品牌价值-最有价值和最强大的豪华和高级品牌50强的2023年度报告

©2023Allrightsreserved.BrandFinancePic.Contents.AboutBrandFinance3Foreword7DavidHaigh,Chairman,BrandFinanceRankingAnalysis9BrandValueRanking17Methodology18OurServices25BrandFinanceLuxury&Premium502023/luxury-and-premium2AboutBrandFinance.BrandFinanceistheworld'sleadingbrandvaluationconsultancy.WebridgethegapbetweenmarketingandfinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.WequantifythefinancialvalueofbrandsWeputthousandsoftheworld'sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.WeofferauniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.WeprideourselvesontechnicalcredibilityBrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation-ISO10668andBrandEvaluation-ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors-AustrianStandards-ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.IVSCMEMBERGetinTouch.Forbusinessenquiries,pleasecontact:RichardHaighManagingDirectorrd.haigh@Formediaenquiries,pleasecontact:MichaelJosemAssociateCommunicationsDirectorm.josem@Forallotherenquiries:enquiries@+442073899400□/company/brand-finance/brandfinance/brandfinance/brandfinanceBrandFinanceLuxury&Premium502023/luxury-and-premium3BrandFinance®嚴RequestyourownBrandValueReportABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtoarriveatyourbrand'svalue.Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodriveperformanceandoffersacost-effectivewaytogainingabetterunderstandingofyourpositionagainstpeers./request-a-valuationenquiries@VisitoremailResearchFindingsCommunicationUnderstandingenquiries@CompetitorBenchmarkingBBrandirectoryistheworld'slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.+Browsethousandsofpublishedbrandvalues+Trackbrandvalue,strength,andratingacrosspublicationsandovertime+Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings+Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearchVisit

tofindoutmore.BrandFinanceGroup.©BrandFinance®InstituteBrandFinanceInstituteBrandFinanceInstituteistheeducationaldivisionofBrandFinance,whosepurposeistocreateandfosteraprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthemarket.BFIorganisesevents,in-companytraining,andcorporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurposetoequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsincollaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield.BrandDialogueBrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(Gl).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.VI360VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.BrandFinanceLuxury&Premium502023/luxury-and-premium5■•■ndFinance®GlobalBrandEquityMonitorandcoveredMorethanAUTOMOBILESINITALY5,000brandsSHAREOFPREFERENCE-OCTOBER2020BRANDSUSTAitaRofi*©Au*Wearenowsurveyedannually°rigmalmarketresearchonoverMfiRKETINBFUNHEL-OCTOBER20Wconductingthestudyenquiries@38

8皿混基］sectorsBrandFinance-gs*—*■jjrtM"：a,-DavidHaighChairman,BrandFinanceBrandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.BrandFinanceLuxury&Premium502023/luxury-and-premium7Porscheleadsthewayasluxurysectorrecoversstrongly.++______(+123%)as++orscheLouislVuittonPost-covidrecoverycontinuesforthewholeLuxury&Premiumsector,withcategorygrowthof20%invalueWithaUS$36.8billionbrandvalue,continuestoleadthesectoralsoachievesthehighestSustainabilityPerceptionsValue(SPV)atUS$8.1billionremainsthestrongestbrandintheLuxury&Premiumsector,(brandvalueUS$26.3billion)retains2ndintherankingandChanel,(US$19.4billion),climbstothe3rdpositionpushinginto4thatUS$17.8billionAcceleratinghardisLathefastest-growingbrandin2023BrandFinanceLuxury&Premium502023/luxury-and-premium8RankingAnalysis.RankingAnalysis.PorscheleadsthenewBrandFinanceLuxury&Premium502023rankingofthemostvaluableluxuryandpremiumbrandsglobally.WithaUS$36.8billionbrandvalue,theGermanbrandhasledfromthefrontinoverallbrandvaluefor6consecutiveyears.LouisVuitton,US$26.3billion,retains2ndintherankingandChanel,US$19.4billionclimbsto3rdposition,pushingGucciinto4thatUS$17.8billion.Luxurybrandshavelongflourishedbyprovidingexclusiveandpersonalizedexperiences,andthistrendhascontinuedpost-COVID-19.Utilizingdataandtechnology,thesebrandsarenowgeneratingpersonalisedrecommendations,customisedproducts,andtailoredexperiencesfortheircustomers.Thisfocusonindividualisationenhancescustomerloyaltyandhelpsbrandsstandoutinacrowdedmarket.Thesectorisnostrangertonewsustainabletrendseither.Theyareembracingsustainabilitybyincorporatingeco-friendlymaterials,implementingethicalsourcingandproductionpractices,andcommunicatingtheircommitmenttoresponsiblebusinessoperations.AlexHaighDirector,BrandFinanceBrandFinanceLuxury&Premium502023/luxury-and-premium10RankingAnalysis.Top10MostValuableLuxury&PremiumBrands©BrandFinancePic2023101.202“324n413n気LOUISVUITTON3DGUCCIqd曰mui=CHANELUSD36.8bnUSD26.3bnUSD19.4bnUSD17.8bn+9%+12%+27%-1%505

nHERMESPARISUSD14.2bn+5%627<,DIORUSD13.2bn+46%716“CartierUSD12.5bn+1%808

OwROLEXUSD10.7bn+28%9211雪Tiffany&Co.USD7.4bn+10%1019,USD7.4bn-8%Porschecontinuestopushforwarditsstrategyofmodernluxury.Thebrandcombinesanoutstandingproductwithahighlypersonalcustomerexperience.PorscheisexpandingitsproductportfoliowithnewsportscarconceptsbutwillalsocontinuetofocusonlimitededitionsandexpandtheirSonderwunschprogramme,whichchampionshighlytailoredcarswherecustomersgetinvolvedindesignoutcomes.PorscheAGhasawell-filledorderpipelineandwasabletodeliver309,884vehiclestocustomersin2022despitetheeffectsofthewarinUkraine,thechallengesofthecoronaviruspandemicandglobalsupplychaindisruptions.Thiscorrespondstoanincreaseof2.6%comparedto2021(301,915vehicles).Inthe2022financialyear,automotivenetcashflowincreasedfrom€3.7billionto€3.9billion.In2023,thecompanystarteditsambitiousRoadto20programme,withwhichPorscheisaimingforaGroupoperatingreturnonsalesofmorethan20%inthelongterm.TheobjectiveofthisinitiativeistomakePorscheevenmoreresilientandthebrandstrongerBrandFinanceLuxury&Premium502023/luxury-and-premium11RankingAnalysis.BrandValueChange2023-2022(%)©BrandFinancePic2023Chanelmovesinto3rdplacebehindLouisVuittonandpushesGucciinto4thChanelreportedgreatfinancialresults(revenueofUS$17.22billionfortheyearendingonDecember31,2022-up17%comparedtotheyearprior,andprofitsofUS$5.78billion,representinganincreaseof5.8%).TheChanelbrandmaintainsahighFamiliarityrateof72%inrecentyears,especiallyhighinSaudiArabia,MalaysiaandItaly.ItalsohasoneofthehighestConsiderationpercentagesamongLuxuryApparelsbrands,51%,accordingtoBrandFinance'sannualmarketresearch.Acceleratinghard,Lamborghini(+123%)isnamedthefastest-growingluxury&premiumbrandin2023Withanimpressiveincreaseof123%inbrandvalueuptoUS$4.1billion,Lamborghiniisthefastest-growingbrandintheranking.Accordingtothelatestfinancialresults,VWGroup'spremiummanufacturers-Audi,Lamborghini,BentleyandDucati-haveclockeduprecordprofitsfor2022of£6.85billion(€7.6billion).Lamborghinidelivered9,233cars(2021:8,405).Itgeneratedprofitsof£539million(€614million)fortheyearspeciallythankstotheband'smainmarkets:TheUnitedStates,Lamborghini'sbiggestmarket,with2,721deliveriesin2021.MainlandChina,HongKong,andMacauwerethesecond-largest,followedbyGermany.ThisisagoldentimeforLamborghiniinparticular.TheItalianbrandalsoclimbstosecondplaceintermsofBrandStrength,behindFerrariwhichmaintainsitsleadership.Lamborghinirosefromabrandstrengthof84/100to88/100thisyear.BrandFinance'sresearchamonghigh-incomeindividualsin16countriesconfirmsthegrowthanddevelopmentofthebrandfromthepointofviewofBrandEquity,especiallyinAsiaPacificandNorthAmericawherethebrandhasincreaseditsfamiliaritysignificantly.Inadditiontostrengtheningthebrandglobally,thecompanycontinuestodemonstratehowequitytranslatesintoexcellentfinancialperformance.Lamborghinisalesnowexceed€2billionforthefirsttime,thebestfinancialresultinitshistory.Anotherpotentialbrandadvantageinatransformingmarketforluxuryautomotivebrandsissustainability.BrandFinance'sglobalresearchindicatesLamborghiniastheItalianautomotivebrandwiththehighestSustainabilityPerceptionScore(SPS)of4.79/10.Thisscoreisstronglysupportedbythe"CorTauriDirection"transitionplanthatwillseethecompanymakea€1.5billionofinvestmenttocutitsCO2emissionsoutputinhalfby2025.Thiswillbethehighestinvestmentinthehistoryofthebrand.BrandFinanceLuxury&Premium502023/luxury-and-premium12RankingAnalysis.Top10StrongestLuxury&PremiumBrands1O1>90.7-0.2AAA+2212>88.0+3.9AAA327OwROLEX87.8+1.3AAA©BrandFinancePic20234294Qdumui曰87.7+2.6AAA512nDIOR87.0-1.4AAAGUCCILOUISVUITTON86.0-1.0AAA86.2-1.5AAA714>613(>8*8nlancOmePARIS86.0+0.8AAA922686.0+6.1AAA10235米n85.9+8.1AAAFerrariremainsthestrongestbrandintheLuxury&PremiumrankingInadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance'sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover100,000respondentsin38countriesandacross31sectors.Ferrari(brandvalueisupslightly3%to€7.2billion),retainsthepolepositionintheBrandStrengthIndex(BSI)withanimpressive91/100scoreandtheconsequenttopratingofAAA+.FortheItalianluxurysportscarbrand,growthismainlyduetotwofactors:thee-building-thehomeofitsinternallydevelopedstrategicelectriccomponents;andahigherdegreeofproductionflexibilityforhybridandfullelectricmodels.Thestrengthbehindtheprancinghorsemarqueremainstheabilityofthisbrandtobeexclusivebutleaveno-onebehind.Ithasachievedthisthroughitspresence,fromthesportsworldofF1,tomerchandising,fromhighfashionandlifestyletoamusementparks,itmanagestoentereveryone'simagination.BrandFinanceresearchintobrandfamiliarityforFerrariremainsataveryhighatagloballevel,aswellasitsreputationandperceivedquality.BrandFinanceLuxury&Premium502023/luxury-and-premium13RankingAnalysis.BrandValuebyCountry©BrandFinancePic2023CountryBrandValue(USDbn)%oftotalNumberofBrands•France105,50340%12•Italy57,43122%15•Germany36,75914%1•UnitedStates23,0259%5•Switzerland21,2898%6•UnitedKingdom11,9174%5•Other11,0024%6Total266,926100%50BrandFinanceLuxury&Premium502023/luxury-and-premium14RankingAnalysis.SustainabilityPerceptionValues(SPV)©BrandFinancePic20231■QE□曰mui=USD8,097m4.442“LOUISVUITTONUSD1,894m4.663USD1,702m4.634“3DCHANELUSD1,462m4.885>GUCCIUSD1,269m4.606nHERMESPARISUSD1,014m4.637>USD1,012m4.798nDIORUSD946m4.659“CartierUSD856m4.4210HESTEELAUDERUSD783m4.92SustainabilityanincreasinglyimportantfactorindrivingconsiderationAspartofitsanalysis,BrandFinanceassessestherolethatspecificbrandattributesplayindrivingoverallbrandvalue.Onesuchattribute,issustainability.BrandFinanceassesseshowsustainablespecificbrandsareperceivedtobe,whicharethenrepresentedbya‘SustainabilityPerceptionsScore'.Thisisanindexedscorethatprovidesaviewoftheroleofsustainabilityindrivingpositivebrandreputation.Thevaluethatislinkedtosustainabilityperceptions,the‘SustainabilityPerceptionsValue',isthencalculatedforeachbrand.LancomehasthehighestSustainabilityPerceptionsScore,5.14outof10Lancomelauncheditsglobalsustainabilityprogramin2021,labelled“CaringTogetherforaHappierTomorrow”.Theluxurybeautybrandhasfurthercommittedtoadvancingbiodiversity,socialinclusion,women'sempowerment,andsustainableconsumptionchoicesthroughoutallaspectsofitsbusiness.Thisisthestartofaprogressiveprogrammetocreatemoresustainableproductsbyincorporatingeco¬friendlyandethicallysourcedingredients.Thiswillincludeimplementingenvironmentallyconsciousagricultureandmanufacturingprocesses,increasingtheuseofsustainablepackagingsolutions,andpromotingwomen'sempowermentthroughitscampaigns.The‘WriteHerFuture'pillarofLancome'ssustainabilitystrategyiskeyinthebrand'scommunicationofitssupportofwomen,andwomen'seducationacrossthecommunitiesitserves.Itlaunchedthisinpartnershipwithnon-profitorganisationCareInternationaltopromoteandsupportwiderliteracyamongwomen.LancomealsocollaboratedwiththeNAACPtooffermentorship,workshops,andscholarshipstocollege-boundyoungwomenofcolourintheUnitedStates.Initiativessuchasthese,whileprovidingvitalsupporttocommunities,alsocommunicateLancome'scommitmenttosocialcauses.However,despiteLancome'spositionatthetopofthetableforsustainabilityperceptions,thereisstillfurtherworktobedonewithintheluxurybeautysector,bothintermsoftacklingsocialandenvironmentalissues.Brandswhoengagewiththeseissuesandactivelycommunicatethiswillbuildstrongersustainabilityperceptionsandincreasevalueforstakeholders.BrandFinanceLuxury&Premium502023/luxury-and-premium15RankingAnalysis.PorschehasthehighestSustainabilityPerceptionsValue,US$8.1billionAswellasbeingthemostvaluableLuxury&Premiumbrand,PorschealsohasthehighestSustainabilityPerceptionsValue(SPV)ofanybrandincludedintheLuxury&Premium1002023ranking-US$8.1billion.TheLuxuryAutossectoraccountedforanumberofotherbrandsthatperformedwellintermsofSustainabilityPerceptionValue,suchasFerrariandLamborghini.ResearchfromBrandFinance,sSustainabilityPerceptionsIndex2023revealedtheimportantroleofsustainabilityperceptionindrivingchoiceamongstconsumersintheLuxuryAutosector,reflectedthroughanaveragedriverscoreof22.9%-thelargestofanysector.Itmightseemcounterintuitivethatbrandsassociatedwithhighfuelconsumptionaresoreliantonareputationforsustainability.However,ourresearchhasfoundthatatthepremiumendofallsectors,sustainabilityplaysapowerfulrole.InLuxuryAuto,wherethepurchaseisdiscretionaryandthebrandispubliclyexpressed,theroleofsustainabilityisfurtherenhanced.Porsche'sSustainabilityPerceptionsScore(SPS)is4.44outof10.TheLuxuryAutobrandhasincreasinglylookedtoincorporatesustainabilityintoitscentralbusinessstrategyinordertoimproveitscompanywidesustainability,anddriveabroader,industry-widetransition.Thereisfurtherroomforgrowthasthebrandrampsupitssustainabilityinitiativesintheyearstocome,particularlyaselectricvehiclesbecomemoremainstreamandfurthersustainabilityrelatedinnovationenhancesthemarket.Post-covidrecoverycontinuesforthewholeluxurysector,withcategorygrowthof20%invalueThe50mostvaluablebrandsintheLuxury&PremiumsectorhaveanaggregatebrandvalueofUS$266,9billion.Theyhavegrownbyacombined20%inbrandvalue.WiththeadditionofLonginestotherankingwithavalueofUS$777.47million.BrandValuebyCountrySectorBrandValue(USDbn)%oftotalNumberofBrands•Apparel187,38870%33•Automobiles55,69721%7•Cosmetics20,5228%8•Hotels3,3191%2Total266,926100%50Thetop50brandsaredistributedacrossjustfoursectors.OfthesethedominatingforceistheApparelsector,encompassingapproximatelyseventypercentofthelistedbrands.The33brandsrepresentingthissectoraloneholdacollectiveworthofaremarkableUS$180,615billion.Meanwhile,theremainingthirtypercentisdividedupamongthethreeothersectors.TheAutomobilessectorclaimsasignificantportion,withsevenprominentbrandscapturingtwenty-onepercentoftheranking.FollowingcloselybehindistheCosmeticssector,boastingeightbrandsthataccountforeightpercentofthetotalvalue.Lastly,theHotelssectorsecuresitsplaceintherankingwithtwoesteemedbrands,albeitmakingupamereonepercentoftheoverallvalue.BrandFinanceLuxury&Premium502023/luxury-and-premium16©BrandFinancePlc2023BrandValueRanking(USDm).Top50mostvaluableLuxury&Premiumbrands1-502023Rank2022RankBrandCountry2023BrandValueBrandValueChange2022BrandValue2023BrandRating2022BrandRating110PorscheGermany36,759+9%33,713AAAAAA220LouisVuittonFrance26,290+12%23,426AAAAAA342ChanelFrance19,386+27%15,260AAA-AAA-431GucciItaly17,839-1%18,110AAAAAA550HermesFrance14,165+5%13,499AAAAAA-672DiorFrance13,152+46%9,027AAAAAA761CartierFrance12,538+1%12,419AA+AA+880RolexSwitzerland10,711+28%8,350AAAAAA9112Tiffany&CoUnitedStates7,433+10%6,743AAA-AA+1091FerrariItaly7,424-8%8,047AAA+AAA+11101EsteeLauderUnitedStatesfififififi12132CoachUnitedStatesfififififi13152LancomeFrancefififififi14140BurberryUnitedKingdomfififififi15202PradaItalyfififififi16172OmegaSwitzerlandfififififi17192YvesSaintLaurentFrancefififififi18302LamborghiniItalyfififififi19161Ray-BanItalyfififififi20212ArmaniItalyfififififi21181MonclerItalyfififififi22272GivenchyFrancefififififi23292CelineFrancefififififi24240BentleyUnitedKingdomfififififi25250TAGHeuerSwitzerlandfififififi26260SK-IIJapanfififififi27332VanCleef&ArpelsFrancefififififi28221BulgariItalyfififififi29312Shangri-LaChina(HongKong)fififififi30281LaoFengXiangChinafififififi31342LoeweSpainfififififi32382Rolls-RoyceUnitedKingdomfififififi33321BottegaVenetaItalyfififififi34352Jaeger-LeCoultreSwitzerlandfififififi35452MaseratiItalyfififififi36360ValentinoItalyfififififi37402Dolce&GabbanaItalyfififififi38462SalvatoreFerragamoItalyfififififi39390SulwhasooSouthKoreafififififi40442TomFordUnitedStatesfififififi41371IntercontinentalUnitedKingdomfififififi42432CledePeauBeauteJapanfififififi43502TissotSwitzerlandfififififi44472AstonMartinUnitedKingdomfififififi45-NewYSLBeautyFrancefififififi46492FendiItalyfififififi47-WwVersaceItalyfififififi48-WwKenzoFrancefififififi49-WwLaMerUnitedStatesfififififi50-WwLonginesSwitzerlandfififififiBrandFinanceLuxury&Premium502023/luxury-and-premium17Definitions.BrandValue00Meta+EnterpriseValueThevalueoftheentireenterprise,madeupofmultiplebrandedbusinesses.[Meta]Whereacompanyhasapurelymonobrandedarchitecture,the‘enterprisevalue'isthesameas‘brandedbusinessvalue'.facebook[Facebook]facebook[Facebook]facebook[Facebook]+BrandedBusinessValueThevalueofasinglebrandedbusinessoperatingunderthesubjectbrand.Abrandshouldbeviewedinthecontextofthebusinessinwhichitoperates.BrandFinancealwaysconductsabrandedbusinessvaluationaspartofanybrandvaluation.Weevaluatethefullbrandvaluechaininordertounderstandthelinksbetweenmarketinginvestment,brandtrackingdata,andstakeholderbehaviour.+BrandContributionTheoverallupliftinshareholdervaluethatthebusinessderivesfromowningthebrandratherthanoperatingagenericbrand.Thebrandvaluescontainedinourleaguetablesarethoseofthepotentiallytransferablebrandassetsonly,making‘brandcontribution'awiderconcept.Anassessmentofoverall‘brandcontribution'toabusinessprovidesadditionalinsightstohelpoptimiseperformance.+BrandValueThevalueofthetrademarkandassociatedmarketingIPwithinthebrandedbusiness.BrandFinancehelpedtocrafttheinternationallyrecognisedstandardonBrandValuation-ISO10668.Itdefinesbrandasamarketing-relatedintangibleassetincluding,butnotlimitedto,names,terms,signs,symbols,logos,anddesigns,intendedtoidentifygoods,servicesorentities,creatingdistinctiveimagesandassociationsinthemindsofstakeholders,therebygeneratingeconomicbenefits.BrandFinanceLuxury&Premium502023/luxury-and-premium19BrandValuationMethodology.DefinitionofBrandBrandisdefinedasabundleoftrademarksandassociatedIPwhichcanbeusedtotakeadvantageoftheperceptionsofallstakeholderstoprovideavarietyofeconomicbenefitstotheentity.BrandValueBrandvaluereferstothepresentvalueofearningsspecificallyrelatedtobrandreputation.Organisationsownandcontroltheseearningsbyowningtrademarkrights.Allbrandvaluationmethodologiesareessentiallytryingtoidentifythis,althoughtheapproachandassumptionsdiffer.Asaresultpublishedbrandvaluescanbedifferent.%iltBrandImpactxBrandStrengthItisthebasisforapublicrankingsbutwealwaysaugmentitwitharealunderstandingofpeople,sperceptionsandtheireffectsondemand-fromourdatabaseofmarketresearchonover3000brandsinover30markets.DisclaimerBrandFinancehasproduc