2018玩具25强品牌报告（英文版）_9页-1mb

2018 World's Most Valuable Toy Brands Annual Report Summary

Core Content

This report provides an analysis of the world's most valuable toy brands based on Brand Finance's valuation methodology. It highlights the financial significance of strong brands, their performance metrics, and strategic insights to enhance business value.

Main Points

• Brand Value Importance: A strong brand is essential for attracting customers, building loyalty, and increasing profitability. Brand Finance emphasizes the need for brands to be connected to the bottom line.
• Brand Strength Index (BSI): A key metric used to evaluate brand strength, scored from 0 to 100. It considers Marketing Investment, Stakeholder Equity, and Business Performance.
• Valuation Methodology: Brand Finance uses the Royalty Relief approach, which is compliant with ISO 10668 standards. This method estimates the brand's value by calculating a royalty rate based on its BSI score and industry norms.
• Brand Value Calculation: Brand value is derived by applying the royalty rate to forecast revenues and discounting the result to a net present value (NPV).

Key Brands and Their Performance

Brand Value Drivers

• Marketing Investment: High investment may indicate future growth potential, but without improvement in stakeholder equity, it may not translate into better business performance.
• Stakeholder Equity: Positive perceptions among stakeholders, especially customers, can lead to improved business performance.
• Business Performance: Strong performance in price and volume premiums indicates a brand's ability to convert sentiment into profitability.

Strategic Insights

• Lego: Maintains the top position with a brand value of $7.57 billion and a BSI score of 90.6. It faces challenges due to declining revenue in key markets, prompting expansion into Asia and digital content through partnerships like that with Tencent.
• Bandai Namco: Holds second place with a brand value of $1.038 billion. It has managed to maintain its position despite a decline in some of its sub-brands, through diversification and new IP partnerships.
• Hasbro: The fastest-growing brand with a 29% increase in brand value. My Little Pony is its strongest brand, showing significant growth and transformation into a broader entertainment brand.

Brand Value Report Benefits

• Insight: Understand how a brand performs relative to competitors and the drivers of brand value and strength.
• Strategy: Identify growth opportunities by analyzing brand performance across regions and channels.
• Benchmarking: Track year-on-year changes in brand value and set long-term business goals.
• Education: Educate employees on the value of the brand to the business.
• Communication: Share brand success with shareholders, customers, and other stakeholders.
• Understanding: Recognize the brand as a valuable intangible asset.

Consulting and Services Offered by Brand Finance

• Valuation Services: Assess the worth of intangible assets, including Branded Business Valuation, Trademark Valuation, and Brand Contribution.
• Analytics Services: Improve marketing effectiveness by analyzing consumer behavior and ROI of brand strategies.
• Strategy Services: Develop strategies to increase brand value through governance, architecture, and positioning.
• Transaction Services: Support M&A, franchising, licensing, and tax-related decisions.
• Legal Services: Assist in enforcing and leveraging intellectual property rights.

Contact Information

• Managing Director: Richard Haigh - rd.haigh@brandfinance.com
• Communications Director: Konrad Jagodzinski - k.jagodzinski@brandfinance.com
• General Enquiries: enquiries@brandfinance.com
• Phone: +44 (0)207 389 9400
• Website: www.brandfinance.com

Conclusion

This report underscores the importance of brand value in driving business performance and profitability. It provides a framework for understanding, evaluating, and leveraging brand assets to achieve strategic goals and maximize returns.