2017墨西哥50强品牌报告（英文版）_8页_5mb

Summary of Brand Finance Mexico 50 2017

Core Content

The Brand Finance Mexico 50 2017 report presents an annual assessment of the most valuable Mexican brands, highlighting their financial performance, brand strength, and market dynamics. It uses a comprehensive methodology to evaluate brand value, focusing on the Royalty Relief approach, which estimates future brand-related sales and applies an appropriate royalty rate to determine brand value.

Main Points

• Brand Value Definition: A brand is defined as a marketing-related intangible asset that identifies goods, services, or entities and generates economic benefits.
• Brand Contribution: It refers to the uplift in shareholder value from owning a brand rather than a generic one, influencing business performance.
• Brand Strength Index (BSI): A metric that evaluates brand strength based on marketing investment, brand equity, and business performance. Brands are rated from AAA+ to D, with AAA+ being the highest.
• Methodology: Brand value is calculated by applying the BSI score to an appropriate sector royalty rate range and then using forecast revenues and discounting to net present value (NPV).

Key Information

Top Brands in the 2017 Ranking

Notable Trends

• OXXO: The strongest brand in Mexico, rated AAA+, with a 25% increase in value.
• PEMEX: The most valuable brand in the report, valued at US$8.477 billion, entering the list due to the energy reform.
• Beer Brands: Six of the top beer brands are in the list, with Corona Extra leading at fourth place.
• Banking Sector: Citibanamex, Banorte, and others show significant growth, with Citibanamex rated AA+.
• Retail Sector: The largest generator of brand value, with Bodega Aurrera and others contributing significantly.

Brand Performance Metrics

• Brand Strength Index (BSI): Used to assess brand performance across various metrics, including emotional connection, financial performance, and sustainability.
• Royalty Rate: Determined based on industry standards, comparable agreements, and affordability.
• Cost of Capital: Includes risk-free rates, brand debt risk premiums, and the cost of equity through CAPM.

Key Insights

• The Brand Finance Mexico 50 ranking reflects the evolving market dynamics in Mexico, particularly in sectors like telecommunications and energy.
• Brands must reevaluate their strategies, positioning, and measurement to sustain and grow their value.
• The report provides a Brand Value Dashboard, offering insights into brand performance and competitive positioning.
• Brand Valuation Reports include detailed assumptions, data sources, and expert recommendations for brand growth.

Contact Information

For brand value report enquiries:
Alex Haigh – Director of League Tables
Email: a.haigh@brandfinance.com
Phone: +44 (0)20 7389 9400

For media enquiries:
Robert Haigh – Marketing & Communications Director
Email: r.haigh@brandfinance.com

For all other enquiries:
Email: enquiries@brandfinance.com
Phone: +44 (0)207 389 9400

Disclaimer

Brand Finance provides an independent and unbiased analysis. The values and opinions in this report are based on publicly available information and certain assumptions. No liability is accepted for any inaccuracies or consequences arising from reliance on this report.

Brand Finance Offices