房地产

Drinks502015 The annual report on the world’s most valuable drinks brandsMay 2015 About Brand Finance Contents Brand Finance is the world’s leadingindependent brand valuation and strategyconsultancy.Brand Finance was set up in 1996with the aim of ‘bridging the gap betweenmarketing and finance’. For almost 20 years wehave helped companies to connect their brandsto the bottom line, building robust business cases regulatory bodies around the world. We are oneof the few companies certified to provide brandvaluations that are fully compliant with ISO TransparencyThere are no black boxes.Our approach is to work openly, collaboratively and flexibly withclients and we will always reveal the details of IndependenceBrand Finance is impartial and independent.We assess and help to manage brands, but we do not create or own them. Weare therefore able to give objective, unbiasedadvice because we have no vested interest inparticular outcomes of a project and our Expertise 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 Foreword. Brand Finance bridges the gap between themarketing and financial worlds, connectingbrands to the bottom line. By valuing brands weprovide a mutually intelligible language formarketers and finance teams. Marketers then What is the purposeof a strong brand; toattract customers, tobuild loyalty, tomotivate staff? Alltrue, but for a Technical credibilityBrand Finance has high technical standards.Our work is frequently peer-reviewed by the big four audit practices and ourwork has been accepted by tax authorities and For more information, please visit our website:brandfinance.com Brand Financeputs thousands of the world’s biggest brands to the test every year, evaluating which are As with any asset, without knowing the precise,financial value, how can you know if you aremaximising your returns? If you are intending tolicense a brand, how can you know you aregetting a fair price? If you are intending to sell,how do you know what the right time is? BrandFinance has conducted hundreds of brand andbranded-business valuations to help answer the most powerful and most valuable. The Drinks 50 covers the top 50 drinks brands and is just one Huge investments are made in the design,launch and ongoing promotion of brands. Giventheir potential financial value, this makes sense.Unfortunately most organisations fail to gobeyond that, missing huge opportunities toeffectively make use of what are often their mostimportant assets. Sceptical finance teams, Methodology Brand Finance calculates the values of thebrands in its league tables using the‘Royalty Relief approach’.This approachinvolves estimating the likely future sales that areattributable to a brand and calculating a royalty 2Determine the royalty rate range for therespective brand sectors. This is done byreviewing comparable licensing agreements Brand Strength Definition of ‘Brand’ Brand Strength is the part of our analysis mostdirectly and easily influenced by thoseresponsible for marketing and brandmanagement. In order to determine the strengthof a brand we have developed the BrandStrength Index (BSI). We analyse marketinginvestment, brand equity (the goodwillaccumulated with customers, staff and otherstakeholders) and finally the impact of those on In the very broadest sense, a brand is the focusfor all the expectations and opinions held bycustomers, staff and other stakeholders about anorganisation and its products and services.However when looking at brands as businessassets that can be bought, sold and licensed, amore technical definition is required. BrandFinance helped to craft the internationallyrecognised standard on Brand Valuation, ISO 3Calculate royalty rate. The brand strength scoreis applied to the royalty rate range to arrive at aroyalty rate. For example, if the royalty raterange in a brand’s sector is 0%-5% and a brand The steps in this process are as follows: 1Calculate brand strength on a scale of 0 to 100based on a number of attributes such asmarketing investment, emotional connectionand financial performance, among others. Thisscore is known as the Brand Strength Index.This year, Brand Finance has incorporatedmarket research from BAV Consulting to help 4Determine brand-specific forecast revenuesusing a function of case sales, average pricesand equity analyst forecasts to determine theproportion of a parent company’s revenues Sector Analysis – DrinksDrinks50 domestic and international spirits brands alike.The Chinese government has been seeking toput an end to the extravagance that officials and result of increased appeal to women – selling amillion cases in only three years. Despite slowing growth in emerging economiesand excise tax increases as governments seekto curb drinking, the spirits sector is on