关于欧洲最具价值和最强大品牌的年度报告

FoodSafety2018 Executive Summary. Quantifying Brand Risk from a Food Safety Incident •Restaurants and food service operators are exposed tosignificant risk emanating from a food safety incident. •This study provides a research-based approach to measuring the impact of a food safety incident on businesses •Drawing on Brand Finance’s annual research study into the world’s most valuable and strongest brands, theanalysis includes brands from the 2018 iterations of the Brand Finance Restaurants 25 and food services brands •The analysis hypothesizes thepotential impact on thebrand’s Forecast Revenues and Brand Strength Index Business Value at Risk •The value at risk in the industry is $104 billion– equivalent to the GDP of Ukraine, Morocco, or Ecuador – which •Taking a single case:Darden Group would have up to $2.4 billion business value at riskif a food incidenthappened, which equals to about 22% of its total Enterprise Value. •Darden’s BSI score would drop significantly, and itsrevenue would face an immediate decrease of over 50%, Disclaimer Brand Finance has produced this study with an independent andunbiased analysis.The values derived and opinions produced in thisstudy are based only on publicly available information and certain The opinions and financial analysis expressed in the report are not tobe construed as providing investment or business advice. Brand Financial support for the report was provided by SmartSense by Digiwith Brand Finance retaining complete responsibility for its analysis, About Brand Finance. Contents. Executive SummaryAbout Brand FinanceAbout SmartSenseDefinitionsMethodologyBrand Impact AnalysisImpact on Brand Strength Brand Finance is the world’s leading independent For business enquiries, please contact:Laurence NewellDirector North Americal.newell@brandfinance.com Brand Finance was set up in 1996 with the aim of‘bridging the gap between marketing and finance’.For more than 20 years, we have helped companies For media enquiries, please contact:Konrad JagodzinskiCommunications Directork.jagodzinski@brandfinance.com For all other enquiries, please contact:enquiries@brandfinance.com+44 (0)207 389 9400 We pride ourselves on four key strengths: •Independence•Technical Credibility•Transparency•Expertise linkedin.com/company/brand-finance facebook.com/brandfinance Brand Finance puts thousands of the world’s biggestbrands to the test every year, evaluating which are the twitter.com/brandfinance For more information, please visit:www.brandfinance.com About SmartSense. SmartSense solutions drive operational excellencein organizations by improving regulatory For sales enquiries, please contact:Toll Free: 1-866-806-2653www.smartsense.co For media enquiries, please contact:Jeff EltringhamDirector of Brand Experiencejeltring@digi.com SmartSense automates monitoring for food safety,pharmacy safety, product quality, and preventativeequipment maintenance. Today, SmartSense has earnedthe trust of the most critical government, commercial, linkedin.com/company/smartsense-by-digi For more information, please visit:www.smartsense.co twitter.com/SmartSenseHQ Definitions. Brand Strength Each brand is assigned a Brand Strength Index (BSI)score out of 100, which feeds into the brand valuecalculation. Based on the score, each brand is assigned acorresponding rating up to AAA+ in a format similar to a Brand Strength is the efficacy of a brand’sperformance on intangible measures, relative to its In order to determine the strength of a brand, we look atMarketing Investment, Stakeholder Equity, and the impact Analysing the three brand strength measures helps informmanagers of a brand’s potential for future success. Widely recognised factors deployed by marketers to create brand loyalty and Perceptions of the brand among different stakeholder groups, with customers Brand Strength Index Marketing Investment •A brand that has high Marketing Investment but low Stakeholder Equity may be on apath to growth. This high investment is likely to lead to future performance in StakeholderEquity which would in turn lead to better Business Performance in the future.•However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity •The same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it islikely that Business Performance will improve in the future.•However, if the brand’s poor Business Performance persists, it would suggest that thebrand is inefficient compared to its competitors in transferring stakeholder sentiment Brand Finance helped to craft theinternationally recognised standard onBrand Valuation – ISO 10668. It definesbrand as a marketing-related intangibleasset including, but not limited to, names,terms, signs, symbols, logos, and designs, Business Performance •Finally, if a brand has a strong Business Performance but scores poorly on StakeholderEquity, it would imply that, in the future, the brand’s