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Food& Drink2019 The annual report on the most valuable and strongest food and soft drink brandsJuly 2019 Contents. About Brand Finance4Get in Touch4Request Your Brand Value Report5Foreword6Executive Summary8Brand Finance Food 50 (USD m)14Brand Finance Soft Drinks 25 (USD m)15Definitions16Brand Valuation Methodology18Market Research Methodology19Stakeholder Equity Measures19Consulting Services20Brand Evaluation Services21Communications Services22Brand Finance Network24 Request YourBrand Value Report. About Brand Finance. A Brand Value Report provides a completebreakdown of the assumptions, Each report includes expert recommendations forgrowing brand value to drive business performanceand offers a cost-effective way to gaining a better Brand Finance is the world’s leading independent Brand Finance was set up in 1996 with the aim of‘bridging the gap between marketing and finance’. Formore than 20 years, we have helped companies and What are the benefitsof a Brand Value Report? What is a Brand Value Report? We pride ourselves on four key strengths:+Independence+Transparency Brand Valuation Summary +Internal understanding of brand+Brand value tracking+Competitor benchmarking+Historical brand value We put thousands of the world’s biggest brands to thetest every year, evaluating which are the strongest and Brand Strength Index Brand Finance helped craft the internationallyrecognised standard on Brand Valuation – ISO10668, and the recently approved standard on Brand +Brand strength tracking+Brand strength analysis+Management KPIs+Competitor benchmarking Get in Touch. Royalty Rates +Transfer pricing+Licensing/franchising negotiation+International licensing+Competitor benchmarking For business enquiries, please contact:Richard HaighManaging Directorrd.haigh@brandfinance.com Cost of Capital +Independent view of cost of capital for internal For media enquiries, please contact:Konrad JagodzinskiCommunications Directork.jagodzinski@brandfinance.com +Tech+Auto +Utilities+Insurance For all other enquiries, please contact:enquiries@brandfinance.com+44 (0)207 389 9400For more information, please visit our website: www.brandfinance.com For more information regarding ourBrand Value Reports, please contact: linkedin.com/company/brand-finance Understanding twitter.com/brandfinance enquiries@brandfinance.com www.brandfinance.com/eventswww.brandirectory.com facebook.com/brandfinance AlwaysCoca-Cola:World’s Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, tomotivate staff? All true, but for a commercial brand at least, the first answer must Huge investments are made in the design, launch, and ongoing promotion ofbrands. Given their potential financial value, this makes sense. Unfortunately, mostorganisations fail to go beyond that, missing huge opportunities to effectively makeuse of what are often their most important assets. Monitoring of brand performance David HaighCEO, Brand Finance As a result, marketing teams struggle to communicate the value of their work andboards then underestimate the significance of their brands to the business. Scepticalfinance teams, unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necessary investments. What marketing spend there is, can end uppoorly directed as marketers are left to operate with insufficient financial guidance Brand Finance bridges the gap between marketing and finance. Our teams haveexperience across a wide range of disciplines from market research and visualidentity to tax and accounting. We understand the importance of design, advertising, +Coca-Cola retains title as most valuable soft drinkbrand, bubbling up 19% to US$36.2 billion, whilePepsi’s brand value decreased by 8% By valuing brands, we provide a mutually intelligible language for marketing andfinance teams. Marketers then have the ability to communicate the significance ofwhat they do, and boards can use the information to chart a course that maximisesprofits. Without knowing the precise, financial value of an asset, how can you knowif you are maximising your returns? If you are intending to license a brand, how canyou know you are getting a fair price? If you are intending to sell, how do you know +Nestlé dominates as most valuable food brand andboasts world’s largest food & drink brand portfolio, +Corporate brands take a hit: Kraft, Unilever, andHeinz all drop in brand value Brand Finance’s research revealed the compelling link between strong brands andstock market performance. It was found that investing in highly-branded companies +China’s Yili remains most valuable dairy brand inAsia and on the global stage closes gap behind Acknowledging and managing a company’s intangible assets taps into the hiddenvalue that lies within it. The following report is a first step to understanding more +Quaker is fastest-growing food brand in the top 50,rising a remarkable 57%, while Chinese brands The team and I lo