全球无形金融追踪（GIFT™）——世界无形价值年度回顾（英）2025

GIFT2025 Global Intangible Finance Tracker (GIFT™)— an annual review of the World’s Intangible Value ForewordDavid Haigh, Chairman & CEO, Brand Finance Leveraging and Reporting ofIntangible Assets: 2025 Outlook Definitions Financial Reporting: Background Ranking AnalysisTop 100 Companies by Total Intangible Value Methodology Our Services Foreword The global business landscape is constantly evolving, shaped by economic shifts,technological advancements, and changing customer expectations. In this dynamicenvironment, strong brands continue to stand as key drivers of business success, The enduring importance of brand strength is supported by Brand Finance’sextensive research. A well-managed brand delivers measurable value beyondcustomer attraction and retention – it enhances talent acquisition, investorconfidence, and organisational agility. In today’s marketplace, a strong brand David HaighChairman & CEO,Brand Finance Brand Finance has deepened its investment in understanding customerperceptions like never before. This year, the Brand Strength Index has evolvedto include metrics based on familiarity and perceptions of both functional credibilityand emotional appeal versus competitors. This updated model is designed to bepredictive of growth, capturing the drivers of value such as increased demand, higher A persistent challenge is the assumption that Chief Financial Officers(CFOs) are opposed to investing in brands, but we believe this is a misconception.Ambitious CFOs understand that a strong brand supports business success but manyare reluctant to allocate resources toward long-term brand-building without datasupporting this approach, often resulting in a prioritisation of short-term performance Whether you are aiming to strengthen your brand or quantify its contributionto your business’s success, the Brand Finance team is here to support you withbrand valuations that align marketing and finance to accelerate growth. We invite Leveraging and Reporting ofIntangible Assets: 2025 Outlook As Brand Finance continues to promote the importance of intangible asset value,we are working in tandem with organisations including the Institute of Practitionersin Advertising, (IPA) International Valuation Standards Council (IVSC) and WorldIntellectual Property Organisation (WIPO) to promote better monitoring and To date, the Board has selected and reviewed testcases as well as consulted stakeholders. The nextmilestone is to determine the project direction, due H22026. Specifically, the Board will decide whether it canmake discrete meaningful improvements to IAS 38 or unlock value and access to finance for intellectualproperty-rich entities. Banks includingRBC, JP Morgan,NatWestandHSBCnow offer loansusing intellectual property as security, a particularlyattractive option for startups and scaleups seeking Actions to take now The silent challenge A review of IAS 38 is likely complex due to themateriality of intangible assets, and because theproject is interrelated with other ongoing standard Given intangible assets are on the agenda of standardsetters, intellectual property offices and financiers, it’sclear that CFOs should ensure they are prepared to takeadvantage of the changes on the horizon. CMOs are Previous GIFT™ reports and consultation by Brand Finance have outlined thelimitations of accounting and reporting standards, and the resulting challenge oflow disclosure in intangible assets. Financial statements need to be fit for purpose Annie BrownValuation Director, Given this expected complexity, the project scopecould be limited to updating IAS 38 within its current Our 2025 study estimates that 83% of global intangible asset value is not disclosed inbalance sheets. This is due to the historic limitations set by the accounting standardsboards which state that internally generated intangible assets, such as brands, cannotbe disclosed in a company balance sheet. The resulting void between disclosed For both CFOs and CMOs, We recommend thefollowing actions, to prepare for future evolutionsin intangible asset reporting requirements, and to It is possible that the scope of the research projectcould extend to cover investments into internallygenerated intangible assets. This would mean thata company could disclose the value of its own brand 1.Identify the key intangibles of the entirebusiness, both internally generated and acquired. 2.Seek expert advice on the value of thoseintangibles, and consider sharing this in the Regulatory progress IASB adopted IAS 38, the landmark accounting standard on intangible assets,in April 2001. Since then, total global intangible asset value has grown from$20trn to $98trn, but IAS 38 has not been substantially revised. However, The implication is that expenditure on brand marketingcould be considered capital expenditure, rather thanoperating costs, a huge benefit for firms seeking an 3.Monitor the businesses’ various intangible 4.Take action to optimise thos