关于芬兰最具价值和最强大品牌的年度报告

Fast Food102015 The annual report on the world’s most valuable Fast Food brandsFebruary 2015 Foreword. David Haigh, CEO, Brand Finance “The boardroom can sometimes feellike the tower of Babel, with CMOs andCFOs speaking mutually unintelligiblelanguages, damaging the prospects forwhatshould be their shared goals.Brand Finance bridges the gap betweenmarketing and finance.” and accounting. We understand the importanceof design, advertising and marketing, but wealso believe that the ultimate and overridingpurpose of brands is to make money. of Omaha certainly does extremely well frommost of his investments, but could he be doingbetter? What is the purpose of a strong brand; toattract customers, to build loyalty, to motivatestaff? All true, but for a commercial brand atleast, the first answer must always be ‘tomake money’. communicate the value of their work and boardsthen underestimate the significance of theirbrands to the business. Sceptical finance teams, unconvinced by whatthey perceive as marketing mumbo jumbo mayfail to agree necessary investments. Whatmarketing spend there is can end up poorlydirected as marketers are left to operate withinsufficient financial guidance or accountability.The end result can be a slow but steadydownward spiral of poor communication, wastedresources and a negative impact on the bottomline. It is all well and good to want a strong brand thatcustomers connect with, but as with any asset,without knowing the precise, financial value, howcan you know if you are maximising yourreturns? If you are intending to license a brand,how can you know you are getting a fair price? Ifyou are intending to sell, how do you know whatthe right time is? That is why we connect brands to the bottomline. By valuing brands we provide a mutuallyintelligible language for marketers and financeteams. Marketers then have the ability tocommunicate the significance of what they doand boards can use the information to chart acourse that maximizes profits. 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. Of course not all non-marketers need to beconvinced that brands are valuable. WarrenBuffet, renowned for his financial nous and stockpicking ability, is famously keen on investing insome of the world’s biggest and best-lovedbrands such as Heinz and Coca-Cola. The sage Brand Finance has conducted hundreds of brandand branded-business valuations to help answerthese questions. The following report is a first stepto understanding more about brands, how tovalue them and how to use that information tobenefit the business. The team and I look forwardto continuing the conversation with you. Monitoring of brand performance should bethe next step, but is often sporadic. Where itdoes take place it frequently lacks financialrigour and is heavily reliant on qualitativemeasures poorly understood by non-marketers.As a result, marketing teams struggle to Brand Finance bridges the gap between themarketing and financial worlds. Our teams haveexperience across a wide range of disciplinesfrom market research and visual identity to tax About Brand Finance About Brand Finance5Methodology6Sector Analysis8Understand Your Brand’s Value10How We Can Help12Contact Details13 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 casesfor brand decisions, strategies and investments.In doing so, we have helped finance people toevaluate marketing programmes and marketingpeople to present their case in the Board Room. regulatory bodies around the world. We are oneof the few companies certified to provide brandvaluations that are fully compliant with ISO10668, the global standard on monetary brandvaluations. TransparencyThere are no black boxes.Our approach is to work openly, collaboratively and flexibly withclients and we will always reveal the details ofour modelling and analysis. This means ourclients always understand what lies behind ‘thenumber’. 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 ourrecommendations are entirely independent. Weare agency agnostic and work collaborativelywith many other agencies and consultancies. ExpertiseWe possess a unique combination of skills and experience.We employ functional expertswith marketing, research and financialbackgrounds, as well as ex-client-side seniormanagement who are used to ‘making thi