derived from the BSI and sector-specific royalty rate ranges.
  • BSI Calculation: The BSI is based on brand data from the BrandAsset® Valuator database, which assesses brand equity, consideration, and emotional imagery.

• Brand Valuation Assumptions:

  • Revenue and Growth Rates: Future revenue forecasts are based on long-term growth rates, with the 5-year Compound Annual Growth Rate (CAGR) being a key factor.
  • Tax Rate: The brand value is calculated after applying the tax rate.
  • Discount Rate: A discount rate is used to determine the net present value (NPV) of brand value.

• Royalty Rate Determination:

  • Comparable Agreements: Royalty rates are derived from similar licensing agreements.
  • Industry Margins: Typically between 25% to 40%, adjusted for brand importance in the sector.
  • Affordability: If a brand has sustained high profits, the royalty rate may approach the company's margins rather than the industry average.

Brand Performance and Trends

• Brand Value Change 2016-2017:

  • The report includes a visual representation of brand value changes over time, highlighting both growth and decline across different brands.
  • Chubb and Ping An were among the top performers, while NN Group and MetLife faced notable declines.

• Strategic Brand Management:

  • Companies like Ping An and Chubb demonstrate the importance of strategic brand management, including rebranding efforts and customer engagement initiatives.
  • The use of tools like the Net Promoter Score (NPS) helps in tracking brand loyalty and performance.

• Brand Value Reports:

  • These reports provide detailed insights into brand performance, including assumptions, data sources, and calculations.
  • They also offer expert recommendations for improving brand value and benchmarking against competitors.

Conclusion

The Insurance 100 2017 report illustrates the critical role of brand value in the insurance industry. It provides a comprehensive overview of how brand strength, financial performance, and strategic management influence brand valuation and business outcomes. The report serves as a valuable resource for understanding the financial significance of brands and making informed decisions to maximize their value.