2018玩具25强品牌报告（英文版）_7页_2mb

报告摘要

Summary of the "Toys 25 2018" Annual Report

Core Content

This report presents the findings of the annual ranking of the world's most valuable toy brands, published by Brand Finance in February 2018. It provides an analysis of brand strength, brand value, and strategic insights for toy companies.

Main Points

Brand Finance is a leading brand valuation and strategy consultancy, established in 1996. It evaluates brands based on Marketing Investment, Stakeholder Equity, and Business Performance.
The Brand Strength Index (BSI) is a key metric used to assess brand strength, with scores ranging from 0 to 100. Brands are rated from AAA+ to D, similar to credit ratings.
Lego continues to be the most valuable and strongest toy brand, with a brand value of $7,571 million and a BSI score of 90.6 (AAA+). However, its brand value decreased by 0.3%, reflecting a decline in revenue and net profit in the first half of 2017.
Bandai Namco holds the second position with a brand value of $1,038 million and a BSI score of 87.9 (AAA). It maintained its position despite a decline in other brands like Yo-Kai Watch, Mobile Suit Gundam, and Power Rangers.
Hasbro is the fastest-growing brand, with a 29% increase in brand value to $272 million. My Little Pony is Hasbro’s top-performing brand, with a 27% increase in brand value to $252 million.
Mattel dropped from 6th to 9th in the ranking, with a 4% decline in brand value to $243 million.
The report includes a Top 25 Most Valuable Toy Brands list, showing brand value changes, rankings, and ratings for each brand.
The methodology used is the Royalty Relief approach, compliant with ISO 10668, which estimates brand value by applying a royalty rate to forecast revenues.

Key Information

Brand Strength Index (BSI)

The BSI score reflects the brand's performance on intangible measures.
A high BSI score indicates strong brand equity and potential for future success.
Lego has the highest BSI score at 90.6, followed by My Little Pony at 87.9 and Monster High at 87.3.

Brand Value Changes

Lego brand value decreased by 0.3% due to declining revenue and profit.
Bandai Namco brand value increased by 1%.
Hasbro brand value increased by 29%.
My Little Pony brand value increased by 27%.
Nerf brand value increased by 24%.
Hot Wheels brand value increased by 12%.
Mattel brand value decreased by 4%.
Mobile Suit Gundam brand value decreased by 26%.

Strategic Insights

Lego must focus on untapped markets like Asia and digital content to maintain its brand value.
Bandai Namco is diversifying through strategic partnerships, such as with Dontnod Entertainment, to expand its global presence.
Hasbro is leveraging its portfolio of brands, including My Little Pony, to drive growth.

Methodology Overview

Brand Strength is calculated using a balanced scorecard of Marketing Investment, Stakeholder Equity, and Business Performance.
Royalty Range is determined based on the importance of the brand to purchasing decisions.
Royalty Rate is calculated by applying the BSI score to the royalty range.
Brand Revenues are estimated by applying the royalty rate to forecast revenues.
Brand Value is derived by discounting post-tax brand revenues to a net present value (NPV).

Consulting and Communication Services

Brand Finance offers a range of services including:

Valuation (Branded Business Valuation, Trademark Valuation, Intangible Asset Valuation)
Analytics (Market Research Analytics, Return on Marketing Investment, Brand Audits)
Strategy (Brand Governance, Brand Architecture & Portfolio Management, Brand Positioning & Extension)
Communications (Digital endorsement stamps for brand recognition and promotion)

Contact Details

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

Regional contacts are also provided, including: