2025年从最有价值的全球品牌身上学习（英）

Brand ValueConversations AboutBrand Finance Bridging the gap between Brand Finance was set up in 1996 with theaim of 'bridging the gap between marketingand finance'. For more than 25 years, we Quantifying the We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries, Unique combination The world'sleading brandvaluation Our teams have experienceacross a wide range of disciplinesfrom marketing and market research, Priding ourselveson technical credibility Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact: press@brandfinance.com +44 207 389 9400www.brandfinance.com Contents Foreword4Alex Haigh, Managing Director, Brand Finance Asia Pacific Executive Summary Shared realities of leading brands The Five Ts: Growth imperatives of highperforming brands Insights24 The role of brand identity in brand25transformationInsights by Adam Newall, Director, VI360Authenticity as an advantage: How ASEAN26brands turn culture into competitive edgeInsights by Nina Franco, Associate Director, Insights,Brand FinanceWhy public relations now sits at the centre28of brand value creationInsights by Gayathri Saravana Kumar, Marketing Director,Asia Pacific, Brand Finance Conclusion Our Services Foreword Built to lead: How the world’s top brand leaders create valueand drive strength Success in brand building is a consistent group effort that yields results overtime. Every strong brand grows through the support of its varied internal andexternal stakeholders from business partners, employees and communities whoshare its ambitions. Strategic brand value grows from relationships that connect Over the past three decades, Brand Finance has been dedicated to helpingorganisations quantify the financial impact of brand decisions and providingstrategic roadmaps to chart their future growth. Every year, we conduct more than Alex HaighManaging Director,Brand Finance As part of the market research work done in 2025, we have also had close to60 conversations with senior business and brand leaders representing leading Across our conversations with these brand leaders, several patterns stand out:when purpose and partnership align, growth becomes more sustainable. Strongbrand leaders build alliances across sectors and ecosystems that open access Senior brand leaders also understand that persistence is a key ingredient tolong term success as is being open to disruptions in the marketplace, adoptingemerging technologies to transform operational efficiency, leveraging on new While industries and nature of business differ from one brand to another, BrandFinance’s analysis of leadership interviews identified common themes that bringsuccessful brands closer together – these leaders work cohesively to close the gap The world’s most valuable and strongest brands are united on many fronts as theygrow across borders while protecting what makes their brand credible and leadersof these organisations also double up as visible ambassadors who bring clarity Through the 2025 edition of the Brand Finance Brand Value Conversations wesummarise how effective leaders convert brand strength into tangible business value The following insights highlight how today’s leaders are building the brands ExecutiveSummary Over the past three decades, Brand Financehas helped organisations understand and quantifythe financial impact of brand decisions, translatingbrand strength into strategic direction and long-term cross sector comparison, and alignment with BrandFinance’s proprietary brand strength and brand valueframeworks, we synthesised individual perspectives The outcome is not a collection of opinions,but a considered synthesis of recurring themes thatreveals how brand value and strength is built, protected,and grown in practice over the years, across different In 2025, Brand Finance conducted close to 60personalised, guided conversations (also knownas Spotlight interviews) with senior executives andbrand leaders from leading organisations across +A widening gap between internal transformation +Shrinking differentiation in increasingly saturated These conversations, originally published viaour reports and website, were designed not asisolated case studies, but as a collective lens intohow the world’s most valuable and strongest brands +Heightened trust volatility and reputational risks +Growing opportunities along with complexity of +Rising role of leadership visibility as a strategicbrand asset Approximately 70% (40 spotlight interviews) ofthese interviews were selected for a comparative Together, these realities point to a fundamentalshift in how brands are led as brand leadership is no Brand leadership is fast becomi