Brand-2018世界上最有价值的50大商业服务品牌（英文）-2018.2-11页-5mb

Summary of Brand Finance Commercial Services Report 2018

Core Content

This report presents the findings of the Brand Finance Commercial Services 50, an annual ranking of the most valuable commercial services brands. It emphasizes the importance of brand value in driving business performance and profitability, and highlights the role of Brand Finance in bridging the gap between marketing and finance by providing a financially rigorous brand valuation methodology.

The report outlines the Brand Strength Index (BSI) as a key metric to evaluate brand performance, based on three dimensions: Marketing Investment, Stakeholder Equity, and Business Performance. Each brand is assigned a BSI score between 0 and 100, and a corresponding brand rating (similar to credit ratings), which helps organizations understand their brand's relative strength and value.

Main Points

Purpose of Brand Valuation

• A strong brand serves to attract customers, build loyalty, and motivate staff, but its ultimate purpose is to generate revenue.
• Brand valuation provides a mutually intelligible language for marketing and finance teams, enabling better communication of brand value and informed business decisions.

Brand Finance's Role

• Brand Finance is a leading independent brand valuation and strategy consultancy, with over 20 years of experience in connecting brands to the bottom line.
• The firm offers consulting and communications services, and helps organizations understand and manage their intangible assets.

Key Findings

• The Big Four (PwC, Deloitte, EY, and KPMG) experienced significant brand value growth, with EY leading the pack at 28%.
• PwC remained the most valuable brand in the Commercial Services category with a brand value of $22.3 billion.
• PayPal saw the highest year-on-year brand value growth at 37%, reaching $9.0 billion, and improved its BSI score to 88.7, earning an AAA rating.
• Visa retained its position at rank 3, with a brand value of $20.65 billion, and a BSI score of 91.6, making it the strongest brand in the league table.

Methodology

• Brand Finance uses the Royalty Relief approach, compliant with ISO 10668, to calculate brand values.
• This involves:
  1. Assessing brand strength through a balanced scorecard of Marketing Investment, Stakeholder Equity, and Business Performance.
  2. Determining royalty rates based on industry-specific ranges and BSI scores.
  3. Estimating brand-specific revenues by applying royalty rates to forecasted revenues.
  4. Discounting these revenues post-tax to arrive at the brand value.

Key Information

• Brand Value: The net economic benefit a licensor would achieve by licensing the brand in the open market.
• Brand Strength Index (BSI): A score from 0 to 100 that reflects a brand's performance on intangible measures relative to its competitors.
• Brand Rating: A rating (e.g., AAA+, AA, etc.) assigned based on the BSI score, similar to credit ratings.
• Brand Value Report: A comprehensive report that provides insight, strategy, benchmarking, and education on brand performance and value.

Top 10 Brands by Brand Value (2018)

Top 10 Brands by Brand Strength (BSI)

Conclusion

This report underscores the strategic importance of brand value in the commercial services sector. It highlights the financial benefits of strong brands and the value of Brand Finance's valuation services in helping organizations make informed decisions. The methodology and BSI framework are presented as tools to assess and enhance brand performance, with the top brands showcasing significant growth and strength in 2018.