Brand Finance

Brand Finance is an independent branded business valuation consultancy. It advises branded organisations, or those with intangible assets, on how to maximise their value through effective management of their brand and other intangible assets.[1] Brand Finance has been certified with ISO 10668:2010.[2][3] As of July 2017, the company evaluates over 3,500 brands annually.[4]

Brand Finance plc
plc
IndustryConsultancy
Founded1996
HeadquartersLondon, United Kingdom
Key people
David Haigh (CEO)
ServicesBrand Valuation
Brand Strategy
Intangible Asset Valuation
Transfer Pricing
Corporate Finance
Websitewww.brandfinance.com

History

Brand Finance was founded in 1996 by David Haigh,[5] who qualified as a Chartered Accountant with Price Waterhouse in London. Prior to setting up Brand Finance, he was the Director of Interbrand’s global brand valuation practice in London.

Brand Finance opened its first international offices in the US, Singapore and Australia in 2000, and now has a network of offices and partners in 20 countries worldwide.[6]

Methodology

ISO 10668 specifies three alternative brand valuation approaches - the Market, Cost and Income Approaches.[7] The purpose of the brand valuation, the premise or basis of value and the characteristics of the subject brand dictate which primary approach should be used to calculate its value.

For its annual league tables of the most valuable brands, Brand Finance employs a Royalty Relief methodology when calculating the value of a brand. The Royalty Relief approach is based on the assumption that if a company did not own the trademarks that it exploits, it would need to license them from a third party brand owner instead. Ownership therefore ‘relieves’ the company from paying a license fee (the royalty) for the use of the third party trademarks.

The Royalty Relief method involves estimating likely future sales, applying an appropriate royalty rate to them and then discounting estimated future, post-tax royalties, to arrive at a Net Present Value (NPV). This is held to represent the brand value.[8]

Brand Ratings

In determining the appropriate royalty rate, Brand Finance establishes a range of comparable arm’s length royalty rates, and determines the point within the range that the brand under review falls by reference to a brand rating. The brand rating is calculated using Brand Finance's ßrandßeta® analysis which benchmarks the strength, risk and potential of a brand, relative to its competitors, on a scale ranging from AAA to D. It is conceptually similar to a credit rating. The data used to calculate the ratings comes from various sources including Bloomberg, annual reports, client-commissioned research and Brand Finance internal research.[9]

Brand Finance League Tables

Each year Brand Finance produces a number of Brand League tables, segmented by region or sector.[10] They launch many of these in conjunction with publications. The Brand Finance Banking 500 is published in The Banker magazine.[11]

Brandirectory

Brandirectory is an online encyclopaedia of brands where financial results, visual identities, trademark histories and the latest marketing news is to be compiled and shared.[12]

The Brand Finance Institute

The Brand Finance Institute is the education and training division of Brand Finance plc in which theoretical and practical issues surrounding brands are explored. The BFI organizes events around the world[13] featuring thinkers in the area of brand strategy, brand building and brand valuation.

References

  1. ^ Adding Brand Value Presentation Archived April 21, 2015, at the Wayback Machine
  2. ^ The International Organization for Standardization is an international standard-setting body composed of representatives from various national standards organizations. ISO 10668:2010 specifies requirements for procedures and methods of monetary brand value measurement.
  3. ^ Full explanation of the ISO 10668:2010
  4. ^ "Our Story". Brand Finance. Retrieved 10 July 2018.
  5. ^ "Brand Finance plc: Private Company Information - Bloomberg". www.bloomberg.com. Retrieved 2018-02-01.
  6. ^ Brand Finance Offices
  7. ^ Brand Finance | What is the ISO 10668 | Brand Valuation Analysis | Brand Finance - Press Releases
  8. ^ Best Global Brands | Brand Profiles & Valuations of the World’s Top Brands | Methodology
  9. ^ 'Brand USA' Value Plummets by $1.2 Trillion Since April 2011 According to Brand... - LONDON, August 31, 2011 /PRNewswire/
  10. ^ Tata now 41st most valuable brand in the world
  11. ^ The Banker - Unrivalled coverage of global finance & banking - The Banker
  12. ^ Best Global Brands | Brand Profiles & Valuations of the World’s Top Brands | Brand league tables
  13. ^ BrandFinance Forum
2008 in India

Events in the year 2008 in the Republic of India.

2013 Penrith Panthers season

The 2013 Penrith Panthers season was the 47th in the club's history. Coached by Ivan Cleary and captained by Kevin Kingston, the team competed in the National Rugby League's 2013 Telstra Premiership. They finished the regular season 10th (out of 16), failing to reach the finals for the third consecutive year.

A report conducted by Brand Finance valued the Penrith Panthers club at $46.2m, the highest of any Australian sporting brand.

Akbank

Akbank T.A.Ş. is one of the largest banks in Turkey. Founded in 1948, As of 2017, it had revenues of nearly TL 13.7 billion. Listed on the Borsa Istanbul, its largest shareholders are members of the Sabancı family.

Akbank has ranked as "The Most Valuable Banking Brand in Turkey" according to the "Brand Finance - Banking 500, 2018" report for the seventh time in a row. Akbank also achieved a significant success by ranking as the 126th most valuable banking brand in the report that comprises the most valuable global banking brands.

Bintang Beer

Bintang Beer (Indonesian: Bir Bintang, "Star Beer") is a brand of beer from Indonesia and is produced by PT Multi Bintang Indonesia Tbk, part of Heineken.The beer is styled as a pale lager, gold in colour with an ideal serving temperature of 7 °C. The 4.7% ABV Pilsner has a malt and hop flavour. Because it is a localized version of Heineken, its taste is similar and comparable to Heineken, and the Bintang bottle is reminiscent of a Heineken bottle; the red star on the bottle is the same as Heineken. Bintang makes a malt based beverage called Bintang Zero 0.0%, a low alcohol Radler called Bintang Radler (in both lemon and grapefruit flavours) 2.0%, a soft drink product called Green Sands.Construction of the brewery began in Surabaya in 1929 during Dutch colonial rule of Indonesia. In 1949, following Indonesian independence, the brewery was renamed 'Heineken's Indonesian Brewery Company'. In 1957 the Indonesian Government appropriated the brewery, and retained control for the next ten years. In 1967 Heineken resumed operations of the brewery, which was later renamed "Multi Bintang Indonesia".In 2011, Bintang Beer won a gold medal for Lager (Class 2) and Champion Beer for the lager category at the Brewing Industry International Awards (BIIA 2011) in London.Bir Bintang brand was awarded as Top 50 Most Valuable Indonesian Brand 2013 by Brand Finance.

Brand valuation

Brand valuation is the job of estimating the total financial value of the brand. Like the valuation of any product, or self review, a conflict of interest exists if those that value the brand also were involved in its creation. The ISO 10668 standard sets out the appropriate process of valuing brands, and sets out six key requirements:

transparency,

validity,

reliability,

sufficiency,

objectivity, and

financial, behavioural, and legal parameters.Brand valuation is distinguished from brand equity.

Chelsea F.C.

Chelsea Football Club are an English professional football club. Founded in 1905, they compete in the Premier League, the top division of English football. Chelsea are among England's most successful clubs, having won over thirty competitive honours, including 6 top-flight titles, 8 FA Cups, 5 League Cups, 2 UEFA Europa Leagues, 2 UEFA Cup Winners' Cups, 1 UEFA Champions League, and 1 UEFA Super Cup. Their home ground is Stamford Bridge in Fulham, London.Chelsea won their first major honour, the League Championship, in 1955. They won the FA Cup for the first time in 1970 and their first European honour, the UEFA Cup Winners' Cup, in 1971. After a period of decline in the late 1970s and 1980s, the club enjoyed a revival in the 1990s and had more success in cup competitions. The past two decades have been the most successful in Chelsea's history, winning five of their six league titles and the UEFA Champions League. Chelsea are one of five clubs to have won all three of UEFA's main club competitions, and the only London club to have won the Champions League.

Chelsea's home kit colours are royal blue shirts and shorts with white socks. The club's crest features a ceremonial lion rampant regardant holding a staff. The club have rivalries with neighbouring teams Arsenal and Tottenham Hotspur, and a historic rivalry with Leeds United. Based on attendance figures, the club have the sixth-largest fanbase in England. In terms of club value, Chelsea are the seventh most valuable football club in the world, worth £1.54 billion ($2.06 billion), and are the eighth highest-earning football club in the world, with earnings of over €428 million in the 2017–18 season. Since 2003, Chelsea have been owned by Russian billionaire Roman Abramovich.

Chennai Super Kings

The Chennai Super Kings (CSK) is an Indian franchise cricket team based in Chennai, Tamil Nadu, which plays in the Indian Premier League (IPL). Founded in 2008, the team plays its home matches at the M. A. Chidambaram Stadium in Chennai. After serving a two-year suspension from the IPL starting July 2015 for the alleged involvement of their owners in the 2013 IPL betting case (along with Rajasthan Royals), the Super Kings returned to the league in 2018, winning the championship in the comeback season, its third overall to tie Mumbai Indians for the record for most IPL title wins. The team is captained by Mahendra Singh Dhoni who has led the team to three victories since 2008 and coached by Stephen Fleming.

The Super Kings have lifted the IPL title thrice (in 2010, 2011 and 2018), and have the best win percentage among all teams in the IPL (61.28). They hold the records of most appearances in the IPL playoffs (ten) and have made it to the playoffs in each season they have featured in the league, being the only team to do so. They also have made into a record eight finals out of ten seasons making them one of the most successful franchises in the IPL. In addition, they have also won the Champions League Twenty20 in 2010 and 2014. The brand value of the Super Kings in 2018 was estimated at $65 million, making them one of the most valuable franchises in the IPL.

Ferrari

Ferrari (; Italian: [ferˈraːri]) is an Italian luxury sports car manufacturer based in Maranello. Founded by Enzo Ferrari in 1939 out of Alfa Romeo's race division as Auto Avio Costruzioni, the company built its first car in 1940. However, the company's inception as an auto manufacturer is usually recognized in 1947, when the first Ferrari-badged car was completed.

In 2014 Ferrari was rated the world's most powerful brand by Brand Finance. In June 2018, the 1964 250 GTO became the most expensive car in history, setting an all-time record selling price of $70 million.Fiat S.p.A. acquired 50% of Ferrari in 1969 and expanded its stake to 90% in 1988. In October 2014 Fiat Chrysler Automobiles N.V. (FCA) announced its intentions to separate Ferrari S.p.A. from FCA; as of the announcement FCA owned 90% of Ferrari.

The separation began in October 2015 with a restructuring that established Ferrari N.V. (a company incorporated in the Netherlands) as the new holding company of the Ferrari group and the subsequent sale by FCA of 10% of the shares in an IPO and concurrent listing of common shares on the New York Stock Exchange. Through the remaining steps of the separation, FCA's interest in Ferrari's business was distributed to shareholders of FCA, with 10% continuing to be owned by Piero Ferrari. The spin-off was completed on 3 January 2016.Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it is the oldest and most successful racing team, holding the most constructors championships (16) and having produced the highest number of drivers' championship wins (15). Ferrari road cars are generally seen as a symbol of speed, luxury and wealth.

Hang Seng Bank

Hang Seng Bank Limited (Chinese: 恒生銀行有限公司) is a Hong Kong-based banking and financial services company with headquarters in Central, Hong Kong. It is one of Hong Kong's leading public companies in terms of market capitalisation and is part of the HSBC Group, which holds a majority equity interest in the bank.Hang Seng Bank is a commercial bank whose major business activities include retail banking, wealth management, commercial banking, treasury services, and private banking. Hang Seng Bank operates a network of around 260 service outlets in Hong Kong. It also has a wholly owned subsidiary in mainland China, Hang Seng Bank (China) Limited which has a network of 46 branches and sub branches.It established the Hang Seng Index as a public service in 1969 and this stock market index is now generally known as the primary indicator of the Hong Kong stock market.

Kotak Mahindra Bank

Kotak Mahindra Bank is an Indian private sector bank headquartered in Mumbai, Maharashtra, India. In February 2003, Reserve Bank of India (RBI) issued the licence to Kotak Mahindra Finance Ltd., the group's flagship company, to carry on banking business.It offers banking products and financial services for corporate and retail customers through a variety of delivery channels and specialized subsidiaries in the areas of personal finance, investment banking, general insurance, life insurance, and wealth management. As of April 2019, it is second largest Indian private sector bank by market capitalization.

Maybank

Malayan Banking Berhad is a Malaysian universal bank, with key operating "home markets" of Malaysia, Singapore, Philippines and Indonesia. According to the Brand Finance report, Maybank is Malaysia's most valuable bank brand, the fifth top brand in Asean and ranked 83rd in the world’s most valuable bank brands.

Nation branding

Nation branding aims to measure, build and manage the reputation of countries (closely related to place branding). In the book Diplomacy in a Globalizing World: Theories and Practices, the authors define nation branding as “the application of corporate marketing concepts and techniques to countries, in the interests of enhancing their reputation in international relations.” Many nations try to make brands in order to build relationships between different actors that are not restricted to nations. It extends to public and private sectors in a nation and helps with nationalism. States also want to participate in multilateral projects. Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell."This is also referred to as country-of-origin effect.

Nation branding is a developing field in which scholars continue their search for a unified theoretical framework. Many nations aim to improve their country's standing, as the image and reputation of a nation can dramatically influence its economic vitality. They seek to attract tourism and investment capital, increase exports, attract a talented and creative workforce, and enhance their cultural and political influence in the world.

Different ways that nation project their nation brand include export, foreign direct investment, and tourism. One example of exporting products is that the country Germany is known for their motor industry because famous car companies like Mercedes, Audi, and BMW are German companies. An example of foreign direct investments that help the nation brand are US companies building maquiladoras and other European countries having factories in different countries.

Ooredoo

Ooredoo QSC (Arabic: أوريدو‎; formerly Qtel) is an international telecommunications company headquartered in Doha, Qatar. Ooredoo provides mobile, wireless, wireline, and content services with market share in domestic and international telecommunication markets, and in business (corporations and individuals) and residential markets. It is one of the world's largest mobile telecommunications companies, with over 114 million customers worldwide as of September 2015.Ooredoo is an international communications company operating across the Middle East, North Africa and Southeast Asia. Serving consumers and businesses in 10 countries, Ooredoo delivers the leading data experience through a broad range of content and services via its advanced, data-centric mobile and fixed networks.

Ooredoo made history when it became the first operator in the world to launch a live 5G network in May 2018. Ooredoo has been gearing up to test this new generation of 5G wireless technology since 2014. The 5G network has already been commercially launched in Qatar and Kuwait.Ooredoo generated revenues of US$8.2 billion as of 31 December 2018. Its shares are listed on the Qatar Stock Exchange and the Abu Dhabi Securities Exchange, and was named "Best Mobile Operator of the Year" at the World Communication Awards 2013.

The Qatar-based telecommunications provider jumped to 41st in the Top 50 rankings, from 43rd in 2018, reporting a growth of 12% in brand value (US$3.8 billion) according to the 2019 Brand Finance Report. Also, Ooredoo Group maintained its Brand Rating status of AA+, with a Brand Strength Index (BSI) of 77.4, up from 74.7 the previous year.

PKO Bank Polski

Powszechna Kasa Oszczędności Bank Polski Spółka Akcyjna (also known as PKO Bank Polski, PKO BP) is Poland's largest bank founded in 1919. It provides services to individual and business clients. The core business activity of PKO Bank Polski is retail banking. The full name Powszechna Kasa Oszczędności roughly means "General Savings Bank," and Bank Polski means "Polish Bank." Popularly only the acronym is used.

With 1,145 branches located in Poland and abroad and a market capitalization of PLN 52 billion (EUR 12.6 billion equivalent) as of 2018, PKO BP Group is among the largest financial institutions in Poland and is also one of the largest financial groups in Central and Eastern Europe.

S.L. Benfica

Sport Lisboa e Benfica ComC MHIH OM (Portuguese pronunciation: [spɔɾ liʒˈboɐ i bɐ̃ȷ̃ˈfikɐ]), commonly known as Benfica, is a Portuguese sports club based in Lisbon. It is best known for the professional football team playing in the Primeira Liga, the top flight of the Portuguese football league system, where they are the current champions and the most successful club in terms of titles won.

Founded on 28 February 1904 as Sport Lisboa, Benfica is one of the "Big Three" clubs in Portugal that have never been relegated from the Primeira Liga, along with rivals Sporting CP and FC Porto. The Benfica team is nicknamed Águias (Eagles), for the symbol atop the club's crest, and Encarnados (Reds), for the shirt colour. Since 2003, their home ground has been the Estádio da Luz, which replaced the larger, original one, built in 1954. Benfica is the most supported Portuguese club, with an estimated 14 million supporters worldwide, and the European club with the highest percentage of supporters in its own country, reportedly having 206,437 members. The club's anthem, "Ser Benfiquista", refers to its supporters, who are called benfiquistas; Águia Vitória is its mascot. Benfica is honoured with three Portuguese Orders: those of Christ (Commander), of Prince Henry (Honorary Member) and of Merit (Officer).

With 82 major trophies won – 83 including the Latin Cup – Benfica is the most decorated club in Portugal. They have won 80 domestic trophies: a record 37 Primeira Liga titles, a record 26 Taça de Portugal, a record 7 Taça da Liga, 7 Supertaça Cândido de Oliveira and 3 Campeonato de Portugal. Internationally, they won back-to-back European Cups in 1961 and 1962 – a unique feat in Portuguese football – and were runners-up at the Intercontinental Cup in 1961 and '62, at the European Cup in 1963, '65, '68, '88 and '90, and at the UEFA Cup/Europa League in 1983, 2013 and '14. Benfica's ten European finals are a domestic record and ranked seventh all-time among UEFA clubs in 2014. Moreover, Benfica hold the European record for the most consecutive wins in domestic league and the record for the longest unbeaten run in Primeira Liga, where they became the first undefeated champions, in 1972–73.

Benfica was ranked twelfth in FIFA Club of the Century and ninth in IFFHS Top 200 European clubs of the 20th century. Currently, Benfica is ranked 21st in the UEFA club coefficient rankings and has the second most participations in the European Cup/UEFA Champions League (38). In this tournament, they hold the overall record for the biggest aggregate win, achieved in 1965–66.

Santos FC

Santos Futebol Clube (Brazilian Portuguese: [ˈsɐ̃tus futʃiˈbɔw ˈklubi]), commonly known simply as Santos, is a Brazilian sports club based in Vila Belmiro, a bairro in the city of Santos. It plays in the Paulistão, the State of São Paulo's premier state league, as well as the Brasileirão, the top tier of the Brazilian football league system.

The club was founded in 1912 by the initiative of three sports enthusiasts from Santos by Raimundo Marques, Mário Ferraz de Campos, and Argemiro de Souza Júnior as a response to the lack of representation the city had in football. Since then, Santos became one of Brazil's most successful clubs, becoming a symbol of Jogo Bonito (English: the Beautiful Game) in football culture, hence the motto "Técnica e Disciplina" (Technique and discipline). The most recognized Santista anthem is the "Leão do Mar" written by Mangeri Neto. This was largely thanks to the Peixe's golden generation of the 1960s which contained players such as Gilmar, Mauro Ramos, Mengálvio, Coutinho, Pepe and Pelé, named the "Athlete of the Century" by the International Olympic Committee, and widely regarded as the best and most accomplished footballer in the game's history. Os Santásticos, considered by some the best club team of all times, won a total of 24 titles during that decade including five consecutive Brasileirões, a feat that remains unequaled today. Os Santásticos won four competitions in 1962, thus completing a quadruple, comprising the Paulistão, the Brasileirão, the Copa Libertadores and the European/South American Cup.Santos is one of the most successful clubs in the Brasileirão, becoming national champions on eight occasions. It has also won 21 Paulistãos, three Copa Libertadores, two Intercontinental Cups, one Supercopa de Campeones Intercontinentales, one Copa CONMEBOL (the precursor of current Copa Sudamericana), one Copa do Brasil and one Recopa Sudamericana. On January 20, 1998, Santos became the first team, in any category in the world, to reach the milestone of 10,000 goals in the entire history of football and was voted by FIFA as one of the most successful clubs of the 20th century.

The Peixe play their home games at the Vila Belmiro, which currently holds up to 20,120 spectators. Santos' regular kit is white shirts, with white shorts, accompanied by white socks. In 2013, the club is the 2nd most valuable club in Brazil and South America, and 38th most valuable club in the world according to Brand Finance, worth over $65 million. In terms of revenue, Santos is Brazil's 4th richest sports club and one of the biggest football clubs in the world, generating an annual turnover of over $114 million in 2012. Santos holds many long-standing rivalries, most notably against Corinthians, Palmeiras and São Paulo.

Superbrands

The Superbrands organization publishes surveys related to brands. The organization also publishes a series of brand-focused books and publications. Superbrands has offices in 55 countries.

Tata Steel

Tata Steel Limited, formerly Tata Iron and Steel Company Limited (TISCO), is an Indian multinational steel-making company headquartered in Mumbai, Maharashtra, India, and a subsidiary of the Tata Group.

It is one of the top steel producing companies globally with annual crude steel deliveries of 27.5 million tonnes (in FY17), and the second largest steel company in India (measured by domestic production) with an annual capacity of 13 million tonnes after SAIL.Tata Steel operates in 26 countries with key operations in India, Netherlands and United Kingdom, and employs around 80,500 people. Its largest plant (10 MTPA capacity) is located in Jamshedpur, Jharkhand. In 2007, Tata Steel acquired the UK-based steel maker Corus. It was ranked 486th in the 2014 Fortune Global 500 ranking of the world's biggest corporations. It was the seventh most valuable Indian brand of 2013 as per Brand Finance.

Wells Fargo

Wells Fargo & Company is an American multinational financial services company headquartered in San Francisco, California, with central offices throughout the United States. It is the world's fourth-largest bank by market capitalization and the fourth largest bank in the US by total assets. Wells Fargo is ranked #26 on the 2018 Fortune 500 rankings of the largest US corporations by total revenue. In July 2015, Wells Fargo became the world's largest bank by market capitalization, edging past ICBC, before slipping behind JPMorgan Chase in September 2016, in the wake of a scandal involving the creation of over 2 million fake bank accounts by Wells Fargo employees. Wells Fargo fell behind Bank of America to third by bank deposits in 2017 and behind Citigroup to fourth by total assets in 2018.The firm's primary operating subsidiary is national bank Wells Fargo Bank, N.A., which designates its main office as Sioux Falls, South Dakota. Wells Fargo in its present form is a result of a merger between San Francisco–based Wells Fargo & Company and Minneapolis-based Norwest Corporation in 1998 and the subsequent 2008 acquisition of Charlotte-based Wachovia. Following the mergers, the company transferred its headquarters to Wells Fargo's headquarters in San Francisco and merged its operating subsidiary with Wells Fargo's operating subsidiary in Sioux Falls. Along with JPMorgan Chase, Bank of America, and Citigroup, Wells Fargo is one of the "Big Four Banks" of the United States. As of June 2018, it had 8,050 branches and 13,000 ATMs. In 2018 the company had operations in 35 countries with over 70 million customers globally.In February 2014, Wells Fargo was named the world's most valuable bank brand for the second consecutive year in The Banker and Brand Finance study of the top 500 banking brands. In 2016, Wells Fargo ranked 7th on the Forbes Magazine Global 2000 list of largest public companies in the world and ranked 27th on the Fortune 500 list of the largest companies in the US. In 2015, the company was ranked the 22nd most admired company in the world, and the 7th most respected company in the world. As of December 2018, the company had a Standard & Poors credit rating of A−. However, for a brief period in 2007, the company was the only AAA‑rated bank, reflecting the highest credit rating from two firms.On February 2, 2018, the US Federal Reserve Bank barred Wells Fargo from growing its nearly US$2 trillion-asset base any further, based upon years of misconduct, until Wells Fargo fixes its internal problems to the satisfaction of the Federal Reserve. In April 2018, The Wall Street Journal reported that the US Department of Labor had launched a probe into whether Wells Fargo was pushing its customers into more expensive retirement plans as well as into retirement funds managed by Wells Fargo itself. Subsequently in May 2018, The Wall Street Journal reported that Wells Fargo's business banking group had improperly altered documents about business clients in 2017 and early 2018. In June 2018, Wells Fargo began retreating from retail banking in the Midwestern United States by announcing the sale of all its physical bank branch locations in Indiana, Michigan, and Ohio to Flagstar Bank.

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