品牌价值-最有价值、最强大的奢侈品和高端品牌50强的2022年度报告（英）-2022.9-31正式版.doc

Luxury &Premium502022The annual report on the most valuable and strongest luxury & premium brands September 2022每日免费获取报告1、每日微信群内分享7+最新重磅报告；2、每日分享当日华尔街日报、金融时报；3、每周分享经济学人4、行研报告均为公开版，权利归原作者所有，起点财经仅分发做内部学习。扫一扫二维码关注公号回复：研究报告加入“起点财经”微信群。Contents.About Brand Finance3Foreword7Executive Summary9Brand Value & Brand Strength Analysis10Brand Value Ranking (USDm)16Methodology17Our Services24© 2022 All rights reserved. Brand Finance Plc.Brand Finance Luxury & Premium 50 2022 2About Brand Finance.Brand Finance is the world's leading brand valuation consultancy.We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put 5,000 of the worlds biggest brands to the test every year. Ranking brands across all sectors and countries, we publish nearly 100 reports annually.We offer a unique combination of expertise Our teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671. Our methodology has been certified by global independent auditors Austrian Standards as compliant with both, and received the official approval of the Marketing Accountability Standards Board.Get in Touch.For business enquiries, please contact:Richard Haigh Managing Directorrd.haighFor media enquiries, please contact:Michael JosemAssociate Communications Directorm.josemFor all other enquiries:enquiries+44 207 389 9400Brand Finance Luxury & Premium 50 2022 3Request your own Brand Value ReportA Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brands value.Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Visit or email enquiriesBrand ValuationSummaryBrandStrength TrackingCRoyalty RatesonteCost ofnCapital AnalysistsCustomerResearch FindingsInsightStrategytsBenchmarkingifeneEducationBCommunicationUnderstandingenquiriesCompetitorBenchmarkingBBrandirectory is the worlds largest database of current and historical brand values, providing easy access to all Brand Finance rankings, reports, whitepapers, and consumer research published since 2007.+ Browse thousands of published brand values+Track brand value, strength, and rating across publications and over time+Use interactive charts to compare brand values across countries, sectors, and global rankings+Purchase and instantly unlock premium data, complete brand rankings, and researchVisit to find out more.Brand Finance Group.Brand Finance InstituteBrand Finance Institute is the educational division ofBrand Finance, whose purpose is to create and fostera professional environment for knowledge-sharing andnetworking among practitioners and experts in themarket. BFI organises events, in-company training, andcorporate educational initiatives around the world. In thequest for marketing excellence and with the purposeto equip the brand valuation and strategy practitionerswith the necessary skills and tools, we have developeda wide range of programmes and certifications incollaboration with the most coveted business schools,universities and thought leaders in the field.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measurement, and strategic thinking for a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Group's companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible benefits for your business.Brand Finance Luxury & Premium 50 2022 5Global Brand Equity Monitor Original market research on over 5,000 brands 36 countries and over 29 sectors coveredMore than 100,000 respondents surveyed annuallyWe are now in our 6th consecutive year conducting the studyVisit or email enquiriesenquiriesForeword.David Haigh Chairman & CEO, Brand FinanceWhat 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.Brand Finance Luxury & Premium 50 2022 7PORSCHE IS MOST VALUABLE LUXURY BRAND+ Porsche retains pole position as the most valuable luxury brand in the world, valued atUS$33.7 billion+ Louis Vuitton is 2nd most valuable luxury brand valued at US$23.4 billion+ Ferrari is the worlds strongest luxury brand withAAA+ rating+ The Ritz-Carlton is the worlds fastest growing luxury brand, more than doubling in value this year+ Dior and Dolce & Gabbana flaunt impressive brand value performances+ Estée Lauder is smelling sweet as it enters top ten for value+ Brand strength accelerates for Lamborghini andAston MartinBrand Finance Luxury & Premium 50 2022 8Executive Summary.Brand Value &Brand Strength Analysis.Porsche retains pole position as the most valuable luxury brand in the world, valued at US$33.7 billionPorsche (brand value down 2% to US$33.7 billion) has parked itself in the top spot as the worlds most valuable luxury brand for another yearPorsches leadership of the luxury segment is good news for the brand which has just been spun-off by its brand owner, the Volkswagen Group, in an initial public offering on the Frankfurt Stock Exchange.Louis Vuitton is 2nd most valuable luxury brand valued at US$23.4 billionLouis Vuitton (brand value up 58% to US$23.4 billion) benefited from increased spending on luxury products during the pandemic period as pandemic restrictions restricted spending on travel and services. As a result, Louis Vuitton was one of many high-end luxury product brands to benefit from increased demand for their products.Porsches new stock exchange listing demonstrates the value of a brand in a very visceral way, very much like the spin-off of Ferrari lead by Sergio Marchionne years ago.It made great sense to extract value hidden within the Volkswagen group, especially when you have an iconic luxury brand like Porsche which is so valuable.Alex HaighDirector, Brand FinanceBrand Finance Luxury & Premium 50 2022 10Brand Value & Brand Strength Analysis.Top 10 Most Valuable Luxury & Premium Brands© Brand Finance Plc 20221 0 122 331 240 452 6$33.7bn$23.4bn$18.1bn$15.3bn$13.5bn-2%+58%+16%+15%+16%61 57 2 98 0 891 7102 11$12.4bn$9.0bn$8.4bn$8.0bn$7.9bn+3%+15%+5%-13%+39%Louis Vuitton is now seeking to manage its brand through strong online marketing and celebrity influencer campaigns aimed at attracting new client bases, while maintaining a brand heritage steeped in a rich history.Elsewhere, Spanish luxury retailer Loewe (brand value up 7% is facing similar challenges as it seeks to communicate with customers on both online and offline channels.Ferrari is the worlds strongest luxury brand with AAA+ ratingIn addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.Compliant with ISO 20671, Brand Finances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.Brand Finance Luxury & Premium 50 2022 11Brand Value & Brand Strength Analysis.Top 10 Strongest Luxury & Premium Brands© Brand Finance Plc 20221 0 122 3432 840 452 690.9-3.088.4+9.487.7+3.787.0-0.187.0+1.8AAA+AAAAAAAAAAAA62 167 1 282 2691 7101 986.6+5.086.5-3.185.2+5.385.1+0.784.8+0.7AAAAAAAAAAAAAAAFerrari (brand value down 13% to US$8 billion) is one of the worlds most recognizable brands and is the strongest luxury brand in the world with a Brand Strength Index (BSI) of 90.9/100 and an elite AAA+ rating.A significant attribute of the Ferrari brand is its iconic internal combustion engines. The forthcoming migration to electric vehicles therefore represents both a challenge and opportunity for the brand as it seeks to build its first fully electric vehicle by 2025, and predicts electric vehicles to account for 40% of its product offering by 2030.The Ritz-Carlton is worlds fastest growing luxury brand, more than doubling in value this yearThe Ritz-Carlton (brand value doubling to US$1.1 billion) is the worlds fastest growing hotel brand with its brand value increasing by 112% as travel reopens across much of the world. Part of the Marriott Group, the Ritz-Carlton has built an extremely strong brand, with its Brand Strength Index increasing from 79.6 to 83.2, earning an AAA- brand rating.Brand Finance Luxury & Premium 50 2022 12Brand Value & Brand Strength Analysis.The brand value of luxury hotel InterContinental (brand value down 1% to US$1.5 billion) fell marginally, with significant concerns about potential delays to the reopening of services in InterContinentals key Chinese market.Despite enduring one of the toughest periods ever faced by the hospitality ind