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全球最有价值的100个保险品牌可能会因新冠肺炎疫情损失高达1000亿美元的品牌价值

  • 保险行业受COVID-19新冠肺炎疫情大流行的严重影响,整个行业的品牌价值可能损失高达20%,相当于1000亿美元
  • 平安蝉联全球最有价值的保险品牌,品牌价值达606亿美元
  • 中国品牌在最有价值保险品牌十强榜单中占主导地位,其中太平洋保险在十强中价值增长最快,涨幅高达31%
  • Canada Life品牌价值惊人地增长了688%,在“Brand Finance 2020年全球最有价值保险品牌100强”中排名跃升了72位
  • Poste Italiane是今年榜单中品牌强度最高的保险品牌,品牌强度指数(BSI)得分高达85.5(满分100)

View the English language press release here

View the full Brand Finance Insurance 100 2020 report

根据Brand Finance的最新报告,由于COVID-19新冠肺炎疫情大流行,全球前100名最有价值的保险品牌可能损失高达1,000亿美元的品牌价值。 Brand Finance的COVID-19新冠肺炎疫情分析表明,保险业是全球受疫情影响最严重的行业之一,可能会面临20%的品牌价值损失。

毫无疑问,COVID-19新冠肺炎疫情在今年将对该行业造成严重破坏。一些已经以微薄利润运营的品牌正被索赔淹没,而另一些发布声明拒绝与COVID-19新冠肺炎相关赔付的品牌则面临着永久的品牌信誉受损。

抛开行业,纵观全球,由于冠状病毒的爆发,在“Brand Finance 2020年全球最有价值品牌500强”排行榜中,最有价值的品牌500强估计损失的品牌价值总额将达1万亿美元。

与2020年1月1日的估值相比,Brand Finance评估了疫情爆发对企业价值的影响。基于这个分析,Brand Finance估算了各个行业的品牌价值可能受到的冲击。根据2020年第一季度每个行业品牌价值损失的幅度,我们将疫情对行业的影响分为以下三类:有限影响(品牌价值损失最小或潜在的品牌价值增长),中度影响(品牌价值损失最多达10%)和严重影响(品牌价值损失最多达20%)。

Brand Finance首席执行官David Haigh评论道:

“ COVID-19新冠肺炎疫情的大流行将对保险业造成沉重打击 – Brand Finance预测,保险行业品牌可能面临高达20%的品牌价值下跌。毫无疑问,我们将目睹整个行业大多数品牌的收入增长放缓。但是,一些品牌的利润率有可能增长,包括主打财产和意外伤害险的品牌,因为在持续的封锁期内,预计会有更少的索赔要求。”

 “平安好医生”快速成长

中国平安保险的品牌价值录得20%的增长,达到606亿美元,进一步扩大了其作为全球最有价值保险品牌的领先地位。该品牌致力于扩大其业务范围并在非保险和数字创新领域提供服务,使其在同行中脱颖而出。根据“Brand Finance 2020年全球最有价值品牌500强”报告,平安也是全球第9大最有价值品牌。

最值得关注的是,该品牌通过 “好医生”服务进入了健康技术领域,从而进一步推动了平安集团的发展。截至2019年底,它已经拥有了惊人的3.15亿注册用户和近7000万月活跃用户,就覆盖范围而言,“平安好医生”已成为中国最大的移动医疗应用程序。尽管COVID-19新冠肺炎疫情影响了平安的人寿保险业务,但“好医生”的注册人数激增应该可以弥补这一损失。

中国保险品牌称霸十强

中国平安保险在今年的排名中遥遥领先于另外11个来自大中华区的保险品牌。中国可以说是全球最有价值保险品牌榜中最具竞争力的地区,入榜的12家保险品牌总价值达到了1515亿美元。值得注意的是,在2019年的榜单中,所有12个品牌也都成功入榜,这显示出中国保险业市场的相对稳定性。

保险品牌价值十强中有五个来自大中华区的品牌:中国平安保险(增长20%,达到606亿美元);中国人寿保险(下跌10%,至236亿美元); 友邦保险(增长17%,达到182亿美元);中国太平洋保险(增长31%,至140亿美元)和中国人民保险(增长20%,至110亿美元)。这五家品牌总价值占入榜中国保险品牌总价值的80%以上,表明大中华区的五强保险品牌有着绝对的领先优势。五强之间的竞争仍然很激烈,短期内其他保险品牌则很难与其匹敌。

太平洋保险今年的品牌价值增长为31%,达到140亿美元,品牌强度指数(BSI)得分从68分跃升至78分(总分为100),是全球保险品牌价值十强中品牌价值和品牌强度都实现最大幅度增长的品牌。在没有显著增加市场营销投入的情况下,太平洋保险通过与中国女排的品牌合作项目有效提高了品牌的知名度和偏好度,得到了市场的积极反馈。

太平洋保险目前正在打造一项全新的“太保服务”体系,旨在加强服务和品牌的管理,在客户群中对公司的产品和服务逐步建立具有太保属性的认知,为消费者提供独特的客户体验。这项举措将有助于提升太保品牌的认可度和客户忠诚度。通过持续提供优质的服务,太平洋保险有望在明年建司30周年到来之际将太保品牌和业务都推升到一个新高度。

 

View the English language press release here

View the full Brand Finance Insurance 100 2020 report

Note to Editors

Every year, Brand Finance values 5,000 of the world’s biggest brands. The 100 most valuable insurance brands are included in the Brand Finance Insurance 100 2020 report.

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.

Additional insights, charts, and more information about the methodology, as well as definitions of key terms are available in the Brand Finance Insurance 100 2020 report.

Data compiled for the Brand Finance rankings and reports are provided for the benefit of the media and are not to be used for any commercial or technical purpose without written permission from Brand Finance.

联系我们
Scott Chen 陈忆登
Managing Director, Brand Finance China 中国公司 总裁
T: +861 860 118 8821
s.chen@brandfinance.com

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About Brand Finance          

Brand Finance is the world’s leading independent brand valuation consultancy, with offices in over 20 countries. Brand Finance bridges the gap between marketing and finance by quantifying the financial value of brands.

Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671.

Brand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales (ICAEW), and also the first brand valuation consultancy to join the International Valuation Standards Council (IVSC).

Brand Finance’s brand value rankings have been certified by the Marketing Accountability Standards Board (MASB) through the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between marketing measurement and financial performance.

Methodology

Brand Finance has assessed the impact of the COVID-19 outbreak based on the effect of the outbreak on enterprise value, compared to what it was on 1st January 2020. Based on this impact on enterprise value, Brand Finance estimated the likely impact on brand value for each sector. The industries have been classified into three categories – limited impact (0% brand value loss), moderate impact (up to 10% brand value loss), and heavy impact (up to 20% brand value loss) – based on the severity of enterprise value loss observed for the sector in the period between January and March 2020

Definition of Brand

Brand Finance helped to craft the internationally recognised standard on Brand Valuation – ISO 10668. It defines a 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.

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 Brand Rating up to AAA+ in a format similar to a credit rating.

Brand Valuation Approach

Brand 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. It 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 brand owner 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.

 

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