Brand Finance Chemicals 25 January
2020 3
Content
s. About Brand Finance
Get in Touch
Brand Finance Group
Foreword
Executive Summary
Brand Finance Chemicals 25 (USD m)
Brand Spotlight: SABIC
Definitions
Brand Valuation Methodology
Market Research Methodology
Stakeholder Equity Measures
Consulting Services
Brand Evaluation Services
Communications Services
Brand Finance Network
4
4
6
6
8
10
12
14
16
18
19
19
20
21
22
24
4 Brand Finance Chemicals 25 January
2020
About 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.
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
business enquiries, please contact: Savio D'Souza
Valuation Director
@
For media enquiries, please
contact: Konrad Jagodzinski
Communications Director
@
For all other enquiries, please
contact:
enquiries@
+44 (0)207 389 9400
For more information, p lease visit our
website:
value to drive bus iness
per formance and offers a cost-
effective way to ga in ing a better
unders tand ing of your posit ion
aga ins t competi tors.
Request your own
Brand Value Report
A Brand Value Repor t provides a
comple te breakdown of the
assumpt ions, data sources, and
calculat ions used
to arrive at your brand’s value.
E a c h report inc ludes expert
recommendat ions for g row ing
b rand
Ben
ef
its
of
a
B
r
a n
d
V
al
u
e
Re
po
r t
What’s i n a Brand
Val ue
R
e
p
o
rt?
Compet i to r
B e n c h m a rk in
g
B r a n d
Valuat ion
S u m m a r y
B r a n d
S t r e n g t h
T rack ing
Cost of
Cap i ta l
Analys is
Royal ty
Rates
C u s t o m e r
Research
F i n d i n g s
Ins igh
t
Strat
egy
B e n ch m a rk in
g
Educat io
n
Commun ica t io
n
U n derstandin
g
enquiries@
m
mailto:@
mailto:@
mailto:.jagodzinski@
mailto:enquiries@
mailto:enquiries@
6 Brand Finance Chemicals 25 January
2020
Over 1,500 brands researched each year
29 countries and 10 sectors covered
More than 5 0 , 0 0 0 respondents surveyed annually
Key metr ics across all industries and brands
B2B and B 2 c results
We are now in our 4 t h consecutive year conducting the
study
Customer insight
drives our valuations
Our b rand valuat ions are underp inned by extensive
market research across a wide range of sectors,
countr ies and brands.
Our research integrates all key b rand measures, l ink ing
t h e m to commerc ia l outcomes.
Available for purchase separately or as part of a B rand Value
Report.
om 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 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.
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.
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.
enquiries@
m
mailto:enquiries@
David Haigh
CEO, Brand Finance
8 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January
2020 9
m
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.
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.
Holier
Than Dow
– B A S FDefends
Title
of World’s
Most
Valuable
Chemica
ls
Brand.
+ With brand value of US$ billion, B A S F retains
title of world’s most valuable chemicals brand and
is sector’s strongest brand with AAA rating
+ Dow & DuPont are Brand Finance Chemicals
25 2020 ranking’s fastest-falling as products
moved under new brand Corteva following
demerger
+ S A B I C is top 10’s fastest-growing brand,
paving way for sustainability in sector
+ Linde jumps into 5th spot as brand value
hits US$ billion following merger with
Praxair
+ China’s Rongsheng Petrochemical among
new entrants as ranking extended to encompass
sector’s 25 most valuable brands for first time
10 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
11
Executive
Summary.
B A S F – Holier than Dow
German giant B A S F defends its title as the
world’s most valuable chemicals brand. Despite
suffering a 5% decrease in value since 2019, the
brand has comfortably held on to its top spot in
the Brand Finance Chemicals 25 2020 ranking,
the latest
iteration of the annual classification of the industry’s
most valuable brands, extended to encompass
25 entries for the first time this year. Despite the
decrease, caused by the general slowdown in the
chemicals industry, BASF is valued at US$ billion
– over US$3 billion more than Dow in second place.
Over the last year, BASF has been expanding its business
endeavours in Asia-Pacific, focusing on developing
agricultural solutions in the region and encouraging
climate-friendly farming methods, in line with BASF’s
sustainable brand ethos. Recently announced plans to
invest US$45 million to build a production plant in Tuas,
Singapore, will boost the brand’s existing operations in
the city-state to cover over 6,000 square metres.
Aside from determining overall brand value, Brand
Finance also evaluates the relative strength of
brands through a balanced scorecard of metrics on
marketing investment, stakeholder equity, and business
performance. According to these criteria, BASF is also
the sector’s strongest brand, and the only brand in the
industry to boast an AAA brand rating this year.
Top 10 Most Valuable
Brands
0
2
4
6
8
2013 2014 2015 2016 2017 2018 2019
Brand Value over
Time
1
2020:
$7,878m
2019:
$8,253m
-
%
0 1
2
2020:
$4,843m
2019:
$6,819m
-
%
0 2
3
2020:
$4,334m
2019:
$3,964m
+
%
0 3
4
2020:
$3,500m
2019:
$3,338m
+
%
5
2020:
$2,861m
2019: -
-
3
NEW
6
2020:
$2,637m
2019:
$3,073m
-
%
7
2020:
$2,368m
2019:
$2,246m
+
%
2 10
8
2020:
$2,287m
2019:
$2,535m
-
%
0 8
9
2020:
$2,200m
2019:
$3,261m
-
%
10
2020:
$1,982m
2019:
$2,594m
-
%
1 7
Executive
Summary.
U
S
D
b
n
● BASF ● Dow ● SABIC
● LG Chem ● Linde
Dow & DuPont’s value
fragmented
The merger and demerger of Dow (down 29% to
US$ billion) and DuPont (down 33% to US$
billion) has resulted in a noticeable drop in both
brands’ values, making them the fastest falling in the
Brand Finance Chemicals 25 2020 ranking. Their
contraction follows wider merger and acquisition trends
in the chemicals industry, which have slowed down this
year due to rising interest rates, stock market volatility,
ongoing trade tensions, and diminishing economic
growth. In the case of Dow and DuPont, the dwindling
brand values can be attributed in particular to the
carving out of a third entity, Corteva (brand value
US$ billion), entering the ranking in 12th position.
Linde jumps into top 5
Linde has taken the Brand Finance Chemicals 25
2020 ranking by storm, jumping into fifth place with a
brand value of US$ billion. The brand’s rise can be
attributed to the decision to continue as Linde following
the merger of equals with US gases giant, Praxair. This
allows the brand to branch out into new territory, as
it was not previously well-known in the US. Linde has
B A S F ’ s dominance is
twofold
– on one hand the result of
a realignment towards
customer proximity,
competit iveness, and
profitable growth, and on
the other, the consequence
of competitors’
weaknesses, a s Dow and
DuPont have spent the
last year rearranging their
capabilit ies following a
demerger.
Savio D'Souza
Valuation Director, Brand Finance
0 6
0 4
1 5
m
12 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
13
also advanced its brand visibility in Asia by expanding
operations in Shanghai, starting up a new air
separation plant to supply nitrogen, oxygen, and argon
to the world’s largest industrial gases group, HLMC.
China gains foothold
China is present in Brand Finance's ranking of the
world's most valuable chemicals brands for the first time
this year, following its extension to include 25 entries.
Claiming 18th position with a brand value of US$
billion, Rongsheng Petrochemical is exemplar of
China’s aim to gain prominence in the chemicals industry,
transitioning into a pioneer of innovation and trade
prevailing in international markets. Rongsheng’s solid
performance in the study has been boosted by increasing
Chinese investment into the industry and is likely to
advance further in the coming years with the increase in
crude oil imports to the region.
S A B I C continues growth
Saudi Arabian petrochemicals giant, S A B I C (valued
at US$ billion), remains the third most valuable
brand in the Brand Finance Chemicals 25 2020
ranking, enjoying a 9% boost to become the fastest-
growing brand in the top 10. Over the last year, SABIC
has been a shining star in the chemicals sector,
heavily investing in its regions of operation, enshrining
CSR at the centre of its brand ethos, and paving the
way for sustainable innovation. This has most recently
culminated in the brand’s intentions to develop its
TruCircle initiative, aiming to close the loop on plastic
recycling in association with global leaders in business
and policy.
Executive
Summary.
Executive
Summary.
S A B I C h a s
demonst ra ted a
c o n s i d e r a b l e growth in
brand s t rength over
the last year, r i s ing
from an A A + to an
AAA- b rand
st rength rat ing. It will
b e in terest ing to s e e
how
S A B I C ’ s f irst g loba l
marke t ing c a m p a i g n
a s well a s the
b rand ’s
p r o p o s e d acquis i t ion
b y S a u d i A r a m c o
impact
S A B I C ’ s brand
equity in the future.
Savio D'Souza
Valuation Director, Brand Finance
Brand Value by
Country
Top 5 Strongest
Brands
1
AAA
2
AAA-
3
AAA-
4
AAA-
5
AAA-
Countr
y
Brand
Value
(USD
bn)
%
of
tota
l
Number
of
brands
● Germany % 4
● United States % 6
● Japan % 4
● Netherlands % 3
● Saudi Arabia % 1
● South Korea % 1
● United Kingdom % 2
● Other % 4
Total % 25
Brand Value Change 2019-2020
(%)
+%
+%
+%
%
%
%
SABIC
Asahi Kasei
LG Chem
Air Liquide
Dow
DuPont
Top 25 most valuable chemicals
brands
m
2020 Brand 2019 2020 2019
2020 2019 Brand Value Brand Brand Brand
Rank Rank Brand Country Value Change Value Rating Rating
1 1 0 BASF Germany 7,878 % 8,253 AAA AAA-
2 2 0 Dow United States 4,843 % 6,819 AAA- AAA
3 3 0 SABIC Saudi Arabia 4,334 +% 3,964 AAA- AA+
4 4 0 LG Chem South Korea 3,500 +% 3,338 AA AA
5 - 3 Linde Germany 2,861 - - AA -
6 6 0 LyondellBasell Netherlands 2,637 % 3,073 AA- AA-
7 10 2 Asahi Kasei Japan 2,368 +% 2,246 A+ A+
8 8 0 Mitsubishi Chemical Japan 2,287 % 2,535 AA- AA-
9 5 1 DuPont United States 2,200 % 3,261 AAA- AAA-
10 7 1 Air Liquide France 1,982 % 2,594 AA- AA
11 - 3 Johnson Matthey United Kingdom
12 - 3 Corteva United States
13 - 3 INEOS United Kingdom
14 - 3 AkzoNobel Netherlands
15 - 3 Shin-Etsu Japan
16 - 3 Nutrien Canada
17 - 3 Sumitomo Chemicals Japan
18 - 3 Rongsheng Petrochemical Co. China
19 - 3 Ecolab United States
20 - 3 Monsanto United States
21 - 3 PPG United States
22 - 3 Evonik Germany
23 - 3 Indorama Venture Thailand
24 - 3 Covestro Germany
25 - 3 DSM Netherlands
14 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
15
Brand Spotlight:
SABIC.
With an effective brand
strategy in place to deliver
Chemistry that Matters™,
S A B I C aspires to become the
preferred world leader in
chemicals
SABIC’s brand value has increased by % to US$
billion in 2020, reflecting the growing positive
perception of SABIC and its purpose of delivering
Chemisty that Matters™ for its customers
and other stakeholders.
With the 2020 valuation, SABIC has now entered the
list of top 500 global brands and makes it to the Brand
Finance Global 500 2020. The SABIC brand is to be
commended for its consistent growth year on year over
the last six years, doubling in value since 2014.
Late last year, SABIC launched its first-ever global
brand advertising campaign in a strategic effort to
raise the company’s awareness, understanding, and
engagement with global influencers as a part of its
2025 ambitions. The ongoing campaign shows how
SABIC collaborations respond to global challenges
with Chemistry that Matters™. Its themes of
urbanization, food and water, sustainability and energy
efficiency reflect SABIC’s commitment to sustainable
innovation and growth.
Moreover, SABIC won three awards last year in
recognition of its effective CSR strategy.
Brand Spotlight:
SABIC.
Ecovadis ranked SABIC in the top 1% of best CSR and
Sustainability performers. SABIC was also the only
chemical company to win the Public Welfare Practice
Contribution Award from Yicai Group in China. In
addition, SABIC won the Communities & Reputation
award at the 2019 NEPIC Industry Awards in the UK.
COLLABORATION.
IT’S MAKING THE
CIRCULAR ECONOMY
GO ROUND.
Our strong brand valuation
bears testimony to our
collective efforts within
S A B I C to work
continuously towards a
more sustainable way of
doing bus iness and drive
growth for our customers
and other stakeholders. It
is a clear confirmation
that our purpose to deliver
Chemistry that Matters™
and our brand
commitments resonate well
with our stakeholders.
Richard Crookes
Director, Global Brand & Marketing Communications
Brand Value over Time (2014-
2020)
$ $
2014 2015 2016 2017 2018 2019 2020
500
425
350
275
200
All of these efforts have contributed to the strength of
SABIC as a brand, thereby culminating in the growth of
its 2020 brand value.
We believe at S A B I C that
our brand is directly
l inked to our ambition to
become the preferred
world leader in chemicals
while bringing economic
value a s well a s
maintaining our
sustainability momentum.
The increase in brand
value is a result of our
clear brand strategy and a
coordinated global effort
ac ross our bus inesses
and corporate functions
to consistently bring our
brand to life in everything
we do.
Sami M. Al-Osaimi
Vice President, Corporate Affairs
m
16 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
17
Enterprise Value
Branded Business Value
Brand Contribution
Definition
s.
Brand
Value
that the business derives from
owning the brand rather than
operating
a generic brand.
The brand values contained in our league
tables are those of the potentially
transferable brand assets only, making
‘brand contribution’ a wider concept.
An assessment of overall ‘brand contribution’
to a business provides additional insights
to help optimise performance.
+ Brand Value
The value of the trade mark
and associated marketing IP
within the branded business.
Brand Finance helped to craft the
internationally recognised standard on
Brand Valuation – ISO 10668. It defines
brand 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.
+ Enterprise Value
The value of the entire enterprise,
made up of multiple branded
businesses.
[Dow-Dupont]
Where a company has a purely mono-
branded architecture, the ‘enterprise value’
is the same as ‘branded business value’.
+ Branded Bus iness Value
The value of a single branded
business operating under the
subject brand.
[Dow] A brand should be viewed in the context
of the business in which it operates.
Brand Finance always conducts a branded
business valuation as part of any brand
valuation. We evaluate the full brand value
chain in order to understand the links
between marketing investment, brand-
tracking data, and stakeholder behaviour.
+ Brand Contribution
The overall uplift in shareholder
value
[Dow]
[Dow]
Bran
d
Value
B
ra
n
d
S
tr
e
n
g
th
In
d
e
x
Marketing Investment
• A brand that has high Marketing Investment but low Stakeholder Equity may be
on a path to growth. This high investment is likely to lead to future performance in
Stakeholder Equity which would in turn lead to better Business Performance in the future.
• However, high Marketing Investment over an extended period with little improvement
in Stakeholder Equity would imply that the brand is unable to shape customers’
preference.
Stakeholder Equity
• The same is true for Stakeholder Equity. If a company has high Stakeholder Equity,
it is likely that Business Performance will improve in the future.
• However, if the brand’s poor Business Performance persists, it would suggest that
the brand is inefficient compared to its competitors in transferring stakeholder sentiment
to a volume or price premium.
B u s i n e s s Performance
• Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder
Equity, it would imply that, in the future, the brand’s ability to drive value will diminish.
• However, if it is able to sustain these higher outputs, it shows that the brand
is particularly efficient at creating value from sentiment compared to its competitors.
Brand Strength
Brand Strength is the efficacy of a
brand’s performance on intangible
measures, relative to its competitors.
In order to determine the strength of a brand, we look
at Marketing Investment, Stakeholder Equity, and the
impact of those on Business Performance.
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 rating up to AAA+ in a
format similar to a credit rating.
Analysing the three brand strength measures helps
inform managers of a brand’s potential for future success.
Investmen
t
Equit
y
Performanc
e
Definition
s.
Marketin
g
Investmen
t
Stakeholde
r
Equity
Business
P
erformance
Widely recognised factors deployed by marketers to create brand loyalty
and market share.
Perceptions of the brand among different stakeholder groups,
with customers being the most important.
Quantitative market and financial measures representing the success
of the brand in achieving price and volume premium.
m
18 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
19
Brand Valuation
Finance calculates the values of
the brands in its league tables using
the Royalty Relief approach – a brand
valuation method compliant with the
industry standards set in ISO 10668.
This 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
licensor would achieve by licensing the brand in the
open market.
The steps in this process are as follows:
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 royalty range for each industry, reflecting
the importance of brand to purchasing decisions. In
luxury, the maximum percentage is high, in extractive
industry, where goods are often commoditised, it is
lower. This is done by reviewing comparable licensing
agreements sourced from Brand Finance’s extensive
database.
3 Calculate royalty rate. The BSI score is applied to the
royalty range to arrive at a royalty rate. For example, if
the royalty range in a sector is 0-5% and a brand has
a BSI score of 80 out of 100, then an appropriate
royalty rate for the use of this brand in the given sector
will be 4%.
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 Brand revenues are discounted post-tax to a net
present value which equals the brand value.
Brand
Strength
Index (BSI )
Brand strength
expressed as a BSI
score out of 100.
Brand
Royalty
Rate
BSI score applied
to an appropriate
sector royalty range.
Brand
Revenues
Royalty rate applied
to forecast revenues
to derive brand value.
Brand Value
Post-tax brand
revenues discounted
to a net present value
(NPV) which equals
the brand value.
Disclaimer
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions produced in this study are based only 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 report are not to be construed as providing investment or business advice.
Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body, government or organisation.
Market Research
Methodology.
Stakeholder Equity
Measures. Brand converison funnel
The brand conversion funnel is a way of summarising
the likely strength of a brand to convert to purchase.
Key
Metrics
+ Reputation
+ Innovation
+ Trust
+ Emotional Fit
+ Recommendation
+ Quality etc.
Awareness
Knowledge that your brand exists
Familiarity
Depth of knowledge of the brand
Consideration
Narrowing down market to candidate brand set
Preference
Category users’ brand preference
Loyalty
Intention to repeat purchase
Brand Finance conducted original market research in 10 sectors across 29 markets
with a sample s ize of over 50,000 adults, representative of each country’s internet
population aged 18+ .
Surveys were conducted online during autumn 2019.
Auto
Tech
Apparel
Restaurant
s Airlines
Retail
Insuranc
e
Utilities
Banking
Telecom
s
m
20 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
21
2. Analytics: How can I
improve marketing
effectiveness?
Analytical services help to uncover drivers
of demand and insights. Identifying the
factors which drive consumer behaviour
allows an understanding of how brands
create bottom-line impact.
Market Research Analytics +
Return on Marketing Investment +
Brand Audits +
Brand Scorecard Tracking +
4. Transactions:
Is it a good
deal? Can I
leverage my
intangible
assets?
Transaction services help buyers,
sellers, and owners of branded businesses
get a better deal by leveraging the value of
their intangibles.
+ M&A Due Diligence
+ Franchising & Licensing
+ Tax & Transfer Pricing
+ Expert Witness
3. Strategy: How
can I increase the
value of my
branded business?
Strategic marketing services enable
brands to be leveraged to grow
businesses. Scenario modelling will
identify the best opportunities, ensuring
resources are allocated to those activities which
have the most impact on brand and business value.
Brand Governance +
Brand Architecture & Portfolio Management +
Brand Transition +
Brand Positioning & Extension +
MARKETING FINANCE TAX LEGAL
We help marketers to
connect their brands to
business performance by
evaluating the return on
investment (ROI) of
brand-based decisions
and strategies.
We provide financiers and
auditors with an
independent assessment
on all forms of brand and
intangible asset
valuations.
We help brand owners
and fiscal authorities to
understand the
implications of different
tax, transfer pricing, and
brand ownership
arrangements.
We help clients to enforce
and exploit their
intellectual property rights
by providing independent
expert advice in- and
outside of the courtroom.
2. ANALYTI C
S
3.
AN
SA
CT
IO
N
S
1.
VA
LU
AT
I O
N
1. Valuation: What are my
intangible assets worth?
Valuations may be conducted for technical
purposes and to set a baseline against
which potential strategic brand
scenarios can be evaluated.
+ Branded Business Valuation
+ Trademark Valuation
+ Intangible Asset Valuation
+ Brand Contribution
Brand
&
Bus ine
ss
V
alue
Consult ing
Services.
Brand Evaluation
Services.
How are brands
perceived in my
category?
Brand Finance tracks brand fame and perceptions
across 30 markets in 10 consumer categories. Clear,
insightful signals of brand performance, with data
mining options for those who want to dig deeper – all at
an accessible price.
What if I need more
depth or coverage of
a more special ised
sector?
Our bespoke brand scorecards help with market
planning and can be designed to track multiple brands
over time, against competitors, between market
segments and against budgets. Our 30-country
database of brand KPIs enables us to benchmark
performance appropriately.
Do I have the right brand
architecture or strategy in
place?
Research is conducted in addition to strategic
analysis to provide a robust understanding
of the current positioning. The effectiveness
of alternative architectures is tested
through drivers analysis, to determine which option(s)
will stimulate the most favourable customer behaviour
and financial results.
How can I improve
return on marketing
investment?
Using sophisticated analytics, we have a proven track
record of developing comprehensive brand scorecard
and brand investment frameworks to improve return on
marketing investment.
What about the social
dimension? Does my brand
get talked about?
Social interactions have a proven commercial impact
on brands. We measure actual brand conversation and
advocacy, both real-world word of mouth and online
buzz and sentiment, by combining traditional survey
measures with best-in-class social listening.
m
22 Brand Finance Chemicals 25 January
2020
Brand Finance Chemicals 25 January 2020
23
How we can help communicate your brand’s
performance in brand value rankings
Communications
Services.
Bespoke Events – organise an award ceremony or celebratory
event, coordinate event opportunities and spearhead communications
to make the most of them.
Digital Infographics – design infographics visualising your
brand’s performance for use across social media platforms.
Trophies & Certificates – provide a trophy and/or hand-written
certificate personally signed by Brand Finance CEO to recognise your
brand’s performance.
Media Support – provide editorial support in reviewing or copywriting
your press release, pitching your content to top journalists, and monitoring
media coverage.
Sponsored Content – publish contributed articles, advertorials,
and interviews with your brand leader in the relevant Brand Finance report
offered to the press.
Video Endorsement – record video with Brand Finance CEO or
Director speaking about the performance of your brand, for use in both
internal and external communications.
Brand Accolade – create a digital endorsement stamp for use in
marketing materials, communications, annual reports, social media and
website.
Advertising use subject to terms and conditions.
T O P 25
c h e m i c
a l s
B R a N D
m O s T
V a l U a B l e
c h e m i c a l s
B R a N D
s T R O N G
e s T
c h e m i c
a l s
B R a N D
Value-Based Communications
With strategic planning and creative thinking, we develop communications plans to create dialogue with
stakeholders that drives brand value. Our approach is integrated, employing tailored solutions for our
clients across PR, marketing and social media.
S E R V I C E S
• Research and Insights
• Integrated Communications Planning
• Project Management and Campaign Execution
• Content and Channel Strategy
• Communications Workshops
For more information, contact enquiries@ or visit
Brand Dialogue is a member of the Brand Finance plc group of companies
BEC OME A MEMBER T OD A Y
A C O N T E M P O R A R Y A N D E X C L U S I V E
C H A R A C L S P A CE
P R I V A TE E V E N T S
3 Birchin Lane, London, EC3V 9 B +44 (0)207 389 9410
enquir ies@
Brand Exchange is a member of the Brand Finance plc group of companies
M E M B E E N T S
FO C U S O
R
w
S
it
'
h
E V
N M A R K E T I N G
B R A N D I N G
D I S C O U N T E D
ME E R S MB
R O OM H I R E
M E M B E R S ' C L U B
IN THE H E A R T OF THE CITY OF LOND ON
ME N G S
T E R F U
ETI
& &
for
for
m
mailto:enquiries@
mailto:enquiries@
mailto:enquiries@
E:
enquiries@
Brand Finance
further information on our services and valuation experience, please contact your local
representative:
Market Contac
t
Emai
l
Telephon
eAsia Pacific Samir Dixit @ +65 906 98 651
Australia Mark Crowe @ +61 2 8076 5791
Canada Charles Scarlett-Smith -smith@ +1 514 991 5101
Caribbean Nigel Cooper @ +1 876 825 6598
China Scott Chen @ +86 186 0118 8821
East Africa Jawad Jaffer @ +254 204 440 053
France Bertrand Chovet @ +33 6 86 63 46 44
Germany Holger Muehlbauer @ +49 151 54 749 834
India Ajimon Francis @ +44 207 389 9400
Indonesia Jimmy Halim @ +62 215 3678 064
Ireland Simon Haigh @ +353 087 669 5881
Italy Massimo Pizzo @ +39 02 303 125 105
Japan Jun Tanaka @ +81 90 7116 1881
Mexico & LatAm Laurence Newell @ +1 214 803 3424
Middle East Andrew Campbell @ +971 508 113 341
Nigeria Tunde Odumeru @ +234 012 911 988
Romania Mihai Bogdan @ +40 728 702 705
South Africa Jeremy Sampson @ +27 82 885 7300
Spain Teresa de Lemus @ +34 654 481 043
Sri Lanka Ruchi Gunewardene @ +94 11 770 9991
Turkey Muhterem Ilgüner @ +90 216 352 67 29
UK Richard Haigh @ +44 207 389 9400
USA Laurence Newell @ +1 514 991 5101
Vietnam Lai Tien Manh
T: +44 (0)20 7389 9400
@ +84 90 259 82 28
mailto:enquiries@
mailto:@
mailto:@
mailto:-smith@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
mailto:@
