Auto Brands

8/20/2019 Auto Brands

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Auto100 &Tyres 102015The annual report on the world’s most valuable automobile brands

February 2015


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Brand Finance Auto 100 & Tyres 10 February 2015 3.Brand Finance Auto 100 & Tyres 10 February 2015 Brand Finance Auto 100 & Tyres 10 February 2015 3.Brand Finance Auto 100 & Tyres 10 February 2015

Foreword.

What is the purpose of a strong brand; tottract customers, to build loyalty, to motivatetaff? All true, but for a commercial brand ateast, the first answer must always be ‘tomake money’.

Huge investments are made in the design,aunch and ongoing promotion of brands. Givenheir potential financial value, this makes sense.nfortunately most organisations fail to goeyond that, missing huge opportunities toffectively make use of what are often their most

mportant assets.

Monitoring of brand performance should behe next step, but is often sporadic. Where itoes take place it frequently lacks financialgour 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 boardsthen underestimate the significance of theirbrands to the business.

Sceptical finance teams, unconvinced by whatthey perceive as marketing mumbo jumbo may

fail to agree necessary investments. Whatmarketing spend there is can end up poorlydirected as marketers are left to operate withinsufficient financial guidance or accountability.The end result can be a slow but steadydownward spiral of poor communication, wastedresources and a negative impact on the bottomline.

Brand Finance bridges the gap between themarketing and financial worlds. Our teams haveexperience across a wide range of disciplinesfrom market research and visual identity to tax

and accounting. We understand the importanceof design, advertising and marketing, but wealso believe that the ultimate and overridingpurpose of brands is to make money.

That is why we connect brands to the bottom

line. By valuing brands we provide a mutuallyintelligible language for marketers and financeteams. Marketers then have the ability tocommunicate the significance of what they doand boards can use the information to chart acourse that maximizes profits.

Of course not all non-marketers need to beconvinced that brands are valuable. WarrenBuffet, renowned for his financial nous and stockpicking ability, is famously keen on investing insome of the world’s biggest and best-lovedbrands such as Heinz and Coca-Cola. The sage

of Omaha certainly does extremely well frommost of his investments, but could he be doingbetter?

It is all well and good to want a strong brand thatcustomers connect with, but as with any asset,

without knowing the precise, financial value, howcan you know if you are maximising yourreturns? If you are intending to license a brand,how can you know you are getting a fair price? Ifyou are intending to sell, how do you know whatthe right time is?

Brand Finance has conducted hundreds of brandand branded-business valuations to help answerthese questions. The following report is a first stepto understanding more about brands, how tovalue them and how to use that information tobenefit the business. The team and I look forwardto continuing the conversation with you.

David Haigh, CEO, Brand Finance

The boardroom can sometimes feelke the tower of Babel, with CMOs andFOs speaking mutually unintelligible

anguages, damaging the prospects forwhat should be their shared goals.

rand Finance bridges the gap betweenmarketing and finance.”


3/10

Brand Finance Auto 100 & Tyres 10 February 2015 5.Brand Finance Auto 100 & Tyres 10 February 2015Brand Finance Auto 100 & Tyres 10 February 2015

About Brand Finance 5

Methodology 6

Sector Analysis 8

Understand Your Brand’s Value 12

Appendix, Full Table 14

How We Can Help 16

Contact Details 17

Contents

Brand Finance Auto 100 & Tyres 10 & Tyres 10 February 2015

About Brand Finance

Brand Finance puts thousands of the world’s biggest brands to the test every year, evaluating which arethe most powerful and most valuable. The Global 500 covers the top 500 from all sectors and is just oneof many annual reports produced by Brand Finance. Visit www.brandnance.com to discover more.

Brand Finance is the world’s leadingindependent brand valuation and strategyconsultancy. Brand Finance was set up in 1996with the aim of ‘bridging the gap betweenmarketing and finance’. For almost 20 years wehave helped companies to connect their brandsto the bottom line, building robust business casesfor brand decisions, strategies and investments.In doing so, we have helped finance people to

evaluate marketing programmes and marketingpeople to present their case in the Board Room.

IndependenceBrand Finance is impartial andindependent. We assess and help to managebrands, but we do not create or own them. Weare therefore able to give objective, unbiasedadvice because we have no vested interest inparticular outcomes of a project and ourrecommendations are entirely independent. Weare agency agnostic and work collaborativelywith many other agencies and consultancies.

Technical credibilityBrand Finance has high technicalstandards. Our work is frequently peer-reviewed by the big four audit practices and ourwork has been accepted by tax authorities and

regulatory bodies around the world. We are oneof the few companies certified to provide brandvaluations that are fully compliant with ISO10668, the global standard on monetary brandvaluations.

TransparencyThere are no black boxes. Our approach is towork openly, collaboratively and flexibly with

clients and we will always reveal the details ofour modelling and analysis. This means ourclients always understand what lies behind ‘thenumber’.

Expertise We possess a unique combination of skillsand experience. We employ functional expertswith marketing, research and financialbackgrounds, as well as ex-client-side seniormanagement who are used to ‘making thingshappen’. This gives us the mindset to thinkbeyond the analysis and to consider the likelyimpact on day-to-day operations. We like to thinkthis differentiates us because our team has realoperational experience.

For more information, please visit our website:brandnance.com

Global500 2015Theannual reportontheworld’smostvaluableglobal brandsFebruary2015

Bridging the gap between marketing and fnance


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Brand Finance Auto 100 & Tyres 10 February 2015 7.Brand Finance Auto 100 & Tyres 10 February 2015

Brand Finance calculates the values of thebrands in its league tables using the‘Royalty Relief approach’. This approachinvolves estimating the likely future sales that areattributable to a brand and calculating a royaltyrate that would be charged for the use of the

brand, i.e. what the owner would have to pay forthe use of the brand—assuming it were notalready owned.

Methodology

Brand strengthexpressed as a BSIscore out of 100.

BSI score applied to anappropriate sectorroyalty rate range.

Royalty rate applied toforecast revenues toderive brand values.

Post-tax brandrevenues arediscounted to a netpresent value (NPV)which equals thebrand value.

The steps in this process are as follows:

1 Calculate brand strength on a scale of 0 to 100based on a number of attributes such asemotional connection, financial performanceand sustainability, among others. This score isknown as the Brand Strength Index.

2 Determine the royalty rate range for therespective brand sectors. This is done byreviewing comparable licensing agreements

Denition of ‘Brand’

n the very broadest sense, a brand is the focusor all the expectations and opinions held byustomers, staff and other stakeholders about anrganisation and its products and services.

However when looking at brands as businessssets that can be bought, sold and licensed, a

more technical definition is required. Brandinance helped to craft the internationallyecognised standard on Brand Valuation, ISO0668. That defines a brand as “a marketing-elated intangible asset including, but not limitedo, names, terms, signs, symbols, logos andesigns, or a combination of these, intended to

dentify goods, services or entities, or aombination of these, creating distinctive imagesnd associations in the minds of stakeholders,hereby generating economic benefits/value”

Strong brand

Weak brand

Brand strengthindex (BSI)

Brand‘Royalty rate’

Brand revenues Brand value

Forecast revenues

Brandinvestment

Brandequity

Brandperformance

Brand Strength

Brand Strength is the part of our analysis mostdirectly and easily influenced by thoseresponsible for marketing and brandmanagement. In order to determine the strength

of a brand we have developed the BrandStrength Index (BSI). We analyse marketinginvestment, brand equity (the goodwillaccumulated with customers, staff and otherstakeholders) and finally the impact of those onbusiness performance. Following this analysis,each brand is assigned a BSI score out of 100,which is fed into the brand value calculation.Based on the score, each brand in the leaguetable is assigned a rating between AAA+ and Din a format similar to a credit rating. AAA+brands are exceptionally strong and wellmanaged while a failing brand would beassigned a D grade.

sourced from Brand Finance’s extensivedatabase of license agreements and otheronline databases.

3 Calculate royalty rate. The brand strength scoreis applied to the royalty rate range to arrive at aroyalty rate. For example, if the royalty rate

range in a brand’s sector is 1-5% and a brandhas a brand strength score of 80 out of 100,then an appropriate royalty rate for the use ofthis brand in the given sector will be 4.2%.

4 Determine brand specific revenues estimating aproportion of parent company revenuesattributable to a specific brand.

5 Determine forecast brand specific revenuesusing a function of historic revenues, equityanalyst forecasts and economic growth rates.

6 Apply the royalty rate to the forecast revenuesto derive brand revenues.

7 Brand revenues are discounted post tax to anet present value which equals the brand value.

Denitions

+ Enterprise Value – the value of theentire enterprise, made up ofmultiple branded businesses

+ Branded Business Value – thevalue of a single branded businessoperating under the subject brand

+ Brand Value – the value of thetrade marks (and relatingmarketing IP and ‘goodwill’attached to it) within the brandedbusiness

What do we mean by ‘brand’?

‘Brand’

‘Branded

Business’

‘BrandedEnterprise’

E.g.VW Group

BentleyBrand

E.g.Bentley


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Brand Finance Auto 100 & Tyres 10 February 2015 9.Brand Finance Auto 100 & Tyres 10 February 2015

Rank 2015: 1 2014: 1BV 2015: $35,017mBV 2014: $34,903mBrand Rating: AAA-

Rank 2015: 2 2014: 2BV 2015: $33,079mBV 2014: $28,962mBrand Rating: AAA


Rank 2015: 4 2014: 4BV 2015: $27,328mBV 2014: $24,171mBrand Rating: AAA


1

2

3

4

5

+0%

+14%

+15%

+13%

+1%

Rank 2015: 6 2014: 7BV 2015: $20,315mBV 2014: $20,236mBrand Rating: AA+





6

7

8

9

10

+0%

-15%

+35%

-7%

-13%

oyota remains the world’s most valuable autorand. A weak Yen has boosted sales abroad,llowing Toyota to record Japan’s highest everet profit for a public company of US$17bn.ales in Japan have been focussed on

minivans with the Voxy & Noah selling well,

whereas larger vehicles including theHighland, Tundra & Rav4 are the mainstay ofhe US market. Meanwhile Europe sawromising sales for Toyota’s hybrid offerings.

Clearly Toyota has a well established segmentedmarketing approach. However Toyota’s safetyecord hit another road bump in 2014, with 7

million vehicles affected, which follows on frommajor recalls in 2009 & 2012. These enduringafety concerns are affecting Toyota’s reputation

with consumers, negatively affecting the brand.As a result brand value growth has been almostat, rising less than 1% to just over US$35 billion.

Toyota is now at risk of being overtaken by allthree major German auto brands. Mercedes,BMW, and VW have benefitted from a rebound indemand in Europe and saw their brand valuesgrow 13, 14 & 15% respectively over the last year.BMW’s brand was also bolstered by the

successful launch of the i8. BMW’s first attempt tobring the supercar into the 21st century has beenmet with rave reviews for its looks, driveability andinnovative hybrid technology. Mercedes has alsostrengthened its brand by reinforcing a reputationfor technological innovation. The brand’s totaldominance of the 2014 F1 season vindicated thedecision to stick with the sport and was a PR andmarketing coup.

The opposite is true of Ferrari. For several years,Ferrari has been the most powerful brand fromany industry. However it lost that title this year, inpart due to the inability of Scuderia Ferrari to even

Auto 100 &

Tyres 10

Sector – Auto 100 & Tyres 10

1st

2nd

3rd

Most Powerful Auto Brands mount a serious challenge in last year’s F1season. The sheen of glory from its 1990s goldenera is beginning to wear thin. Meanwhile thedeparture of Luca di Montezemolo heralds aslight change in strategy at Ferrari’s road cardivision. Montezemolo kept a strict cap on

production to maintain the exclusivity of thebrand. Since his departure, Chairman SergioMarchionne has suggested that this policy will berelaxed to boost revenues.

Many Ferrari owners and aspiring owners areextremely brand-conscious, making the loss ofthe ‘world’s most powerful brand’ accolade,which Ferrari has held for several years, aparticularly heavy blow. Ferrari is still in a strongposition. It remains the most powerful auto brandand its brand value has actually increased 18%this year to US$4.7 billion. The new strategy tocapitalise on the brand will certainly drive short

BSI Score88.4

BSI Score89.6

BSI Score85.8

BrandRatingAAA

BrandRatingAAA+

BrandRatingAAA


6/10

Proportion of Total Auto 100 Brand Value by Country

Country Total Brand

Value (USDm)

Germany 121.4Japan 110.5

United States 57.6

Italy 22.5

France 19.1

China 17.7

South Korea 17.6

India 16.4

Other 14.3

Total 397.1

Germany30.6%

Japan27.8%

US14.5%

Italy5.7%

France4.8%

China4.5%

4.4%

4.1%3.6%

Brand Finance Auto 100 & Tyres 10 February 2015 11.Brand Finance Auto 100 & Tyres 10 February 20150.

term value but over-exploitation risks lastingdamage.

Land Rover continues to enjoy spectacular brandvalue growth. 2014 saw the opening of the CheryJaguar Land Rover plant in Shanghai in order to

help satisfy surging demand in China. Thoughthis will reduce import tax and shipping costs, itwill be interesting to see to what extent brandstrength is affected by the loss of ‘foreign made’status, a significant selling point in China.

Tesla is this year’s fastest growing auto brand.The decision to name the brand after 19th centuryelectrical pioneer Nikolai Tesla was a shrewd one.It simultaneously evokes association ofautomotive heritage and modern, clean techlaying the foundations for s strong brand. Morerecently Tesla’s stock had been soaring thanks torising demand for the luxury electric vehicles. Its

brand value has more than doubled, from US$1.2billion in early 2014 to US$2.6 billion now. Thefalling oil price and recent stock price jitters makethe coming year uncertain however.

It was not a year to cheer for tyre brands.

Bridgestone remains the world’s most valuabletyre brand despite growth of just 2% to a total ofUS$5.7 billion. Fellow Japanese brand Sumitomofell 38%. Recently announced safetyinvestigations and allegations of ‘anti-competitivebehaviour’ are likely to damage the brand further.Pirelli’s brand value has fallen 11%, posing anintriguing marketing dilemma. Though its role asF1’s tyre supplier provides unrivalled visibility, thedemand for tyres that degrade easily (to makeraces more interesting) presents internationalaudiences with images of shredded and burstingPirelli tyres, which are unlikely to inspireconfidence.

Sector – Auto 100 & Tyres 10

5

10

15

20

25

30

35

40

2015201420132012201120102009

Brand

value

(US$b

n)




Rank 2015: 4 2014: 5BV 2015: $1,988mBV 2014: $1,925mBrand Rating: AA


1

2

3

4

5

+2%

+9%

Rank 2015: 6 2014: 4BV 2015: $1,297mBV 2014: $2,083mBrand Rating: AA

Rank 2015: 7 2014:BV 2015: $1,238mBV 2014:

Brand Rating: AA

Rank 2015: 8 2014: 8BV 2015: $983mBV 2014: $1,101mBrand Rating: AA-

Rank 2015: 9 2014: 10BV 2015: $909mBV 2014: $897mBrand Rating: AA-

Rank 2015: 10 2014: 9BV 2015: $798mBV 2014: $1,039mBrand Rating: AA

6

7

8

9

10

-38%

-11%

+1%

-23%

-9%

+3%

-11%

Tyres top 10

South Korea

India

Others


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Understand Your Brand’s Value

A League Table Report provides aomplete breakdown of the assumptions,ata sources and calculations used torrive at your brand’s value. Each report

ncludes expert recommendations for growingrand value to drive business performance and

ffers a cost-effective way to gaining a betternderstanding of your position againstompetitors.

A full report includes the following sectionswhich can also be purchased individually.

Brand Valuation Summary

Overview of the brand valuation includingxecutive summary, explanation of changes inrand value and historic and peer groupomparisons.

Royalty Rates

Analysis of competitor royalty rates, industryroyalty rate ranges and margin analysis used todetermine brand specific royalty rate.

+ Transfer pricing

+ Licensing/ franchising negotiation

+ International licensing

+ Competitor benchmarking

Cost of Capital

A breakdown of the cost of capital calculation,including risk free rates, brand debt ri skpremiums and the cost of equity through CAPM.

+ Independent view of cost of capital for internalvaluations and project appraisal exercises

Trademark Audit

Analysis of the current level of protection for thebrands word marks and trademark iconographyhighlighting areas where the marks are in needof protection.

+ Highlight unprotected marks

+ Spot potential infringement

+ Trademark registration strategy

For more information regarding our LeagueTable Reports, please contact:

Sean ConnellClient Services Manager, Brand Finance

[email protected]

+44 (0)207 389 9400

+ Internal understanding of brand

+ Brand value tracking


+ Historical brand value

Brand Strength Index

A breakdown of how the brand performed onvarious metrics of brand strength, benchmarkedagainst competitor brands in a balancedscorecard framework.

+ Brand strength tracking

+ Brand strength analysis

+ Management KPI’s



8/10


Sector – Automobiles

Rank2015

Rank2014

Brand name Domicile Brand value($m) 2015

%change

Brand value($m) 2014

Brand rating2015

Brand rating2014

1 Toyota Japan 35,017 0% 34,903 AAA- AAA-

2 2 BMW Germany 33,079 14% 28,962 AAA AAA

3 3 Volkswagen Germany 31,025 15% 27,062 AAA- AAA-

4 4 Mercedes-Benz Germany 27,328 13% 24,171 AAA AAA-

5 5 Honda Japan 22,424 1% 22,152 AAA- AA+

6 7 Ford United States 20,315 0% 20,236 AA+ AAA-

7 6 Nissan Japan 18,085 -15% 21,194 AA+ AA+

8 12 Audi Germany 9,591 35% 7,082 AA+ AA+

9 9 Hyundai South Korea 8,605 -7% 9,236 AAA- AA+0 10 Renault France 7,849 -13% 9,010 AA+ AA

1 13 Chevrolet United States 7,150 11% 6,426 AA+ AA+

2 20 Land Rover India 6,521 50% 4,339 AA+ AA+

3 11 Peugeot France 6,210 -13% 7,123 AA AA

4 16 Fiat Italy 6,060 17% 5,179 AA AA

5 14 Kia South Korea 5,238 -2% 5,356 AA+ AA

6 19 Mazda Japan 4,795 6% 4,511 AA+ AA

7 26 Ferrari Italy 4,747 18% 4,037 AAA+ AAA+

8 23 MINI Germany 4,672 10% 4,238 AA+ AAA-

9 27 Harley-Davidson United States 4,257 8% 3,938 AAA AAA-

20 25 Lexus Japan 4,217 1% 4,169 AA+ AA

21 30 Volvo Sweden 4,154 18% 3,525 AA AA

22 15 Suzuki Japan 4,001 -25% 5,305 AA A+

23 N/A Porsche Germany 3,839 9% 3,519 AAA AAA

24 24 Subaru Japan 3,837 -9% 4,227 AA AA-

25 22 Citroën France 3,703 -13% 4,260 AA- AA

26 Denso Japan 3,641 AA+

27 21 GMC United States 3,492 -19% 4,310 AA AA

28 N/A Hyundai Mobis South Korea 3,293 2% 3,215 AA AA-

29 34 SAIC China 3,112 16% 2,672 AA- A+

30 41 Dodge Italy 3,013 30% 2,312 AA AA-

31 0 Polaris Inds United States 2,896 70% 1,700 AA- A+

32 17 Daimler Germany 2,773 -45% 5,085 AAA- AA+

33 40 Great Wall China 2,740 15% 2,392 AA A+

34 28 Mitsubishi Japan 2,738 -30% 3,933 AA- AA-

35 37 Jeep Italy 2,731 9% 2,508 AA+ AA+

36 62 Tesla United States 2,644 122% 1,191 AA AA

37 36 Kenworth United States 2,640 4% 2,544 AA AA-

38 31 Isuzu Japan 2,566 -25% 3,442 AA A+

39 42 Tata Motors India 2,374 4% 2,294 AA+ AA-

40 35 Opel United States 2,364 -9% 2,587 AA- AA

41 38 Scania Germany 2,302 -6% 2,453 AA AA-

42 18 General Motors United States 2,277 -53% 4,842 AA+ AAA-

43 32 Hino Japan 2,272 -25% 3,010 AA A+

44 0 Delphi UK 2,238 9% 2,047 AA- AA-

45 46 Chrysler Italy 2,080 7% 1,952 AA AA

46 47 RAM Trucks Italy 2,034 8% 1,878 AA- AA-

47 57 Maruti Suzuki India 1,997 47% 1,359 AA+ AA

48 43 Acura Japan 1,924 -11% 2,158 AA AA

49 51 Changan China 1,870 14% 1,636 AA A

50 N/A Dongfeng China 1,861 20% 1,554 AA A+

Sector – Automobiles

Rank2015

Rank2014

Brand name Domicile Brand value($m) 2015

%change

Brand value($m) 2014

Brand rating2015

Brand rating2014

51 44 Bentley Germany 1,852 -11% 2,075 AAA- AAA

52 33 Daihatsu Japan 1,782 -36% 2,768 AA- A+

53 Aston Martin UK 1,743 AA+

54 48 Buick United States 1,636 -10% 1,821 AA AA

55 49 Mahindra India 1,498 -14% 1,749 AA AA-

56 52 Infiniti Japan 1,472 -9% 1,619 AA- AA-

57 59 Jaguar India 1,435 15% 1,246 AA+ AA+

58 55 Renault Trucks Sweden 1,395 -8% 1,509 AA AA-

59 0 Magna Canada 1,391 36% 1,023 AA- A+60 56 Cadillac United States 1,355 -10% 1,499 AA AA+

61 53 Smart Germany 1,285 -18% 1,565 AA AA

62 45 Skoda Germany 1,265 -36% 1,965 AA+ AA

63 39 Lincoln United States 1,263 -47% 2,398 AA AA

64 64 JMC China 1,258 32% 951 AA- A+

65 58 Pontiac United States 1,243 -2% 1,269 AA+ AA

66 N/A BYD China 1,229 32% 931 AA A+

67 54 FAW China 1,215 -22% 1,554 AA- A

68 0 JAC Motors China 1,211 2% 1,189 AA- A+

69 74 Hero India 1,122 62% 694 AA A+

70 Yamaha Japan 1,096 AA

71 Dacia France 1,047 AA-

72 79 Bajaj Auto India 1,030 72% 597 AA AA-

73 61 Geely Hong Kong 955 -20% 1,201 AA AA-

74 75 Maserati Italy 942 36% 693 AA+ AAA-

75 76 Lamborghini Germany 920 36% 677 AAA- AAA

76 65 Vauxhall United States 909 -2% 926 AA AA

77 0 Yutong China 897 20% 746 AA- A+

78 60 Foton China 836 -31% 1,212 A+ A

79 70 GAC Group China 801 0% 798 AA A+

80 68 Rolls- Royce Germany 776 -5% 819 AAA- AAA

81 0 Lada Russia 756 38% 550 A A

82 69 DAF United States 753 -8% 818 AA- AA-

83 67 Seat Germany 691 -22% 884 AA AA

84 71 Xiamen King Long China 665 -13% 760 A+ A

85 66 Scion Japan 615 -33% 916 AA- AA-

86 NAPA United States 541 A+

87 84 Alfa Romeo Italy 533 12% 474 AA+ AAA-

88 73 UD Trucks Sweden 492 -29% 695 AA- AA-

89 80 Holden United States 489 -12% 558 AA- AA

90 92 Ashok Leyland India 468 81% 258 AA- A

91 77 Eicher Sweden 443 -31% 639 AA- AA-

92 86 SSangYong South Korea 435 0% 434 A+ A

93 83 Mack Sweden 408 -22% 523 AA AA-

94 Saturn United States 361 AA-

95 87 Saab United States 358 -16% 428 AA- AA

96 88 Lancia Italy 350 7% 326 AA AA-

97 85 Renault Samsung France 340 -24% 446 AA- AA

98 Nexteer Automotive United States 330 AA-

99 Motion Industries United States 314 A+

100 82 Kamaz Russia 307 -43% 537 A- A

op 500 most valuable brands 1-50. Top 500 most valuable brands 51-100.


9/10


How we can help.

MARKETING FINANCE TAX LEGAL

We help marketers to connecteir brands to businesserformance by evaluating thenancial impact of brand basedecisions and strategies.

Brand ValuationBrand Due DiligenceProfit Levers AnalysisS cenario ModellingMarket ResearchBrand Identity & CustomerExperience AuditBrand Strength AnalysisBrand Equity AnalysisPerception MappingConjoint & Brand/PriceTrade-off AnalysisReturn on InvestmentS ponsorship EvaluationBudget SettingBrand Architecture &

ortfolio EvaluationBrand Positioning &Extension EvaluationBrand MigrationFranchising & LicensingBrandCo StrategyBrand Governance ProcessBrand TrackingManagement KPIsCompetitor Benchmarking

We provide financiers andauditors with an independentassessment on all forms ofbrand and intangible assetvaluations.

+ Brand & Branded BusinessValuation

+ Intangible Asset Valuation+ Fair Value Exercise (IFRS 3

/ FAS 141)+ Intangible Asset Impairment

Reviews (IAS 36 / FAS 142)Brand Due Diligence

+ Information Memoranda+ Finance Raising+ Insolvency & Administration+ Market Research Design

and Management+ Return on Investment+ Franchising & Licensing+ BrandCo & IPCo Strategy+ Scenario Modelling &

Planning+ Transfer Pricing Analysis+ Management KPIs and

Target-setting+ Competitor Benchmarking

We help brand owners andfiscal authorities to understandthe implications of differenttax, transfer pricing and brandownership arrangements.


+ Intangible Asset Valuation+ Patent Valuation+ Asset Transfer Valuations+ Business & Share

Valuations+ Transfer Pricing Analysis+ Royalty Rate Setting+ Brand Franchising &

Licensing+ BrandCo & IPCo Strategy+ Market Research Design

and Management+ Brand Tracking+ Expert Witness Opinion

We help clients to enforce andexploit their intellectualproperty rights by providingindependent expert advice in-and outside of the courtroom.


+ Intangible Asset Valuation+ Patent Valuation+ Business & Share

Valuations+ Loss of Profits Calculations+ Account of Profits

Calculations+ Damages Assessment+ Forensic Accounting+ Royalty Rate Setting+ Brand Franchising &

Licensing+ BrandCo & IPCo Strategy+ Market Research Design

and Management+ Trademark Registration+ Trademark watching service

2 . M

A N A G E

3 . M

A X I M

I S E 4 . M O

N I T

O R

1 .

M E

A S U

R E

Brand Monitoring

mprove reporting and brand performancemanagement by integrating market

esearch, investment, market and financialmetrics into a single insightful scorecardmodel to track performance and inform

strategic decisions.

Brand Valuation

aluations may be conducted for technicalpurposes and to set a baseline against

which potential strategic brand scenarioscan be evaluated.

Brand Analytics

Analytical services help to uncover drivers ofdemand and insights. Identifying the factorswhich drive consumer behaviour allow anunderstanding of how brands createbottom-line impact.

Brand Strategy

Strategic marketing services enable brandsto be leveraged to grow businesses.Scenario modelling will identify the bestopportunities, ensuring resources areallocated to those activities which have themost impact on brand and business value.

Brand &Business Value

(Brand ROI)

Contact us.

For league table enquiries,

please contact:

Sean Connell

Client Services Manager

Brand Finance

[email protected]

For media enquiries,

please contact:

Robert HaighCommunications Director

Brand Finance

[email protected]

For all other enquiries,

please contact:

[email protected]

+44 (0)207 389 9400

linkedin.com/company/

brand-finance

facebook.com/brandfinance

twitter.com/brandfinance

Contact details.

Our ofces.

Disclaimer.Brand Finance has produced this studywith an independent and unbiasedanalysis. The values derived andopinions produced in this study arebased only on publicly availableinformation and certain assumptionsthat Brand Finance used where suchdata was deficient or unclear . BrandFinance accepts no responsibility andwill not be liable in the event that thepublicly available information reliedupon is subsequently found to beinaccurate.

The opinions and financial analysisexpressed in the report are not to beconstrued as providing investment orbusiness advice. Brand Finance doesnot intend the report to be relied uponfor any reason and excludes all liabilityto any body, government ororganisation.

For further information on Brand Finance®’s services and valuation experience, please contact

your local representative:

Country Contact Email address

Argentina Pablo Bolino [email protected]

Australia Mark Crowe [email protected]

Brazil Gilson Nunes [email protected]

Canada Edgar Baum [email protected]

Caribbean Nigel Cooper [email protected]

Central America Rajesh Ingle [email protected]

East Africa Jawad Jaffer [email protected]

Germany Dr. Holger Mühlbauer [email protected]

Greece Ioannis Lionis [email protected]

Holland Marc Cloosterman [email protected]

India Ramesh Saraph [email protected]

Indonesia Michel Budi [email protected]

Middle East Anthony Kendall [email protected]

Nigeria Tunde Odumeru [email protected]

New Zealand Jai Basrur [email protected]

Portugal Pedro Taveres [email protected]

Russia Alex Eremenko [email protected]

Singapore Samir Dixit [email protected]

South Africa Oliver Schmitz [email protected]

Sri Lanka Ruchi Gunewardene [email protected]

Turkey Muhterem Ilguner [email protected]

UK Richard Yoxon r.yoxon@brandfin ance.com

USA Edgar Baum [email protected]


10/10

Contact us.

The World’s Leading Independent Brand Valuation and Strategy Consultancy

T: +44 (0)20 7389 9400

E: [email protected]

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