2017罗马尼亚50强品牌报告（英文版）_10页-5mb

Romania 50 2017 Summary

Core Content

This document is the Brand Finance Romania 50 2017 report, which provides an analysis of the most valuable Romanian brands. It highlights the importance of branding in generating financial value and outlines the methodology used to assess and value brands.

Main Points

• Brand Value and Financial Impact: Strong brands are crucial for attracting customers, building loyalty, and driving profitability. Brand Finance emphasizes the need for financial rigor in brand valuation to enable better decision-making for both marketing and finance teams.

• Brand Finance's Role: Brand Finance bridges the gap between marketing and finance by providing a quantifiable measure of brand value. This helps in understanding how brands contribute to business performance and allows for strategic decisions around brand investment, licensing, and sales.

• Brand Valuation Methodology: The report uses the Royalty Relief approach, which involves:

  • Calculating brand strength on a scale of 0–100 (Brand Strength Index or BSI).
  • Determining royalty rate ranges based on industry standards and comparable licensing agreements.
  • Estimating brand-specific revenues and applying the royalty rate to forecast future revenues.
  • Discounting these revenues to arrive at the brand's net present value (NPV), which equals its financial value.

• Brand Strength Index (BSI): Brands are rated from AAA+ to D, with AAA+ representing the strongest brands. The BSI is calculated based on marketing investment, brand equity, and business performance metrics.

Key Information

Top Brands in Romania 2017

Top Brand Portfolios

Sector Breakdown

Brand Contribution and Stakeholder Impact

• Brand Contribution measures the uplift in shareholder value from owning a brand rather than a generic one.
• Brands impact various stakeholders, including customers, staff, investors, and regulators, and are critical to long-term business success.
• Strong brand management can lead to significant financial benefits, as seen with CEC Bank, which has a brand value of €56m.

Brand Value Drivers

• Brand Strength Index (BSI): A metric that evaluates the brand's ability to drive revenue and profit.
• Royalty Relief: The core method for brand valuation, which estimates the financial benefit of owning a brand.
• Discount Rate: Influences the brand's NPV and is based on the cost of capital, including risk-free rates and brand-specific debt risk premiums.
• Forecast Growth: Influences the royalty rate and brand value, with a 5-year forecast growth rate of 2.6% in 2016.

Brand Finance Services

Brand Finance offers services in:

• Valuation: Assessing the value of intangible assets.
• Analytics: Improving marketing effectiveness through data-driven insights.
• Strategy: Enhancing brand value through portfolio management and positioning.

Conclusion

The report underscores the growing importance of intangible assets in the Romanian economy, especially as the country transitions from a post-communist state to a more competitive and innovative market. It highlights the need for better brand management, financial transparency, and strategic use of brand value to drive business growth and profitability. The success of private brands like eMAG and Digi shows the potential of entrepreneurial efforts in building strong, profitable brands, while the underperformance of some state-owned brands like CFR and Tarom suggests the need for more investment and strategic management.