关于最有价值和最强大的制药、医疗器械和医疗保健服务品牌的年度报告

Introduction .........................................003Summary Valuation Opinion ..............005The Importance of theMonarchy in the UK .............................007Some Basic Concepts ..........................009The House of Windsor Family Tree ......011The Order of Successionto the Throne ....................................... 013Who’s Who ............................................015Public Opinion of the Royal Family .....021The Royal Finances ..............................025Understanding the Value of the Monarchyas a Brand-Detailed Analysis ..................029The Contribution of theMonarchy to UK Trade ..........................033The Contribution of theMonarchy to UK Tourism .....................035The Economic Benefit ofThe Royal Wedding ..............................035Coats of Arms .......................................039Royal Warrants .....................................041Royalties ...............................................045 About Brand Finance ...........................047Contact Details .....................................058 We identified three ways the Monarchycreates value for UK plc: First, the general benefit to UK tourism andindustry;withairports,hotels,restaurants,shops,homes and streets full of crowds Second, the incremental benefitto individualUK businesses of the Royal Warrant scheme;there is compelling evidence that this schemeadds higher demand and higher prices to the 850companies with a Royal endorsement. Brands Third,the reputational benefit to individualUKbusinesses gained from having a Coatof Arms; this is a mark of reputation grantedbythe Royal Household(via the Collegeof Arms) to companies which can demonstrate InApril 2011 I was interviewed outsideBuckinghamPalace about the value ofthe Monarchy as a ‘brand’ and was asked Inpreparationfortheinterview,BrandFinance’s research team considered the issueas though the Monarchy were just any otherbrandedbusiness.Invaluing‘The Firm’,we researched what tangible assets are tied However to a significant minority of people theidea that the Monarchy might have an assetvalue as high as £20 billion proved both offensiveand controversial when my interview was airedinApril last year.Many people don’t agreewith the constitutional principle of a hereditaryMonarchexercising power over the runningof the country. The question is obviously highly Wepulled together a variety of facts andstatisticsand concluded that the CrownEstate (which owns all the Royal Palaces andProperties) was worth approximately £8 billion(thetangible asset value of the Monarchy).Wethen looked for evidence of annualbenefitsto the UK and found reports from Wewere all surprised to find that we hadunder-estimated both the tangible and intangiblevalue of the Monarchy. It is one of the mostvaluable of all British brands. Whatever one thinks Introduction economic value to the UK. We hope our reportstimulates an amicable debate about one of the they are. Some are richer and more privilegedthanothers and some flaunt the fact less The fact is that great brands need highly paidstars.In sport, figures like David Beckham andSir Alex Ferguson earn millions building Britishteam brands like Manchester United.In media,actors and writers like Daniel Radcliffe and JKRowlingbecome multi-millionaires buildingBritish entertainment brands like Harry Potter.In business, entrepreneurs like Lord Sugar andSir Richard Branson become billionaires creating The Monarchy in 2012 Ourvaluation of the Monarchy is based ona number of assumptions and data points whichwe have drawn from reputable sources.Someare more concrete than others, but we believethat as with other valuations we have produced In arriving at the tangible value, we have includedthe value of the Crown Estate, the Duchies ofLancaster and Cornwall and the Royal Collection.By different, and inevitably arcane, ownershiproutes these assets all belong to the country asa whole. They are appreciating assets which, at For most of her reign, The Queen has managedtheMonarchy team as expertly as Sir AlexFerguson manages Manchester United.She iscurrently doing a great job on an international Inarriving at the intangible value we haveincluded both economic benefits and costs. The Monarchy is a powerful endorsement forindividual and company brands and for the nationbrand. We believe that it is making a significantcontribution to the task of driving Britain out ofrecession. Republicans might argue that if theMonarchy brand is worth so much why don’t we Benefitsinclude the revenue uplifts fromtourism, products and industrial sales in additionto free global advertising and public relations. Costs include the Civil List, earnings from Royaltangible property (ceded by the country to theMonarchy),security and other costs.Manyof these ‘costs’ are in fact incurred employing Inconclusion,I would like to thank CliveCheesman of The College of Arms, Charles Kyddand Liz Wyse of Debrett’s and Richard Peck ofThe Royal Warran