2018物流25强品牌报告（英文版）.pdf
<p>Logistics 252018The annual report on the worlds most valuable logistics brandsMarch 2018Brand Finance Logistics 25 March 2018 3.Foreword.What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money. Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers. As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line. Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line. 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 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 what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions. Brand Finances research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole. Acknowledging and managing a companys intangible assets taps into the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business. The team and I look forward to continuing the conversation with you.David Haigh CEO, Brand FinanceBrand Finance Logistics 25 March 2018 5.Brand Finance Logistics 25 March 2018 4.Foreword 3About Brand Finance 4Contact Details 4Definitions 6Executive Summary 8Full Table 11Methodology 12Understand Your Brands Value 13Consulting Services 14Communications Services 15Contents.About Brand Finance.Brand Finance is the worlds leading independent brand valuation and strategy consultancy. Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance. For more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line.We pride ourselves on four key strengths: Independence Technical Credibility Transparency Expertise.Brand Finance puts thousands of the worlds biggestbrands to the test every year, evaluating which are the strongest and most valuable.For more information, please visit our website:brandfinanceContact Details.For business enquiries, please contact:Richard HaighManaging Director rd.haighbrandfinanceFor media enquiries, please contact:Konrad JagodzinskiCommunications Director k.jagodzinskibrandfinanceFor all other enquiries, please contact:enquiriesbrandfinance+44 (0)207 389 9400linkedin/company/ brand-financefacebook/brandfinancetwitter/brandfinanceFor further information on Brand Finance®s services and valuation experience, please contact your local representative:Country Contact Email addressAsia Pacific Samir Dixit s.dixitbrandfinance +65 906 98 651 Australia Mark Crowe m.crowebrandfinance +61 282 498 320Brazil Geoffrey Hamilton-Jones g.hamilton-jonesbrandfinance +55 1196 499 9963Canada Bill Ratcliffe b.ratcliffebrandfinance +1 647 3437 266Caribbean Nigel Cooper n.cooperbrandfinance +1 876 8256 598China Scott Chen s.chenbrandfinance +86 1860 118 8821East Africa Jawad Jaffer j.jafferbrandfinance +254 204 440 053France Victoire Ruault v.ruaultbrandfinance +44 0207 389 9427Germany Holger Mühlbauer h.muehlbauerbrandfinance +49 1515 474 9834India Savio DSouza s.dsouzabrandfinance +44 0207 389 9400Indonesia Jimmy Halim j.halimbrandfinance +62 215 3678 064Ireland Simon Haigh s.haighbrandfinance +353 087 6695 881Italy Massimo Pizzo m.pizzobrandfinance +39 0230 312 5105Mexico & LatAm Laurence Newell l.newellbrandfinance +52 1559 197 1925Middle East Andrew Campbell a.campbellbrandfinance +971 508 113 341Nigeria Babatunde Odumeru t.odumerubrandfinance +234 012 911 988Romania Mihai Bogdan m.bogdanbrandfinance +40 728 702 705Spain Teresa de Lemus t.delemusbrandfinance +34 654 481 043 South Africa Jeremy Sampson j.sampsonbrandfinance +27 828 857 300Sri Lanka Ruchi Gunewardene r.gunewardenebrandfinance +94 114 941 670Turkey Muhterem Ilgüner m.ilgunerbrandfinance +90 216 3526 729UK Richard Haigh rd.haighbrandfinance +44 0207 389 9400USA Amy Rand a.randbrandfinance +44 0207 389 9432Vietnam Lai Tien Manh m.laibrandfinance +84 473 004 468Brand Finance Logistics 25 March 2018 7.Brand Finance Logistics 25 March 2018 6.Definitions.Definitions. Brand Value+ Enterprise Value The value of the entire enterprise, made up of multiple branded businesses. Where a company 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 conducts 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 from 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 help 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 limited 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.Le Groupe La PosteLa PosteBrand ValueLa PosteLa PosteEnterpriseValueBrandedBusinessValueBrandContributionBrand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share. Marketing Investment A brand that has high Marketing Investment but low Stakeholder Equity may be on a path to growth. This high investment is likely to lead to future performance in Stakeholder Equity which would in turn lead to better Business Performance in the future. However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity would imply that the brand is unable to shape customers preference.Stakeholder Equity The same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it is likely that Business Performance will improve in the future. However, if the brands poor Business Performance persists, it would suggest that the brand is inefficient compared to its competitors in transferring stakeholder sentiment to a volume or price premium.Business Performance Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder Equity, it would imply that, in the future, the brands ability to drive value will diminish. However, if it is able to sustain these higher outputs, it shows that the brand is particularly efficient at creating value from sentiment compared to its competitors.MarketingInvestmentPerceptions 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.StakeholderEquityBusinessPerformanceBrand StrengthBrand Strength is the efficacy of a brands performance on intangible measures, relative to its competitors. In order to determine the strength of a brand, we look at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. Each brand is assigned a 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 success.InvestmentEquityPerformanceBrand Finance Logistics 25 March 2018 9.Brand Finance Logistics 25 March 2018 8.Executive Summary.UPS Delivers on Brand ValueUPS remains the worlds most valuable logistics brand, despite 1% year-on-year decrease in brand value to US$22.0 billion.UPSs profits decreased by 7% as did its forecast revenue growth by 10%. Nevertheless, UPS remains at the top of the table as it continues to lead the way in technological advances. The company recently invested US$3 billion to revamp its network and completed the first phase of the ORION project, a cutting-edge navigation system offering the most up-to-date routes for drivers, generating around US$400 million in savings.The top six brands collectively had a stagnant year, with aggregate brand value growth of just 0.2% between them, despite increased online retailing and consequent demand for delivery services. In effect, it appears that the big logistics brands are being squeezed on both ends, by both customers and competitors. This is because local delivery brands are providing increased competition, and the large online retailers are able to demand lower prices.There is no doubt that forging a distinct brand helps a business to build resilience. As Amazon prepares to launch Shipping with Amazon, having a strong brand can help protect incumbents from this new competition. Powerful brands alone will not be enough to prevent Amazon from gaining a foothold in the industry, however, they will allow breathing room for the existing brands to riposte and limit their loss of market share.Richard HaighManaging Director, Brand FinanceExecutive Summary.FedEx Posts Steady GrowthMeanwhile, FedEx (up 6% to US$18.2 billion) retained second place supported by its acquisition of TNT Express. With this purchase, FedEx is taking steps to create a truly global network, and the first phase is complete as TNT Express packages can now be handled by FedEx drivers, and enquiries to one platform can be solved from both. However, the TNT acquisition has also caused problems for FedEx, with cyber-security issues reducing revenue forecasts.MTR: Brand Strength Going PlacesThe strongest brand this year is Hong Kongs public transport brand, MTR, increasing its Brand Strength Index (BSI) score to 82.2 with a brand rating of AAA-. MTR operates one of the most efficient rapid transit systems on the planet, with 99.9% of passengers arriving within 5 minutes of the scheduled time. At the same time, MTR has a stated policy of minimising environmental impacts while delivering safe, fast, and reliable public transport services. Brands from mainland China also fared well, largely driven by their expected business growth and focus on serving their domestic markets. Following fast year-on-year increase in brand value, CRSC (China Railways Signal & Communication Corporation, up 54% to US$1.3 billion) and SIPG (Shanghai International Port, up 47% to US$1.2 billion) entered the league table at 24th and 25th place respectively.Top 10 Most Valuable BrandsRank 2018: 1 2017: 1 BV 2018: $22,003m BV 2017: $22,128mBrand Rating: AAA-1-1%Rank 2018: 9 2017: 13 BV 2018: $4,253m BV 2017: $3,299mBrand Rating: AA9+29%Rank 2018: 10 2017: 9 BV 2018: $4,008m BV 2017: $3,849mBrand Rating: AAA-10+4%Rank 2018: 7 2017: 8 BV 2018: $4,845m BV 2017: $4,023mBrand Rating: AA7+20%Rank 2018: 8 2017: 10 BV 2018: $4,412m BV 2017: $3,818mBrand Rating: AA8+16%Rank 2018: 6 2017: 6 BV 2018: $4,882m BV 2017: $4,898mBrand Rating: A+60%Rank 2018: 2 2017: 2 BV 2018: $18,170m BV 2017: $17,092mBrand Rating: AA+2+6%Rank 2018: 3 2017: 3 BV 2018: $11,103m BV 2017: $12,233mBrand Rating: AA-3-9%Rank 2018: 4 2017: 4 BV 2018: $10,714m BV 2017: $10,251mBrand Rating: AA4+5%Rank 2018: 5 2017: 5 BV 2018: $7,877m BV 2017: $8,005mBrand Rating: AA+5-2%Brand Value Change 2017-2018 (%)ViterraCRSCSIPGKuehne + NagelDeutsche Post-8%-9%-11%-14%-20%65%54%47%43%29%MaerskJapan Railways GroupC.H. Robinson BNSFRoyal MailBrand Finance Logistics 25 March 2018 11.Brand Finance Logistics 25 March 2018 10.Executive Summary. Executive Summary.Top 5 Strongest BrandsTop 25 most valuable logistics brandsRank2018Rank2017Brand name Country Brand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating20171 1 UPS United States 22,003 -1% 22,128 AAA- AAA-2 2 FedEx United States 18,170 +6% 17,092 AA+ AA+3 3 Japan Railways Group Japan 11,103 -9% 12,233 AA- AA-4 4 DHL Germany 10,714 +5% 10,251 AA AA5 5 Union Pacific United States 7,877 -2% 8,005 AA+ AA+6 6 Mclane United States 4,882 0% 4,898 A+ AA-7 8 Poste Italiane Italy 4,845 +20% 4,023 AA AA8 10 Canadian National Railway Canada 4,412 +16% 3,818 AA AA9 13 Deutsche Post Germany 4,253 +29% 3,299</p>
