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FastestGrowing100 The inaugural report on the world's fastest growing brands About Brand Finance. Contents. About Brand FinanceGet in TouchRequest Your Brand Value ReportBrand Valuation MethodologyForewordExecutive SummaryBrand Finance Fastest Growing 100 (USD m)Definitions Brand Finance is the world’s leading independent Brand Finance was set up in 1996 with the aim of‘bridgingthegapbetweenmarketingandfinance’.Formore than 20 years, we have helped companies and We pride ourselves on four key strengths:+Independence+Transparency Weputthousandsoftheworld’sbiggestbrandstothetest every year, evaluating which are the strongest and Brand Finance helped craft the internationallyrecognised standard on Brand Valuation – ISO Get in Touch. For business enquiries, please contact:Alex HaighValuation Directora.haigh@brandfinance.com For media enquiries, please contact:Konrad JagodzinskiCommunications Directork.jagodzinski@brandfinance.com Understanding the Value ofGeographic Branding2 April 2019The world's largestbrand value database. For all other enquiries, please contact:enquiries@brandfinance.com+44 (0)207 389 9400 For more information, please visit our website:www.brandfinance.com Join us at the Brand Finance Global Forum,an action-packed day-long event at the RoyalAutomobile Club in London, as we explore howgeographic branding can impact brand value, attractcustomers, and influence key stakeholders.Visit to see all Brand Financerankings, reports, and whitepaperspublished since 2007. linkedin.com/company/brand-finance twitter.com/brandfinance www.brandfinance.com/eventswww.brandirectory.com Request YourBrand Value Report. Brand Valuation Methodology. Brand Finance calculates the values of thebrands in its league tables using the RoyaltyRelief approach – a brand valuation method 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 StrengthIndex (BSI) Brand strengthexpressed as a BSI This involves estimating the likely future revenues thatare attributable to a brand by calculating a royalty ratethat would be charged for its use, to arrive at a ‘brandvalue’understoodasaneteconomicbenefitthata What are the benefitsof a Brand Value Report? What is a Brand Value Report? Brand Valuation Summary +Internal understanding of brand+Brand value tracking+Competitor benchmarking+Historical brand value The steps in this process are as follows: BrandRoyalty Rate 1Calculate brand strength using a balanced scorecardof metrics assessing Marketing Investment,Stakeholder Equity, and Business Performance. Brand BSI score applied to anappropriate sector Brand Strength Index +Brand strength tracking+Brand strength analysis+Management KPIs+Competitor benchmarking 2Determineroyaltyrangeforeachindustry,reflectingthe importance of brand to purchasing decisions. Inluxury, the maximum percentage is high, in extractiveindustry, where goods are often commoditised, it is Royalty Rates +Transfer pricing+Licensing/franchising negotiation+International licensing+Competitor benchmarking Brand Revenues Benchmarking 3Calculate royalty rate. The BSI score is applied to theroyalty range to arrive at a royalty rate. For example, ifthe royalty range in a sector is 0-5% and a brand hasa BSI score of 80 out of 100, then an appropriate Royalty rate applied toforecast revenues toderive brand value. Cost of Capital +Independent view of cost of capital for internal Education Customer Research 4Determinebrand-specificrevenuesbyestimatingaproportion of parent company revenues attributable +Utilities+Insurance+Tech+Auto Brand Value Post-tax brandrevenues discounted to 5Determine forecast revenues using a function ofhistoric revenues, equity analyst forecasts, and Communication 6Apply the royalty rate to the forecast revenues to For more information regarding ourBrand Value Reports, please contact: 7Brand revenues are discounted post-tax to a netpresent value which equals the brand value. Understanding enquiries@brandfinance.com Disclaimer WeChatAccelerates toVictory as Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermust Huge investments are made in the design, launch, and ongoing promotion ofbrands.Giventheirpotentialfinancialvalue,thismakessense.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 andboardsthenunderestimatethesignificanceoftheirbrandstothebusiness.Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbo,may fail to agree necessary investments. What marketing