（英文）行业资料 brand-finance - Qatar 10 2023 -The annual report on the most valuable and strongest Qatar brands

Qatar

10

2023

TheannualreportonthemostvaluableandstrongestQatarbrands

February2023

Contents.

BrandFinanceQatar102023/qatar2

AboutBrandFinance3

Foreword

DavidHaigh,Chairman&CEO,BrandFinance7

RankingAnalysis9

BrandValueRanking13

BrandSpotlights14

QNBGroup:15

InterviewwithHebaAliAlTamimi,SeniorExecutiveVicePresident,QNBGroupCommunications

Methodology17

OurServices24

©2023Allrightsreserved.BrandFinancePlc.

AboutBrandFinance.

BrandFinanceQatar102023/qatar3

BrandFinanceistheworld'sleadingbrand

valuationconsultancy.

Webridgethegapbetweenmarketingandfinance

BrandFinancewassetupin1996withtheaimof'bridging

thegapbetweenmarketingandfinance'.Formorethan25

years,wehavehelpedcompaniesandorganisationsofall

typestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothe

testeveryyear.Rankingbrandsacrossallsectorsand

countries,wepublishover100reportsannually.

Weofferauniquecombinationofexpertise

Ourteamshaveexperienceacrossawiderangeof

disciplinesfrommarketingandmarketresearch,to

brandstrategyandvisualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulated

bytheInstituteofCharteredAccountantsinEnglandand

Wales,andthefirstbrandvaluationconsultancytojoin

theInternationalValuationStandardsCouncil.

Ourexpertshelpedcrafttheinternationallyrecognised

standardsonBrandValuation–ISO10668andBrand

Evaluation–ISO20671.Ourmethodologyhasbeen

certifiedbyglobalindependentauditors–Austrian

Standards–ascompliantwithboth,andreceived

theofficialapprovaloftheMarketingAccountability

StandardsBoard.

GetinTouch.

Forbusinessenquiries,pleasecontact:

SavioD'Souza

SeniorDirector

s.dsouza@

Formediaenquiries,pleasecontact:

MichaelJosem

AssociateCommunicationsDirector

m.josem@

Forallotherenquiries:

enquiries@

+442073899400

/company/brand-finance/brandfinance/brandfinance

/brandfinance

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Communication

Understanding

Benchmarking

Requestyourown

BrandValueReport

ABrandValueReportprovidesa

completebreakdownoftheassumptions,

datasources,andcalculationsused

toarriveatyourbrand’svalue.

Eachreportincludesexpert

recommendationsforgrowingbrand

Insight

valuetodriveperformanceandoffers

acost-effectivewaytogainingabetter

understandingofyourpositionagainstpeers.

Strategy

Visit/request-a-valuation

oremailenquiries@brandfi

BrandValuationSummary

Brand

StrengthTracking

Education

RoyaltyRates

Costof

CapitalAnalysis

Customer

ResearchFindings

enquiries@

Competitor

Benchmarking

BrandFinanceQatar102023/qatar5

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Brandirectory

istheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+Trackbrandvalue,strength,andratingacross

publicationsandovertime

+Useinteractivechartstocomparebrandvalues

acrosscountries,sectors,andglobalrankings

+Purchaseandinstantlyunlockpremiumdata,

completebrandrankings,andresearchVisit

tofindoutmore.

BrandFinanceGroup.

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionofBrandFinance,whosepurposeistocreateandfosteraprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthemarket.BFIorganisesevents,in-companytraining,andcorporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurposetoequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsincollaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.

GlobalBrand

EquityMonitor

Originalmarketresearchonover5,000brands

38countriesand31sectorscovered

Morethan150,000respondentssurveyedannually

Wearenowinour7thconsecutiveyearconductingthestudy

Visit/consumer-research

oremailenquiries@brandfi

enquiries@

Foreword.

BrandFinanceQatar102023/qatar7

DavidHaigh

Chairman&CEO,

BrandFinance

Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.

Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.

Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.

Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.

Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.

BrandFinanceQatar102023/qatar8

World

Cupwin

forQatari

brands.

+QNBisthemostvaluableQataribrand,valuedatUS$7.7

billion

+Qatargasisfastest-growingQataribrand,up147%

+QatarAirwayscontinuestoreboundfrompandemic

restrictions

+Inadditiontobeingmostvaluable,QNBisalsothestrongestQataribrand,earningupgradetoAAArating

Ranking

Analysis.

BrandFinanceQatar102023/qatar10

RankingAnalysis.

QNBisthemostvaluableQatari

brand,valuedatUS$7.7billion

QNB(brandvalueup9%toUS$7.7billion)isthemost

valuableQataribrand,accordingtoanewreportfrom

leadingbrandvaluationconsultancy,BrandFinance.

QNBhasgrownstronglythisyearandretained

itsposition(45thglobally)asamongstthemost

valuablebankingbrandsintheworld.Thisreflects

thesuccessofthebank’scontinuedeffortstoexpand

itsinternationalpresenceandofferingtoan

increasinglydiversecustomerbase.

QNB’ssponsorshipofthe2022FIFAWorldCup

inQatarprovidedthechanceforthebanktogain

considerableexposureamongthemillionsofviewers

whotunedinduringthemonth-longeventfromaround

theworld.

Thishaslikelyraiseditsawarenessandfamiliarity

amongstconsumersandmayinturnhelptoboostits

brandvaluefurtherinthefuture.

Top10MostValuableQatarBrands

101

g

US$7.7bn

+9%

202

H

US$3.1bn

-8%

324

z

US$3.1bn

+147%

©BrandFinancePlc2023

413

b

US$2.5bn

+23%

5NEW

z

US$1.7bn

-

g

715

g

829

g

US$0.7bn

6%

US$0.6bn

+24%

j

10010

627

9NEW

g

US$0.4bn

US$0.5bn

US$0.8bn

+7%

-

+31%

BrandFinanceQatar102023/qatar11

©BrandFinancePlc2023

31%

24%

23%

9%

RankingAnalysis.

Qatargasisfastest-growingQataribrand,up147%

2022wasanimportantyearforQatar,inwhichithostedtheFIFAFootballWorldCup.ThisbroughthugeattentionfromacrosstheworldtoQatar.ItwasanunprecedentedopportunitytoshowcaseQataribrandstotheworld,withQatar’sthreebiggestbrands,QNB,QatargasandQatarAirwayssuccessfullyleveragingtheeventtoboosttheirbrandvalues.TheeventhasalsohelpedQatartoboostitsSoftPowerandfurthersolidifyitsstatusontheworldstage.

Qatargas(brandvalueup147%toUS$3.1billion)isthefastestgrowingQatari,andMiddleEasternbrandin2023.Itisoneoftheworld’sleadinggasproducingbrandsandisownedbyQatarEnergy.ThisyearithasseensignificantgrowthduetotheincreaseinglobaldemandfortheirproductfollowingtheembargoofRussiangasbymanycountries.

ThishaseffectivelyconstrainedsupplyformanygasusersandimprovedsalesforQatargas.Thecontestedgeo-strategicsituationallowedbusiness-to-businessbrandssuchasQatargastobeatrustedenergysuppliertotheworld.

Qatargasaimstoreachaproductioncapacityof110milliontonnesperyearby2025,asignificantincreasefromitspreviousannualproductioncapacityof77milliontonnesperyear.ThisincreasedcapacityisenablingthecompanytocapitalizeonthehikeingaspricesandtheincreasingdemandforQatarLNG.

QatarAirwayscontinuestoreboundfrompandemicrestrictionsandisfastestgrowingairlinebrandintheregion

QatarAirways(brandvalueup23%toUS$2.5billion)isthefastestgrowingMiddleEasternairlinebrandandthesecondmostvaluable.Havingcompleted25yearsofoperation,theairlinehasreboundedfrompandemicrestrictionsandhasnowsurpasseditspre-pandemicbrandvaluationofUS$2.3billion.

QatarAirwaysplayedaveryhigh-profileroleintheWorldCup,withtheflagcarrierofQataranobvioustransportationoptionforvisitors,players,andofficialsfortheevent.

BrandValueChange2022-2023(%)

147%

QatarAirwayscontinuestobeheldinveryhighregardbycustomersandotherkeyindustrystakeholdersbecauseofitsrelativelyyoungaircraftfleet,highstandardsofservice,andrecognitionthatitwasoneofthefewglobalairlinestocontinueflyingthroughoutthepandemic.

MiddleEasternairlinebrands,suchasQatarAirways,havebecomehighlyimportantinboostingtheirrespectivehomenation’ssoftpoweronagloballevel.Theywillremainvitalasflagbearersfortheircountries’reputationsasMiddleEasternnationslooktotransitiontheireconomiesawayfromOil&Gas.

RankingAnalysis.

Inadditiontobeingmostvaluable,QNBisalsothestrongestQataribrand,earningupgradetoAAArating

Inadditiontocalculatingbrandvalue,BrandFinance

alsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance’sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover150,000respondentsin38countriesandacross31sectors.

QNBearnedthehighestratingintheQatar10rankingforbrandstrength,85.2/100,withacorrespondingAAArating.Thisisareflectionthatitisheldinhighregardbyitskeystakeholders.QNB’sassociationwiththepatrioticfervourconnectedtolocalsportingeventshasstrengtheneditspositionasanationalchampionbrandofQatar.

AsthelargestfinancialinstitutionintheMiddleEastandAfrica,theQNBbrandisinapowerfulregionalleadershipposition.

QNBhasalsolookedtobealeaderinsustainability.Ithassetoutaclearsustainabilitystrategyinwhichitlookstoensuresustainablefinancialperformancewhilealsoopeningnewbusinessopportunities.ItssustainablefinanceintegratesESGcriteriaintoitsbusinessandinvestmentdecisionsforthelastingbenefitofstakeholders.QNBhasalsofocusedonmanagingitsdirectESGimpacts,ensuringitoperatesethicallyandefficiently.

Further,QNBlooksbeyondbanking,activelycontributingtowardswidersocio-economicdevelopmentthroughitsCorporateSocialResponsibilityactivitieswithanoverarchingfocusoneducationinthecommunitieswhichitoperates.Thisstrategy,andthevariousinitiativeswithinit,highlightsapositivedirectionforsustainabilityatQNBandmayhelpfurtherboostitsbrandstrengthinthefuture.

Top10StrongestQatarBrands©BrandFinancePlc2023

101

g

85.2+1.7

202

H

303

b

404

z

71.4+5.3

5NEW

z

78.6

-

74.6+0.2

70.0

-

AAAAA+AA+AAAA

g

g

1018

627

57.9-5.2A

63.5-0.5A+

715

g

59.1-7.0A

829

g

58.8-4.0A

9NEW

j

-

58.3

A

BrandFinanceQatar102023/qatar12

BrandValueRanking(USDm).

Top10mostvaluableQatarbrands1-10

2023

Brand

2022

2023

2022

20232022

Brand

Value

Brand

Brand

Brand

RankRank

Brand

Sector

Value

Change

Value

Rating

Rating

1

1

0QNB

Banking

$7,666

+9%

$7,056

AAA

AAA-

2

2

0Ooredoo

Telecoms

$3,143

-8%

$3,412

AA+

AA+

3

4

2Qatargas

Oil&Gas

$3,105

+147%

$1,259

AA

AA-

4

3

1QatarAirways

Airlines

$2,470

+23%

$2,014

AA+

AA

5

-

3QatarEnergy

Oil&Gas

$1,744

-

-

AA

-

6

7

2CommercialBank

Banking

$775

+31%

$592

A+

A+

7

5

1QatarIslamicBank

Banking

$680

-6%

$726

A

A+

8

9

2MasrafAlRayan

Banking

$588

+24%

$474

A

A+

9

-

3QAFCO

Chemicals

$510

-

-

A

-

1010

0DohaBank

Banking

$382

+7%$356

A

AA-

BrandFinanceQatar102023/qatar13

Brand

Spotlights.

BrandFinanceQatar102023/qatar15

QNBGroup.

g

Rank

50

BrandValue

US$7.7bn

+8.6%

Rank

40

BrandStrength

85.2

+1.7

BrandFinanceQatar102023/qatar16

Interviewwith

HebaAliAlTamimi.

HebaAliAlTamimi,

SeniorExecutive

VicePresident,

QNBGroup

Communications

GiventheQNBbrandisspreadacrossdifferentregions,howdoesthemeasurement,tracking,andcommunicationofthevalueoftheQNBbrandimpactvariousstakeholdersinthebusiness?

Currently,QNBisrankedasthemostvaluablebankingbrand(USD7.1Billion)intheMEAregionaccordingtotheBrandFinanceGlobalSurvey.ThisreflectstheGroup’scontinuousstrongperformance,expandinginternationalpresenceandgrowingbrandrecognition.QNBwillcontinuetoinvestinitsbrandbyfurtherexpandinginternationallyandstrivetoservetheneedsofitsgrowinganddiversecustomerbaseacrossthemarketsitoperatesin.ThisallowsQNBGrouptotrack,optimizeandpositionitselfasrelevanttocoresegmentsandmarkets.

QNBhashadaseriesofhigh-profilesportssponsorships:ParisStGermaininFranceandmorerecentlytheFIFAWorldCupinQatar.WhatmakessponsorshipactivitysosuccessfulforQNB?

AsQatar’sleadingBankwereflectthecountry’scontinuedcommitmenttosportanditsendeavors.Sportsenablesustoprojectexcellence,commitment,expertiseandambition.Qatarhasthefinancialresources,commitment,anddrivenecessarytomeettheopportunitiesandchallengespresentedbyhostingsuchanimportantandworldwideevent.ensuretheirsuccess.

QNB,asamajorsponsorofsportingevents,willcontinuetosupportthisnationaldrivetomakeQataraleadinginternationalhubforsport.AsitsroleastheofficialMiddleEastandAfricasupporteroftheFIFAWorldCup2022™theGroupwasabletodeliveraremarkableexperienceforcustomersandvisitorsfromallovertheworldaswecontinuetoactasafinancialintermediarybyprovidingtailoredfinancingsolutions.

QNB'ssustainabilitystrategyisrootedin3pillars:sustainablefinance(forclients),sustainablyoperations(forthebank)andbeyondbanking(servingthecommunity).Howimportantissustainabilityintheindustry,anddoyoubelieveitisafactorinwhichbankingbrandscandifferentiatethemselves?

Inthisregard,QNBGroupisconsideredapioneerinsustainablefinancingforbothcorporateandretailsectors.Hence,QNBGrouptooktheleadasthefirstQataribankevertoissuegreenbondsatavalueof$600million.Further,itissuedthefirstgreenprivateplacementinvestmentworthUSD50millionbetweenQNBFinansbankA.S.andEuropeanBankforReconstructionandDevelopment(EBRD).Inanotherunprecedentedstep,QNBGroupparticipatedinthefirstgreenrepurchaseagreement(REPO)inQatar.

Methodology.

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Enterpri

BrandValue

Definitions.

BrandValue

+EnterpriseValue

Thevalueoftheentireenterprise,madeupofmultiplebrandedbusinesses.

[Almarai]

Whereacompanyhasapurelymono-brandedarchitecture,the‘enterprisevalue’isthesameas‘brandedbusinessvalue’.

+BrandedBusinessValue

Thevalueofasinglebrandedbusinessoperatingunderthesubjectbrand.

[7Days]

Abrandshouldbeviewedinthecontextofthebusinessinwhichitoperates.BrandFinancealwaysconductsabrandedbusinessvaluationaspartofanybrandvaluation.Weevaluatethefullbrandvaluechaininordertounderstandthelinksbetweenmarketinginvestment,brand-trackingdata,andstakeholderbehaviour.

+BrandContribution

Theoverallupliftinshareholdervaluethatthebusinessderivesfromowning

[7Days]

thebrandratherthanoperatingagenericbrand.

Thebrandvaluescontainedinourleaguetablesarethoseofthepotentiallytransferablebrandassetsonly,making‘brandcontribution’awiderconcept.Anassessmentofoverall‘brandcontribution’toabusinessprovidesadditionalinsightstohelpoptimiseperformance.

+BrandValue

ThevalueofthetrademarkandassociatedmarketingIPwithinthebrandedbusiness.

[7Days]

BrandFinancehelpedtocrafttheinternationallyrecognisedstandardonBrandValuation–ISO10668.Itdefinesbrandasamarketing-relatedintangible

assetincluding,butnotlimitedto,names,terms,signs,symbols,logos,anddesigns,intendedtoidentifygoods,servicesorentities,creatingdistinctiveimagesandassociationsinthemindsofstakeholders,therebygeneratingeconomicbenefits.

BrandFinanceQatar102023/qatar18

BrandFinanceQatar102023/qatar19

DefinitionofBrand

BrandImpact

Wereviewwhatbrandsalreadypayinroyaltyagreements.Thisisaugmentedbyananalysisofhowbrandsimpactprofitabilityinthesectorversusgenericbrands.

Thisresultsinarangeofpossibleroyaltiesthatcouldbechargedinthesectorforbrands(for

2

BrandValuationMethodology.

1

Brandisdefinedasabundleoftrademarks

andassociatedIPwhichcanbeusedtotake

advantageoftheperceptionsofallstakeholdersto

provideavarietyofeconomicbenefitstotheentity.

BrandValue

examplearangeof0%to2%ofrevenue)

BrandStrength

Weadjusttheratehigherorlowerforbrandsby analysingBrandStrength.Weanalysebrand strengthbylookingatthreecorepillars:“Inputs” whichareactivitiessupportingthefuturestrength ofthebrand;“Equity”whicharerealcurrent perceptionssourcedfromourmarketresearchandotherdatapartners;“Output”whicharebrand-relatedperformancemeasuressuchasmarketshare.

EachbrandisassignedaBrandStrengthIndex(BSI)scoreoutof100,whichfeedsintothebrandvaluecalculation.Basedonthescore,eachbrand isassignedacorrespondingBrandRatinguptoAAA+inaformatsimilartoacreditrating.

Brandvaluereferstothepresentvalueof

earningsspecificallyrelatedtobrandreputation.

Organisationsownandcontroltheseearningsby

owningtrademarkrights.

Allbrandvaluationmethodologiesareessentially

tryingtoidentifythis,althoughtheapproachand

assumptionsdiffer.Asaresultpublishedbrand

valuescanbedifferent.

Thesedifferencesaresimilartothewayequity

analystsprovidebusinessvaluationsthataredifferent

tooneanother.Theonlywayyoufindoutthe“real”

valueisbylookingatwhatpeoplereallypay.

Asaresult,BrandFinancealwaysincorporates

areviewofwhatusersofbrandsactuallypayfor

theuseofbrandsintheformofbrandroyalty

agreements,whicharefoundinmoreorlessevery

sectorintheworld.

BrandImpact×BrandStrength

TheBSIscoreisappliedtotheroyaltyrangetoarriveataroyaltyrate.Forexample,iftheroyaltyrangeinasectoris0-5%andabrandhasaBSIscoreof80outof100,thenanappropriateroyaltyratefortheuseofthisbrandinthegivensectorwillbe4%.

3

Thisissometimesknownasthe“RoyaltyRelief”

methodologyandisbyfarthemostwidelyused

approachforbrandvaluationssinceitisgrounded

inreality.

ForecastBrandValueCalculation4

Wedeterminebrand-specificrevenuesasaproportionofparentcompanyrevenuesattributable tothebrandinquestionandforecastthose revenuesbyanalysinghistoricrevenues,equityanalystforecasts,andeconomicgrowthrates.

Itisthebasisforapublicrankingsbutwealways

augmentitwitharealunderstandingofpeople’s

perceptionsandtheireffectsondemand–from

ourdatabaseofmarketresearchonover3000

brandsinover30markets.

Disclaimer

Wethenapplytheroyaltyratetotheforecastrevenues toderivebrandrevenuesandapplytherelevantvaluationassumptionstoarriveatadiscounted,post-taxpresentvaluewhichequalsthebrandvalue.

BrandFinancehasproducedthisstudywithanindependentandunbiasedanalysis.The

valuesderivedandopinionsproducedinthisstudyarebasedonlyonpubliclyavailable

informationandcertainassumptionsthatBrandFinanceusedwheresuchdatawasdeficient

orunclear.BrandFinanceacceptsnoresponsibilityandwillnotbeliableintheeventthatthe

publiclyavailableinformationrelieduponissubsequentlyfoundtobeinaccurate.The

opinionsandfinancialanalysisexpressedinthereportarenottobeconstruedasproviding

investmentorbusinessadvice.BrandFinancedoesnotintendthereporttoberelieduponfor

anyreasonandexcludesallliabilitytoanybody,governmentororganisation.

BrandStrengthIndex

3

BrandStrength.

BrandStrengt