英文2024年最具价值和最具影响力的媒体品牌年度报告

BrandFinanceAnalysis7Methodology18Services24+442073899400theaimof'bridgingthegapbetweenorganisationsofalltypestoconnecttheirbrandstothebottomline.Weputthousandsoftheworld’sbiggestbrandsacrossallsectorsaacrossawiderangeofdisciplinestotaxandaccounting.firmregulatedbytheInstituteofconsultancytojointheInternational20671)andourmethodolAustrianStandards,isofficibytheMarketingAccountabilityBrandvaluationhelpscompaniesuitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.ItcanalsobeusedtohelpattractAdditionally,brandvaluationcanvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadbrandcanalsohelpacompanycommandaasconsumersarewillingtoandtrustworthy.Inaddition,astrongbrandcanastrongbrandcanprovideacompaitweathereconomicdownturnsorindustrydisruptions.customerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobalreadingisbasedonthisextensiveoriginalresearepresentingacatalystforfurtherconversations.Ifyouwanttohelpbuildastrongerbrand,orifyouIlookforwardtotheconversationandhelpingtobuildamoreprofitablefuturestanding.StrategiseStrategiseeffectivelytoindustrystandardsforacompetitiveEmpoweryourmarketingtecomprehensiveknowledgeaboutOptimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.makewell-informeddecisionsforcorporatesuccess.providesacompletebreakdownofcalculationsusedtodetermineyourrecommendationsforgrowingandgaininginsightsintoyourpositionagainstpeers.formarketspecificlearningsthatinformdecisionmaking.Accesstocompetitorsandleveragecompetitorsandleverageindustryforaglobalperspective.fromfastgrowingbrands,marketinthemarket,whatitrelativetothecompetition,andwhatdrivescustomerdecisionmakingforsuccess.acomprehensiveframeworktotrackandmeasurethecoblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.reportsdeliverexpertinsightrecommendationstopoweryour of$84.2billiongrapplingwithfinancialdifficultiesandMuskoftherankingoftheworld’smostvaluablemediabrands.Thefirst–publishedin2015–wasdominatedTherankingofthetop20mostvaluableof2015wasprimarilyalistingofbigproductioncompanieswhichspecialisedinmakingvideo,televisionandradiocontent.The2024rankingisradicallydifferentfrom2015:nineofthetenmostvaluablebrannotonbroadcasting,butonnarrowcastingdirectlytoindividualsthroughthedistributionofuser-createdmedia.ThisincludeTheoneoutlieramongstthetoptenmediabwhichproducesaconsiderablevolumeofitsownonlinestreamingplatform.3=23=2==Google●●4▲5=61●●7=Tencent腾讯8=9=●=Linked面increasestemsfromrobustrevenuegrowthreportedfamiliaritydippedmarginallythisyear,butremainsothercustomerevaluationsremainedextremelyhiOnekeyfactor–whichmigwithantitrustissuesatstake–isthatBrandFinanceasignificantvolumepremium.customersareoptingtousetheproduct,totheextent‘tosearchforsomethingontheinternet’.Assurating–thehighestaccoladeforbrandstrengththatithasreachedcompletesaturationlevelsinsomekeymarkets,incsignificantregulatoryandjudicialscrutinyshortly.toUSD84.2billion.Intanoutstandingpeer-to-peeallowsconsumerstoeasilysharecontentwithasaneffectiveformofuseracquisition.Douyin-thetoWesternaudiencesbeyondamediachanne-commerceplatformakintoAmazon’sfamiliarityisgrowingasitnearsmarketsaturation.recommendations.ThisdropislikelylinkedtoconcernsGovernmentandtheassociatedpublicitsecurityissues.1▲94.3●●234=1=GoogleNAV92.792.590.7缈5▲90.46▲90.2718▲Tencent腾讯86.2+6.4●9188.285.4▲83.7of94.3outof100,andanassociratingofAAA+.itsessential,familiar,andtrustedstatudominantmarket.ThisunparalleledconnectionhassolidifiedWeixin/WeChat'spositionasanintegrpartofdailylifeformillionsofusers.AccordingtoBrandWeixin/WeChatmustconteeconomicslowdown,whichispredictedtocontinueThisslowdownultimatelylimitsWeixin/WeChat'sfinancialpotentialand,conseqBloombergLinkedNetcaseGan7esGooglefuelledInstagram'sstrongbrandvaTheplatform'senhancedadtargetingcapamonetisationstrategieshaveplayedcrucialrolesinitsgrowthtrajectory,furthersopositionasacriticalassetwithinMeta'sportfolio.Furthermore,thetopthreefastest-grdrivenbyongoingproductinnovationstoUSD10.4billiontobenamedGoogle$22.48bn2●3446●67●Tencent腾讯LinkedMonitor(GBEM)researchtocompileitsSustofsustainabilityindrivingconsumerchoice,whichbrandsconsumersbelievetobemostcommittedtosustainability,theproportionofbrandvalueattributabletosustainabilityperceptions,andthevalueatrisksustainabilityperceptionsandactualperformance.differencebetweensustainabilityperceptionsandactualperformance.emissionsacrossitsoperationsandvaluechainby2030,supportedbyitsgoaltooperateotodriveadvancementsinclimatetechnologyandpromotessustainablechoicesthroughitsproductsenhancedcommunicationofitsendeavoursandaccomplishmentsinsustainability.In2023,theglobalentertainmentindustsignificantcrisisduetoamajorHollywoodstrike.ThousandsofHollywoodwriterswentonstrikefollowingaseriesofunsuccessfulpaynegotiations,leadingtotheimmediatehaltofdaytimeandlate-nighttalk-showsformanyseries,anddelaysforTVsfortheglobalentertainmentindustryremainsuncertain,itremainstobeseenwhetherGoogleNBCNetcaseGan7esLinkedFOXscoreto56.9/100.Accordingtobillionperquarterin2022.Thisisparticularlysignificantgiventhatadsalesaccountforaboutthree-quartersThisdeclinehighlightsadvertisers'allegeduneasewithX’scontentmoderationunderMusk’sHiscontroversialstatementsandpolicyreversalsexacerbatingthebrand’sfinancialstruggleweakeningitsglobalreputation.Thisisreflectedinthebrand’slowerecommendationmetrics11=22=TikTok/Douyin33=46▲55=64177=88=99=Netflix=▲1▲1▲▲1Japan1▲▲Spotify▲ActivisionBlizzard1▲11▲1▲▲▲▲▲1▲▲11▲-灬1=▲-灬▲Japan-灬▲▲11 oeiultaVsisertniesouulaVdeesdidrpreaatrnroeiultaVsisertniesouulaVdeesdidrpreaatrnrMetafacebookAbrandshouldbevofthebusinessinwhichitoperateunderstandthelinksbetweenmarketingleaguetablesarethoseofthepote‘brandcontribution’awiderconcept.Anassessmentofoverall‘brandcontribution’toabusinessprovidesadditionalinsightstohelpoptimiseperformance.facebookfacebookinternationallyrecognisedstandardonassetincluding,butnotlintendedtoidentifygoods,servicesorentities,creatingdistinctiveimagesandassociationsinthemindsofstakeholders,therebygeneratingeconomicbenefits.earningsspecificallyAllbrandvaluationmethodologiesareessentiallytryingtoidentifythis,althoughtheapproachandassumptionsdiffer.AsaresultpublishedbrandvaluThesedifferencesaresimilartotheanalystsprovidebusinessvaluationsthoutthe“real”valufortheuseofbrandsintheformofbrandroyaltyThisissometimesknownasthe“RoyaltyRelief”methodologyandisbyfarthemostwidelyusedapproachforbrandvaluationssinceitisgroundedItisthebasisforapualwaysaugmentitwitharealunderstandingofpeople’sperceptionsandtheireffectsondemand–fromourdatabaseofmarketresearchBrandFinancehasprodanalysis.ThevaluesderivedonlyonpubliclyavailableinformationandcertainassumptionsthatBrandnoresponsibilityandwillnotbeliableintheeventthatthepubliclyainformationrelieduponissubsequentlyfoundtobeinaccurate.Theopinionsandfinancialanalysisexpressedinthereportarenottprovidinginvestmentorbusinessgovernmentororganisation.Thisisaugmentedbyananalprofitabilityinthesectorversusgenericbrands.Thisresultsinarangeofpossibleroyaltiesthatcouldthreecorepillars:“Inputs”whichareactivitiessupportingthefuturestrengthofthebrand;“Eqcurrentperceptionssourcedfromourmarketresearchperformancemeasuressuchasscoreoutof100,whichfeedssimilartoacreditrating.appropriateroyaltyratefortheuseofthiofparentcompanyrevenuesattributabletothebrandquestionandforecastthoserevenuesbyanalysinghistrevenues,equityanalystfoassumptionstoarriveatadiscounted,post-taxpresent Analyticalrigourandheartofourapproachtobrandmeasurementthestrengthofbrandsweconductastructured,quantitativereviewofdatathatreflectthe‘Brandtobrand-influencedcustomerbehaviour. WidelyrecognisedfactorsdeployedbymarketerstocreatePerceptionsofthebrandamongdifferentstakeholdergroups,withcustomersbeingthemostimportant.Quantitativemarketandfinancialmeasuresrepresentingthesuccessofthebrandinachievingpremium.AlthoughwefollowageneralstructureincorporatingthethreepilPerformance),theattributesincludedapparelbrandwilldifferinstructurefromanindexdesignedforatelecommunicationsbrand.Anindexofmouthrecommendation,andpricetelecommunicationscompanymayasimportantmetrics.Theseattributesareweightedaccordingtotheirperceivedimportanceindrivingthefollowingpillar:BrandInvestmentBusinessPerformancemeasuresforperceptions.Therefore,themquantitativestudyofasampleofoverinover25sectorsand3thatcanbeusedtofillgapsthatsurvtotalinvestmentlevels–forexampleinthatcanabetterguidetofutureincludeonlinemeasures–granularunderstandingofmarketingeffectiveness.Finallytheyaladditions,customerchurnandmarketsurveystoincorporateintwecollectallthisdataacrossallthemeasuretheircomparativestrength.Inordertoconvertrawoutof10thatarecomparablebetweenattributeswithinthescorecard,wethenthisbyreviewingthedistributionoftheunderlyingdataandcreatingaceilingbasedonthatdistribution.Eachformatsimilartoacreditrating.measureshelpsinformmanagersofabrand’spotentialforfuturesuccess. understandingthestrengthofyourbrandagainstyourcompetitors.futurebrandvaluegrowidentifyingthedriversofvalueorwaytomanageiteffectively.+BrandAudits+SyndicatedStudies+ResearchAnalytics+SoftPower/media25benchmarking–comparisonsagainst framework.tounderstandwhatisimportantindriving //media26interpreterbetweenthelanguagemarketersandfinanceteamstheyprovidestructureforbothtoworktogethertomaximisereturns.+BrandImpactAnalysis+LitigationSupport+InvestorReporting/media tounderstandthebusinessimpacts+BrandPositioning++BrandPositioning+BrandArchitecture+Franchising&Licensing+BrandTransition+MarketingMixModelling+SponsorshipStrategy/media28 andalignthemwithperformance.beenmoreimportantconsiderationsformarketers,financeprofessionals,sustainabilityservicesbringclarity,allowingyoutomaketherightyourselffromrisk,anddotherightthing.+PerceptionsEvaluation+SustainabilityROIAnalysis+CompetitorInsightsandPositioningRecommendations+MaterialityExercises+StakeholderEngagement+SustainabilityReportingandDisclosureS//media29Sponsorshipsareoftenamongstthebrandbuildingactivitiesacompanycanfinancialmodelling,andstrategicanalysis.ThisapproachhelpsmarketingandfinancemanagerstounderstandtheeffectivenessofsponsorshipsandAdvertisingequivalenresearchinterpretationofsponsorships,failssponsorshipsinthecontextofachieving+SponsorshipStrategy+PartnershipOpportunityAnalysis+ReturnonInvestmentAnalysis+PartnershipTracking+SportsInvestmentDueDiligence+SponsorshipProspectusbuilding+ActivationMeasurement&StrategyWithstrategicplanningan