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2017德国50强品牌报告(英文版).pdf

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  • 卖家[上传人]:管****问
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  • 上传时间:2019-10-26
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    • Germany 50 2017 The annual report on the most valuable German brands May 2017 Brand Finance Germany 50 May 2017 3.Brand Finance Australia 100 March 2016 2. 3.Brand Finance Global 500 February 2016 2.Brand Finance Airlines 30 30 February 2015 2. Brand Finance Germany 50 May 2017 2. Foreword. Foreword 2 Definitions 4 Methodology 6 Executive Summary 8 Full Table (EURm) 12 Full Table (USDm) 13 Understand Your Brand’s Value 14 How We Can Help 16 Contact Details 17 Contents David Haigh, CEO, Brand Finance 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. Skeptical 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 the marketing and financial worlds. 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 marketers 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 Finance’s recently conducted share price study revealed the compelling link between strong brands and stock market performance. It was found that investing in the most highly branded companies would lead to a return almost double that of the average for the S its heritage is a key driver of demand and customer loyalty. At the same time, investments in innovation, such as the BMW i electric car sub-brand, are positioning BMW well for the future. 2016 saw BMW set new records with net profi t at €6.9 billion and revenue at €94.2 billion. The automotive industry remains Germany’s top sector by brand value, with many other car brands placing highly. Mercedes-Benz claims third place in Brand Finance Germany 50 with a brand value of €31.6 billion. Record demand for Germany 50 Executive Summary Rank 2017: 1 2016: 1 BV 2017: EUR 33,029m BV 2016: EUR 32,172m Brand Rating: AAA- Rank 2017: 2 2016: 2 BV 2017: EUR 32,414m BV 2016: EUR 30,540m Brand Rating: AA+ Rank 2017: 5 2016: 4 BV 2017: EUR 20,541m BV 2016: EUR 17,483m Brand Rating: AAA- 1 2 5 +3% +6% Rank 2017: 6 2016: 7 BV 2017: EUR 16,007m BV 2016: EUR 14,364m Brand Rating: AAA- Rank 2017: 7 2016: 6 BV 2017: EUR 13,521m BV 2016: EUR 15,113m Brand Rating: AA Rank 2017: 8 2016: 10 BV 2017: EUR 13,486m BV 2016: EUR 8,379m Brand Rating: AA- Rank 2017: 9 2016: 8 BV 2017: EUR 11,162m BV 2016: EUR 9,050m Brand Rating: AAA- 6 7 8 9 +11% -11% +23% +17% Rank 2017: 3 2016: 3 BV 2017: EUR 31,623m BV 2016: EUR 29,487m Brand Rating: AAA- 3 Rank 2017: 4 2016: 5 BV 2017: EUR 22,255m BV 2016: EUR 17,410m Brand Rating: AAA 4 +28% Rank 2017: 10 2016: 18 BV 2017: EUR 11,029m BV 2016: EUR 4,106m Brand Rating: AAA 10 +169% +7%+61% the brand’s vehicles since the launch of the new E-Class Saloon last year was a particular source of strength. Like BMW, Mercedes-Benz is preparing for the growing spending power of the millennial generation. A new marketing strategy has been announced, based on “human-centred innovation” and “customised agencies”. Its humorous Superbowl advert is one of 。

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