1、Philippines 202023The annual report on the most valuable and strongest Filipino brandsJuly 2023Brand Finance Philippines 20 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword8 Alex Haigh,Managing Director,Brand Finance Asia PacificRanking Analysis 10Brand Value Ranking

2、18Sustainability 19Methodology22Our Services29Brand Finance Philippines 20 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finan

3、ce.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 1

4、00 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountanc

5、y firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 2067

6、1.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Alex HaighManaging Director,Asia PFor all other enquiries:+44 20

7、7 389 For media enquiries,please contact:Andrew EeCommunications Director,Asia PA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive perform

8、ance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Resea

9、rch FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Philippines 20 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practiti

10、oners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a w

11、ide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers

12、,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+Purchase and instantly unlock premium data,compl

13、ete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of experience in delivering campaigns driven by researc

14、h,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360

15、 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market

16、research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi SAVE THE DATEBringing you the best,and then some moreRegister your interest today at bfsbrandfi W

17、ith one of the worlds leading reports on Philippiness most valuable brands at your fi ngertips,expand your insights with coverage on ASEANs top brands in our fi rst-ever ASEAN 250 2023 report releasing globally in October 2023.Alongside this report,Brand Finance proudly presents Brand Value Trends:T

18、he Importance of Corporate Conduct and Leadership for ASEAN brands Find out the top brands by brand value,brand strength and brand popularity in each sector across ASEAN Discover why analysing the gap between brand perceptions and brand performance is important and which brands do best Understand ho

19、w corporate conduct and sustainability help build brand value Learn about the factors that drive brand value performance in ASEAN and how you can leverage these Recognise the role senior leaders play in building brand value and brand strength as well as who the top“Brand Guardians”in the region are

20、17 October 2023|2.00PM(SGT)|6.00AM(GMT)Alex Haigh Managing Director,Brand Finance Asia PacificBrand Finance Philippines 20 8Foreword.What makes a brand valuable?That is the question this study answers.A commitment to customers,cutting edge technology,new approaches to service delivery,an understandi

21、ng of market needs and the capability to take advantage of them are all root causes of why brands rise and fall in our rankings.Ultimately,however,it is not Brand Finance but customers and other stakeholders that decide how valuable a brand is.They do this by voting with their minds and feet to choo

22、se which brands are their favourites.With this in mind,Brand Finances brand valuation study starts with a deep review of what people think about brands.We study the views of over 100,000 respondents worldwide including over 25,000 in the Asia Pacific region covering brand awareness,consideration and

23、 many measures of brand reputation.This produces an understanding of a brand strength.Given that at Brand Finance,our reason for being is to“bridge the gap between marketing and finance”to help communicate the benefits of marketing and branding to financial teams the next step is to combine this ana

24、lysis of brand perceptions with financial analysis of the business the brand is used for.This enables us to define the brand value.By conducting these two phases together,we as brand managers are able to identify what are the root causes of brand value in order to guide brands positioning,their prom

25、otional activities,their products,services and prices and their approach for all other manner of marketing tool.By valuing brands,we provide a mutually intelligible language for marketing and finance teams.Marketers then have the ability to communicate the significance of what they do,and boards can

26、 use the information to chart a course that maximises profits.Without knowing the precise,financial value of an asset,how can you know if you are maximising your returns?If you are intending to license a brand,how can you know you are getting a fair price?If you are intending to sell,how do you know

27、 what the right time is?How do you decide which brands to discontinue,whether to rebrand and how to arrange your brand architecture?How do you know how much to spend behind each brand?Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.And an

28、swering them is particularly important in our region.Understanding the value that brands bring and maximising it will help bring growth,profitability and worldwide popularity.We hope you find this study and its associated analyses interesting,and that it enables you to explain and improve the value

29、of brands in businesses you are working in or advising.If you need any help in doing so,the team and I are here to continue the conversation with you.Brand Finance Philippines 20 9Banking brands in the Philippines ride on upbeat economic growth driven by strong domestic demand+Growth in value for al

30、l 2022 listed banking brands;Five brands make the list for the first time +PLDT defends title as the Philippines most valuable brand at US$2.6 billion +Globe Telecom is the Philippines strongest brand +Jollibee(up 53%)has reason to cheer as fastest growing brand in the PhilippinesRanking Analysis.Br

31、and Finance Philippines 20 11Ranking Analysis.Growth in value for all 2022 listed banking brands;Five brands make the list for the first time The economy of the Philippines is projected to grow faster than expected this year as strong domestic demand propels the nation forward despite high inflation

32、 and tight fiscal conditions.With the rise of a young and tech-savvy consumer base and an underutilisation of digital technologies,there is a growing need to adopt digital financial services.As such,a digital revolution has swept through the nations banking sector with brands increasingly investing

33、in digital banking platforms to upgrade customer experience.Consequently,banking brands in the Philippines saw their brand values head northwards.BDO led the charge as the most valuable banking brand(brand value up 49%to US$2.2 billion),followed by Bank of the Philippine Islands(brand value up 8%to

34、US$1.3 billion)and Metrobank(brand value up by 4%to US$1.1 billion).The sector also saw five new entrants make our rankings this year Union Bank of the Philippines(brand value at US$557.28 million),Security Bank(brand value at US$331.44 million),Chinabank(brand value at US$278.29 million),RCBC(brand

35、 value at US$246.02 million)and Philippine National Bank(brand value at US$234.69 million).In 2022,BDO made its flagship mobile payment app,BDO Pay,available to prospective customers,allowing them to register accounts via smartphones and without initial deposits.This upgraded the convenience of bank

36、ing services for individuals living in rural and remote areas.It also introduced a customer relationship management(CRM)system,simplifying the onboarding process for customers and allowing the brand to harness data analytics to cross-sell suitable products and services.Meanwhile,Bank of the Philippi

37、ne Islands teamed up with AliPay+,a mobile payment platform by A,to incorporate cross-border transactions.This enabled customers to make seamless transactions to both local and international merchants.The brand also recognises the need for cybersecurity initiatives and has introduced a Mobile Key fe

38、ature,helping customers to verify their online banking transactions through biometrics or a nominated PIN code.On the other hand,Metrobank launched its new Metrobank mobile application,introducing new features such as bill payment and credit card instalments.It continues to support the nation in imp

39、roving financial literacy among its customers when it launched Moneybility,an e-book platform to encourage financial resiliency.The new banking entrants in our rankings have also focused on various strategies such as digitalisation Brand Finance Philippines 20 12Ranking Analysis.Top 10 Most Valuable

40、 Filipino Brandsg6+4%USD1.1 bn 6L7+35%USD0.9 10z8-USD0.7 bn D9 USD0.6 bn-g10 USD0.6 bn-H1+2%USD2.6 bn 1H3-2%USD2.0 bn 2C47 USD1.6 bn+53%g55 USD1.3 bn+8%g2+49%USD2.2 bn3 Brand Finance Plc 20230233301202and customer experience enhancements.Union Bank of the Philippines acquired Citis consumer banking

41、business in Philippines for US$1.3 billion in 2022,adding a million new customers to the brands retail customer base.Security Bank partnered with Amazon Web Services(AWS)to upgrade its digital initiatives in 2022.The brand launched the first iteration of a cloud-native,production-grade enterprise da

42、ta platform built on AWS.On a similar vein,Chinabank rolled out convenient digital onboarding applications such as China Bank START and CBS Go,allowing new customers to register an account remotely.RCBC introduced an in-app remittance feature in its flagship digital banking app RCBC DiskarTech in co

43、llaboration with PERA HUBs award-winning digital remittance platform.The new feature supports customers in receiving remittances directly to their RCBC DiskarTech account.Lastly,Philippine National Bank teamed up with CIS Bayad Center,the nations biggest and widest multi-channel payment platform,to

44、allow customers to pay their bills in real-time.Brand Finance Philippines 20 13PLDT defends title as the Philippines most valuable brand at US$2.6 billion PLDT is the most valuable brand in the Philippines in our rankings this year,powered by a 2%increase in brand value to US$2.6 billion.PLDTs brand

45、 performance contributed to the brand capturing a higher market share of the fiber industry,which led to a 45%improvement in year-on-year revenue.However,it saw a decrease in brand strength rating from AAA to AA+.PLDT continues to focus on innovation as a driver to improve customer service and prope

46、l the nation towards becoming a financial and technology hub.In improving customer service,the brand is expanding its collaboration with CSG on customer-focused technology solutions.This collaboration seeks to provide a more cohesive and connected billing experience,even as PLDTs portfolio diversifi

47、es,in a bid to strengthen brand loyalty.These new capabilities will make customer experience more seamless and boost their satisfaction levels.PLDTs innovation efforts are not only limited to its businesses.It plans to transform the Philippines into a hyper scaling financial and technology hub.Paren

48、t company PLDT Global intends to market PLDTs extensive infrastructure to foreign investors in hopes that they will choose to locate their offices in the Philippines with PLDT as their service provider.An example of PLDTs extensive infrastructure is that it is scheduled to complete its 11th and larg

49、est data centre in Sta.Rosa,Langua.Doing so will raise PLDTs total capacity to serve hyperscale activities by 50 megawatts.On the environmental,social and governance(ESG)front,PLDT deployed the countrys first carbon fiber cell tower as one of its environmental initiatives.This carbon fiber tower see

50、ks to reduce the amount of carbon dioxide produced by up to 70%,as compared to using traditional steel towers.Carbon fibre towers also use less land space,reducing the need for land repurposing.In 2022,PLDT deployed solar panels in five PLDT-Smart facilities across four cities to reduce over 137 ton

51、nes of greenhouse gas emissions as well.As testament to its ESG commitments,the brand posted the highest Sustainability Perceptions Value among all brands listed in our rankings at US$222 million.Ranking Analysis.Brand Finance Philippines 20 14Top 10 Strongest Filipino Brands87.10.4H1AAA281.0-b3AAA-

52、80.3-5.8g43AAA-79.9-2.2o54AAA-78.0-10.5H6AA+186.57.0g2AAA577.89.8L7AA+777.7-1.4g8AA+675.7-g9AA+73.2-b10AARanking Analysis.Brand Finance Plc 20231013323112Globe Telecom is the Philippines strongest brand Globe Telecom held onto its stellar AAA brand strength rating,clinching the honour of being the P

53、hilippines strongest brand in our rankings.However,the telecoms brand recorded a 2%decrease in brand value to US$2 billion and slipped one position to 3rd place.Globe Telecoms decline in brand value was mainly attributed to the depreciation of the Philippine Peso against the US Dollar,since its valu

54、e in pesos has risen 9%.In 2022,it reported consolidated service revenues of PHP 157.98 billion due to the strong performance of its mobile and corporate data business,as well as sustained growth from its non-telecoms services.The brand is at the forefront of 5G network rollouts throughout the natio

55、n and looks to expand its global presence.In 2022,it brought 5G connectivity to 70 cities and towns across the Philippines,connecting over 3.9 million devices to its 5G network.To widen its global 5G roaming presence,Globe Telecom has brought its 5G services to 11 new countries Brand Finance Philipp

56、ines 20 15and territories this year.These services were made possible through partnerships and deals with telcos brands around the world such as T-Mobile,Digi Telecommunications,CTM,AT&T and Wind Tre.The brands efforts have brought fast and reliable connectivity to globetrotting customers.Globe Tele

57、com also looks towards capitalising on the widespread adoption of digital services in the nation by expanding its e-wallet service GCash and online telehealth service KonsultaMD.Globe Telecoms GCash has grown the percentage of Filipinos with a bank savings account to 56%from 29%before the pandemic.W

58、ith 76 million registered users,GCash is a market leader and a pioneer of digital financial services such as loans,credit,savings and insurance.This year,Globe Telecom is extending GCash services internationally to empower Filipinos to take control of their finances when working overseas.Climate act

59、ion and social causes are important commitments for Globe Telecom.In recognition for its role in reducing greenhouse gas emissions,the brand has been named one of Asia Pacifics Climate Leaders by the Financial Times and Statista for two consecutive years in a row.This is due to the use of energy-eff

60、icient technologies and sustainable network operations.In terms of community and social causes,Globe Telecom provided critical support in the form of free telecommunications connectivity and telehealth consultations to communities affected by the volcanic eruptions of Mount Mayon.Ranking Analysis.Br

61、and Finance Philippines 20 16Ranking Analysis.Brand Value Change 2023-2022(%)53%49%35%8%-57%-55%-23%-2%Brand Finance Plc 2023Jollibee(up 53%)has reason to cheer as fastest growing brand in the Philippines Jollibee is the fastest growing brand in our rankings,recording a meteoric rise in brand value

62、by 53%to US$1.6 billion.It leaped three positions to 4th place,while retaining a corresponding brand strength rating of AA-.Consequently,its financial performance improved,coupled with greater consumer spending after the pandemic.Brand Finance Philippines 20 17The brands impressive performance was s

63、purred on by its video promotional campaign titled“Salamat sa Joy ng Muling Pagsasama”(“Thank you for the Joy of Reunion”),highlighting the joy of eating out as pandemic restrictions eased.The campaigns message resonated strongly with Filipinos who had lost precious family time during the pandemic,e

64、ncouraging them to rekindle familial ties by having meals at Jollibee.As a result,the brands profits soared 200%in the second quarter of 2022 alongside the lifting of pandemic-imposed measures.The positive receptions of Jollibee are not solely limited to the Philippines but can be attested to on an

65、international level.The brand was included in the list of Americas Favourite Restaurant Chains for 2023,curated by Newsweek and Statista.Similarly,it was named the 2022 Favourite Fast-Food Restaurant by Hong Kong-based U Magazine.In 2023,Jollibee also achieved its milestone of opening its 500th stor

66、e in China,highlighting the brands incredible potential for international expansion.Jollibee is one of the nations leading brands in advocating sustainability as it ramps up its“Joy for Tomorrow”sustainability agenda.On Earth Hour Day 2023,nearly 4,000 of the brands stores and facilities across the

67、globe participated by switching their lighting off,reaffirming Jollibees staunch commitment to environmental sustainability.The brand has also taken a step further to reduce its carbon footprint with the installation of solar panels in selected stores and facilities.By the end of 2022,it achieved a

68、21%reduction in energy use.Ranking Analysis.Brand Finance Philippines 20 18Brand Value Ranking(USDm).Top 20 most valuable Filipino brands 1-202023 Rank2022 RankBrandSector2023 Brand ValueBrand Value Change2022 Brand Value2023 Brand Rating2022 Brand Rating110PLDTTelecoms2,566+1.9%2,518AA+AAA232BDOBan

69、king2,158+48.6%1,453AAAAAA-321Globe TelecomTelecoms2,028-2.2%2,075AAAAAA472JollibeeRestaurants1,553+52.9%1,016AA-AA-550Bank of the Philippine IslandsBanking1,253+7.7%1,164AAA-AAA660MetrobankBanking1,133+3.8%1,091AA+AA+7102Manila ElectricUtilities900+35.4%664AA+AA-8-3PetronOil&Gas689-AA-9-3PuregoldRe

70、tail623-A-10-3Union Bank of the PhilippinesBanking557-AA+-1141Bear BrandFood531-54.8%1,175AAA-AAA-1291Sm PrimeReal Estate515-23.5%673AA-A+13-3Security BankBanking331-AA-1481Ayala LandReal Estate293-56.8%680AA-AA-15-3Converge ICTIT Services282-AA-16-3ChinabankBanking278-A-17-3Philippine AirlinesAirli

71、nes275-AA-18-3RCBCBanking246-AA-19-3Philippine National BankBanking235-AA-20-3Cebu PacificAirlines194-AAA-Sustainability.Brand Finance Philippines 20 20Sustainability.Sustainability Perception Values(SPV)L64.06USD81 mz74.41USD58 mg83.72USD35 mg9USD22 m3.83b10USD21 m4.86H13.89USD222 mg34.77USD175 mg4

72、USD96 m4.48g5USD83 m4.33H24.31USD194 m Brand Finance Plc 2023Top Sustainability Perceptions Score and Value for 2023 As part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute growing rapidly in significance is sustai

73、nability.Brand Finance assesses how sustainable specific brands are perceived to be,represented by a Sustainability Perceptions Score(SPS).The value that is linked to this score,the Sustainability Perceptions Value(SPV),is then calculated for each brand.Philippine Airlines has the highest Sustainabi

74、lity Perceptions Score Philippine Airlines has the highest SPS among brands listed in our rankings at 4.86 out of 10.The airlines brand shifted towards a more comprehensive sustainability strategy by transitioning towards renewable energy for its offices,investing in sustainable aviation fuel develo

75、pment and updating its fleet to more sustainable aircraft.It has also committed towards becoming net-zero by 2050 in line with the International Air Transport Associations net-zero ambitions.Brand Finance Philippines 20 21To support its ambitious goals,Philippine Airlines enlisted the expertise of U

76、nited Nations-acclaimed climate scientist and science diplomat,Glenn Banaguas.The brand is also prioritising the modernisation of its fleet to enhance energy efficiency.In 2023,it entered into an agreement with Airbus to acquire nine new A350-1000s aircraft.Airbus touts these planes as pioneers in f

77、uel efficiency and eco-friendly design,contributing to a more sustainable trajectory for the aviation sector.While Philippine Airlines is actively striving to develop sustainable fuel for its fleet,this endeavour is currently in the developmental phase and requires further progress before becoming a

78、 viable option.By actively promoting and communicating its sustainability initiatives and commitments,Philippine Airlines has successfully fostered robust perceptions of sustainability commitment among its stakeholders,as reflected in its SPS standing.Nevertheless,the brand,alongside the wider indus

79、try,have considerable work to do in realising a more sustainable aviation industry.PLDT has the highest Sustainability Perceptions Value PLDT,the most valuable brand in the Philippines in our rankings this year,also holds the highest SPV among all brands listed at US$222 million.It is important to n

80、ote that this value is not an assessment of the brands overall sustainability performance.Rather,SPV indicates how much brand value PLDT has that is tied up in sustainability perceptions among stakeholders.The telecoms brand developed a decarbonisation roadmap that aims to reduce emissions by 40%by

81、2030.This will be achieved by increasing the use of renewable energy at both its network facilities and data centres.Progress has already been made on this commitment,including the deployment of solar panels in five PLDT smart facilities.It also aims to cut 137 tonnes of greenhouse gas emissions acr

82、oss its sites in 2023.PLDT has also been expanding its digital infrastructure in order to democratise access to communications among Filipinos.This helped increase digital literacy throughout the country,coupled with promotional and discount intitiatives to make its services more affordable.In addit

83、ion,the brands Stakeholder Engagement Policy ensures that these initiatives are clearly communicated with different stakeholder groups to foster an open dialogue in tracking successes and addressing issues across the ESG landscape.There is much room for growth as PLDT looks towards boosting its sust

84、ainability initiatives.Sustainability.Methodology.Brand Finance Philippines 20 23Enterprise ValueBranded Business ValueBrand ContributionDefinitions.NestlBear BrandBear BrandBear BrandBrand Value+Enterprise Value The value of the entire enterprise,made up of multiple branded businesses.Where a compa

85、ny has a purely mono-branded architecture,the enterprise value is the same as branded business value.+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always cond

86、ucts a branded business valuation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand Contribution The overall uplift in shareholder value that the business derives fr

87、om owning the brand rather than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to he

88、lp optimise performance.+Brand Value The value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limit

89、ed to,names,terms,signs,symbols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Philippines 20 24Brand Valuation Methodology.1324Definition of Bra

90、ndBrand is defined as a bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand ValueBrand value refers to the present value of earnings specifically related to brand reputation.Or

91、ganisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are similar to the way equity analysts pr

92、ovide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements,which

93、 are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always augment it with a real understanding of

94、peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.DisclaimerBrand 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 avai

95、lable 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 information relied upon is subsequently found to be inaccurate.The opinions and financial

96、 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.We review what brands already pay in royalty agreements.Thi

97、s is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue)The BSI score is applied to the royalty range to arrive at a roya

98、lty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.We adjust the rate higher or lower for brands by analysing Brand Strength.We analyse brand strength by l

99、ooking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such as market share.Each brand is assigned a

100、 Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.We determine brand-specific revenues as a proportion of parent company revenues attributable

101、 to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted,post-tax pre

102、sent value which equals the brand value.Brand ImpactBrand Impact Brand StrengthBrand StrengthForecast Brand Value CalculationBrand Finance Philippines 20 25Brand StrengthAnalytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to ad

103、equately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading to brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively

104、 we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:Brand Inputs,Brand Equity and Brand Performance.Brand Strength IndexWidely recognised factors deployed by marketers to create brand

105、loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.Stakeholder EquityBusiness PerformanceMarketing Investme

106、ntBrand Strength.132Although we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A brand strength index for a luxury apparel brand will differ in structure from an index designed

107、for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis customer service and ARPU as important metrics.These attributes are weighted according to the

108、ir perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Brand-Related Business Performance measures for driving business value.Attribute Selection and

109、WeightingBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equity Research Monitor research,a quantitative study of a sample of over 100,000 people from the general

110、public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey research may not capture.These include total investment levels for example in marketing,R&D,innovation

111、 expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular understanding of marketing effectiveness.Finally they also include real behaviour for example net additi

112、ons,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across all the brands in our study in order to accurately measure their comparative strength.Data CollectionIn

113、 order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a floor and ceiling based on that distribution.Each brand is assigned a

114、Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand strength measures helps inform managers of a brands potential for future

115、success.Benchmarking and Final ScoringBrand Finance Philippines 20 26Global Brand Equity Monitor.Original market research in 38 countries and across 31 sectors with over 150,000 consumers rating over 5,000 brands.Brand KPIs and Diagnostics1.Brand Funnel2.Brand Usage3.Quality4.Reputation5.Loyalty6.Cl

116、oseness9.Brand Imagery7.Recommendation(NPS)10.Advertising Awareness8.Word of Mouth11.Brand MomentumAwarenessHave heard of your brandFamiliarityKnow something about your brandConsiderationWould consider buying/using your brandApparelAutomobilesLuxury AutomobilesBanksCosmetics&Personal CareFoodInsuran

117、ceOil&GasRestaurantsRetail&E-CommerceTelecomsUtilitiesAirlinesLuxury ApparelAppliancesBeersLuxury CosmeticsGeneral RetailHealthcare ServicesHotelsHousehold ProductsLogisticsMediaPharmaReal EstateSoft DrinksSpirits&WineTechnologyTyresTier 1Tier 2Brand Finance Philippines 20 27Highlights from the Glob

118、al Brand Equity Monitor.Brand Finances proprietary market research provides a robust assessment of brand health on key equity measures,allowing comparison both within and across product and service categories.Benchmarking against brands outside your sector is especially helpful in assessing the real

119、 strength of brand not just the best of a bad bunch in a category where brands are generally weaker.What makes a brand great?Amazon is undoubtedly one of the worlds strongest brands,one of just a handful achieving the highest AAA+rating.It has an extremely strong brand funnel,with near-universal fam

120、iliarity,and consideration,and while its reputation score is not best-in-class,it is stronger than many of its critics might think.Every strong brand has its own winning formula,and our research highlights Amazons particular advantages.Top of that list is the outstanding value which shoppers believe

121、 Amazon delivers.Amazon ranks on this measure in big markets such as Brazil,USA,UK,and is#1 among retailers in many more.Value has always been a big driver of consumer behaviour,but Amazon also delivers a slick shopping experience(“excellent website/apps”),and this powerful combination is irresistib

122、le for many consumers,even those who question Amazons values and broader corporate reputation.Does brand purpose deliver?Argument rages among CMOs and marketing gurus over this issue.The jury is out our data suggests that being seen to“care about the wider community”does correlate somewhat with high

123、er Consideration levels,and is an asset particularly for local favourites such as Jio(India)or Bunnings(Australia).But brands like McDonalds and Nike(as well as Amazon)are liked and desired despite somewhat moderate reputations on sustainability and values.Whos the coolest cat?In categories like app

124、arel,tech and automotive,sustainability can make you cool,but its not the only way.Porsche wins relatively few plaudits for sustainability,but its bercoolness is very apparent.Great value for moneyExcellent website/apps 55 11 81 61Selected Rankings for Amazon All Non-Luxury Brands Brand Finance Plc

125、202343%Care about the wider community(Rank#1)88%Consideration Conversion 8%Care about the wider community(Rank#86)92%Consideration Conversion Brand Finance Philippines 20 28Highlights from the Global Brand Equity Monitor.Similarly in the apparel category(especially footwear),the correlation between

126、coolness and sustainability is not especially high.Meanwhile in France,the epitome of chic,the 2nd-highest highest scorer among non-luxury brands is.Burger King.Get your brand talked-aboutCool brands get talked about,and word-of-mouth(WOM)is another key asset some brands possess.It has proven impact

127、 on brand growth,hence WOMs inclusion in our Brand Strength Index model.In an absolute sense,big brands get talked about a lot more than small ones their sheer mass presence and relevance ensures that.But deeper analysis reveals a number of challenger brands who look set to profit from above-expecta

128、tion WOM levels and positive consumer sentiment.Keep an eye on Tim Hortons in Spain,Peros Garment Factory(Canada),SAIC in,yes,the USA and iinet in Singapore.1st2nd3rd Top-ranked brands for being“Cool”(Among Category Users)Brand Finance Plc 2023Our Services.Brand Finance Philippines 20 30Consulting S

129、ervices.Brand ValuationMake your brands business case Brand valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.Brand StrategyM

130、ake branding decisions with your eyes wide open Once you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Make branding decisions using hard dataBrand ResearchWhat gets measured Brand evalu

131、ations are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.+Brand Au

132、dits+Primary Research+Syndicated Studies+Brand Scorecards+Brand Drivers&Conjoint Analysis+Soft Power+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Reporting+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+M

133、arketing Mix Modelling +Sponsorship Strategy+Are we building our brands strength effectively?+How do I track and develop my brand equity?+How strong are my competitors brands?+Are there any holes in my existing brand tracker?+What do different stakeholders think of my brand?+How much is my brand wor

134、th?+How much should I invest in marketing?+How much damage does brand misuse cause?+Am I tax compliant with the latest transfer pricing?+How do I unlock value in a brand acquisition?+Which brand positioning do customers value most?+What are our best brand extension opportunities in other categories

135、and markets?+Am I licensing my brand effectively?+Have I fully optimised my brand portfolio?+Am I carrying dead weight?+Should I transfer my brand immediately?+Is a Masterbrand strategy the right choice for my business?Brand Finance Philippines 20 31Brand Evaluation Services.How are brands perceived

136、 in my category?Brand Finance tracks brand fame and perceptions across over 38 markets in 31 consumer categories.Clear,insightful signals of brand performance,with data mining options for those who want to dig deeper all at an accessible price.What if I need more depth or coverage of a more speciali

137、sed sector?Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time,against competitors,between market segments and against budgets.Our 30-country database of brand KPIs enables us to benchmark performance appropriately.Do I have the right brand a

138、rchitecture or strategy in place?Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning.The effectiveness of alternative architectures is tested through drivers analysis,to determine which option(s)will stimulate the most favourable custo

139、mer behaviour and financial results.How can I improve return on marketing investment?Using sophisticated analytics,we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.What about the social dimension?Does

140、my brand get talked about?Social interactions have a proven commercial impact on brands.We measure actual brand conversation and advocacy,both real-world word of mouth and online buzz and sentiment,by combining traditional survey measures with best-in-class social listening.With strategic planning a

141、nd creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong clie

142、nt relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Limited is a member of the Brand Finance Plc GroupResearch,Strategy&Measurement Brand&Communications StrategyCampaign PlanningMarket R

143、esearch&InsightsMedia AnalysisPublic Relations&CommunicationsMedia RelationsPress Trips&EventsStrategic Partnerships&Influencer OutreachSocial Media ManagementMarketing&EventsPromotional EventsConference ManagementNative AdvertisingRetail MarketingContent CreationBespoke Publications,Blogs&Newslette

144、rsPress ReleasesMarketing Collateral DesignSocial Media ContentStrategic Communications Crisis CommunicationsBrand Positioning&ReputationGeographic BrandingCorporate Social Responsibility(CSR)Brand Finance Philippines 20 33Brand Finance Network.For further information on our services and valuation e

145、xperience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaAlexandre St-Amoura.amourbrandfi China Scott Chens.chenbrandfi East Africa Walt

146、er Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbr

147、andfi NigeriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi Contact us.The Worlds Leading Brand Valuation ConsultancyT:+44(0)20 7389 9400E: