下面是小编为大家整理的2020全球银行品牌价值500强（英文）,供大家参考。
Contents. About Brand Finance 4 Get in Touch 4 Brandirectory.com 6 Brand Finance Group 6 Foreword 8 Brand Value Analysis 10 Brand Strength Analysis 14 Sector Reputation Analysis 16 Brand Spotlight: TD 18 Interview with Theresa McLaughlin 19 Brand Finance Banking 500 (USD m) 20 Definitions 30 Brand Valuation Methodology 32 Market Research Methodology 33 Stakeholder Equity Measures 33 Consulting Services 34 Brand Evaluation Services 35 Communications Services 36 Brand Finance Network 38
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About Brand Finance.
Brand Finance is the world"s leading independent 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 more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line.
We quantify the financial value of brands We put 5,000 of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish nearly 100 reports annually. Request your own Brand Value Report A Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brand’s value. Each report includes expert recommendations for growing brand 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
credibility Brand 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: Declan Ahern Valuataion Director d.ahern@brandfinance.com
For more information, please visit our website: www.brandfinance.com
linkedin.com/company/brand-finance value to drive business performance and offers a cost-effective way to gaining a better understanding of your position against competitors.
Brand Valuation Summary
Brand Strength Tracking
Royalty Rates
Cost of Capital Analysis
Strategy
Benchmarking
Education
Communication Insight For media enquiries, please contact: Konrad Jagodzinski Communications Director k.jagodzinski@brandfinance.com
For all other enquiries, please contact: enquiries@brandfinance.com +44 (0)207 389 9400
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twitter.com/brandfinance facebook.com/brandfinance instagram.com/brand.finance
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b en r a q nu d i r ii r ee sc @ t ob r y r. a c n od m i r / e b c a t n o k r y i n . c g om
Customer Research Findings
Competitor Benchmarking Understanding
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Brandirectory.com
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Brandirectory is the world’s 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 research Visit brandirectory.com to find out more.
Brand Finance Group. Brand Dialogue Brand 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.
Brand Exchange Brand Exchange is a contemporary and exclusive members" club and events space nestled in the heart of the City of London. It was launched in 2015 to provide members with a private space to network and socialise. The club has since held several prestigious events and welcomed many key figures in the marketing and finance sectors as speakers. The membership brings together senior professionals from the world"s strongest and most valuable brands.
VI360 VI360 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.
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February 2020 brandfinance.com Customer insight drives our valuations Our brand valuations are underpinned by extensive market research across a wide range of sectors, countries and brands. Our research integrates all key brand measures, linking them to commercial outcomes. Available for purchase separately or as part of a Brand Value Report. Over 1,500 brands researched each year 29 countries and 10 sectors covered More than 50,000 respondents surveyed annually key metrics across all industries and brands b2b and b2C results We are now in our 4 th consecutive year conducting the study enquiries@brandirectory.com
Foreword.
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. Brand Value of World’s Largest
Banks Contracts First David Haigh CEO, Brand Finance 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 Finance’s 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 company’s 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. Time since Financial Crisis. + For the first time since 2009, the total brand value of the world’s 500 largest banks has declined year on year – from US$1.36 trillion in 2019 to US$1.33 trillion this year + China’s ICBC retains its top spot as the world’s most valuable banking brand, breaking the US$80 billion mark. Chinese banks continue to occupy the top four of the Brand Finance Banking 500 2020 ranking + Five US banks are in the top 10, although overall, the US sector declined by 5%. Wells Fargo is the top bank and JP Morgan has grown by 15% to enter the top 10 + Qatar National Bank dominates in the Middle East with 20% growth + Europe declines by 7%, more than any other region, with several major banks seeing significant drops in brand value + BCA of Indonesia is the world’s strongest banking brand, alongside Russia’s Sberbank , both with a Brand Strength Index (BSI) score of 91.6 out of a 100 and an elite AAA+ rating
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Brand Value Analysis.
90 2020: $35,361m 2019: $36,687m -3.6% 75 7 0 7 2020: $33,131m 2019: $36,407m
-9.0% 60 8 0 8...