2018物流25强品牌报告（英文版）_8页_2mb

2018 Logistics Brand Annual Report Summary

Core Content

This document presents the 2018 annual report on the world's most valuable logistics brands, highlighting the performance and valuation of key players in the industry. Brand Finance, the consultancy behind the report, evaluates brand strength and value using a comprehensive methodology based on the Royalty Relief approach, which aligns with ISO 10668 standards.

Main Points

• Brand Finance Overview
  Brand Finance is an independent brand valuation and strategy consultancy established in 1996. It bridges marketing and finance by assessing brand value through intangible measures like Marketing Investment, Stakeholder Equity, and Business Performance.

• Brand Strength Index (BSI)
  The BSI score, ranging from 0 to 100, measures a brand's strength relative to its competitors. It is used to determine a brand's rating (up to AAA+) and is a key input in brand value calculations.

• Brand Value Calculation Methodology
  Brand value is calculated using the Royalty Relief method, which involves:

  1. Assessing brand strength via BSI.
  2. Determining industry-specific royalty ranges.
  3. Applying the BSI score to the royalty range to derive a royalty rate.
  4. Estimating brand-specific revenues based on forecast revenues.
  5. Discounting brand revenues post-tax to a net present value (NPV), which equals the brand value.

• Top Brands in 2018

  • UPS remained the most valuable logistics brand with a brand value of $22.0 billion, despite a 1% decrease.
  • FedEx ranked second, increasing its brand value by 6% to $18.2 billion, supported by the acquisition of TNT Express.
  • MTR (Hong Kong) was the strongest brand with a BSI score of 82.2 and a brand rating of AAA-.
  • DHL and Union Pacific also showed strong performance.

• Brand Value Trends

  • The top six brands had a stagnant year with minimal growth in brand value.
  • Increased competition from local delivery brands and pressure from online retailers like Amazon impacted brand performance.
  • Poste Italiane and Deutsche Post saw significant growth (20% and 29% respectively), while Royal Mail and La Poste faced declines.

• Brand Value by Country

  • The United States held the largest share of brand value at 52% ($64.8 billion).
  • Germany and Japan were the next largest contributors at 14% and 9% respectively.

• Key Insights

  • High Marketing Investment does not guarantee high Brand Strength or Business Performance.
  • Strong Brand Strength can lead to improved Business Performance, but poor Business Performance may indicate inefficiency in leveraging stakeholder sentiment.
  • Brands must adapt to competition and changing market dynamics to maintain or increase their value.

Key Information

• Brand Finance's Contact Details

  • Business Enquiries: Richard Haigh (rd.haigh@brandfinance.com)
  • Media Enquiries: Konrad Jagodzinski (k.jagodzinski@brandfinance.com)
  • General Enquiries: enquiries@brandfinance.com (+44 (0)207 389 9400)

• Regional Contacts
  Brand Finance has regional contacts for various countries, including:

  • Asia Pacific: Samir Dixit (s.dixit@brandfinance.com)
  • Australia: Mark Crowe (m.crowe@brandfinance.com)
  • China: Scott Chen (s.chen@brandfinance.com)
  • United Kingdom: Richard Haigh (rd.haigh@brandfinance.com)
  • United States: Amy Rand (a.rand@brandfinance.com)

• Brand Value Reports
  Brand Finance offers reports that provide insights into brand performance, value tracking, competitor benchmarking, and historical data. These reports help businesses understand their brand's position and develop strategies to enhance its value.

• Consulting Services
  Brand Finance provides a range of consulting services, including:

  • Brand Valuation
  • Marketing Analytics
  • Brand Strategy
  • Brand Governance

• Communications Services
  Brand Finance also offers communications services such as:

  • Strategic communications programs
  • Brand Dialogue® for value-based communication
  • Content and channel strategy
  • Integrated communications planning

Summary of Top 5 Brands by BSI Score

Conclusion

The 2018 report highlights the competitive landscape of the logistics industry, emphasizing the importance of brand strength, effective marketing investment, and strong business performance. While UPS maintained its position as the most valuable logistics brand, the overall industry faced challenges due to increased competition and market pressures. Brand Finance's methodology provides a robust framework for assessing brand value, enabling businesses to make informed strategic decisions.