2018采矿和钢铁25强品牌报告（英文版）_9页-2mb

Summary of "Mining, Iron & Steel" Brand Valuation Report (2018)

Core Content

This report presents the Brand Finance Mining, Iron & Steel 25 league table, highlighting the most valuable brands in the mining, iron, and steel industry for the year 2018. It emphasizes the importance of brand value in driving business performance and financial returns, and provides a framework for understanding and leveraging brand assets through financial metrics and strategic analysis.

Main Points

• Purpose of Brand Value: A strong brand should be seen as a key driver of profitability, not just a marketing tool. It should be connected to the bottom line to ensure that marketing efforts are effectively measured and aligned with business goals.

• Brand Finance's Role: Brand Finance bridges the gap between marketing and finance by offering brand valuations, assessments, and consulting services. They help organizations understand the financial value of their brands and use that information to optimize business performance.

• Brand Value Metrics:

  • Brand Value: The value of a brand's trade mark and associated marketing IP within a branded business.
  • Enterprise Value: The total value of a company that includes multiple branded businesses.
  • Brand Contribution: The increase in shareholder value due to the brand's presence, compared to a generic brand.

• Brand Strength Index (BSI):

  • A score from 0 to 100 that reflects a brand's performance on intangible measures.
  • BSI is used to determine the royalty rate for brand valuation.
  • The Brand Strength Index helps managers evaluate the brand's potential for future success.

• Valuation Methodology:

  • Based on the Royalty Relief approach, compliant with ISO 10668.
  • Steps include:
    1. Calculating brand strength using Marketing Investment, Stakeholder Equity, and Business Performance.
    2. Determining royalty ranges based on industry norms.
    3. Calculating royalty rates using BSI.
    4. Estimating brand-specific revenues and applying the royalty rate.
    5. Discounting brand revenues to a net present value (NPV) to derive brand value.

Key Brands and Trends

• BHP emerged as the most valuable brand, with a 29% increase in brand value to $5.1 billion.
• Glencore saw an 11% decline in brand value to $3.7 billion, partly due to negative media attention.
• Baowu Steel experienced the fastest growth, with a 103% increase to $2.0 billion, following its merger.
• Alcoa dropped significantly in rank, from 14th to 23rd, due to a 57% decline in brand value.
• Thyssenkrupp and Tata Steel formed a joint venture, which may affect their brand positioning.

Top 5 Strongest Brands (BSI Score)

Brand Value by Country (2018)

Key Insights

• The Chinese market continues to be a major driver of brand value in the mining and steel industry.
• Brand Contribution and Brand Strength are essential metrics for evaluating a brand's impact on business performance.
• Marketing Investment and Stakeholder Equity are crucial indicators of a brand's potential and performance.
• The Brand Value Report offers a comprehensive breakdown of brand valuation, including data sources, assumptions, and expert recommendations for growth.

Consulting and Communications Services

Brand Finance offers a range of services to help businesses understand and leverage their brand value, including:

• Valuation: Assessing the worth of intangible assets.
• Analytics: Improving marketing effectiveness through insights on consumer behavior.
• Strategy: Enhancing brand value through governance, architecture, and positioning.
• Communications: Sharing brand success with stakeholders and the public.

Contact Information

For more information or to request a Brand Value Report, contact:

• Richard Haigh (Managing Director): rd.haigh@brandfinance.com
• Konrad Jagodzinski (Communications Director): k.jagodzinski@brandfinance.com

Conclusion

This report underscores the importance of brand value in the mining, iron, and steel industry, highlighting how financial performance and brand strength are closely linked. By understanding and effectively managing brand value, companies can make informed strategic decisions, improve marketing effectiveness, and drive long-term profitability.