最具价值和最强大的商业服务品牌年度报告

The annual report onthe most valuable Introduction The results of the Brand Finance report intothe ‘Most Valuable European Football Brands2010’ show Real Madrid, Manchester UnitedandBarcelona dominating the league’s topspots. The trio have a combined brand valueof over £1 billion - a figure achieved through amixtureof on-pitch success and off-pitchmarketingexpertise.All three clubs havededicatedteamsworkingonmanaging, that could quickly attract additional commercialandmedia interest should the UK football Across the board, the 2010 results show anoverall 18 percent increase in Brand Value,which has been driven largely by the continuedimpressiverevenue growth of Europe’s topfootball clubs in the 2008/09 and 2009/2010seasons. This growth implies that the gamehas weathered the economic downturn well –largely due to the contractual nature of the This is no easy task. Note, for example, thatItalian clubs have been unable to break intothe top five, primarily due to the inability ofclubs to fill their aging grounds, combined withthelack of success in exporting Serie Aoutside of its home nation. Italy’s clubs need toconcentrateon building their local markets, Whyis understanding the brand value soimportantin valuing today’s football clubs?Takeover activity in UK top tier football clubshas proven that wealthy investors are willing topay premium prices for these trophy assets.Whilst business valuation is always a mixtureof science and art, the unique business modelof football clubs (lack of profitability) makesthis a tougher task. For football clubs, the fixed A different picture emerges lower down thetable. The brand league is heavily populatedwithPremier league clubs,which is anindication of the magnitude of revenues theclubs generate relative to other leagues. Theefficiently organised and licensed Bundesliga At the core of this Undisclosed Intangible assetbaseis a club’s brand;the brand beingtrademark and associated intellectual property.With over half of Premier League clubs now in How We Did It: Brand Finance has used the ‘royalty relief’approachto perform the brand valuation.This is an intuitively simple approach thatassumes a company does not own its own Thepresent value of that stream of(hypothetical)royalty payments representsthe value of the brand. We have scored eachclub’sbrand strength through a range of Brand Value (BV):Thevalue of the clubs“Trademarks and associated intellectual Property.” Brand Ratings:These are calculated using Brand Finance’s ßrandßeta® analysis,which benchmarks a brand relative to itscompetitors on a scale ranging from AAA to D. It is Firstly, it is the valuation methodology that isfavoured by accounting and tax authoritiesand the courts because it calculates brandvaluesby reference to documented,third- Sectorspecific metrics are used to score the brandstrength including brand awareness, revenue allocation,club heritage, European honours, UEFA ranking, and Stepsin the Royalty Relief brandvaluation process 1. Obtain brand specific financial andrevenue data 2. Determine market related revenueforecasts 3. Establish the notional royalty rate for eachclubs branded revenue streams 4. Calculate the notional future royaltyincome stream for each brand 5. Calculate discount rate specific to eachbrands Rating 6. Discount future royalty stream to a netpresent value (NPV) TOP TEN BRANDS Real Madrid Ranking 2010: 1st2009: 2ndValue: £386mAverage Attendance: 64,300Key Sponsors: Bwin, AddidasTV Channel: RMTV - Spain Spendingthe big bucks on a new era ofGalacticos last summer saw the club receivehugemedia hype and press coverage allaround the world. With some of the biggesttransfers in history, acquiring players such asRonaldo, Kaka and Benzema, shirt sales roserapidly.Having reportedly reaped€100m inrevenues from Ronaldo’s shirts alone in hisfirstyear at the club,Real Madrid are Ashostsofthemuchcoveted2010Champions League final,the club will haveundoubtedlyseen a boost to revenue andreceivedgreater attention from millions ofviewers. They will be hoping that Mourinho can Manchester UnitedRanking 2010: 2nd 2009: 1stValue: £373mAverage Attendance: 74,800Key Sponsors: Aon, NikeTV Channel: MUTV It is no coincidence that Manchester Unitedare runners up in another table this year.Notbeing able to replicate their on-field success inthe past few seasons, with only the CarlingCup to their name last season, has cut theglobal brand’s growth by half. Early exits in theFAcup and a disappointing result in theChampionsLeaguewillhaveledtosignificantlyless exposure of the brand globalinsurer Aon.This was a competitiveprocess, where brands pitched to be affiliatedwith this global club. Man Utd are still verymuch the pioneers in the commercial arena Not stopping there, United have once againpartaken in a tour of America. The club visitedMexico for the first time this summer, aiming toreach yet another base of new fans. With theirstaggering global reach and leading marketing BarcelonaR