2017烟草50强品牌报告（英文版）_9页-3mb

Summary of "Tobacco 50 2017"

Core Content

This document is the annual report on the world's most valuable tobacco brands, published in March 2017 by Brand Finance. It outlines the methodology and results of brand valuation, emphasizing the financial importance of brands in the tobacco industry. The report highlights how strong brands contribute to business performance and how they can be leveraged for strategic advantage.

Main Points

Brand Value and Its Significance

• A brand's value is not just about marketing but also about financial performance and profitability.
• Brands are viewed as intangible assets that significantly influence stakeholder behavior and business outcomes.
• Brand Finance provides a financial perspective to brand valuation, helping to align marketing efforts with business goals.

Brand Valuation Methodology

• The Royalty Relief approach is used to calculate brand values. It involves estimating future sales attributable to a brand and applying an appropriate royalty rate.
• The Brand Strength Index (BSI) is a key metric used to evaluate brand performance, scored on a scale of 0 to 100 and categorized similarly to credit ratings (from AAA+ to D).
• Brand values are derived by applying the BSI to an industry-specific royalty rate range and discounting forecasted revenues to a net present value (NPV).

Brand Value Trends

• The Tobacco 50 list ranks the top 50 most valuable tobacco brands based on their brand value in USD million.
• Marlboro is the most valuable brand with a brand value of US$32.471 billion, showing an 8% increase from 2016.
• Other notable brands include Pall Mall (6,427 USDm), Camel (5,781 USDm), L&M (5,481 USDm), and Newport (5,290 USDm).
• Some brands experienced growth, such as Samporaña (33% increase), while others saw declines, such as Camel (-6%).
• The report also includes brand ratings for 2017 and 2016, showing some improvements and changes in brand strength.

Impact of Regulation

• The tobacco industry faces increasing regulation, particularly in OECD countries, which restricts the use and sale of cigarettes.
• Plain packaging regulations are a major threat, potentially reducing brand differentiation and leading to a commoditization of the product.
• Despite these challenges, top tobacco brands continue to grow in value, especially in regions with weaker regulation such as China, Indonesia, and Africa.

Strategic Importance of Brand Valuation

• Brand valuation helps marketing teams communicate the value of their work to finance teams.
• It enables businesses to make informed decisions regarding brand licensing, selling, discontinuation, rebranding, and brand architecture.
• The report highlights the positive correlation between strong brands and stock market performance, noting that investing in the most highly branded companies can yield returns almost double that of the S&P 500 average.

Key Information

• Brand Finance is a leading consultancy that bridges the gap between marketing and finance by providing a clear financial understanding of brand value.
• The Brand Strength Index (BSI) is a crucial tool in determining brand strength, combining marketing investment, brand equity, and business performance.
• Royalty Relief is the primary method for brand valuation, which involves forecasting future revenues and applying a royalty rate based on industry standards and brand strength.
• The Tobacco 50 report provides insights into the financial performance of major tobacco brands, including their value changes and ratings.
• Brand Contribution measures the uplift in shareholder value due to brand ownership rather than generic branding.

How Brand Finance Can Help

Brand Finance offers various services to help businesses understand and maximize the value of their brands:

• Valuation: Assessing the financial worth of intangible assets.
• Analytics: Improving marketing effectiveness through insights into consumer behavior.
• Strategy: Increasing brand value through scenario modeling and brand governance.
• Transactions: Assisting in M&A and licensing with due diligence and pricing analysis.
• Tax & Legal: Providing expert advice on transfer pricing, tax implications, and intellectual property rights.

Contact Details

For inquiries or assistance, contact:

• Alex Haigh – Director of League Tables
  Email: a.haigh@brandfinance.com
  Phone: +44 (0)207 389 9400

• Robert Haigh – Marketing & Communications
  Email: r.haigh@brandfinance.com

• General Enquiries
  Email: enquiries@brandfinance.com
  Phone: +44 (0)207 389 9400

Offices and Contact List

Brand Finance has offices in various countries and provides contact details for regional representatives. The list includes:

Disclaimer

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