最有价值、最强大的韩国品牌年度报告

Romania502017 The annual report on the most valuable Romanian brands Foreword Contents ForewordDefinitionsMethodologyExecutive SummaryShould Romania be concerned with the value of brands? communication, wasted resources and a negativeimpact on the bottom line. BrandFinance bridges the gap between themarketing and financial worlds. Our teams haveexperience across a wide range of disciplines frommarketresearch and visual identity to tax andaccounting.We understand the importance of By valuing brands, we provide a mutually intelligiblelanguagefor marketers and finance teams.Marketers then have the ability to communicate thesignificance of what they do and boards can use theinformation to chart a course that maximises profits.Without knowing the precise, financial value of anasset, how can you know if you are maximising yourreturns? If you are intending to license a brand, howcan you know you are getting a fair price? If you are David Haigh, CEO, Brand Finance 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 answer Huge investments are made in the design, launchandongoing promotion of brands.Given theirpotentialfinancial value,this makes sense.Unfortunately, most organisations fail to go beyondthat, missing huge opportunities to effectively makeuse of what are often their most important assets. BrandFinance’s recently conducted share pricestudy revealed the compelling link between strongbrands and stock market performance. It was foundthat investing in the most highly branded companies As a result, marketing teams struggle to communicatethe value of their work and boards then underestimatethe significance of their brands to the business.Skeptical finance teams, unconvinced by what theyperceive as marketing mumbo jumbo may fail toagreenecessary investments.What marketing Acknowledgingandmanagingacompany’sintangible assets taps into the hidden value that lieswithinit.The following report is a first step tounderstanding more about brands, how to value Defi nitions Branded Business Value Brand Contribution Brand Value A brand should be viewed in the context of thebusiness in which it operates. For this reasonBrandFinance always conducts a BrandedBusiness Valuation as part of any brand valuation. In the very broadest sense, a brand is the focusfor all the expectations and opinions held bycustomers, staff and other stakeholders about anorganisationand its products and services. The brand values contained in our league tablesare those of the potentially transferable brandassetonly,but for marketers and managers Brand Strength is the part of our analysis mostdirectly and easily influenced by those responsiblefor marketing and brand management. In orderto determine the strength of a brand we havedeveloped the Brand Strength Index (BSI). We Brand Contribution represents the overall upliftin shareholder value that the business derives Brand Finance helped to craft the internationallyrecognised standard on Brand Valuation, ISO10668. That defi nes a brand as “a marketing-related intangible asset including, but not limitedto,names,terms,signs,symbols,logos anddesigns, or a combination of these, intended toidentifygoods,services or entities,or a In the more usual situation where a companyowns multiple brands, business value refers tothe value of the assets and revenue stream of thebusiness line attached to that brand specifically.We evaluate the full brand value chain in order tounderstandthelinksbetweenmarketing Following this analysis, each brand is assigned aBSI score out of 100, which is fed into the brandvaluecalculation.Based on the score,eachbrand in the league table is assigned a ratingbetween AAA+ and D in a format similar to a Brands affect a variety of stakeholders, not justcustomersbut also staff,strategic partners,regulators,investors and more,having a Methodology League Table Valuation Methodology Brand Finance calculates the values ofthe brands in its league tables using the‘RoyaltyRelief approach’.This approachinvolves estimating the likely future sales that areattributable to a brand and calculating a royalty The steps in this process are asfollows: 1Calculate brand strength on a scale of 0 to 100 basedona number of attributes such as emotionalconnection, financial performance and sustainability,5Determine forecast brand specific revenues using a6Apply the royalty rate to the forecast revenues to 2Determine the royalty rate range for the respectivebrand sectors. This is done by reviewing comparable Executive Summary Romania50 The automotive brand Dacia is the most valuableRomanian brand of 2017, and the only one so farworth over €1bn. This comes hardly as a surprise– Dacia is an established, popular car brand –virtually the only car available for purchase inRomania until 1989. The takeover by Renault in1999 prompted a revival of the brand. Nowadays, Fuelled by investment