关于俄罗斯最具价值和最强大品牌的年度报告

Russia502017 The annual report on the most valuable Russian brands Foreword. Contents ForewordDefinitionsMethodologyUnderstand Your Brand’s ValueExecutive Summary steady downward spiral of poor communication,wasted resources and a negative impact on the BrandFinance bridges the gap between themarketing and financial worlds. Our teams haveexperience across a wide range of disciplines frommarketresearch and visual identity to tax andaccounting.We understand the importance of By valuing brands, we provide a mutually intelligiblelanguagefor marketers and finance teams.Marketers then have the ability to communicate thesignificance of what they do and boards can use David Haigh, CEO, Brand Finance What is the purpose of a strong brand; to attractcustomers, to build loyalty, to motivate staff? Alltrue, but for a commercial brand at least, the first Without knowing the precise, financial value of anasset, how can you know if you are maximising yourreturns? If you are intending to license a brand, howcan you know you are getting a fair price? If you areintending to sell, how do you know what the righttimeis?How do you decide which brands to Huge investments are made in the design, launchandongoing promotion of brands.Given theirpotentialfinancial value,this makes sense.Unfortunately, most organisations fail to go beyondthat, missing huge opportunities to effectively makeuse of what are often their most important assets. Brand Finance’s recently conducted share pricestudy revealed the compelling link between strongbrands and stock market performance. It was foundthat investing in the most highly branded companies Asaresult,marketingteamsstruggletocommunicate the value of their work and boardsthen underestimate the significance of their brandstothebusiness.Skepticalfinanceteams,unconvinced by what they perceive as marketingmumbojumbo may fail to agree necessary Acknowledgingand managing a company’sintangible assets taps into the hidden value that lieswithinit.The following report is a first step to Definitions +Branded Business Value – thevalue of a single branded business Branded Business Value Brand Contribution Brand Value Brand Strength Brand Strength is the part of our analysis mostdirectlyandeasilyinfluencedbythoseresponsibleformarketingandbrandmanagement. In order to determine the strengthofa brand we have developed the Brand In the very broadest sense, a brand is the focusfor all the expectations and opinions held bycustomers, staff and other stakeholders about anorganisationand its products and services. A brand should be viewed in the context of thebusiness in which it operates. For this reasonBrandFinance always conducts a BrandedBusiness Valuation as part of any brand valuation. The brand values contained in our league tablesare those of the potentially transferable brandasset only, but for marketers and managersalike, an assessment of overall brand contribution Brand Contribution represents the overall upliftin shareholder value that the business derives Brand Finance helped to craft the internationallyrecognised standard on Brand Valuation, ISO10668. That defines a brand as “a marketing-related intangible asset including, but not limitedto, names, terms, signs, symbols, logos anddesigns, or a combination of these, intended to In the more usual situation where a companyowns multiple brands, business value refers tothe value of the assets and revenue stream of thebusiness line attached to that brand specifically.We evaluate the full brand value chain in order to Following this analysis, each brand is assigneda BSI score out of 100, which is fed into thebrand value calculation. Based on the score,each brand in the league table is assigned arating between AAA+ and D in a format similar Brands affect a variety of stakeholders, not justcustomersbut also staff,strategic partners,regulators,investors and more,having a Understand Your Brand’s Value Methodology League Table Valuation Methodology Brand Finance calculates the values of thebrands in its league tables using the ‘RoyaltyReliefapproach’.This approach involvesestimatingthe likely future sales that areattributable to a brand and calculating a royalty 2Determine the royalty rate range for the respectivebrand sectors. This is done by reviewing comparablelicensing agreements sourced from Brand Finance’s 3Calculate royalty rate. The brand strength score isapplied to the royalty rate range to arrive at a royaltyrate. For example, if the royalty rate range in a brand’ssector is 0-5% and a brand has a brand strengthscore of 80 out of 100, then an appropriate royalty The steps in this process are as follows: 1Calculate brand strength on a scale of 0 to 100 basedona number of attributes such as emotionalconnection, financial performance and sustainability,among others. This score is known as the BrandStrength Index, and is calculated using brand datafrom the BrandAsset® Valuator database, the world’s 4Determine brand specific