2017物流25强品牌报告（英文版）_7页_3mb

Summary of Logistics 25 2017

Core Content

This report is the annual assessment of the world's most valuable logistics brands as of March 2017. It provides insights into brand value, strength, and performance, using a comprehensive methodology to evaluate how brands contribute to business value. The analysis includes a detailed look at the Brand Strength Index (BSI), royalty relief approach, and the impact of brand on various stakeholders.

Main Points

• Brand Value: The report defines brand value as the economic benefit derived from a brand's ability to identify goods, services, or entities and create distinctive associations in stakeholders' minds.
• Brand Strength Index (BSI): A key metric used to evaluate brand strength, ranging from AAA+ to D. A BSI score of 83 or above is considered strong and well-managed.
• Methodology: Brand Finance uses the Royalty Relief approach to calculate brand values. This involves estimating future brand-related sales and applying a royalty rate to those sales, which is then discounted to a net present value (NPV) to determine brand value.
• Brand Contribution: Represents the uplift in shareholder value due to the brand's presence, beyond that of a generic brand.
• Key Brands: UPS and FedEx are the top two logistics brands by value, with UPS leading at $22.1 billion and FedEx at $17.09 billion. Both have shown growth in brand value in 2017.
• Brand Value Change: UPS saw a 10% increase, while FedEx had a 31% increase. Other notable brands include DHL, Union Pacific, and Royal Mail, which experienced smaller increases or declines.
• TNT Express: Acquired by FedEx in 2016, but its brand value has dropped significantly by 42%, indicating challenges in maintaining value post-acquisition.
• Royal Mail: Down 21% year-on-year, affected not only by Brexit but also by declining letter volumes and reduced direct mail revenue.
• Brand Value Drivers: Brand value is influenced by awareness, preference, marketing investment, and stakeholder behavior. The report also highlights the importance of long-term growth rates, tax rates, and discount rates in valuation models.
• Brand Valuation Assumptions: The report outlines assumptions such as industry royalty rates, EBIT forecasts, and long-term growth projections.
• Competitor Benchmarking: Competitor royalty rates and brand performance are used to determine the appropriate royalty rate for each brand.
• Brand Audit: Ensures that trademarks and brand assets are protected and highlights areas needing legal attention.

Key Information

• Top Brands in Logistics 25 2017:

  • 1. UPS – Brand value: $22,128 million, BSI score: 83, Brand rating: AAA-
  • 2. FedEx – Brand value: $17,092 million, BSI score: 81.2, Brand rating: AA+
  • 3. JR – Brand value: $12,233 million, BSI score: AA-
  • 4. DHL – Brand value: $10,251 million, BSI score: AA, Brand rating: AA
  • 5. Union Pacific – Brand value: $8,005 million, BSI score: AA+, Brand rating: AA+
  • 6. McLane – Brand value: $4,898 million, BSI score: AA-
  • 7. Poste Italiane – Brand value: $4,023 million, BSI score: AA, Brand rating: AA
  • 8. La Poste – Brand value: $3,933 million, BSI score: AA, Brand rating: AA
  • 9. CSX – Brand value: $3,849 million, BSI score: AA+, Brand rating: AA+
  • 10. Canadian National Railway – Brand value: $3,818 million, BSI score: AA, Brand rating: AA

• TNT Express:

  • Acquired by FedEx in 2016 for $1.1 billion less than originally planned.
  • Brand value dropped by 42% to $810 million, making it the fastest falling brand of the year.

• Royal Mail:

  • Down 21% year-on-year.
  • Struggles with declining letter volumes and the impact of Brexit.
  • Suffering from the shift in ad budgets to digital platforms.

• Brand Value Drivers:

  • Marketing investment
  • Brand equity
  • Stakeholder behavior
  • Economic assumptions (e.g., tax rate, discount rate, growth rate)

• Royalty Rate:

  • Determined using three tests: comparable agreements, industry margins, and affordability.
  • Based on OECD guidelines and company-specific forecasts (e.g., EBIT).

Brand Finance Services

• Valuation Services:

  • Intangible asset valuation
  • Trademark valuation
  • Brand contribution analysis
  • Branded business valuation

• Transaction Services:

  • M&A due diligence
  • Tax & transfer pricing
  • Franchising & licensing
  • Expert witness

• Analytics Services:

  • Market research analytics
  • Brand scorecard tracking
  • Return on marketing investment

• Strategy Services:

  • Brand governance
  • Brand architecture & portfolio management
  • Brand positioning & extension

Contact Details

• Alex Haigh – Director of League Tables, Brand Finance

  • Email: a.haigh@brandfinance.com
  • Phone: +44 (0)207 389 9400

• Robert Haigh – Marketing & Communications Director

  • Email: r.haigh@brandfinance.com

• Other Enquiries:

  • Email: enquiries@brandfinance.com
  • Phone: +44 (0)20 7389 9400

Disclaimer

• Brand Finance provides independent and unbiased analysis.
• The values and opinions in this report are based on publicly available information and assumptions where data was unclear.
• The report is not intended as investment or business advice and excludes all liability.