品牌价值-最有价值和最强大的石油和天然气品牌50强的2023年度报告.pdf

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1、Oil&Gas502023The annual report on the most valuable and strongest Oil&Gas brandsMarch 2023Brand Finance Oil&Gas 50 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 9Brand Value&Brand Strength Analysis10Brand Val

2、ue Ranking18Brand Spotlights19ADNOC20 His Excellency Dr.Sultan Ahmed Al Jaber,UAE Minister of Industry and Advanced Technology and ADNOC Group CEOPETRONAS 23 Charlotte Wolff-Bye,Vice President&Chief Sustainability Officer,PETRONASInsights 28Why Should I Value My Brand?29 Alex Haigh,Valuation Directo

3、r,Brand FinanceMethodology36Our Services43Brand Finance Oil&Gas 50 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For m

4、ore than 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 thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 repor

5、ts annually.We offer a unique combination of expertiseOur 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 r

6、egulated 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 me

7、thodology 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 T business enquiries,please contact:Savio DSouzaSenior DFor all other enquiries:+44 207 389 For media enquir

8、ies,please contact:Michael JosemAssociate Communications DA 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

9、-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStr

10、ategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Oil&Gas 50 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and expe

11、rts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools,we have developed a wide range of p

12、rogrammes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to all Brand Finance rankings,reports,whitepapers,and consumer

13、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 rank

14、ings,and researchVisit to find out more.Brand Finance Group.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,

15、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 Groups companies and network.VI360VI360 is a brand id

16、entity 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.BGlobal BrandEquity MonitorOriginal market research on ov

17、er 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Finance Oil&Gas 50 7Foreword.Brand valuation helps companies unders

18、tand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure fi

19、nancing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into the

20、ir overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,ca

21、n lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees m

22、ay be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of

23、 brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or

24、if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Oil&Gas 50 8Shell continues to power progress as most valuable Oil&Gas brand,but

25、Aramco is closing the gap.+Shell remains worlds most valuable Oil&Gas brand,despite 3%brand value reduction+PETRONAS is again the strongest Oil&Gas brand,earning AAA rating+Aramco is the second most valuable Oil&Gas brand,gaining quickly on Shell+TotalEnergies and Chevron on the rise,overtaking BP+Q

26、atargas is the fastest growing Oil&Gas brand,up 147%+Russian brands in decline after catastrophic impact of the invasion of Ukraine and resultant sanctions+Aramco has highest Sustainability Perceptions Value,US$4.5 billionRanking Analysis.Brand Finance Oil&Gas 50 10Ranking Analysis.Shell remains wor

27、lds most valuable Oil&Gas brand,despite 3%brand value reductionShell remains the worlds most valuable Oil&Gas brand despite experiencing a 3%brand value reduction,taking its brand value to US$48.2 billion.This is the ninth consecutive year that the British multinational Oil&Gas brand has held the to

28、p spot,however,Saudi Arabian Oil and Gas giant,Aramco(brand value up 4%to US$45.2 billion)has reduced the gap at the top.After solid brand value growth of 18%in 2022,Shells brand value reduction for 2023 suggest that going forward,the brand should be clear on its strategy towards the energy transiti

29、on and its related communication.This could include collaborative cross sector solutions to reduce Scope 3 emissions(mostly end-product combustion,which account for approximately 90%of Shells emissions)formed in tandem with evolving global demand patterns.On the other hand,Shell has taken a global l

30、eadership role in helping customers divest from Russia in the wake of Russias invasion of Ukraine and helped provide some degree of energy security to Europe.Shell has benefited from increased prices for hydrocarbons,following a year of high prices after disrupted gas supplies and the demand for oil

31、 increased as global economies headed towards normality after the Covid-19 pandemic.Furthermore,the appointment of a new CEO,Wael Sawan,in January 2023,and a subsequent renewed strategy geared towards catering to increased Oil&Gas demand has provided a more positive outlook for investor returns.This

32、 may see Shell return to brand value growth in 2024,however,is likely to also damage brand perceptions amongst the public in relation to sustainability and rising energy prices,while big Oil&Gas companies invariably continue to grow profits.Brand Finance Oil&Gas 50 11Ranking Analysis.PETRONAS is aga

33、in the strongest Oil&Gas brand,earning AAA ratingIn addition to calculating brand value,Brand Finance also 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 Fin

34、ances assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.Malaysian brand,PETRONAS(brand value down 7%to US$12.7 billion),is again the strongest Oil&Gas brand,a title it has held since 2020.In 2023 its Brand

35、Strength Index(BSI)score went up two points to 89 out of 100,earning a corresponding AAA rating.PETRONAS high BSI score comes partly as a result of its commitment to the industry wide energy transition,as it looks to diversify its range of energy options and significantly improve its company-wide su

36、stainability.PETRONAS has committed to allocating 20%of its overall capital expenditure for decarbonisation projects and cleaner energy solutions from 2023 to 2026.In 2022,PETRONAS launched Gentari,a wholly owned clean energy solutions provider,which will look to boost renewable energy in Asia Pacif

37、ic.While being supported by PETRONAS in its growth phase,Gentari will eventually operate as an independently managed entity.It will focus primarily on renewable energy,hydrogen,and green mobility solutions for all customers.The brand is particularly looking to grow its sustainable operations in Aust

38、ralia and India in the near term.The positive coverage surrounding the launch of Gentari has helped contribute to PETRONAS increase in BSI score and places PETRONAS in a strong position to further increase its brand strength going forward.Top 10 Strongest Oil&Gas Brands89.4+1.7 1AAA186.7+5.7 3AAA118

39、4.9-2.3 43AAA83.9-1.7 56AAA-83.5-3.9 6AAA-287.4+0.7 2AAA482.6-3.3 7AAA-580.6-2.3 8AAA-880.6-3.6 97AAA-80.0-1.8 109AAA-Brand Finance Plc 20231101102122Brand Finance Oil&Gas 50 12Ranking Analysis.Aramco is the second most valuable Oil&Gas brand,gaining quickly on ShellAramco has benefited from a surge

40、 in prices and demand for Oil and Gas this year as well as taking market share away from sanctioned Russian Oil&Gas companies.Its brand value has gone up 4%to US$45.2 billion.It remains as the second most valuable Oil&Gas brand and has partially closed the gap behind Shell with Aramcos strategy of i

41、mproved brand positioning and awareness.Aramco has looked to expand its operations in the past year,further increasing its global presence and reach.For example,it launched Aramco Trading Americas,based out of Houston,Texas.This is an expansion of its commodities trading operation and aims to increa

42、se trading in North and South America.A collaboration with Chinese Shandong Energy Group is also in the pipeline,exploring potential integrated refining and petrochemical opportunities in China.The scope of this collaboration extends across technologies related to hydrogen,renewables and carbon capt

43、ure and storage.Additionally,Aramco has increased its Brand Strength Index(BSI)score to 75.4 out of 100,with a corresponding AA+rating.Top 10 Most Valuable Oil&Gas Brands 6+19%US$17.4 bn7 7-12%US$16.7 bn5 8+11%US$14.2 bn9 912US$13.1 bn+40%108US$12.7 bn-7%1-3%US$48.2 bn1 3+0%US$29.6 bn3 44US$27.1 bn+

44、8%56US$20.7 bn+37%2+4%US$45.2 bn2 Brand Finance Plc 20232122100020Brand Finance Oil&Gas 50 13Ranking Analysis.TotalEnergies and Chevron on the rise,overtaking BP French brand,TotalEnergies(brand value up 37%to US$20.7 billion)has risen one place and entered the top five of the ranking.The brand has

45、also benefited from a favourable environment within the industry,while also increasing its hydrocarbon production and LNG sales.Its exploration and production arms also saw success,making new discoveries in Cyprus,Namibia,Suriname,and Brazil in 2022,helping bolster cash-flow.The brand has also looke

46、d to diversity,growing its petrochemicals operations with the launch of the Amiral project,an integrated complex in Saudi Arabia.Similarly,Chevron(brand value up 19%to US$17.4 billion)has seen healthy growth,also rising one place to sixth position in the ranking.The brand delivered record earnings a

47、nd cash-flows in 2022,continuing to invest effectively and pay down debt.It is also investing to grow both traditional and new energy supplies to meet increasing demand for affordable,reliable,and ever-cleaner energy.Both brands have now overtaken BP,which has dropped two places in the ranking after

48、 a 12%brand value reduction to US$16.7 billion.The brand had initially planned to move investments away from exploration and production of Oil and Gas and towards renewable sources.However,following a change in the global geo-political environment and increased demand and price of oil,BP has retreat

49、ed on its 2020 climate commitments.Its Brand Strength Index score has subsequently dropped 6 points to 64 out of 100.This is a significant drop and reflects the dissatisfaction of some stakeholders in BPs recent strategic decisions.Brand Finance Oil&Gas 50 14Ranking Analysis.Brand Value Change 2022-

50、2023(%)147%106%79%68%59%56%40%37%33%29%-38%-24%-23%-20%-19%-18%-17%-14%-12%-11%Brand Finance Plc 2023Qatargas is the fastest growing Oil&Gas brand,up 147%Qatargas(brand value up 147%to US$3.1 billion)is the worlds fastest growing Oil&Gas brand,as well as the fastest growing brand across all sectors