Global 500: The Annual Report On The World's Most Valuable Brands January 2019
Global 500: The Annual Report On The World's Most Valuable Brands January 2019
Global 500: The Annual Report On The World's Most Valuable Brands January 2019
500
2019
The annual report on the world’s most valuable brands
January 2019
Contents.
About Brand Finance 4
Get in Touch 4
Request Your Brand Value Report 5
Foreword 6
Brand Value Analysis 8
Regional Analysis 14
Sector Reputation Analysis 16
Brand Strength Analysis 18
Brand Finance Global 500 (USD m) 20
Definitions 30
Brand Valuation Methodology 32
Market Research Methodology 33
Stakeholder Equity Measures 33
Brand Guardianship Index 2019 34
Consulting Services 38
Brand Evaluation Services 39
Communications Services 40
Brand Finance Network 42
We pride ourselves on four key strengths: What is a Brand Value Report? What are the benefits of a Brand
Value Report?
++Independence ++Transparency Brand Valuation Summary
++Technical Credibility ++Expertise + Internal understanding of brand
+ Brand value tracking
We put thousands of the world’s biggest brands to the + Competitor benchmarking Insight
test every year, evaluating which are the strongest and + Historical brand value
most valuable.
Brand Strength Index
Brand Finance helped craft the internationally
+ Brand strength tracking
recognised standard on Brand Valuation – ISO 10668,
+ Brand strength analysis
and the recently approved standard on Brand Evaluation
– ISO 20671.
+ Management KPIs Strategy
+ Competitor benchmarking
Get in Touch.
Royalty Rates
+ Transfer pricing
+ Licensing/franchising negotiation
+ International licensing Benchmarking
For business enquiries, please contact: + Competitor benchmarking
Richard Haigh
Managing Director
Cost of Capital
rd.haigh@brandfinance.com
+ Independent view of cost of capital for internal
For media enquiries, please contact: valuations and project appraisal exercises
Global Forum 2019
Konrad Jagodzinski Education
Communications Director
Customer Research
k.jagodzinski@brandfinance.com
+ Utilities + Tech
For all other enquiries, please contact:
Understanding the Value of + Insurance + Auto
enquiries@brandfinance.com Geographic Branding + Banks + Hotels
+44 (0)207 389 9400
2 April 2019 + Telecoms + Beers
For more information, please visit our website: + Airlines + Oil & Gas Communication
www.brandfinance.com Join us at the Brand Finance Global Forum,
an action-packed day-long event at the Royal
Automobile Club in London, as we explore how
For more information regarding our
linkedin.com/company/brand-finance geographic branding can impact brand value, attract
Brand Value Reports, please contact:
customers, and influence key stakeholders.
4 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 5
Foreword.
Ferrari in
Pole Position
What is the purpose of a strong brand: to attract customers, to build loyalty, to
motivate staff? All true, but for a commercial brand at least, the first answer must
always be ‘to make money’.
as World’s
Huge investments are made in the design, launch, and ongoing promotion of
brands. Given their potential financial value, this makes sense. Unfortunately, most
organisations fail to go beyond that, missing huge opportunities to effectively make
use of what are often their most important assets. Monitoring of brand performance
should be the next step, but is often sporadic. Where it does take place, it
Strongest
frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly
understood by non-marketers.
David Haigh
As a result, marketing teams struggle to communicate the value of their work and
CEO, Brand Finance
boards then underestimate the significance of their brands to the business. Sceptical
Brand.
finance teams, unconvinced by what they perceive as marketing mumbo jumbo,
may fail to agree necessary investments. What marketing spend there is, can end up
poorly directed as marketers are left to operate with insufficient financial guidance
or accountability. The end result can be a slow but steady downward spiral of poor
communication, wasted resources, and a negative impact on the bottom line.
Brand Finance bridges the gap between marketing and finance. Our teams have
experience across a wide range of disciplines from market research and visual
identity to tax and accounting. We understand the importance of design, advertising, ++ Ferrari accelerates to claim the title of the world’s strongest
and marketing, but we also believe that the ultimate and overriding purpose of brand, with a score of 94.8 out of 100 and an AAA+ rating
brands is to make money. That is why we connect brands to the bottom line.
++ Three of the Big Four brands: Deloitte, PwC, and EY, post an
By valuing brands, we provide a mutually intelligible language for marketing and
finance teams. Marketers then have the ability to communicate the significance of elite AAA+ brand strength rating, while KPMG trails behind
what they do, and boards can use the information to chart a course that maximises
profits. Without knowing the precise, financial value of an asset, how can you know ++ Amazon defends prime position as the world’s most
if you are maximising your returns? If you are intending to license a brand, how can valuable brand following 25% growth to US$187.9 billion,
you know you are getting a fair price? If you are intending to sell, how do you know
what the right time is? How do you decide which brands to discontinue, whether to with Apple and Google placed 2nd and 3rd
rebrand and how to arrange your brand architecture? Brand Finance has conducted
thousands of brand and branded business valuations to help answer these ++ As tech brands lead the ranking, Microsoft makes a
questions. comeback to top 5 with 47% brand value growth, while
Brand Finance’s research revealed the compelling link between strong brands and
Facebook sees its brand strength tarnished by scandals
stock market performance. It was found that investing in highly-branded companies
would lead to a return almost double that of the average for the S&P 500 as a whole. ++ China’s answer to Netflix, iQiyi is the world’s fastest-
growing brand of 2019, up a whopping 326% year on year,
Acknowledging and managing a company’s intangible assets taps into the hidden three times the 105% hike by its US counterpart
value that lies within it. The following report is a first step to understanding more
about brands, how to value them and how to use that information to benefit the
business. ++ Brands from China climb up the ranking as the country’s
total brand value in the Brand Finance Global 500 breaks
The team and I look forward to continuing the conversation with you. US$1 trillion
6 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 7
Brand Value Analysis.
8 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 9
Brand Value Analysis. Brand Value Analysis.
to 2nd place in 2020. Although punching among Brand Value Change 2018-2019 (%) While Facebook secured its spot as the 7th most
the brand heavyweights, Apple has recorded mixed valuable brand, its overall brand strength declined
performance in the Brand Finance Global 500 over iQiyi 326.0% with the second worst BSI performance in the top 100,
the past few years, losing to Google in 2017 and 136.4%
decreasing 11% to 82.9. Following a succession of
Galaxy Macau
subsequently to Amazon. scandals – including the Cambridge Analytica data
WeChat 126.2%
misuse, the role the platform played in spreading
Will Apple share Walmart’s fate as its reliance on Netflix 105.0% fake news, and a network security breach – it is no
handset sales endangers its long-term prosperity, Hikvision 97.6% surprise that there remains significant distrust in the
causing the brand to travel down the ranks? It Gree Electric Appliances 95.5% brand. Facebook must improve its reputation for
remains to be seen whether Google will continue to handling data and demonstrate it can thwart the spread
Chanel 95.1%
rake in sales, regardless of its woes over EU fines of misinformation if it expects to improve its brand
Midea 81.9%
or employee distrust, allowing it to best Apple in the strength in the coming year.
ranking. American Express 81.8%
Ping An 76.7% Digital platforms disrupt media
One brand making an interesting comeback is -22.1% Nippon Life Insurance
Microsoft, up from 6th to 4th in the Brand Finance The media industry represents another instance where
-23.2% Land Rover
Global 500. With a 47% increase in brand value to new players are upsetting the status quo. The majority
-26.1% Western Digital
US$119.6 billion, it is the fastest-growing brand among of the world’s biggest television network brands have
the top 10 most valuable. The company’s transformation -27.0% Bell felt the pinch whilst digital platforms encroach upon
to a cloud-centric business model has proven -27.7% BT their viewership. With more consumers than ever
successful in the last year, with revenue increasing 17% -28.1% Airtel preferring on-demand streaming content, Chinese tech
in 2018. While it once may have seemed that Microsoft giant iQiyi entered the Brand Finance Global 500 for
-29.8% Deutsche Bank
was out of the game, its determination to adapt is a the first time with a brand value of US$4.3 billion, up
-33.8% Dalian Wanda
great example of how a brand can use change to its 326% on last year’s valuation, making it the world’s
advantage. Complacency can be detrimental as even -41.0% ABC fastest-growing brand this year. The Baidu-owned
relatively innovative tech giants face disruption from -42.0% JD.com online video platform based in Beijing is China’s
start-ups and challenger brands. answer to Netflix and hosts over 500 million monthly
10 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 11
Brand Value Analysis. Brand Value Analysis.
active users, suggesting an immense growth in Further down the table, Chinese real estate brands
demand for media content from Chinese consumers. Evergrande (up 26% to US$20.4 billion), Country
Garden (up 43% to US$16.6 billion), and Vanke (up
Speaking of Netflix, the video streaming powerhouse 54% to US$11.0 billion) have each recorded a notable
continues to go places, as the brand moved from increase to their brand values. This growth serves as a
147th to 77th in the ranking – the fastest-growing brand nod to the support from Chinese policymakers to the
outside of China, surging 105% to US$21.2 billion. real estate sector.
The company recently announced the price of its most
popular plan would go up by US$2 in 2019, but that is Across the insurance sector, Chinese brand Ping An
unlikely to cause any distress as its subscriber base (up 77% to US$57.6 billion), is leading the charge,
has now grown to 139 million worldwide. growing comfortably against competition. Major
Chinese brands such as State Grid, ranking 18th in
Chinese brands make presence felt the Brand Finance Global 500 (up 25% to US$51.3
billion) and telecoms brand China Mobile (up 5%
Chinese brand presence across the Brand Finance to US$55.7 billion) are to be commended for their
Global 500 increased to 1307.4 billion, breaking the contribution to the Chinese economy.
US$1 trillion mark for the first time, with many brands
making headway in the ranking. In addition to the
world’s fastest-growing brand, iQiyi, Chinese tech Chinese brands are braced
brands are especially coming out on top.
for the trade wars ahead
At US$50.7 billion, WeChat is a rising star, having
lifted its brand value 126% over the previous year. Its
and starting the year
influence is reflected in the impressive way in which the confidently, seeing notable
brand has successfully created a digital ecosystem for
its 1 billion Chinese users who use the platform every rises in brand value across
day to instant message, read, shop, hire cabs, and
more. WeChat is the jewel in the crown of Chinese tech a variety of sectors: tech,
giant Tencent, which ranks 21st, holding a brand value
of US$49.7 billion.
banking, insurance, and
Tech brands are not the only ones driving China’s
real estate. It now rests
total brand value up. China’s most valuable brand, upon the guardians of
which also features as the world’s 8th, is Beijing-
headquartered banking giant ICBC (brand value up these Chinese brands to
nearly 35% to US$79.8 billion). As the world’s largest
lender by assets, ICBC has more than tripled its
navigate the choppy
number of overseas outlets to more than 400 in the last
10 years.
waters of US tariffs and
negotiate their way through
Breaking into the top 10 this year is China’s second
biggest bank by market cap, China Construction the escalating tensions in
Bank (CCB). With a brand value of US$69.7 billion,
up 23% since last year, the company’s success can
the years to come.
be attributed to its innovative developments in seizing
the digital banking revolution. In a pioneering first for David Haigh
the Chinese banking landscape, CCB also opened CEO, Brand Finance
the doors to its first self-service bank branch, run by
robots using facial recognition, artificial intelligence,
and virtual reality.
12 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 13
Regional Analysis.
Regional Analysis.
Most Valuable Brands per Region well as executing a strategy to simplify its portfolio, drop was affected by a 4% decrease in brand strength
which appears to be contributing to the Shell’s brand as well as competition from challenger brands in its
B2B success overall. key service areas of mobile, internet, and landline
B2C telecommunications. Despite its decline in brand
USD $8.3 billion
Rank 226 USD $10.6 billion
Middle East & Africa value and strength, Telstra continues to be a dominant
Rank 173 telecoms carrier and is keeping up with current industry
Abu Dhabi National Oil Company (ADNOC) is trends. The company recently struck deals with some
a new entrant to the Brand Finance Global 500 and of the world’s largest smartphone makers to offer their
USD $42.3 billion
the most valuable B2B brand in the MENA region, 5G handsets in the first half of 2019 exclusively to
USD $187.9 billion Rank 26 USD $6.0 billion boasting a brand value of US$8.9 billion. ADNOC Telstra customers.
Rank 1 USD $8.9 billion Rank 345
Rank 206 has announced plans to increase its oil production
capacity to 4 million barrels per day by the end of Mining giant BHP, up 17% to US$6.0 billion, continues
USD $60.4 billion 2020 and has also been making progress on its to derive strong results from its major 2017 re-branding
USD $32.9 billion
Rank 13 integrated 2030 Strategy, which is aimed at balancing exercise, remaining Australasia’s most valuable
Rank 40
USD $51.3 billion market conditions with long-term future growth. business-to-business brand. BHP’s corporate leadership
Rank 18
ADNOC is the first regional oil and gas brand to be has invested significant effort in charting out a forward-
featured in the Brand Finance Global 500, having looking brand vision based around growth and security,
entered the global capital markets for the first time despite the risk of global financial challenges. The
USD $91.3 billion
Rank 5 two years ago. The Abu Dhabi oil and gas brand is branding evolution appears to be paying off as BHP has
focused on responding to changes taking place in the increased its brand value 51% since 2017.
world’s energy markets and unlocking huge reserves
of previously uneconomical gas that will ultimately put Asia
the UAE on a path to gas self-sufficiency.
Even as its brand value decreased 1% to US$91.3
Valued at US$8.3 billion, Emirati telecoms giant billion, Samsung remains the most valuable B2C
Etisalat remains the most valuable B2C brand in brand in Asia. The company’s mobile phone sales
the Middle East and Africa. Etisalat also boasts the did not meet expectations as the Galaxy Note 9 and
region’s largest portfolio of brands including Mobily, Galaxy S9 were not competitive enough in the high-
Ufone, Maroc Telecom, and PTCL. Etisalat has seen end market and the company also lost ground in the
an 8% growth since last year, resulting in it also mid- and low-end smartphone markets; but other
becoming the first portfolio brand in MENA to break business units, such as Semiconductor, Display Panel
Americas year, Mercedes continues to grow its global footprint the US$10 billion barrier. Operating in 15 countries and Memory, improved earnings in Q3 2018. Samsung
and popularity in developing markets; sales in China across Asia, the Middle East, and Africa, Etisalat’s will look to expand sales of premium smartphones,
While Amazon is the most valuable B2C brand in the (as of November 2018) had risen 11.7% to a record success can also be attributed to its customer loyalty adopt cutting-edge technologies across the Galaxy
Americas, IBM leads the B2B cohort with a brand value 600,000, contributing to an overall growth rate in Asia programmes, as well as strategic sports and events lineup, and introduce foldable and 5G smartphones in
of US$32.9 billion, despite a drop in its ranking from Pacific of 7.5% for the same period. Although Mercedes sponsorships. As the premier digital partner of the coming year. If the mobile communications division
31st to 40th. Company spending on R&D was down also enjoyed double digit growth in Germany – its Dubai’s Expo 2020 showcase, Etisalat is preparing proves successful, it is possible the brand can regain
about 5% in Q2 2018 and revenue dropped below home market – sales in Europe and North America to deliver the event’s visitors and delegates with its brand value in the future.
estimates in Q3 2018. The brand should focus on were lower than expected. However, the company is a cutting edge and immersive digital experience.
growing newer technologies, such as cloud computing keeping up with industry trends, launching the first all- Sports sponsorships provide an international platform The largest new entrant to the Brand Finance Global
and security software, instead of continuing to rely on electric vehicle in 2019 as part of its EQ series, on par through which Etisalat can connect with its loyal 500 last year, China’s electricity giant State Grid is
its older business units if it plans to improve its brand to compete with Jaguar’s I-Pace and Tesla’s Model X. customers, sharing and supporting their interests and Asia’s most valuable B2B brand, improving its brand
value in the years to come. passions. value 25% to US$51.3 billion in 2019. State Grid’s
A household name in most Western countries with a increase in brand value is supported by a revenue
Europe large consumer-facing presence, Shell’s extraction Australasia growth of 12.5% with its alternative energy segment
and new energies projects make it the most valuable growing by 90%. The company acquired the largest
Despite lower overall car sales in 2018, Mercedes-Benz B2B brand in Europe, growing its brand value 7% Despite solid performance in 2018, Telstra lost nearly electric vehicle operator in China, indicating a firm
remains the most valuable B2C brand in Europe and to US$42.3 billion. Over the last few years, the 15% of its brand value in the Brand Finance Global shift in expanding its alternative energy capabilities,
also the most valuable auto brand in the Brand Finance company has invested in several upstream projects 500 but at US$10.6 billion retained its position as which should prove successful in maintaining its
Global 500. Valued at US$60.4 billion, up 26% from last across business lines to improve its profitability as Australasia’s most valuable B2C brand this year. This brand value growth.
14 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 15
Sector Reputation Analysis.
7.3
valuable process. Brand categories are converging in METRIC TOP SECTOR technologies, but here the brands appear more
different ways, with new technologies disrupting many Hotels /10 resilient. Brand reputation is high (7.1), led by premium
industries. No banking, utility or oil and gas brand German brands.
should take comfort in being the ‘best of a bad bunch’
– a poor reputation across the entire sector leaves
2 Reputation Crucially, auto brands also rate high for being
brands vulnerable to challenges.
7.0
scandals tarnishing reputation of some industry
conversion
TECH
giants. The sector ranks joint-third out of the 10 Tech /10 The hotel sector boasts the highest global score for
industries covered in Brand Finance’s original market reputation (7.3). Premium hotel brands are held in
research, with a score of 7.0 out of 10 globally, much especially high regard, but the mass chains also score
higher than that for banking, telecoms, and utility
3= Innovation well. Next to reputation, hotels rank highest among all
brands.
6.2
crisis. The sector generally appears vulnerable to Recommendation
encroachment.
Banking /10
(NPS)
AUTO
business growth and
Telecoms providers are in a similar fix – rated lowest not profitability.
9=
only for reputation and only just above banks for quality
OVERALL
6.2
of service (3.4 out of 5). Brands in other sectors are more
likely to be seen as ‘consumer champions’, and telecoms STAKEHOLDER Steven Thomson
brands need to address this reputational challenge. Telecoms /10 EQUITY TECH
Insights Director, Brand Finance
16 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 17
Brand Strength Analysis.
10
AAA+ brand rating as Ferrari. Deloitte leads the CEO, Brand Finance
charge as the strongest and most valuable of the 1 8
accounting and audit giants with a BSI score of 91.2 2019: 89.8
(brand value US$29.6 billion), pulling ahead of last -0.8
2018: 90.6
18 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 19
Brand Finance Global 500 (USD m).
1 1 0 Amazon United States Tech $187,905 +24.6% $150,811 AAA- AAA- 51 33 1 General Electric United States Engineering & Construction $28,263 -11.7% $32,005 AAA- AAA
2 2 0 Apple United States Tech $153,634 +5.0% $146,311 AAA AAA+ 52 58 2 Visa United States Commercial Services $27,680 +34.0% $20,651 AAA AAA+
3 3 0 Google United States Tech $142,755 +18.1% $120,911 AAA AAA+ 53 96 2 American Express United States Commercial Services $27,462 +81.8% $15,103 AAA- AA
4 6 2 Microsoft United States Tech $119,595 +47.4% $81,163 AAA AAA+ 54 41 1 Xfinity United States Telecoms $27,098 +3.7% $26,121 AA AA+
5 4 1 Samsung South Korea Tech $91,282 -1.1% $92,289 AAA- AAA+ 55 43 1 Mitsubishi Group Japan Auto $26,563 +5.1% $25,280 A+ AA-
6 5 1 AT&T United States Telecoms $87,005 +5.6% $82,422 AA+ AAA- 56 86 2 Accenture United States IT Services $26,292 +56.5% $16,805 AAA AA+
7 7 0 Facebook United States Tech $83,202 +8.7% $76,526 AAA- AAA+ 57 50 1 Honda Japan Auto $25,744 +16.3% $22,132 AA+ AA+
8 10 2 ICBC China Banking $79,823 +34.9% $59,189 AAA+ AAA+ 58 40 1 CSCEC China Engineering & Construction $25,673 -2.8% $26,411 AA- AA
9 8 1 Verizon United States Telecoms $71,154 +13.3% $62,826 AAA AAA- 59 38 1 Oracle United States Tech $25,277 -14.7% $29,634 AA AA
10 11 2 China Construction Bank China Banking $69,742 +22.8% $56,789 AAA AAA 60 56 1 Total France Oil & Gas $25,189 +20.1% $20,971 AA+ AAA-
11 9 1 Walmart United States Retail $67,867 +10.4% $61,480 AA+ AA+ 61 48 1 PWC United States Commercial Services $24,893 +11.7% $22,287 AAA+ AAA+
12 25 2 Huawei China Tech $62,278 +63.7% $38,046 AAA- AAA- 62 76 2 FedEx United States Logistics $24,232 +33.4% $18,170 AA+ AA+
13 13 0 Mercedes-Benz Germany Auto $60,355 +25.9% $47,936 AAA- AA+ 63 94 2 Lowe's United States Retail $23,938 +49.4% $16,024 AAA- AAA-
14 29 2 Ping An China Insurance $57,626 +76.7% $32,609 AAA- AAA- 64 83 2 EY United Kingdom Commercial Services $23,222 +35.6% $17,130 AAA+ AAA+
15 12 1 China Mobile China Telecoms $55,670 +4.6% $53,226 AAA AAA 65 60 1 Allianz Germany Insurance $23,105 +14.2% $20,229 AA+ AAA-
16 26 2 Agricultural Bank of China China Banking $55,040 +47.5% $37,321 AAA AAA 66 69 2 Bosch Germany Engineering & Construction $22,941 +18.6% $19,341 AAA- AA+
17 15 1 Toyota Japan Auto $52,291 +19.7% $43,701 AAA AAA 67 91 2 Dell United States Tech $22,860 +39.8% $16,356 AA+ AA-
18 18 0 State Grid China Utilities $51,292 +25.3% $40,944 AA+ AA+ 68 64 1 BP United Kingdom Oil & Gas $22,675 +15.6% $19,610 AA- AA+
19 17 1 Bank of China China Banking $50,990 +22.1% $41,750 AAA AAA 69 89 2 Uber United States Tech $22,508 +35.3% $16,629 AA- AA
20 47 2 WeChat China Tech $50,707 +126.2% $22,415 AAA+ AAA 70 88 2 China Merchants Bank China Banking $22,480 +34.8% $16,673 AAA- AAA-
21 20 1 Tencent (QQ) China Tech $49,701 +21.9% $40,774 AAA AAA 71 102 2 China Life China Insurance $21,836 +51.7% $14,393 AAA AAA-
22 27 2 Home Depot United States Retail $47,056 +39.4% $33,748 AAA- AAA- 72 65 1 Cisco United States Tech $21,776 +12.2% $19,411 AA+ AA+
23 - 3 Taobao China Tech $46,628 - - AAA- - 73 53 1 Siemens Germany Engineering & Construction $21,607 -1.6% $21,956 AAA- AAA
24 21 1 T (Deutsche Telekom) Germany Telecoms $46,259 +15.2% $40,152 AAA- AA+ 74 66 1 IKEA Sweden Retail $21,531 +11.1% $19,388 AAA- AA+
25 30 2 Disney United States Media $45,750 +40.4% $32,590 AAA AAA+ 75 73 1 Vodafone United Kingdom Telecoms $21,322 +13.8% $18,744 AA+ AA+
26 23 1 Shell Netherlands Oil & Gas $42,295 +7.3% $39,423 AAA- AAA- 76 59 1 CVS Health United States Retail $21,254 +3.2% $20,603 AA+ AA+
27 22 1 Volkswagen Germany Auto $41,739 +4.5% $39,960 AA+ AA+ 77 147 2 Netflix United States Tech $21,162 +105.0% $10,323 AAA- AA+
28 19 1 NTT Group Japan Telecoms $41,670 +2.0% $40,872 AA+ AA+ 78 49 1 Orange France Telecoms $21,005 -5.4% $22,206 AA+ AAA-
29 16 1 BMW Germany Auto $40,501 -3.1% $41,790 AAA AAA 79 78 1 Hyundai Group South Korea Auto $20,721 +16.7% $17,754 AA- AA-
30 14 1 Wells Fargo United States Banking $39,948 -9.4% $44,098 AA+ AAA- 80 45 1 China Telecom China Telecoms $20,636 -13.9% $23,979 AAA- AA+
31 32 2 Starbucks United States Restaurants $39,268 +21.1% $32,421 AAA AAA 81 92 2 Evergrande China Real Estate $20,444 +26.0% $16,229 AA+ AA+
32 42 2 YouTube United States Tech $37,847 +46.2% $25,887 AAA AAA 82 75 1 HSBC United Kingdom Banking $20,189 +10.3% $18,305 AA- AA
33 34 2 PetroChina China Oil & Gas $36,799 +18.0% $31,177 AAA- AA+ 83 80 1 JP Morgan United States Banking $19,797 +12.2% $17,651 AA AA+
34 28 1 Bank of America United States Banking $36,687 +10.2% $33,289 AA+ AAA- 84 68 1 Nestlé Switzerland Food $19,644 +1.4% $19,370 AAA- AAA-
35 - 3 Tmall China Tech $36,430 - - AAA- - 85 97 2 Audi Germany Auto $19,638 +31.4% $14,951 AAA- AAA-
36 35 1 Citi United States Banking $36,407 +18.3% $30,783 AA+ AA+ 86 104 2 Tata Group India Engineering & Construction $19,559 +37.4% $14,236 AA+ AA+
37 24 1 Chase United States Banking $36,265 -6.6% $38,842 AAA- AAA 87 55 1 Baidu China Tech $19,476 -7.5% $21,046 AAA- AAA
38 37 1 Coca-Cola United States Soft Drinks $36,188 +19.1% $30,378 AAA+ AAA 88 72 1 SoftBank Japan Telecoms $19,295 +1.9% $18,928 AA+ AA+
39 36 1 Marlboro United States Tobacco $33,569 +10.0% $30,513 AA+ AA+ 89 67 1 Nissan Japan Auto $18,753 -3.2% $19,376 AA AA+
40 31 1 IBM United States Commercial Services $32,854 +1.2% $32,478 AAA- AAA- 90 61 1 Pepsi United States Soft Drinks $18,520 -7.6% $20,035 AAA AAA
41 39 1 Nike United States Apparel $32,421 +15.7% $28,030 AAA AAA 91 87 1 LG Group South Korea Tech $18,486 +10.1% $16,796 AA AA+
42 62 2 Boeing United States Aerospace & Defence $32,022 +60.6% $19,936 AAA+ AAA+ 92 81 1 Zara Spain Apparel $18,424 +5.6% $17,453 AAA AAA
43 44 2 McDonald's United States Restaurants $31,487 +26.6% $24,872 AAA+ AAA+ 93 82 1 Ford United States Auto $18,316 +5.9% $17,294 AA+ AAA-
44 74 2 UnitedHealthcare United States Healthcare $30,577 +64.3% $18,614 AA AA 94 117 2 Mastercard United States Commercial Services $18,293 +44.3% $12,674 AAA- AAA-
45 54 2 Moutai China Spirits $30,470 +43.4% $21,243 AAA- AAA- 95 90 1 au Japan Telecoms $17,623 +6.0% $16,626 AAA- AA+
46 57 2 Deloitte United States Commercial Services $29,633 +42.2% $20,838 AAA+ AAA+ 96 93 1 Santander Spain Banking $17,449 +7.7% $16,200 AA+ AA
47 70 2 Porsche Germany Auto $29,340 +54.0% $19,055 AAA AAA 97 106 2 RBC Canada Banking $17,399 +25.8% $13,827 AAA- AAA-
48 52 2 UPS United States Logistics $29,300 +33.2% $22,003 AAA- AAA- 98 124 2 Costco United States Retail $17,115 +40.5% $12,182 AA AA-
49 46 1 Sinopec China Oil & Gas $29,147 +23.3% $23,640 AAA- AA 99 77 1 Chevron United States Oil & Gas $17,054 -6.0% $18,149 AA AAA-
50 51 2 Intel United States Tech $29,113 +32.0% $22,059 AAA+ AAA 100 - 3 Instagram United States Tech $16,738 - - AAA -
20 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 21
Brand Finance Global 500 (USD m). Brand Finance Global 500 (USD m).
Top 500 most valuable brands 101-150 Top 500 most valuable brands 151-200
2019 Brand 2018 2019 2018 2019 Brand 2018 2019 2018
2019 2018 Brand Value Brand Brand Brand 2019 2018 Brand Value Brand Brand Brand
Rank Rank Brand Country Sector Value Change Value Rating Rating Rank Rank Brand Country Sector Value Change Value Rating Rating
22 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 23
Brand Finance Global 500 (USD m). Brand Finance Global 500 (USD m).
Top 500 most valuable brands 201-250 Top 500 most valuable brands 251-300
2019 Brand 2018 2019 2018 2019 Brand 2018 2019 2018
2019 2018 Brand Value Brand Brand Brand 2019 2018 Brand Value Brand Brand Brand
Rank Rank Brand Country Sector Value Change Value Rating Rating Rank Rank Brand Country Sector Value Change Value Rating Rating
201 214 2 Morgan Stanley United States Banking 251 201 1 Metlife United States Insurance
202 264 2 DBS Bank Singapore Banking 252 455 2 Gree Electric Appliances China Tech
203 229 2 Pemex Mexico Oil & Gas 253 203 1 Subway United States Restaurants
204 200 1 eBay United States Tech 254 234 1 Vinci France Engineering & Construction
205 184 1 Lidl Germany Retail 255 204 1 Subaru Japan Auto
206 - 3 ADNOC UAE Oil & Gas 256 265 2 NatWest United Kingdom Banking
207 259 2 GEICO United States Insurance 257 191 1 HPE United States Tech
208 - 3 Sumitomo Mitsui Banking Corporation Japan Banking 258 285 2 Yili China Food
209 186 1 3M United States Tech 259 274 2 China Everbright Bank China Banking
210 238 2 Valero United States Oil & Gas 260 402 2 Northrop Grumman United States Aerospace & Defence
211 179 1 TIM Italy Telecoms 261 193 1 Commonwealth Bank Australia Banking
212 216 2 Cognizant United States IT Services 262 341 2 Caterpillar United States Engineering & Construction
213 221 2 Red Bull Austria Soft Drinks 263 282 2 Coach United States Apparel
214 196 1 Adobe United States Tech 264 387 2 Progressive United States Insurance
215 343 2 SK Hynix South Korea Tech 265 283 2 Marubeni Group Japan Mining, Iron & Steel
216 416 2 Hikvision China Tech 266 310 2 Tesla United States Auto
217 275 2 PNC United States Banking 267 239 1 Budweiser United States Beers
218 243 2 United Airlines United States Airlines 268 252 1 Credit Suisse Switzerland Banking
219 172 1 Johnson & Johnson United States Cosmetics & Personal Care 269 249 1 Qualcomm United States Tech
220 195 1 ABB Switzerland Engineering & Construction 270 263 1 Publix United States Retail
221 331 2 ESPN United States Media 271 273 2 Prudential (US) United States Insurance
222 261 2 Ferrari Italy Auto 272 212 1 Nintendo Japan Tech
223 231 2 Yahoo! Group Japan Tech 273 279 2 Hilton United States Hotels
224 300 2 Broadcom United States Tech 274 180 1 O2 United Kingdom Telecoms
225 133 1 BT United Kingdom Telecoms 275 280 2 Activision Blizzard United States Tech
226 217 1 Etisalat UAE Telecoms 276 199 1 Société Générale France Banking
227 309 2 Rabobank Netherlands Banking 277 294 2 LIC India Insurance
228 227 1 BASF Germany Chemicals 278 226 1 Sprint United States Telecoms
229 241 2 Honeywell United States Engineering & Construction 279 207 1 Michelin France Tyres
230 318 2 Airbnb United States Tech 280 298 2 T.J. Maxx United States Retail
231 233 2 Zurich Switzerland Insurance 281 266 1 Schlumberger United States Oil & Gas
232 323 2 Poly Development China Real Estate 282 370 2 Poste Italiane Italy Insurance
233 174 1 Philips Netherlands Tech 283 267 1 Generali Group Italy Insurance
234 377 2 Longfor Properties China Real Estate 284 254 1 STC Saudi Arabia Telecoms
235 306 2 Purina Switzerland Food 285 304 2 MCC China Engineering & Construction
236 246 2 Cigna United States Healthcare 286 - 3 Sunac China Real Estate
237 385 2 General Dynamics United States Aerospace & Defence 287 268 1 Fresenius Germany Healthcare
238 230 1 3 China (Hong Kong) Telecoms 288 256 1 Neutrogena United States Cosmetics & Personal Care
239 168 1 Danone France Food 289 228 1 Bud Light United States Beers
240 223 1 Gillette United States Cosmetics & Personal Care 290 244 1 Bridgestone Japan Tyres
241 319 2 Salesforce United States Tech 291 284 1 Victoria's Secret United States Apparel
242 317 2 Gazprom Russia Oil & Gas 292 270 1 Roche Switzerland Pharma
243 - 3 Youku China Tech 293 218 1 Telus Canada Telecoms
244 235 1 Woolworths Australia Retail 294 269 1 NIVEA Germany Cosmetics & Personal Care
245 276 2 Rolex Switzerland Media 295 347 2 Ross Dress For Less United States Retail
246 220 1 Allstate United States Insurance 296 260 1 Dow United States Chemicals
247 255 2 CRRC China Engineering & Construction 297 206 1 Itaú Brazil Banking
248 237 1 CIBC Canada Banking 298 251 1 Brookfield Asset Management Canada Banking
249 258 2 Coles Australia Retail 299 329 2 Enterprise United States Car Rental Services
250 140 1 Bell Canada Telecoms 300 272 1 Lloyds Bank United Kingdom Banking
24 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 25
Brand Finance Global 500 (USD m). Brand Finance Global 500 (USD m).
Top 500 most valuable brands 301-350 Top 500 most valuable brands 351-400
2019 Brand 2018 2019 2018 2019 Brand 2018 2019 2018
2019 2018 Brand Value Brand Brand Brand 2019 2018 Brand Value Brand Brand Brand
Rank Rank Brand Country Sector Value Change Value Rating Rating Rank Rank Brand Country Sector Value Change Value Rating Rating
301 287 1 Heineken Netherlands Beers 351 381 2 Tiffany & Co. United States Apparel
302 353 2 KEPCO South Korea Utilities 352 - 3 Circle K Canada Retail
303 222 1 Lego Denmark Toys 353 376 2 Thermo Fisher Scientific United States Tech
304 465 2 Nvidia United States Tech 354 303 1 SFR France Telecoms
305 326 2 Kellogg's United States Food 355 327 1 Sainsbury's United Kingdom Retail
306 278 1 Pampers United States Cosmetics & Personal Care 356 367 2 Lukoil Russia Oil & Gas
307 325 2 BNSF United States Logistics 357 301 1 Daiwa House Japan Engineering & Construction
308 359 2 Aviva United Kingdom Insurance 358 362 2 Sysco United States Commercial Services
309 292 1 L&M United States Tobacco 359 361 2 PTT Thailand Oil & Gas
310 209 1 Rogers Canada Telecoms 360 248 1 Telenor Norway Telecoms
311 335 2 Southwest Airlines United States Airlines 361 439 2 El Corte Inglés Spain Retail
312 194 1 ANZ Australia Banking 362 291 1 Pall Mall United Kingdom Tobacco
313 320 2 Dollar General United States Retail 363 491 2 UOB Singapore Banking
314 374 2 Haier China Tech 364 453 2 OCBC Bank Singapore Banking
315 289 1 Infosys India IT Services 365 277 1 Nordea Denmark Banking
316 308 1 Bouygues Group France Engineering & Construction 366 321 1 Chunghwa China (Taiwan) Telecoms
317 472 2 China Resources Land China (Hong Kong) Real Estate 367 342 1 Kroger United States Retail
318 312 1 Tyson United States Food 368 271 1 Asda United Kingdom Retail
319 240 1 Centurylink United States Telecoms 369 401 2 MS&AD Japan Insurance
320 369 2 Domino's Pizza United States Restaurants 370 224 1 Western Digital United States Tech
321 388 2 ADP United States Commercial Services 371 313 1 Standard Chartered United Kingdom Banking
322 295 1 Playstation Japan Tech 372 290 1 DXC Technology United States IT Services
323 406 2 Prudential (UK) United Kingdom Insurance 373 497 2 La Poste France Logistics
324 392 2 John Deere United States Engineering & Construction 374 311 1 Travelers United States Insurance
325 296 1 Merrill Lynch United States Banking 375 355 1 Tim Hortons Canada Restaurants
326 451 2 Christian Dior France Apparel 376 - 3 BUICK United States Auto
327 - 3 HCA United States Healthcare 377 365 1 McLane United States Logistics
328 420 2 Safran France Aerospace & Defence 378 410 2 Sprite United States Soft Drinks
329 332 2 Emirates UAE Airlines 379 242 1 Nippon Life Insurance Japan Insurance
330 262 1 nab Australia Banking 380 - 3 Raytheon United States Aerospace & Defence
331 316 1 Bayer Germany Pharma 381 345 1 Intesa Sanpaolo Italy Banking
332 400 2 Discover United States Banking 382 396 2 Swiss Re Switzerland Insurance
333 146 1 ABC United States Media 383 452 2 Carmax United States Retail
334 351 2 20th Century Fox United States Media 384 436 2 Emerson Electric United States Tech
335 427 2 LinkedIn United States Tech 385 363 1 Macy's United States Retail
336 307 1 Mizuho Financial Group Japan Banking 386 352 1 CLINIQUE United States Cosmetics & Personal Care
337 257 1 Xiaomi China Tech 387 481 2 Luzhou Laojiao China Spirits
338 315 1 Bradesco Brazil Banking 388 445 2 Innogy Germany Utilities
339 412 2 suning.com China Retail 389 - 3 Pizza Hut United States Restaurants
340 444 2 Lenovo China Tech 390 441 2 AutoZone France Retail
341 293 1 Geely Auto China Auto 391 449 2 Micron Technology United States Tech
342 356 2 McKinsey United States Commercial Services 392 384 1 E Leclerc France Retail
343 281 1 Swisscom Switzerland Telecoms 393 434 2 SHISEIDO Japan Cosmetics & Personal Care
344 337 1 State Bank of India India Banking 394 302 1 Westpac Australia Banking
345 348 2 BHP Australia Mining, Iron & Steel 395 405 2 Texas Instruments United States Tech
346 333 1 Nescafé Switzerland Soft Drinks 396 470 2 Mahindra Group India Auto
347 288 1 Claro Mexico Telecoms 397 425 2 Deutsche Post Germany Logistics
348 349 2 Chubb Switzerland Insurance 398 435 2 Kohl's United States Retail
349 398 2 Capgemini France IT Services 399 429 2 HBO United States Media
350 305 1 Crédit Agricole France Banking 400 211 1 Dalian Wanda China Real Estate
26 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 27
Brand Finance Global 500 (USD m). Brand Finance Global 500 (USD m).
Top 500 most valuable brands 401-450 Top 500 most valuable brands 451-500
2019 Brand 2018 2019 2018 2019 Brand 2018 2019 2018
2019 2018 Brand Value Brand Brand Brand 2019 2018 Brand Value Brand Brand Brand
Rank Rank Brand Country Sector Value Change Value Rating Rating Rank Rank Brand Country Sector Value Change Value Rating Rating
28 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 29
Definitions.
Definitions.
Brand Value Brand Strength
+ Enterprise Value Brand Strength is the efficacy of a brand’s Each brand is assigned a Brand Strength Index
The value of the entire enterprise, made performance on intangible measures, relative to its (BSI) score out of 100, which feeds into the brand
up of multiple branded businesses. competitors. value calculation. Based on the score, each brand
[Alphabet]
Where a company has a purely mono-
is assigned a corresponding rating up to AAA+ in a
Enterpr In order to determine the strength of a brand, we look format similar to a credit rating.
ise branded architecture, the ‘enterprise value’
Val is the same as ‘branded business value’. at Marketing Investment, Stakeholder Equity, and the
ue
impact of those on Business Performance. Analysing the three brand strength measures helps
+ Branded Business Value inform managers of a brand’s potential for future success.
Brand
ed B The value of a single branded business
us operating under the subject brand.
ine
ss [Google]
V A brand should be viewed in the context of Marketing Widely recognised factors deployed by marketers to create brand loyalty and
between marketing investment, brand- Stakeholder Perceptions of the brand among different stakeholder groups, with customers
n
tracking data, and stakeholder behaviour. Equity being the most important.
+ Brand Contribution
Brand The overall uplift in shareholder value
that the business derives from owning Business Quantitative market and financial measures representing the success of the
Value the brand rather than operating a Performance brand in achieving price and volume premium.
[Google]
generic brand.
30 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 31
Brand Valuation Methodology. Market Research Methodology.
Brand Finance calculates the values of the Brand Finance conducted original market research in 10 sectors across 31 markets with a sample
brands in its league tables using the Royalty size of over 50,000 adults, representative of each country’s internet population aged 18+. Surveys
Relief approach – a brand valuation method were conducted online during Autumn 2018.
compliant with the industry standards set in
Brand Strength
ISO 10668.
Index (BSI)
This involves estimating the likely future revenues that Brand strength
expressed as a BSI Banking Tech
are attributable to a brand by calculating a royalty rate
that would be charged for its use, to arrive at a ‘brand score out of 100.
Telecoms Auto
value’ understood as a net economic benefit that a
licensor would achieve by licensing the brand in the Insurance Hotels
open market.
Utilities Beers
The steps in this process are as follows:
Brand Airlines Oil & Gas
1
Calculate brand strength using a balanced scorecard
Royalty Rate
of metrics assessing Marketing Investment,
Stakeholder Equity, and Business Performance. Brand BSI score applied to an
strength is expressed as a Brand Strength Index (BSI) appropriate sector
score on a scale of 0 to 100. royalty range.
Disclaimer Loyalty
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions produced in this study are based only on publicly available information
and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available Intention to repeat purchase
information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.
Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body, government or organisation.
32 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 33
Brand Guardianship Index 2019.
1
and a subsequent 56.7 out of 100 score. Shares of from China. This is a testament to the business acumen
Jeff Bezos, CEO of Amazon, is the world’s best brand 72.4 the social network tumbled as Facebook faced a of Chinese CEOs who are rising above the parapet
guardian. Bezos ranks first with a Brand Guardianship barrage of attacks about ways in which the platform of their European counterparts, particularly when
Jeff Bezos
Index score of 72.4 out of 100. Amazon was manipulated to spread false information and for navigating such a large domestic market and global
Zuckerberg’s insufficient and controversial responses expansion against the backdrop of regulatory burden.
Based on the world’s top companies by portfolio brand
value, extracted from the Brand Finance Global 500 2 71.6
to these very public misgivings. Despite repeated calls
to remove him from his dual role as Chairman and Brand Finance’s Brand Guardianship Index hones in on
2019, the new ranking rates CEOs to capture how Akio Toyoda CEO, Facebook's board of directors remain powerless; a group with strong performance but low investment;
well they measure up as brand managers. Similar to Toyota which has effectively triggered a cycle of mostly the several Chinese CEOs in the ranking – such as
its Brand Strength Index, Brand Finance’s new metric negative media coverage for Zuckerberg. Robin Li (Baidu), Qingping Li (China CITIC Bank), Pony
scored 0-100 considers multiple inputs reflecting CEOs’
success in marketing investment, stakeholder equity, 3 68.4 Only 5 women make the ranking
Ma (Tencent), Peter Mingzhe (PingAn), and Daniel Yong
(Alibaba). Robin Li of Chinese software giant Baidu
and business performance. Bernard Arnault leads the charge for Chinese CEOs, ranked 5th place
LVMH A mere 5 female CEOs make the rankings, with IBM’s with a score of 64.7 out of 100.
According to these criteria, the Amazon founder and Ginni Rometty (6) firmly in the top 10 with an index
CEO for the past 25 years, Jeff Bezos is heralded as
the world’s most successful brand manager among 4 66.9
score of 64.7 out of 100. China CITIC Bank CEO
Qingping Li (8), General Motors’ CEO Mary Barra (37),
Developing a strong brand is now more
important than ever, not only for
his peers. Bezos is credited as a visionary, growing Tim Cook KPMG CEO Lynne Doughtie (70) and Anthem’s CEO
commercial success, but for longevity
the Amazon brand from its humble beginnings as an Apple Gail Koziara Boudreaux (94) also stand out amongst
online bookstore through to pioneering the revolutionary their male counterparts. The number of women leading
of the relationship between a brand and
e-reader Kindle and making shrewd investments in
businesses such as IMDB, Alexa, Lovefilm, and Zappos. 5 64.7
the largest companies has always been small. Out of
the Fortune 500 companies, women CEOs number
its stakeholders. The role of the CEO
has evolved as we navigate the era of
Scoring highly for market capitalisation growth with this Robin Li just 24, down from 32 a year ago. The debate around personality CEOs where public scrutiny
impressive investment portfolio, Bezos has led Amazon Baidu why there are fewer women CEOs, and whether having
is equal to that of a celebrity figure. It is
on a path of success since it was first founded in Seattle, a gender quota in place is actually effective, is still
no longer enough to have a vision for
Washington in 1994. However, the mixed public reception
of his recently announced high-profile divorce poses a
6 64.7
an ongoing discussion amongst policymakers and
corporates in boardrooms across the globe. the brand’s future. It is about forging an
reputational challenge for Bezos and Amazon as a whole, Ginni Rometty authentic public profile and reacting
and a potential change to shareholder structure puts the IBM Chinese CEOs make headway earnestly to reputational crises.
company's stability at risk. If mishandled, the separation
process could cost the brand well in excess of US$10
billion; with the expectation that the range of loss could
7 62.4
The Brand Guardianship Index is made up of 100 CEOs
representing a variety of industries and countries, with
David Haigh
CEO of Brand Finance
be between 5%-10% of Amazon's current brand value. Bob Iger
Disney
Silicon Valley giants
Search engine giant Google’s CEO Sundar Pichai,
8 62.2 World’s Top 100 CEOs by Company’s Country of Incorporation
France
22
8
turbulent 2018; battling employee walkouts as a result Satya Nadella
Microsoft Germany 8
of accusations that management shielded executives
accused of sexual misconduct and being slapped with
10 60.8 5
United Kingdom
a US$5.0bn fine from the European Union for abusing
the dominance of its Android mobile operating system. Japan 4
Fred Smith
In contrast, fellow Silicon Valley giant, Facebook, has
FedEx Other 16
perhaps had a more tumultuous past year, reflected
34 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 35
Brand Guardianship Index 2019.
36 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 37
Consulting Services. Brand Evaluation Services.
How are brands perceived in my
1. Valuation: What are my intangible 2. Analytics: How can I improve category?
assets worth? marketing effectiveness?
Valuations may be conducted for technical Analytical services help to uncover drivers Brand Finance tracks brand fame and perceptions
purposes and to set a baseline against of demand and insights. Identifying the across over 30 markets in 10 consumer categories. Clear,
which potential strategic brand factors which drive consumer behaviour insightful signals of brand performance, with data mining
scenarios can be evaluated. allows an understanding of how brands options for those who want to dig deeper – all at an
N 2. A create bottom-line impact. accessible price.
+ Branded Business Valuation IO NA
+ Trademark Valuation AT Market Research Analytics +
What if I need more depth or
U
LY
AL
TIC
1. V
S
Brand Scorecard Tracking +
Brand &
Business Our bespoke brand scorecards help with market
S
4. Transactions: 3. S 3. Strategy: How can over time, against competitors, between market
Is it a good deal? I increase the value of
T
TR
Can I leverage my NS
AT my branded business? database of brand KPIs enables us to benchmark
intangible assets?
EG
4. TR
A Y Strategic marketing services enable performance appropriately.
Transaction services help buyers, brands to be leveraged to grow
sellers, and owners of branded businesses businesses. Scenario modelling will Do I have the right brand
get a better deal by leveraging the value of identify the best opportunities, ensuring architecture or strategy in place?
their intangibles. resources are allocated to those activities which
have the most impact on brand and business value. Research is conducted in addition to strategic
+ M&A Due Diligence
Brand Governance + analysis to provide a robust understanding
+ Franchising & Licensing
+ Tax & Transfer Pricing Brand Architecture & Portfolio Management + of the current positioning. The effectiveness
+ Expert Witness Brand Transition + of alternative architectures is tested
Brand Positioning & Extension + through drivers analysis, to determine which option(s)
will stimulate the most favourable customer behaviour
and financial results.
38 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 39
Communications Services.
How we can help communicate your brand’s performance
in brand value rankings:
SERVICES
• Research and Insights
• Integrated Communications Planning
• Project Management and Campaign Execution
• Content and Channel Strategy
TOP 500 MOST VALUABLE STRONGEST • Communications Workshops
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For more information, contact enquiries@brand-dialogue.co.uk or visit www.brand-dialogue.co.uk
We also offer aVideo
variety of other services to help communicate
Endorsement – record video with Brand Finance CEO or Director
your brand’s performance
speaking about the performance of your brand, for use in both internal and
Brand Dialogue is a member of the Brand Finance plc group of companies
external communications.
MEMBERS' CLUB
personally signed by Brand Finance CEO to recognise your brand’s
performance.
40 Brand Finance Global 500 January 2019 Brand Finance Global 500 January 2019 41
Brand Finance Network.
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