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Marketing 2021 A global brand impact analysis and market research report on attitudes to brands andmarketing Contents. Brand Finance is the world’s leading brandresearch, valuation and strategy consultancy. We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of 'bridgingthe gap between marketing and finance'. For more than 20years, we have helped companies and organisations of all We quantify the financial value of brands We put 5,000 of the world’s biggest brands to the test everyyear. Ranking brands across all sectors and countries, we We offer a unique combination of expertise Our teams have experience across a wide range ofdisciplines from marketing and market research, to brand We pride ourselves on technical credibility Brand Finance is a chartered accountancy firm regulatedby the Institute of Chartered Accountants in England andWales, and the first brand valuation consultancy to join the Our experts helped craft the internationally recognisedstandards on Brand Valuation – ISO 10668 and BrandEvaluation – ISO 20671. Our methodology has been certifiedby global independent auditors – Austrian Standards – as Get in Touch. For business enquiries, please contact:Steven Thomson linkedin.com/company/brand-finance Insight Directors.thomson@brandfinance.com For media enquiries, please contact:Konrad JagodzinskiCommunications Directork.jagodzinski@brandfinance.com twitter.com/brandfinance facebook.com/brandfinance For all other enquiries, please contact:enquiries@brandfinance.com+44 (0)207 389 9400 For more information, please visit our website:www.brandfinance.com instagram.com/brand.finance © 2021 All rights reserved. Brand Finance Plc, UK. Executive Summary. Secondly, we conducted a research study to delvedeeper into attitudes to brands, marketing, andmarketing restrictions. We surveyed over 6,000respondents from the general public, across 12countries, with 5 continents represented. We alsointerviewed 13 CMOs who are currently or were Following the introduction of plain packaging fortobacco products and repeated calls to extend thelegislation to other sectors, in 2017 and 2019 BrandFinance analysed the potential impact of such a policy Our analysis is split into two sections. Firstly, weundertake a brand impact analysis where we analysethe damage to both brand contribution and enterprisevalue across alcohol, confectionery, savoury snacks,and sugary drinks brands in the absence of certainbranding elements as a result of wider marketingrestrictions – looking beyond packaging restrictionsonly and adding the impact of limited advertising. Weapply our methodology to nine major brand owners: The key findings: +Brands are a mark of quality control – globally 89%of respondents agree. +Brands help in the fight against illicit trade – globally90% said that brands ensure they buy genuineproducts. CMOs note that the increasing +Consumers have a high expectation that brands The key findings: +The introduction of marketing restrictions has seriouspotential to significantly impact some of the world’smost recognisable brands. Nine major brand ownersanalysed in the study: AB InBev, The Coca-ColaCompany, Diageo, Heineken, Mondelēz International, +Big brands support economies - 89% of global +There is little appetite for sweeping restrictions onmarketing - fewer than 10% of consumers felt thatthere should be a ban on TV advertising,billboards, in-store demonstrations, or distinctive +The implied loss across the endangered industries +Increased taxes lack support – unsurprisingly, only36% of respondents would support increased taxesacross all the categories covered. Not all CMOs areanti-tax, noting that in premium brand categories it +Alcohol companies: AB InBev, Diageo, Heineken,Pernod Ricard, and Treasury Wine Estates would +Diageo could lose 71.6% of the added value that itsbrands contribute to the business – more than anyother company in the sample in relative terms, Background. In November 2020, the UK government announcedplans to enforce some of the most stringent marketingrestrictions in the world for food and drinks – a totalban on the online advertising of so-called high fat, saltor sugar (HFSS) products. This has dumbfounded the obesity rates in the country, where currently over half of Ireland passed the Public Health (Alcohol) Act inOctober 2018, thereby stipulating a minimum priceper gram of alcohol, making the inclusion of health This proposal is but one example of how global regulatorsare attempting to restrict the marketing freedoms ofbrand owners. Regulations which limit on-pack branding, Alcohol is an integral part of many cultures all over theworld. Despite the country's well-known wine industry,alcohol marketing is even regulated in France. Frenchlaw prohibits alcohol ads on television and in movie The new plans come even though the food and drinkindustry is the largest manufacturing sector in the UK,worth more than £28bn