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The Brand Finance Top 100 Singapore Brands Report 2016on Singapore’s intangible assets and brands Contents David’s Foreword4Samir’s Foreword5Introduction6Report Card on Intangible Assets7Should Singapore be concerned with Intangible Asset Value8Getting a grip on intangibles9 – 12Singapore Top 10 Page14Report Card on the Top 1015Top 100 Brands Listing16 – 19Background on Intangible Asset Value20 – 24Trademarks and other Intangibles26 – 27New International Standard on Brand Valuation28 – 34Marketing Investment or Marketing Expenditure35 – 36Methodology37 – 38Glossary of terms39Contact Details42Understand Your Brand Value43 – 44 Foreword By contrast another valuer might believe theopposite. Some take the view that Apple will go fromstrength to strength in watches, televisions, financeand the auto industry and believe that it will shape all There is now a widely accepted global brandvaluation standard (ISO 10668) and the InternationalValuation Standards Council has produced a broaderstandard on the valuation of Intangible Assetsincluding brands. Brand valuations are regularly David HaighChief Executive Officer Based on the results of this year’s Brand FinanceGlobal 500, 18% of all quoted company enterprisevalue, is made up of brands. What this points to is arenewed need to educate and explain how brandvaluations are conducted and how critical anunderstanding of brand value is to marketers, finance In recent years there has been a growing controversyover the validity of brand valuations in general and The primary point of contention rests on thesignificant variation in the published values of brandsby the major brand valuation agencies. However, we Just as equity analysts differ significantly in theirtarget share prices for companies, so too can thosein our industry differ in valuations of brands. Themain reasons for differences of opinion are: brandasset definition, date of the valuation, approachadopted, financial forecasts, income attributed to the Taking Apple as an example, it is quite possible forone serious valuer to take the view that Apple’sdominance in smart phones is coming to an end, thatvolumes and margins will start dropping, that there Foreword contribution that the brand asset makes to the Valuation is a great tool to evaluate, monitor andtrack the returns on brand investments and the longterm contribution of your brand for your businesssuccess. This becomes critical since hugeinvestments are already being made in the design,R&D, launch and re-launch and ongoing tactical Samir DixitManaging Director, This is the challenge that we address in our 2016 The oversupply of goods and services in the Asiancontinent coupled with stiff competition from theglobal brands constantly entering Asia has We have also observed that a number of brandvaluation consultancies produce brand rankingtables using methods that do not stand up totechnical scrutiny or to the ISO Standards for Brand It is therefore increasingly important for corporates,no matter what their size, to recognise the value of Brand Finance published brand rankings are theworld’s only published ranking of ISO compliant Over the past two decades, Brand Finance has beendedicated in helping companies track and measuretheir investments in their intangible asset portfolio This annual report pits the best Singapore brandsagainst one another in the most definitive list ofbrand values available. The Brand value accorded toeach brand is a summary of its financial strength. Interest in the subject of brands as a business assethas increased dramatically since we first publishedour brand ranking report in 2000. As a result thebrands are now globally recognised as a significant This report provides an opinion regarding the point intime valuations of the most valuable Singaporebrands as at 31st December 2015. The sheer scale ofthese brand values show how important an assetthese brands are to their respective owners. As a The key challenge to the marketing and brandprofessionals therefore is to effectively demonstratethat brands are business assets capable ofgenerating superior economic returns for theirowners, and worthy of multiyear investment Introduction The balance between tangibles and intangibles haschanged dramatically over the past 50 years ascorporate performance is increasingly driven by The fact that most of the intangible value is not disclosedon company balance sheet further illustrates how poorlyunderstood intangibles still are by investors and Intangible assets have traditionally tipped the scales overtangible assets to create value for companies and theglobal economy. They now make up for a significantly Such ignorance leads to poor decision-makingcompanies and systematic mis-pricing of stock by Purpose of study Whilst accountants do not measure intangible assets, thediscrepancy between market and book values shows To this end, our study aims to examine the performanceof Singapore’s intangible assets and brands.