斯里兰卡最具价值和最强大品牌的年度报告

Vietnam50 2017 Foreword market research and visual identity to tax andaccounting. We understand the importance ofdesign, advertising and marketing, but we alsobelieve that the ultimate and overriding purpose of By valuing brands, we provide a mutually intelligiblelanguage for marketers and finance teams. Marketersthen have the ability to communicate the significanceof what they do and boards can use the informationto chart a course that maximises profits. Withoutknowing the precise, financial value of an asset, howcan you know if you are maximising your returns? Ifyou are intending to license a brand, how can youknow you are getting a fair price? If you are intending David HaighChief Executive Officer What is the purpose of a strong brand; to attractcustomers, to build loyalty, to motivate staff? All true,but for a commercial brand at least, the first answermust always be ‘to make money’. Huge investmentsare made in the design, launch and ongoingpromotion of brands. Given their potential financial Brand Finance’s recently conducted share pricestudy revealed the compelling link between strongbrands and stock market performance. It was foundthat investing in the most highly branded companieswould lead to a return almost double that of theaverage for the S&P 500 as a whole. Acknowledging Where it does take place it frequently lacks financialrigour and is heavily reliant on qualitative measurespoorly understood by non-marketers. As a result,marketing teams struggle to communicate the valueof their work and boards then underestimate the What marketing spend there is can end up poorlydirected as marketers are left to operate withinsufficient financial guidance or accountability. Theend result can be a slow but steady downward spiral Brand Finance bridges the gap between themarketing and financial worlds. Our teams have Foreword brand is managed and understood internally. This isthe challenge that we address in our 2017 annual Valuation is a great tool to evaluate, monitor andtrack the internal brand management contribution foryour business success. This becomes critical sincehuge investments are already being made in thedesign, R&D, launch and re-launch and ongoingtactical promotion of numerous products around theworld but unfortunately, most corporates fail toeffectively measure the ROI for their important and 2018 continues to be an unpredictable year. Therewill be new challenges emerging each day, somethat the global economies are used to and some thatcome and surprise everyone out of nowhere. Beingin ASEAN markets with a growing consumer base Brand Finance published brand rankings are theworld’s only published ranking of ISO compliantbrand values. This annual report pits the bestMalaysia brands against one another in the mostdefinitive list of brand values available. The Brand We are seeing more and more unpredictablebehaviour from brands and customers alike. Loyaltyhas been put aside for discounts. Brand equity hasbeen put aside for sales. “Short term”, “quick results”and “sell and move on” are some of the newmantras. So the only thing that remains a constant is This report provides an opinion regarding the point intime valuations of the most valuable Vietnamesebrands as at 1st January 2017. The sheer scale ofthese brand values show how important an assetthese brands are to their respective owners. As aresult, we firmly believe that brand valuation analysis A strong external brand must be managed effectivelyinternally first. Internal brand management therefore Consistency is the single largest brand value driverand that comes from everyone inside theorganisation being on the same page, having thesame brand understanding, its messaging, its world. We are one of the few companies certifiedto provide brand valuation that is fully compliant Brand Finance is the world’s leadingindependent brand valuation and strategy consultancy.Brand Finance was set up in 1996with the aim of ‘bridging the gap betweenmarketing and finance’. For 21 years we havehelped companies to connect their brands to thebottom line, building robust business cases for Transparency There are no black boxes.Our approach is towork openly, collaboratively and flexibly withclients and we will always reveal the details of our Independence Expertise Brand Finance is impartial and independent.We access and help to manage brands, but wedo not create or own them. We are therefore ableto give objective, unbiased advice because wehave no vested interest in particular outcomes of We possess a unique combination of skillsand experience.We employ functional expertswith marketing, research and financialbackgrounds, as well as ex-client-side seniormanagement who are used to ‘making thingshappen’. This gives us the mindset to think Technical credibilityBrand Finance has high technical standards. For more information, please visit our website:brandfinance.com Our work is frequently peer-reviewed by the bigfour audit and our work has