品牌价值-北欧最有价值和最强品牌150强2023年度报告（英）

Nordic150The

annual

report

on

the

most

valuable

and

strongest

Nordic

brands

September

20232023Contents.About

Brand

Finance 3Foreword 7David

Haigh,

Chairman

&

CEO,

Brand

FinanceRanking

Analysis9Brand

Value

&

Brand

Strength

Analysis 10Brand

Value

Ranking 17Brand

Spotlight 20Equinor 21Interview

with

Anniken

Haugen

Jebsen,

Vice

President

Brand

&

Engagement,

Equinor

ASAICA23Interview

with

Josefin

Lundmark,

Marketing

Director,

ICA

SwedenMethodology25Our

Services 32©

2023

All

rights

reserved.

Brand

Finance

Plc.Brand

Finance

Nordic

150

2023 /nordic

2About

Brand

Finance.Brand

Finance

is

the

world's

leading

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

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

world’s

biggest

brands

to

the

test

every

year.

Ranking

brands

across

all

sectors

and

countries,

we

publish

over

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,

tobrand

strategy

and

visual

identity,

to

tax

and

accounting.We

pride

ourselves

on

technical

credibilityBrand

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

receivedthe

official

approval

of

the

Marketing

Accountability

Standards

Board.Get

in

Touch.For

business

enquiries,

please

contact:Anna

BrolinManaging

Director

Nordics

a.brolin@brandfinFor

media

enquiries,

please

contact:

Michael

JosemCommunications

Director

m.josem@/company/brand-financetwi/brandfinance/brandfinanceFor

all

other

enquiries:

enquiries@bra

+44

207

389

9400

w/brandfinanceBrand

Finance

Nordic

150

2023 /nordic

3Request

your

own

Brand

Value

ReportA

Brand

Value

Report

provides

a

complete

breakdown

of

the

assumptions,

data

sources,

and

calculations

usedto

arrive

at

your

brand’s

value.Each

report

includes

expert

recommendations

for

growing

brand

value

to

drive

performance

and

offersa

cost-effective

way

to

gaining

a

better

understanding

of

your

position

against

peers.InsightVisit

/request-a-valuation

or

email

enquiries@brandfiBrand

ValuationSummaryBrandStrength

TrackingRoyalty

RatesCost

ofCapital

AnalysisCustomerResearch

Findingsenquiries@ CompetitorBenchmarkingStrategyBenchmarkingEducationCommunicationUnderstandingnefitsCon te n t sB eBBrandirectory

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

acrosspublications

and

over

time+

Use

interactive

charts

to

compare

brand

valuesacross

countries,

sectors,

and

global

rankings+

Purchase

and

instantly

unlock

premium

data,complete

brand

rankings,

and

researchVisit

to

find

out

more.Brand

Finance

Group.Brand

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

experts

in

themarket.

BFI

organises

events,

in-company

training,

and

corporate

educational

initiatives

around

the

world.

In

the

quest

for

marketing

excellence

and

with

the

purposeto

equip

the

brand

valuation

and

strategy

practitioners

with

the

necessary

skills

and

tools,

we

have

developed

a

wide

range

of

programmes

and

certifications

in

collaboration

with

the

most

coveted

business

schools,

universities

and

thought

leaders

in

the

field.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,

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.VI360VI360

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

Finance

Nordic

150

2023 /nordic

5Global

Brand

Equity

MonitorOriginal

market

research

on

over

5,000

brands38

countries

and

31

sectors

coveredMore

than

150,000

respondents

surveyed

annuallyWe

are

now

in

our

7th

consecutive

year

conducting

the

studyVisit

/consumer-research

or

email

enquiries@brandfienquiries@branForeword.Brand

valuation

helps

companies

understand

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

financing,

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

valuationhelps

organisations

understand

the

worth

of

their

brand

and

how

it

fits

into

their

overall

business

strategy.David

Haigh

Chairman

&

CEO,

Brand

FinanceA

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,

can

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

may

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

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

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

Nordic

150

2023 /nordic

7IKEA

is

reigning

champion

of

Nordic

brands

but

contends

with

declining

brand

strength.+

Swedish

giant

IKEA

retains

title

of

most

valuable

Nordic

brand,

valued

at

EUR15.4

billion,

despite

decline

in

brand

strength+

ICA

becomes

Nordic’s

strongest

brand,

followedby

Elisa,

both

with

esteemed

AAA

rating+

Zyn,

Oatly,

and

Aker

BP

are

fastest-growingNordic

brands,

all

more

than

doubling

in

value+

Finland’s

Valio

milks

an

impressive

SustainabilityPerceptions

Score,

rated

6.4

out

of

10+

Nordic

countries’

Soft

Power

performancesimproveBrand

Finance

Nordic

150

2023 /nordic

8RankingAnalysis.Ranking

Analysis.Swedish

giant

IKEA

retains

title

of

most

valuable

Nordic

brand,

valued

at

EUR15.4

billion,

despite

decline

in

brand

strengthIKEA

(brand

value

up

2%

to

EUR15.4

billion)

has

continued

on

its

unbroken

run

as

the

most

valuable

Nordic

brand.

Fellow

Swedish

brand,

Volvo

(brand

value

down

31%

to

EUR8.5

billion)

drops

two

positions

in

the

ranking,

paving

the

way

for

Norwegian

Oil

&

Gas

giant

Equinor

(brand

value

up

57%

to

EUR12.6

billion)

to

take

second

place.IKEA

has

achieved

a

marginal

2%

year-on-year

brand

value

increase,

taking

its

brand

value

to

EUR15.4

billion.

The

global

home

furnishing

brand

achieved

an

uplift

in

revenues

despite

relatively

flat

volumes

as

it

implemented

price

hikes

to

offset

inflation

and

supply

chain

issues.

Nonetheless,

2023

saw

IKEA

expandits

retail

operations,

becoming

available

in

markets

including

Estonia,

Oman,

Philippines,

Puerto

Rico,

and

South

America.

In

addition

to

global

expansion,IKEA

has

also

continued

to

take

steps

towards

opening

more

city-centre

stores

in

a

bid

to

improve

in-store

visits

and

encourage

consumer

loyalty.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,

andbusiness

performance.

Compliant

with

ISO

20671,

Brand

Finance’s

assessment

of

stakeholder

equity

incorporates

original

market

research

data

from

over

100,000

respondents

in

38

countries

and

across

31

sectors.

Research

by

Brand

Finance

found

decisions

surrounding

price

hikes

to

have

a

softening

of

customer

perceptions

towards

the

brand,

notably

in

terms

of

value

for

money,

familiarity,

and

reputation.

Consequently,

although

IKEA’s

brand

value

remains

top-ranked,

its

BSI

(Brand

Strength

Index)

saw

a

4-point

drop,

demoting

it

to

an

AA+

rating

and

overall

BSI

ranking

of

10th.Swedish

brands

no

longer

hold

the

top

three

spotsin

the

ranking

as

Equinor

overtakes

Volvo

and

H&M

(brand

value

down

17%

to

EUR9.1

billion)

to

become

the

second

most

valuable

Nordic

brand.

Equinor’s

success

is

due

to

its

strong

operational

and

financial

performance

this

past

year.

Powered

by

innovation,

Equinor

has

continued

its

path

towards

becominga

broad

energy

provider.

In

early

2023,

Equinor

announced

its

strategic

partnership

with

German-

based

RWE

to

further

strengthen

the

European

energy

supply

line

and

represents

Equinor’s

ambitious

plansto

switch

to

secure

hydrogen-capable

alternatives.

This

has

resonated

well

with

stakeholders,

along

with

the

brand’s

enhanced

position

on

the

stock

market

and

overall

market

recovery.

However,

price

hikes

have

negatively

impacted

stakeholder

perceptions

in

terms

of

value

for

money.Brand

Finance

Nordic

150

2023 /nordic

10Ranking

Analysis.Anna

BrolinManaging

Director

Nordics,

Brand

FinanceIKEA

has

been

unbeatable

for11

years.

The

brand

has

sought

to

support

its

position

in

what

continues

to

be

a

challenging

business

environment

by

implementing

price

hikes,

butthe

negative

impact

on

consumer

perceptions

does

present

some

difficulties

for

the

brand.

IKEA

now

needs

to

address

consumers’

concerns

by

improving

brand

communication

to

regain

trust

and

equity,

and

prove

it

remains

the

leading

affordable

home

furnishingsand

solutions

provider.Anna

BrolinManaging

Director,

Brand

Finance

NordicsTop

10

Most

Valuable

Nordic

Brands ©

Brand

Finance

Plc

20231

0

1

2

2

4

3

0

3

4

1

2

50

5

EUR15.4

bn+2%EUR12.6

bn+57%EUR9.1

bn-17%EUR8.5

bn-31%EUR7.5

bn-2%6

2

7

7

2

11

8

1

6

9

0

9

10

1

8

EUR7.2

bn+38%EUR7.1

bn+71%EUR6.5

bn+19%EUR4.9

bn+7%EUR4.3

bn-7%Brand

Finance

Nordic

150

2023 /nordic

11Ranking

Analysis.ICA

becomes

Nordic’s

strongest

brand,

followed

by

Elisa,

both

with

esteemed

AAA

ratingICA

(brand

value

up

37%

to

EUR1.7

billion)

has

become

the

strongest

Nordic

brand

with

a

BSI

of

89

out

of

100

and

a

AAA

rating.

A

high

brand

loyalty

score

and

positive

consumer

perceptions

relating

to

ICA’s

quality,

range

of

products

and

usage,

has

propelledits

BSI

score

by

15

points.

Further,

ICA’s

improved

brand

value

and

BSI

is

not

least

due

to

its

focus

on

sustainability.

Such

a

focus

was

vindicated

when

ICA

recently

won

the

United

Nations

climate

award.Additionally,

ICA

is

the

first

Nordic

grocery

player

to

have

signed

an

agreement

with

IDH,

The

Sustainable

Trade

Initiative,

bolstering

its

stance

as

a

brand

committed

to

sustainable

practices.

In

supporting

consumers’

sustainable

choices,

ICA

also

provides

a

wide

range

of

ethically

sourced

and

labelled

products.Top

10

Strongest

Nordic

BrandsClose

behind

ICA,

Finnish

telecoms

brand

Elisa

(brand

value

up

14%

to

EUR1.4

billion)

maintains

its

position

as

the

second

strongest

Nordic

brand,

witha

BSI

of

87

out

of

100

and

AAA

rating.

In

its

140th

year,

the

brand

has

continued

to

roll

out

its

5G

network

across

Finland

and

Estonia

as

customers

responded

well

to

the

newest

technology.

It

also

achieved

record-

breaking

5G

speeds

in

Finland,

in

partnership

with

Nokia

(brand

value

down

2%

to

EUR7.5

billion)and

Qualcomm,

ensuring

high

performance

and

speed

service

to

consumers.

In

its

communicationto

stakeholders,

Elisa

has

also

emphasised

its

brand

mission

going

forward

which

includes

aiming

to

power

approximately

half

of

its

Finnish

mobile

network’s

electricity

needs

through

sustainable

power.

It

has

also

expanded

utilisation

of

waste

heat

from

its

datacentres

in

district

heat

production.

In

combination

with

Elisa’s

long

and

successful

history

in

Finland,

this

has

allowed

the

brand

to

build

a

strong

level

of

brand

equity

and

contributed

to

its

impressive

brand

strength.©

Brand

Finance

Plc

20231

2

28

2

0

2

3

2

16

4

1

1

5

2

31

89.2 +14.8 86.9 +1.3 86.9 +9.6 85.9 -1.6 85.3 +11.162AAA80

71AAA5

81AAA7

AAA9

1

6

AAA10

1

4

81.7 +15.0AAA-80.6AAA--2.380.1AAA--1.679.9AAA--1.879.0AA+-4.1Brand

Finance

Nordic

150

2023 /nordic

12Ranking

Analysis.Brand

Value

Change

2022-2023

(%)228%179%130%110%©

Brand

Finance

Plc

202371% 66% 58% 57% 57% 52%-31% -20% -19% -18% -17% -15% -15%-41%-51% -51%Zyn,

Oatly,

and

Aker

BP

are

fastest-

growing

Nordic

brands,

all

more

than

doubling

in

valueZyn

(brand

value

up

228%

to

EUR827

million),Oatly

(brand

value

up

179%

to

EUR429

million)

and

AkerBP

(brand

value

up

130%

to

EUR2.7

billion)are

the

three

fastest-growing

Nordic

brands

in

2023.

Zyn

boasts

the

largest

rank

hike

of

all

Nordic

brands,

climbing

67

places

in

the

ranking.

Zyn

is

a

sub-brand

of

Swedish

Match

that

was

one

of

the

pioneers

in

the

tobacco-free

nicotine

pouch

market.

The

brand

is

now

a

domestic

market

success

story,

and

future

growthis

likely

to

emanate

from

export

markets.

The

global

nicotine

pouch

market

is

forecasted

to

grow

by

31%annually

until

2028,

and

with

Zyn

already

a

dominant

brand

in

the

USA

further

growth

is

likely.

Towards

the

end

of

2022,

Philip

Morris

acquired

nearly

83%

of

Swedish

Match,

with

the

aim

to

create

a

global

smoke-free

champion.

The

acquisition

is

expected

to

provide

Zyn

with

the

resources

and

market

access

needed

to

continue

to

grow

its

brand

value

in

the

fast-growing

nicotine

pouch

market.Second-fastest

growing

Nordic

brand

Oatly’s

BSI

score

also

experienced

impressive

9-point

increase.

As

one

of

the

first

brands

to

successfully

market

oatmilk

as

a

dairy

alternative,

Oatly

continues

to

capitalise

on

growing

consumer

demand

for

plant-based

products.

The

brand

has

garnered

attentionand

further

brand

awareness

through

its

unique

approach

to

branding,

such

as

in

2022

when

Oatly

launched

its

“The

New

Norm&Al

Show”

campaign,

playing

on

the

idea

that

environmentally

friendly,

focussed

brands

are

becoming

the

“new

normal”

through

humorous

puppet

displays.

Oatly’s

brand

value

and

brand

strength

growth

has

been

further

bolstered

by

partnerships

which

have

increased

brand

visibility.Brand

Finance

Nordic

150

2023 /nordic

13Ranking

Analysis.More

recently,

in

2023,

Oatly

partnered

with

Espresso

House

–

the

Nordic’s

largest

coffee

chain.

This

partnership

has

placed

Oatly

in

front

of

broader

audiences,

offering

even

more

consumers

the

opportunity

to

try

the

brand’s

products

and

reduce

their

individual

climate

impact.Norwegian

Oil

&

Gas

brand,

AkerBP’s

impressive

brand

value

increase

saw

it

climb

20

places

in

the

ranking.

This

is

in

connection

with

its

acquisition

of

Lundin

Energy’s

exploration

and

production

business

and

resulting

improved

market

share.

This

exponential

growth

means

AkerBP

has

become

the

second

largest

brand

operating

on

the

Norwegian

Continental

Shelf.

In

turn,

AkerBP’s

improved

financial

performance

due

to

increased

revenues

have

contributed

to

this

impressive

brand

value

growth.

Looking

ahead,

AkerBP

canexpect

significant

increases

in

production

as

it

plans

to

invest

approximately

EUR13

billion

in

developmentprojects.

This

is

likely

to

further

add

to

future

brand

value

growth.Another

brand

which

has

seen

notable

brand

valuegrowth

is

Denmark’s

Maersk

(brand

value

up

71%to

EUR7.1

billion).

The

globally

integrated

logistics

brand

achieved

record

revenues

this

past

year,

with

forecasts

increasing

in

a

similar

manner.

Maersk

has

expanded

its

air

cargo

business,

now

offering

direct

flights

between

Korea,

China

and

the

US.

These

services

will

connect

manufacturing

and

commercial

hubs

in

eastern

China

with

those

in

the

US

East

Coast

and

Mid-West,

amongst

other

key

routes.

It

has

also

acquired

LF

Logistics,

the

brand’s

most

consequential

acquisition

to

date,

further

enhancing

its

footprint

in

Asia.

Moreover,

this

places

Maersk

just

one

rankbelow

Lego

(brand

value

up

38%

to

EUR7.2

billion),

making

next

year’s

race

for

Denmark’s

top

spot

a

close

one.Brand

Finance

Nordic

150

2023 /nordic

14Ranking

Analysis.Sustainability

Perception

Values

(SPV)©

Brand

Finance

Plc

2023EURxx

=

sustainability

perceptions

value x.x

=

sustainability

perceptions

score/101

EUR1,110

m4.792

EUR1,097

m4.533

EUR776

m3.944

EUR691

m4.005

EUR593

m4.226

7

8

9

10

EUR515

m4.27EUR409

m4.27EUR368

m3.98EUR366

m4.75EUR315

m3.77Finland’s

Valio

milks

an

impressive

Sustainability

Perceptions

Score,

rated

6.4

out

of

10As

part

of

its

analysis,

Brand

Finance

assessesthe

role

that

specific

brand

attributes

play

in

driving

overall

brand

value.

One

such

attribute

is

sustainability.

Brand

Finance

assesses

how

sustainable

specific

brands

are

perceived

to

be,

represented

by

a

‘Sustainability

Perceptions

Score’.

The

value

that

is

linked

to

sustainability

perceptions,

the

‘Sustainability

Perceptions

Value’,

is

then

calculated

for

each

brand.Food

brand

Valio

(brand

value

up

13%

to

EUR1.4

billion)

has

the

highest

Sustainability

Perceptions

Score

in

the

ranking

-

6.4

out

of

10.

As

Finland’s

biggest

exporter

of

food

products,

Valio

has

sustainability

at

the

forefront

of

its

communication

with

stakeholders.

Owned

by

4,000

dairy

farms

through

cooperatives

that

supply

raw

milk

to

Valio,

the

brand

has

worked

towards

supplying

more

sustainable

food

options,

while

also

supportingthe

communities

and

areas

that

it

works

in.

Thishas

built

a

strong

sustainability

perception

amongst

stakeholders

and

contributed

to

its

positive

performance

in

this

metric

in

the

ranking.Brand

Finance

Nordic

150

2023 /nordic

15Ranking

Analysis.Nordic

countries’

performances

improveOf

the

121

countries

included

in

Brand

Finance’s

Global

Soft

Power

Index

2023,

Sweden

(11th)

climbed

three

places

since

last

year’s

ranking,

Norway

(17th)

and

Denmark

(18th)

each

maintained

their

rankings,and

Finland

(22nd)

and

Iceland

(34th)

also

climbed

three

ranks.

Despite

their

relatively

small

economies

on

theglobal

stage,

Nordic

countries

performed

strongly

in

terms

of

perceived

“Business

&

Trade”.

In

addition,

all

Nordic

countries

ranked

in

the

top

fifteen

for

“Sustainable

Future”:

Sweden

3rd,

Norway

5th,

Denmark

9th,

Finland

10th,

and

Iceland

15th,

indicative

of

Nordic

countries’

leading

position

in

sustainable

development.

These

two

elements

are

viewed

favourably

by

the

world

as

important

factors

for

shaping

the

future

of

nation

branding.Brand

Finance

Nordic

150

2023 /nordic

16Brand

Value

Ranking

(EURm).Top

150

most

valuable

Nordic

brands

1-502023Rank2022RankBrandCountrySector2023

Brand

ValueBrand

Value

Change2022

Brand

Value2023

Brand

Rating2022

Brand

Rating1 1 0 IKEA Sweden Retail 15,353 +2.2% 15,026 AA+ AAA-2 4 2 Equinor Norway Oil

&

Gas 12,626 +56.7% 8,056 AAA- AAA-3 3 0 H&M Sweden Apparel 9,089 -17.0% 10,955 AA AA+4 2 1 Volvo Sweden Automobiles 8,466 -30.7% 12,226 AA- AA5 5 0 Nokia Finland Tech 7,543 -2.5% 7,734 AA AA6 7 2 Lego Denmark Toys 7,174 +38.1% 5,196 AAA AAA7 11 2 Maersk Denmark Logistics 7,149 +71.3% 4,174 AA+ AA8 6 1 Spotify Sweden Media 6,462 +18.5% 5,452 AA AA9 9 0 Nordea Sweden Banking 4,910 +7.3% 4,575 AA AA+10 8 1 Telenor Norway Telecoms 4,308 -7.0% 4,634 AA AA+11 10 1 Telia Sweden Telecoms12 15 2 Vattenfall Swed