澳大利亚最有价值、最强大的足球俱乐部品牌年度报告

The annual report on theworld’s most valuable brands January 2007 Foreword For over a decade Brand Finance plc hasbeen dedicated to the measurement of brandstrength and value. The Brand Finance network We use quantitative market data, detailed financialinformation and expert judgement to providereliable Brand Ratings and Brand Values. We usemethods that are technically advanced and We have observed that a number of brandvaluation consultancies produce brand valueleague tables using methods that do not standup to technical scrutiny. We therefore decided This BrandFinance250 report is the resultof that endeavour. We use publicly availableinformation to provide high level Brand Ratings Brand Values have been calculated using the‘Royalty Relief’ approach. Not only is ’RoyaltyRelief’ recognised by technical authoritiesworldwide, but it also ties back to the commercial Our methods and reports are highly actionablefor accounting, tax, litigation and commercialpurposes. They also produce diagnostics andanalytics that can be used to manage brand Brand Finance’s mission is not measurement forits own sake. It is measurement to provide the About Brand Finance Brand Finance is an independent consultancyfocused on the management and valuationof brands and of branded businesses. Since1996, Brand Finance has performed hundreds •Technical valuations for accounting, tax andlegal purposes•Valuations in support of commercialtransactions (acquisitions, divestitures,licensing and joint ventures) involving Brand Finance is headquartered in London andhas representative offices in Toronto, New York,São Paolo, Madrid, Amsterdam, Paris, Geneva,Zagreb, Istanbul, Moscow, Dubai, Bangalore, www.brandfinance.com Contents Key Findings Glossary of terms BrandTrademarks and associated intellectual Enterprise valueThe combined market value of the equity and debt of a business less cash and cash equivalents property ßrandßeta® Fair market value (FMV)The price at which a business or assets would Brand Finance’s proprietary method foradjusting a weighted average cost of capital to change hands between a willing buyer anda willing seller, neither of whom are under Branded businessThe whole business trading under particular brands, the associated goodwill and all the A company controlling management andoperations in another company or group of Brand rating A summary opinion, similar to a credit rating,on a brand based on its strength as measured An identifiable non-monetary asset withoutphysical substance Net present value (NPV)The present value of an asset’s net cash flows Brand valueThe net present value of the estimated future cash flows attributable to the brand Tangible valueThe fair market value of the monetary and physical assets of a business A method of evaluating an asset value byestimating future cash flows and taking into Weighted average cost of capital (WACC) An average representing the expected returnon all of a company's securities. Each source ofcapital, such as stocks, bonds, and other debt,is assigned a required rate of return, and then Discount rateThe interest rate used in discounting future cash flows Introduction It is nearly twenty years since RHM,a UK-based food manufacturing company,placed the value of its brand portfolio onthe balance sheet as part of its defenceagainst a hostile takeover bid. Whilst it Since then, brand valuation methodologieshave evolved and are now used as the basis for •Analysing the effectiveness of marketingspend (helping clients identify the ‘50% theycurrently waste’)•Making brand portfolio decisions to ‘‘How can an internally-generated intangibleasset appear on the balance sheet?’’ they cried,‘‘What mysterious processes can possibly be used Many marketers applauded RHM’s move becauseit provided strong evidence of the value of Our table provides an independent assessmentof the 250 most valuable brands in the world.The full league table is reproduced in the See IFRS, FAS 141 Top 10 global brands Coca-Cola is the world’s most valuable brand.Originally created for medicinal purposes,it has become globally ubiquitous and themost widely distributed brand of all time. With a brand value of $43,146m, it has survivedhealth scares, the commercial failure of ‘NewCoke’ and becoming a focus for anti-capitalistand anti-American sentiment in various partsof the world. The brand has also extended to Despite these issues, Coca-Cola’s value isdouble that of its rival Pepsi, whose brandis calculated at $23,948m. The world’s largest company by marketcapitalisation, GE, sees its corporate brand Of the new internet brands the highest entryin the list is Google ranked in 15th place, Largest brand contribution The Nike brand makes the most valuablecontribution to its parent company’s value The second most valuable brand in this categoryis Prada, representing 77% of the company’svalue: a testament to the leadership and designskills of Miuccia Prada. Acer makes a s