· A Telstra mantém seu título como marca mais valiosa da Austrália
· CBA Recupera o título como o mais valioso banco australiano e a marca australiana mais poderosa
· Woolworths, BHP e Westpac Experience Declines | 21%
· Coles climbs two places, its brand value up 21%
Top 100 da Austrália
Telstra manteve o ranking número um como a marca mais valiosa da Austrália. O diretor -gerente da Brand Finance Australia, Mark Crowe, comenta: "É um testemunho da força da marca da Telstra que, apesar de um declínio de 18% em valor corporativo, o valor da marca da Telstra diminuiu apenas 2%".
= “O desempenho nos negócios da Telstra teve um impacto positivo no valor da marca. A receita relatada aumentou 2%, enquanto a taxa de crescimento anual esperada e esperada também melhorou de 3,7% em 2016 para 4,2% neste ano. 500.
Telstra is ranked 125th in the Global 500.
em comparação Optus foi a 9ª marca australiana classificada, registrando um declínio de 12% no valor da marca. O setor é destacado por bancos australianos que ocupam o segundo a 4º lugares. CBA, ANZ e NAB desfrutaram de aumentos saudáveis no valor da marca. Mark Crowe comenta, "Um aumento de 9% no valor da marca ajudou a CBA a recuperar sua posição como a marca bancária mais valiosa da Austrália". Ser a 5ª marca classificada depois de experimentar uma queda de 21% no valor da marca. Woolworths de 2009 a 2015 foi a marca mais valiosa da Austrália. Mark Crowe comenta: "A queda nos lucros e um declínio significativo na força da marca, juntamente com a intensa concorrência, continuarão pressionando o valor da marca Woolworths, a menos que uma melhoria nas métricas de clientes possa ser alcançada".
Mark Crowe continues, “Optus’ business performance worsened over the course of last year, with Optus’ brand value falling.”
CBA reclaims most valuable Australian banking brand
The ongoing strength of the Australian banking sector is highlighted by Australian banks occupying 2nd to 4th places. CBA, ANZ and nab have enjoyed healthy increases in brand value. Mark Crowe comments, “A 9% increase in brand value has helped CBA reclaim its position as Australia’s most valuable banking brand.”
CBA and Qantas remain Australia’s most powerful brands with brand ratings of AAA-.
Woolworths drops to #5 ranking
After a stellar run from 2009 to 2015, Woolworths has slipped from ranking second in 2016 to being the 5th ranked brand after experiencing a 21% decrease in brand value. Woolworths from 2009 to 2015 was Australia’s most valuable brand. Mark Crowe comments, “Falling profits and a significant decline in brand strength, along with intense competition, will continue to put pressure on Woolworths brand value, unless in particular an improvement in customer metrics can be achieved.”
Coles Por outro lado, subiu dois lugares para o número seis a um aumento de 21% no valor da marca. "O Coles agora está preparado para passar a Woolworths como a marca de varejo mais valiosa da Austrália", disse Mark Crowe. Contatos
ENDS
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Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In 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 Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
As etapas nesse processo são as seguintes: A força da marca é expressa como uma pontuação do índice de força da marca (BSI) em uma escala de 0 a 100.
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine a faixa de royalties para cada setor, refletindo a importância da marca para as decisões de compra. Em luxo, a porcentagem máxima é alta, enquanto na indústria extrativa, onde as mercadorias são frequentemente comoditizadas, é menor. Isso é feito revisando contratos de licenciamento comparáveis provenientes do extenso banco de dados da marca Finance.
3 Calcule a taxa de royalties. A pontuação do BSI é aplicada à linha de royalties para chegar a uma taxa de royalties. Por exemplo, se a faixa de royalties em um setor for de 0 a 5% e uma marca possui uma pontuação BSI de 80 de 100, uma taxa de royalties apropriada para o uso dessa marca no setor especificado será 4%. Analista prevê e as taxas de crescimento econômico. Os valores derivados e as opiniões apresentadas neste estudo são baseadas em informações disponíveis ao público e em certas suposições de que o financiamento da marca usou quando esses dados eram deficientes ou pouco claros. A marca Finance não aceita nenhuma responsabilidade e não se responsabiliza no caso de as informações publicamente disponíveis ser consideradas imprecisas posteriormente. As opiniões e análises financeiras expressas no estudo não devem ser interpretadas como fornecendo conselhos de investimento ou negócios. O financiamento da marca não pretende confiar no estudo por qualquer motivo e exclui toda a responsabilidade a qualquer corpo, governo ou organização.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
