2018银行500强品牌报告（英文版）.pdf

Banking 5002018The annual report on the worlds most valuable banking brandsFebruary 2018Brand Finance Banking 500 February 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 Banking 500 February 2018 5.Brand Finance Banking 500 February 2018 4.Foreword 3About Brand Finance 4Contact Details 4Definitions 6Executive Summary 8Full Table 12Methodology 22Understand Your Brands Value 23Consulting Services 24Communications Services 25Contents.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 Finances 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 Mhlbauer h.muehlbauerbrandfinance +49 1515 474 9834India Ajimon Francis a.francisbrandfinance +91 989 2085 951Indonesia 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 Ilgner 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 Banking 500 February 2018 7.Brand Finance Banking 500 February 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.Lloyds Banking Group PlcHalifaxBrand ValueHalifaxHalifaxEnterpriseValueBrandedBusinessValueBrandContributionBrand 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 Banking 500 February 2018 9.Brand Finance Banking 500 February 2018 8.Executive Summary.Chinese Banks Dominate Top 10The Industrial and Commercial Bank of China (ICBC) at US$59.2 billion and China Construction Bank at US$56.8 billion have taken out 1stand 2nd place respectively as the worlds most valuable bank brands for 2018. China Construction Bank rose from 3rdplace to 2nd, overtaking US bank Wells Fargo at US$44.1 billion, which slipped to 3rddespite itself growing by 6%. The worlds most valuable bank brand, ICBC, was also awarded the highest-possible brand strength rating of AAA+. In the aftermath of the 2008 global financial crisis, ICBC has enjoyed robust growth in the value of its brand, based upon a very strong foundation in the Chinese domestic market. In recent years, its domestic strength has served as a platform for global expansion.Chinese bank brands dominated the top 10, with the Bank of China benefiting from a 34% increase to its brand value to US$41.8 billion, while the brand value of Agricultural Bank of China grew by 31% to US$37.3 billion. Meanwhile, American bank brands Chase (up 15% to US$38.8 billion) and Bank of America (up 10% The total value of the worlds 500 biggest bank brands increased by 10.2% over the last year to US$1.18 trillion, with strong performance in many countries around the world. However, Chinese brands in the Brand Finance Banking 500 league table outperformed the global average with outstanding growth of 22%.David HaighCEO, Brand FinanceExecutive Summary.to US$33.3 billion) saw good growth but could not keep up with the booming Chinese bank brand values.China extended its lead over the US with the largest aggregate brand value of banks in the Brand Finance Banking 500, with Chinese bank brand values growing by 22% over the last year to a combined total of US$317 billion. This growth comes from just 45 Chinese banks, while the US continues to host the largest number of bank brands in the league table, with 76 such brands. Bank Brands Under ThreatBank brands may soon face competition from tech giants such as Apple, Facebook, Google, and Amazon in the broader financial services sector. Each have launched various consumer-facing financial services in recent years or are expected to do so this year. Tech brands represent new challenges to traditional banking services, as they are more aligned to modern customer expectations around instant multi-channel and multi-platform services. Brand Value Change 2017-2018 (%)Top 10 Most Valuable BrandsRank 2018: 1 2017: 1 BV 2018: $59,189m BV 2017: $47,832mBrand Rating: AAA+1+24%Rank 2018: 9 2017: 9 BV 2018: $18,305m BV 2017: $20,688mBrand Rating: AA9-12%Rank 2018: 10 2017: 11 BV 2018: $17,651m BV 2017: $15,710mBrand Rating: AA+10+12%Rank 2018: 7 2017: 6 BV 2018: $33,289m BV 2017: $30,273mBrand Rating: AAA-7+10%Rank 2018: 8 2017: 8 BV 2018: $30,783m BV 2017: $27,674mBrand Rating: AA+8+11%Rank 2018: 6 2017: 7 BV 2018: $37,321m BV 2017: $28,511mBrand Rating: AAA6+31%Rank 2018: 2 2017: 3 BV 2018: $56,789m BV 2017: $41,377mBrand Rating: AAA2+37%Rank 2018: 3 2017: 2 BV 2018: $44,098m BV 2017: $41,618mBrand Rating: AAA-3+6%Rank 2018: 4 2017: 5 BV 2018: $41,750m BV 2017: $31,250mBrand Rating: AAA4+34%Rank 2018: 5 2017: 4 BV 2018: $38,842m BV 2017: $33,737mBrand Rating: AAA5+15%NatWestBanca MediolanumEvergrowing BankBank of JiangsuLansforsakringar BankVietinBankE.SUN BankUBI BancaF.N.B. CorporationChina Zheshang Bank-30%-31%-35%-39%-39%-40%-43%-57%-59%-70%100%83%75%62%60%51%51%51%51%48%UniCreditBank AudiBank of ShanghaiPromsvyazbankPlains Capital BankAbancaSws GroupCIBAlfa BankRBSBrand Finance Banking 500 February 2018 11.Brand Finance Banking 500 February 2018 10.Executive Summary.Brand Value Over TimeBrand Value by Country Executive Summary.Top 10 Strongest BrandsBSI Score90.3BSI Score85.9BSI Score85.1BSI Score87.5BSI Score86.3BSI Score87.5BSI Score90.1BSI Score89.3BSI Score89.0BSI Score88.4Regional LeadersBesides ICBC, the worlds only other AAA+ ranked bank brand is Sberbank of Russia. Sberbank is, like ICBC, focused on its domestic market. Recently, Sberbank announced new plans to combat the threat from technology competitors, including a blockchain investment lab. It is likely that Sberbank is well placed to confront these external competitors, with strong brand equity amongst its key stakeholders in Russia.European banks have performed moderately, with growth of 8% in big bank brand value over the last year, slightly below the global growth of 11.6%. The four most valuable bank brands in Europe all suffered mediocre performance, including HSBC (down 12% to US$18.3 billion), Santander (up 2% to US$