Brand+2023年全球金融品牌500强

BrandFinance

Global

500

2023

Theannualreportontheworld'smostvaluableandstrongestbrands

January2023

Contents.

AboutBrandFinance3

GlobalBrandEquityMonitor7

Foreword8

RankingAnalysis10

BrandSpotlights31

ADNOC32

HisExcellencyDr.SultanAhmedAlJaber,UAEMinisterofIndustryandAdvanced

TechnologyandADNOCGroupCEO

DeutscheTelekom35

UlrichKlenke,ChiefBrandOfficer,DeutscheTelekom

Etisalatbye&37

HatemDowidar,GCEO,e&

Infosys41

SumitVirmani,CMO,Infosys

stc44

Eng.MohammadAbalkhail,VicePresident,CorporateRelations,stc

TCS46

AbhinavKumar,ChiefMarketing&CommunicationsOfficer-GlobalMarkets,TCS

BrandValueRanking(USDm)49

Insights59

WhyShouldIValueMyBrand?60

AlexHaigh,ManagingDirector,BrandFinanceAsiaPacific

CommunicationsinTimesofCrisis67

CristinaCampos,ManagingDirector,BrandDialogueSpain

Non-CustomersLikeStrongBrands68

SavioD'souza,HeadofEMEA,BrandFinance

Importanceofselectiveandeffectiveadvertising70

AnnieBrown,GeneralManager,BrandFinance

TheBrandFinanceGlobalBrandEquityMonitor(GBEM)-

Anindustryleadingbrandevaluationtool71

BenBaigrie,Associate,BrandFinance

Methodology76

HowWeValuetheBrandsinOurAnnualRankings80

ApplyingBrandTrackingandValuationTechniquestoSponsorship84

BrandStrengthIndexTM:CreatingaScorecardforYourBrand89

OurServices94

BrandFinanceGlobal5002023©2023Allrightsreserved.BrandFinancePlc./global2

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrand

valuationconsultancy.

Webridgethegapbetweenmarketingandfinance

BrandFinancewassetupin1996withtheaimof'bridging

thegapbetweenmarketingandfinance*.Formorethan25

years,wehavehelpedcompaniesandorganisationsofall

typestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weputthousandsoftheworld'sbiggestbrandstothe

testeveryyear.Rankingbrandsacrossallsectorsand

countries,wepublishover100reportsannually.

WeofferauniquecombinationofexpertiseOurteams

haveexperienceacrossawiderangeofdisciplinesfrom

marketingandmarketresearch,tobrandstrategyand

visualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulated

bytheInstituteofCharteredAccountantsinEnglandand

Wales,andthefirstbrandvaluationconsultancytojointhe

InternationalValuationStandardsCouncil.

Ourexpertshelpedcrafttheinternationallyrecognised

standardsonBrandValuation-ISO10668andBrand

Evaluation-ISO20671.Ourmethodologyhasbeen

certifiedbyglobalindependentauditors-Austrian

Standards-ascompliantwithboth,andreceivedthe

officialapprovaloftheMarketingAccountability

StandardsBoard.

GetinTouch.

Forbusinessenquiries,pleasecontact:

RichardHaigh

/company/brand-financealManagingDirector

rd.haigh@

Formediaenquiries,pleasecontact:/brandfinance

MichaelJosem□

AssociateCommunicationsDirector

m.josem@

□/brandfinance

Forallotherenquiries:

enquiries@

+442073899400/brandfinance

□

BrandFinanceGlobal5002023/global3

IValueReportprovidesacomplete

•wnoftheassumptions,datasources,

Mationsusedtoarriveatyourbrand's

Eachreportincludesexpertrecommendationsfor

growingbrandvaluetodriveperformanceand

•■■■.abetter

Insight

Strategy

Benchmarking

BrandValuation

SummaryBrand

StrengthTracking

RoyaltyRatesEducation

Costot

CapitalAnalysis

0Communication

Customer

ResearchFindings

Understanding

Competitor

Benchmarking

B

Brandirectoryistheworld'slargestdatabaseofcurrent

andhistoricalbrandvalues,providingeasyaccessto

allBrandFinancerankings,reports,whitepapers,and

consumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+Trackbrandvalue,strength,andratingacross

publicationsandovertime

+Useinteractivechartstocomparebrandvalues

acrosscountries,sectors,andglobalrankings

+Purchaseandinstantlyunlockpremiumdata,

completebrandrankings,andresearch

Visittofindoutmore.

BrandFinanceGroup.

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingand

networkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,and

BrandFinancecorporateeducationalinitiativesaroundtheworld.Inthe

Institutequestformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitioners

withthenecessaryskillsandtools,wehavedeveloped

awiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,

universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydeveloping

communicationsstrategiestocreatedialoguethatdrives

brandvalue.BrandDialoguehasover25yearsofexperience

o°oindeliveringcampaignsdrivenbyresearch,measurement,

oQo

BrandDialogueandstrategicthinkingforavarietyofclients,withastrong

O0

Obackgroundingeographicbranding,includingsupporting

nationbrandsandbrandswithageographicalindication

(Gl).BrandDialoguemanagescommunicationsactivities

acrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancy

workingforclientsofallsizesonbrandcompliance,

vibrandtransition,andbrandidentitymanagement.VI360

providestraightforwardandpracticalbrandmanagement

thatresultsintangiblebenefitsforyourbusiness.

BrandFinanceGlobal5002023/global5

O

O38countries5，°。。brands

31

150,000

respondents

Mour7th-

consecukyear

/consumer-research

enquiries@

GlobalBrandEquityMonitor.

Originalmarketresearchin40countriesandacross31sectorswithover

150,000consumersratingover5,000brands.

Apparel

Automobiles

LuxuryAutomobiles

Banks

Cosmetics&PersonalCare

Food

Insurance

Oil&Gas

Restaurants

Retail&E-Commerce

Telecoms

Utilities

Airlines

LuxuryApparel

Appliances

Beers

LuxuryCosmetics

GeneralRetail

Consideration

HealthcareServices

Wouldconsiderbuying/usingyourbrand

Hotels

2.BrandUsage

HouseholdProducts

3.Quality

Logistics

4.Reputation

Media

5.Loyalty

Pharma

6.Closeness

RealEstate

SoftDrinks

Spirits&Wine9.BrandImagery

Technology10.AdvertisingAwareness

Tyres11.BrandMomentum

BrandFinanceGlobal5002023/global7

Foreword.

Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowit

contributestotheoverallvalueofthecompany.Thisimportantunderstandingcan

informdecision-makingrelatedtomarketingandbrandingefforts,aswellas

provideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattract

investorsandsecurefinancing,asastrongbrandcanbeavaluableasset.

Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,as

itcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluation

helpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheir

overallbusinessstrategy.

Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,a

DavidHaighstrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsand

Chairman&CEO,establishauniqueidentityinthemarket,whichcanleadtoincreasedcustomer

BrandFinanceloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrong

brandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,

asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityand

trustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,as

employeesmaybemoreattractedtoworkforawell-knownandreputablebrand.

Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageand

helpitweathereconomicdownturnsorindustrydisruptions.

Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstanding

customerperceptionofbrandsacrosstheworldthaneverbefore,withoriginal

researchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereading

isbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalyst

forfurtherconversations.

Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueof

yourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtothe

conversationandhelpingtobuildamoreprofitablefutureforyourbrand.

BrandFinanceGlobal5002023/global8

Techdownturn

slashesbillions

fromvalueof

world'smost

valuablebrands.

reclaimspositionasworld'smostvaluable

brand,despitelosingUS$51billioninvalue.

+Bitetakenoutofasitfallstobesecond

mostvaluablecommercialbrandintheworld.

Googleremainsthirdmostvaluablebrandwith

7%growthandbecomesworld'sstrongestbrand.

isfastestgrowingbrandinranking,up57%to

overUS$10b川ion.

+Techremainsmostvaluableindustry,one-sixthof

top500value.

+RetailsectorremainsaboveUS$1trillionthreshold

+Bankingsectormakesupthelargestnumberof

brandsinranking.

+USAaccountsforover200brandsandhalfoftotal

valueofranking.

BrandFinanceGlobal5002023/global9

Ranking

Analysis

RankingAnalysis.

Amazonlosesbrandvalue,buttimeshavelengthened-andinconcertwiththis,

becomestheworld'smostvaluableconsumershavebecomelesslikelytorecommend

brandagain,valuedatUS$299.3Amazontoothers.Concurrentwiththeconclusionof

billionpandemicrestrictions,peoplearereturningto

shoppingin-person,slightlymitigatingtheneedfor

Amazonhasretakentopspotastheworld'smostonlineretail.

valuablebranddespiteitsbrandvaluefalling15%this

yearfromUS$350.3billiontoUS$299.3billion.Atthesametime,Amazonhasfailedtomeet

Amazonwaspreviouslytheworld'smostvaluableexpectedtargets,withsignificantcostcuttingand

brandfrom2018to2020.layoffsdepressingitsbrandvalue.Butdespiteitsfall

invaluethisyear,Amazon'sbrandisstillup

AmazonsbrandhasfallenbyoverUS$50billionthis36%invaluesincethebeginningoftheCOVID-19

year,substantiallyinconnectionwithitsfallinbrandpandemic,astheAmazonbrandhasgrowntobecome

strength,withitsratingfallingfromAAA+toadominantplayeracrossmanydifferentsectorsofthe

AAAasconsumersevaluateitmoreharshlyinthepost­economy:onlineretailbrand,cloudcomputing,

pandemicworld.BrandFinance'sresearchhasfoundvoice/homeautomation,digitalstreaming(inboth

thatcustomerperceptionofcustomerserviceataudioandvideo,complementingitselectronic

Amazonhasfallen-atthesametimeasdeliverybookstore).

BrandFinanceGlobal5002023/global11

AmazonhasreturnedtothetopofTheAmazonbrandhavebecomeintegralpartsof

theglobalbrandleaderboardbymanypeople'slives,buildingbrandloyaltyand

reflectedinitsreturntothetopofBrandFinance's

overtakingApple.OurresearchGlobal500ranking.

hasfoundthatAmazon'sbrand

valuecomesfromitsstrong

positioninbothB2CandB2B

sectorsoftheeconomy,asitisa

keyglobalmarketleaderinthe

massivemarketsofbothonline

retailandonlinecloudcomputing

services.

Despitealreadyhavingthe

world'smostvaluablebrand,itis

continuingtoexpandintonew

verticalssuchasbricksand

mortarretailing,acquisitionof

filmstudios,andpayment

processing.Further,with

Amazon'sfullonlineretail

servicesavailableinjust18

nations,thereremainsfurther

scopetoexpanditsgeographic

reach.

DavidHaigh

Chairman&CEO,BrandFinance

DriversofChange-Amazon©BrandFinancePlc2023

2022|2022StartValueUS$350.3bn

BrandStrength

BrandStrengthfall-USD$41.2bn

BusinessPerformanceBusinessperformancegain«US$3.9bn

Externalchanges_US$13.7

ExternalChanges

20232023EndValueUS$299.3bn

050bn100bn150bn200bn250bn300bn350bn400bn

BrandFinanceGlobal5002023/global12

Rankinganalysis.

TheWorld*sTop25MostValuableBrands©BrandFinancePlc2023

3404

1222113o505

/

*

amazonGoogle法MicrosoftWalmart

US$299.3bnUS$297.5bnUS$281.4bnUS$191.6bnUS$113.8bn

-14.6%-16.2%+6.8%+4.0%+1.7%

0628210228218

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SAMSUNGICBC®)verizon7CTTikTok

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US$99.7bnUS$69.5bnUS$67.4bnUS$66.2bnUS$65.7bn

-7.1%-7.4%-3.2%+43.9%+11.4%

21711122017216

1112131415—

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facebook

T矮“电M

US$62.9bnUS$62.7bnUS$61.1bnUS$59.0bnUS$58.8bn

+4.6%-4.4%+8.4%-41.7%-2.2%

115114229112113

16171920

2中旧衣♦♦行s

US$58.8bnUS$57.7bnUS$53.4bnUS$52.5bnUS$50.2bn

-3.2%-7.0%+16.9%-18.3%-19.3%

2123222226231192423025123

浮AT&T伞)&Z平Allianz®

US$49.7bnUS$49.6bnUS$49.5bnUS$48.4bnUS$48.2bn

+15.9%+5.5%-13.2%+7.0%-3.4%

BrandFinanceGlobal5002023/global13

Rankinganalysis.

BitetakenoutofAppleasitfallsto

besecondmostvaluablebrandin

theworld

Applehasfallentobetheworld'ssecondmost

valuablebrandwithitsbrandvaluefalling16%from

US$355,1billiontoUS$297.5billion,tomovefrom

slightlyaboveAmazon'sbrandvaluetonowbeslightly

behindAmazon'sbrandvalue.

Thisyear'sfallinbrandvaluerelatestoafallin

forecastrevenueasadisruptedgoodssupplychain

andaconstrainedlabourmarketareexpectedtolimit

supplyofitsmarqueehardwareproducts.

Despitethesechallenges,Applecontinuestoinnovate,

investinlong-termgrowthplans,andexpandits

offeringintoabroaderrangeofservices.

Thisextensionofitsbrandfurtherdiversifiesits

suiteofproductsbeyonditsmostsuccessful

product,theiPhone.

Powerfulcustomerloyaltyandacontinuedstrong

customerresponsetoproductsandservicessuchas

theAppleWatch,AirTagsandApplePaysawthe

installedbaseofactiveAppledeviceshitanall-time

highin2022.

Top5GrowthovertimebyValue©BrandFinancePlc2023

AmazonApple•Google•Microsoft*Walmart

400k

300k

200k

100k

0

2014201520162017201820192020202120222023

BrandFinanceGlobal5002023/global14

Applecontinuedtodemonstrateitsunderstandingof

theimportanceofbrandequity,furtheremphasising

itsESGeffortsandcommitmenttocustomerprivacy

andsecurity.

Byintroducingnewsecuritymeasures,Apple

introducedend-to-endencryptionofiCloudstorage,

furthermitigatingtheriskofuserinformationbeing

accessedbythirdparties.Applealsodoubleddownon

itsenvironmentalcommitments,withtheambitionto

createcarbonneutralproductsby2030andseekingto

reducetheenvironmentalimpactofitsproducts.

Googleremainsthirdmostvaluable

brand

Google(brandvalueup7%toUS$281.4billion)

retainsitspositionastheworld'sthirdmostvaluable

brand.Witha7%increaseinbrandvalueyear-on-year,

Googleisvaluedat