全球投资组合

Why BrandsMatter2022:New Evidence An analytical report on the role of brands in value creation In partnership with Contents. Annie Brown, General Manager UK Consulting, Brand FinanceJanet Hull OBE, Director of Marketing Strategy, IPA Executive SummaryExecutive Summary Foreword - Annie Brown. Foreword - Janet Hull. For over a quarter of a century, Brand Finance has helpedclients to understand the value of brands. Our global team studythousands of brands each year, and this experience has helped We are delighted to join Brand Finance in their examination of the benefitsand performance of strong brands in 2022. This report comes at a mostappropriate moment, as companies look for guidance on how to manage This new research is further evidence of the importance ofmaintaining brand strength, provides new insights from our latestanalysis of a range of studies, and underlines the critical role brandsplay in the economy. The report considers how brands performin times of crisis and in recovery; how brands deliver stability and We have always believed that intangible assets are a critical pillar ofcompetitive advantage and value creation. We supported the launch ofthe Global Intangible Finance Tracker (GIFT) Report with Brand Finance in Janet Hull OBEDirector of Marketing Annie BrownGeneral Manager UK We also look at some of the building blocks of strong brands andoutline the role that familiarity and consideration play in developing We hope this research provides both inspiration and practicalbenefit to marketers and their agencies as they move forward to a ExecutiveSummary. The gap increases to between five and seventimes in sectors such as financial services wherecompetitive advantage is anchored onknowledge, which further validates the linkbetween brands, marketing, and the creation of The Brand Strength Index –What it is and how it works One of the metrics used as an annual or semi-annual KPI is Brand Value, due to its ability toreflect both financial outlook as well as brand +Investment in intangibles also helps to driveinternational competitiveness. The total value of UKintangibles dropped in 2020, compared to the USA,China, and Germany. In total Brand Value growth, theUK is also lagging behind global levels. Our latest The strength of the brand is clearly an importantcomponent of the valuation and Brand Finance The Brand Strength Index is measured accordingto a balanced scorecard of metrics which arerelevant to the sector in which a brand operates.Attributes such as familiarity, consideration, +The overall image of the UK, as well as theproducts and brands it produces, are measuredin theGlobalSoftPowerIndex. Whilst the UK isranked 2ndoverall in the Global Soft Power Index,the area in which it does less well is the +Strongly branded companies continue tooutperform the market. Analysis using both S&Pand now new data for theFTSE100benchmarksdemonstrate how the strongest brands delivermuch higher shareholder returns. In the UK, the 3% less on their debt. The UK is slightly lower at1.7%, but forKingfisherPlcan increase in brandstrength across its portfolio could mean a saving of +Intangible assets continue to rise in value across theworld. From 2020 to 2021, the total value of globalintangible assets grew faster than usual to exceedpre-pandemic levels by nearly a quarter to US$74 +Organisations whose brands make up a larger shareof their total value, i.e. have a high brand value toequity value ratio (high BV/EV) deliver even greater +Return on brand investment can be improved bygoing back to basics and focussing onfamiliarity and consideration. Brand Finance +Brand Finance estimates marketing intangibles toaccount for at least 20% of organisations’ intangibleassets. But marketing related intangibles, theinvestment they attract and the value, growth, and Whilst the top 50 strongest brands delivered 30%higher returns than theFTSE100in 2021, the highBV/EV brands delivered 80%. The report assertsthat this demonstrates strong brands are a critical Since 2007, Brand Finance has monitored thestrength and value of the world’s most valuablebrands. Today, this study is informed by ourannual syndicated consumer research, whichcovers over 4,000 brands across 40 countries. TheBrandBetamodel is calculated on theproportion of people familiar with a brand who arewilling to consider it. This metric measures the BrandFinanceand theIPAhave been advocatingthe value of economic competencies such asadvertising and brands, marketing research, digitaland analytical skills, and innovation for many years. +Strongly branded companies recover quickly after acrisis and retain their performance. Our UK dataproves this for each crisis – 2012 / 2018 and wenow have data for 2020 which demonstrates this TheBrandBetascore demonstrates that 80% ofthe variance in market share is explained by these2 metrics familiarity and consideration. Familiarity– when a customer knows a brand and what itdoes well, as opposed to j