关于最有价值和最强大的酒店品牌的年度报告，以及休闲和旅游品牌的补充排名

ReferendumRelief, SportingSpectacles &Costly Conflict Introduction Foreword Contents David Haigh, CEO Brand Finance plc 3Methodology4-7Executive Summary8-11Key Findings - 201412-17Case Studies18-21Feature Article – NationBranding Is Essential ButNot An Easy Ride22-23Full Results - 201424-27Improving Your Nation Brand ‘The states of the 21st centuryare participants in a global competition for tourists,students, the best workers andinvestment. The results of thisyear’s Brand Finance NationBrands report show theadvantages that a strong nationbrand can confer; the effect ofa country’s image on thebrands based there and theeconomy as a whole makes anation brand the mostimportant asset of any state. Brand Finance is an independentglobal business focused on advisingstronglybrandedorganisationson how to maximize value through Since it was founded in 1996, BrandFinance has performed thousandsofbranded business,brand and Tel: +44 (0) 207 389 9400Fax: +44 (0) 207 389 9401www.brandfinance.comenquiries@brandfinance.com Methodology TheBrand Finance Nation Brandsmeasures the strength and value of thenation brands of 100 leading countriesusingamethodbasedontheroyaltyreliefmechanism that Brand Finance usesto value the world’s largest companies.The report provides each country with a highly influenced by the nation brand(e.g. Sri Lankan tea, German cars). Incomparison,the nation brand maynot be a significant driver of demand financeand the minimum return •The discount rate is used to calculatethepresent value of future brand •Tertiary sector industry will typicallycommanda higher royalty as itrepresentsmore‘highlybranded’ Step 4 – long term growth rate •The nation brand valuation is basedonfive year forecasts.In addition,an annuity is calculated on the finalyear’s brand contribution to account Step 1a – Determine forecast GDP •The first step in the valuation involvesestimating future sales of all brands ineach nation over a five year explicitforecast period•Gross domestic product (GDP) is usedas a proxy for total revenues•Forecast GDP is derived by referencetohistoric GDP trends and growth Step 2b – assess nation brand strength •Nation Brand strength is determined byreference to performance across four‘pillars’; Goods & Services, Tourism,People & Skills and Investment•The BSI captures 195 measures acrossthe four pillars•The measures fall into three categories;inputs, throughputs and outputs, eachworth 33% of the overall BSI•Inputs are factors that can be directlycontrolled by the nation, throughputsarefactors of internal and externalreputation and outputs are measures ofcurrent performance•The scores for the input, throughputand output measures are combined tocreate a score out of 100 for each pillar•The scores in each area are thencombinedto produce an overall BSIscore, for example the UK has a scoreof 74•Based on the score, each Nation Brandisassigned a rating between AAA+(exceptionally strong) and DDD (failing)in a format similar to a credit rating•The BSI score is applied to the respectiveroyalty range for each economic sectorin order to determine the applicable Step 5 – brand valuation •The calculated royalty rates for theprimary, secondary and tertiary sectorsaremultiplied to the appropriatesegmented GDP to derive a ‘total brand •The resulting figures are then taxed atthe local corporate tax rate•The brand contribution after taxfor each is discounted back to a ‘netpresent value’ using the discount rate•The figures are then added to theirdiscounted values into perpetuity•This valuation calculation is completedfor all segments and totalled for eachto derive both the total national brandvalue and the nation brand value inisolation Step 1b – establish royalty rate range •An analysis of publicly available licenseagreements is conducted in industrieswithin primary, secondary and tertiary •As you move from less sophisticatedproducts in the primary sector towardsmore advanced services in the tertiary •This is because intellectual propertytends to be more valuable in the more Data Sources •It is then applied to the necessaryroyaltyrate range to determine the Step 2a – establish royalty rate rangefor Nation Brand influence •Royalty ranges are then adjusted to takeintoconsideration the Nation Brandinfluenceon each of the economicsectors•This analysis allows us to isolate nation Step 3 – weighted average cost ofcapital (‘WACC’) or discount rate •In order to account for the risk acrosseach national economy a discount rateis calculated Executive Summary Referendum Relief, SportingSpectacles & Costly Conflict BrandUSA continues its dominationofthe Brand Finance Nation Brandsreport. Though the actions of the US onthe international stage are frequently inquestion and polarisation and deadlock The ranks for the rest of the top five alsoremainunchanged from 2013;Chinais 2nd, followed by Germany, the UKandJapan.Germany,though not themostvaluable,is this year’s strongestnation brand. Nation Brand stre