2017挪威10强品牌报告（英文版）_7页_3mb

报告摘要

Summary of Norway 10 2017 Brand Finance Report

Core Content

The Brand Finance Norway 10 2017 report ranks the most valuable Norwegian brands based on the Brand Strength Index (BSI), which measures brand equity, marketing investment, and business performance. The report outlines methodologies used to evaluate brand value, including the Royalty Relief approach, and provides insights into how brands influence stakeholders and drive business value.

Main Points

Brand Value and Business Impact

Brand Value is defined as the marketing-related intangible asset that creates distinctive images and associations in the minds of stakeholders, generating economic benefits.
Brand Contribution measures the uplift in shareholder value due to the brand, as opposed to a generic brand.
Brand Strength Index (BSI) is a key metric used to assess brand strength, ranging from AAA+ to D. A higher BSI score indicates a stronger brand.

Brand Valuation Methodology

Royalty Relief Approach: Brand value is calculated by estimating future brand-related sales and applying a royalty rate.
Steps in Valuation:
1. Calculate BSI based on brand equity, marketing investment, and business performance.
2. Apply an appropriate sector royalty rate.
3. Forecast revenues and apply the royalty rate to derive brand value.
4. Discount post-tax brand revenues to a net present value (NPV), which equals the brand value.

Key Brands and Performance

Brand	BSI Score	Brand Value (USD)	Year-on-Year Growth
Statoil	82.0	7.6 billion	16%
Telenor	80.7	7.2 billion	15%
Norwegian	80.6	853 million	78%
Gjensidige	66.8	N/A	N/A
Hydro	64.3	N/A	N/A
SpareBank	61.1	N/A	N/A
Austevoll Seafood	60.9	N/A	N/A
Storebrand	57.8	521 million	13%

Brand Strategy and Innovation

Statoil leads the rankings with strong financial performance and a strategic shift towards renewable energy.
Norwegian is the fastest-growing brand, leveraging digital and creative marketing strategies.
Storebrand is adapting to societal changes by investing in fossil-free funds and Islamic finance, while also undergoing a digital transformation.

Stakeholder Impact

Brands influence not only customers but also employees, partners, investors, and regulators.
Brand strength affects CSR metrics, consumer perception, and business performance.

Key Services Offered by Brand Finance

Valuation

Branded Business Valuation
Intangible Asset Valuation
Trademark Valuation
Brand Contribution

Analytics

Identifies drivers of consumer behavior and brand impact on financial results.
Provides insights into marketing effectiveness and ROI.

Transactions

Helps in M&A Due Diligence
Offers Tax & Transfer Pricing services
Supports Franchising & Licensing and Expert Witness services

Strategy

Assists in Brand Governance and Brand Transition
Offers Brand Architecture & Portfolio Management
Supports Brand Positioning & Extension through scenario modeling

Contact Details

Alex Haigh - Director of League Tables
Email: a.haigh@brandfinance.com
Phone: +44 (0)20 7389 9400
Robert Haigh - Marketing & Communications
Email: r.haigh@brandfinance.com
General Enquiries
Email: enquiries@brandfinance.com
Phone: +44 (0)207 389 9400

Additional Information

Brand Finance provides services across various regions and industries.
The report is based on publicly available information and certain assumptions.
It is not intended as investment or business advice.

Disclaimer

The report is based on independent and unbiased analysis.
Brand Finance does not accept responsibility for inaccuracies in publicly available data.
The report excludes all liability to any body, government, or organization.

Brand Valuation Assumptions

Royalty rates are determined using OECD guidelines and are based on:
- Comparable Agreements
- Industry Margins (25% to 40%)
- Affordability of the brand in relation to its profitability

Royalty Rates and Cost of Capital

Royalty rates are adjusted based on brand strength and industry context.
The Cost of Capital is calculated using:
- Risk-free rates
- Brand debt risk premiums
- The CAPM model for cost of equity