2018采矿和钢铁25强品牌报告（英文版）_7页_2mb

Summary of "Mining, Iron & Steel 25 2018" Annual Report

Core Content

This document presents the Brand Finance Mining, Iron & Steel 25 annual report for February 2018, detailing the brand values and rankings of the top 25 mining, iron, and steel companies globally. It highlights the performance of these brands, the methodology used to assess their value, and the services offered by Brand Finance to help companies understand and leverage their brand strength.

Main Points

Top Brands by Value (2018)

• BHP is the most valuable brand with a brand value of $5.1 billion, up 29% from 2017.
• Glencore is the second most valuable brand with a brand value of $3.7 billion, down 11% from 2017.
• Posco ranks third with a brand value of $3.6 billion, down 4%.
• Rio Tinto ranks fourth with a brand value of $3.1 billion, up 25.4%.
• ArcelorMittal ranks fifth with a brand value of $2.858 billion, up 2%.

Brand Strength Index (BSI)

• BSI scores range from 0 to 100 and reflect a brand's performance on intangible measures.
• BHP leads with a BSI score of 74.3, up from 73.2.
• Rio Tinto has a BSI score of 72.8.
• Nornickel ranks third in BSI with 67.9.
• Grupomexico and China Shenhua follow with 66.8 and 66.4, respectively.

Key Brand Value Changes

• Baowu Steel experienced the fastest growth with a 103% increase in brand value to $2.0 billion.
• Alcoa dropped 13 places in the ranking, likely due to a rebranding and loss of revenue.
• Thyssenkrupp saw a 25% decrease in brand value, while Tata Steel improved 4 positions with a 19% increase.

Key Information

Brand Finance Overview

• Established in 1996, Brand Finance is an independent brand valuation and strategy consultancy.
• It evaluates brands using Marketing Investment, Stakeholder Equity, and Business Performance.
• Each brand is assigned a Brand Strength Index (BSI) and a brand rating (similar to credit ratings), with the highest being AAA+.

Brand Valuation Methodology

• The Royalty Relief approach is used, compliant with ISO 10668.
• Steps include:
  1. Calculating the BSI score.
  2. Determining royalty ranges based on industry importance.
  3. Applying the BSI score to the royalty range to get the royalty rate.
  4. Estimating brand-specific revenues.
  5. Forecasting revenues using historical data and economic indicators.
  6. Applying the royalty rate to forecast revenues.
  7. Discounting post-tax revenues to a net present value (NPV), which equals the brand value.

Brand Value Drivers

• Marketing Investment is crucial for building brand loyalty and market share.
• Stakeholder Equity measures perceptions among key groups, with customers being the most important.
• Business Performance is based on quantitative market and financial success, such as price and volume premiums.

Conclusion

The report underscores the importance of brand strength in driving value and performance, particularly in the mining, iron, and steel sectors. It highlights how BHP and Baowu Steel have excelled in brand value growth, while Glencore and Thyssenkrupp have faced declines due to various factors, including negative media exposure and rebranding efforts. The Chinese market continues to be a key driver of growth for major players like BHP and Rio Tinto. Brand Finance provides comprehensive services to help companies understand, grow, and communicate their brand value effectively.