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
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1、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 &
2、 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 worlds leading brand valuation consultancy.We bridge the gap between marketing and finance Br
3、and 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 te
4、st 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 account
5、ing.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 internat
6、ionally 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 b
7、usiness 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
8、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 agai
9、nst peers.Visit or email enquiriesBrand ValuationSummaryBrandStrength TrackingCRoyalty RatesonteCost ofnCapital AnalysistsCustomerResearch FindingsInsightStrategytsBenchmarkingifeneEducationBCommunicationUnderstandingenquiriesCompetitorBenchmarkingBBrandirectory is the worlds largest database of cur
10、rent 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 com
11、pare 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
12、 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
13、 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 deve
14、loping 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
15、nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance, brand transition, and brand ide
16、ntity 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 100,0
17、00 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 commerci
18、al 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 effectiv
19、ely 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, m
20、arketing 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,
21、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 marketin
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