副标题：金州勇士队蝉联NBA榜首，丹佛掘金队品牌价值飙升
正文：
【美国达拉斯】2024 年11月19日，《Brand Finance 2024年最具价值NBA球队品牌榜单报告》正式发布。
《Brand Finance 2024年最具价值NBA球队品牌榜单报告》显示，丹佛掘金队在2024年异军突起，成为NBA品牌价值增长最快的球队，其品牌价值实现了惊人的122%的增长，达到3.44亿美元。掘金队品牌价值的迅猛增长，得益于他们在赛场上的出色表现、票价提升以及比赛场次的增加。此外，掘金队的品牌强度也迎来显著提升，这要归功于球队声誉度的提升、管理层形象的改善以及其在可持续发展和积极环境影响方面所取得的显著成就。
尽管丹佛掘金队在品牌价值提升上表现出色，但金州勇士队依然凭借高达15亿美元的品牌价值，稳坐NBA最有价值球队品牌的宝座。尽管金州勇士队在赛场上表现不尽如人意，但其整体品牌价值仍实现了4%的增长。紧随其后的是洛杉矶湖人队，其品牌价值增长了27%，达到11亿美元，并使其与勇士队之间的品牌价值差距从去年的6.2亿美元缩小至约5亿美元。
湖人队在品牌强度方面也同样表现出色，成功捍卫了其作为NBA最强品牌的地位，其品牌强度指数（BSI）得分高达99.2分，几乎接近完美，并维持了备受瞩目的AAA+评级。在整体品牌形象、良好声誉度以及积极参与当地社区活动方面，湖人队均获得了满分10分的评价。这些评分充分反映了球迷对湖人队通过湖人青年基金会等项目积极参与社区活动的高度认可。
从更广泛地角度来看，NBA凭借其易接近性和积极影响而享有盛誉，在美国各大体育联盟中独树一帜。根据Brand Finance的数据，有33%的NBA球迷认为该联盟对他们所在社区产生了积极影响。这一比例超过了美国职业足球大联盟（25%）、美国冰球联盟（24%）和美国职业棒球大联盟（同样为33%），仅次于美国职业橄榄球大联盟的36%。
Brand Finance中国区总裁陈忆登表示：
"得益于篮球运动自身的简明易懂、人人可以参与的特性，使NBA成为一项真正具备全球影响力的赛事，其影响力仅次于足球。自1989年NBA首次向中国转播比赛以来，其在中国的影响力逐渐扩大，吸引了大量忠实球迷。特别是以姚明为代表的中国球员在NBA取得的成功，进一步提升了NBA在中国的影响力和知名度。”
展望未来，NBA品牌在中国的发展前景积极且充满机遇。中国拥有庞大的体育消费群体和快速增长的体育市场，篮球作为广受欢迎的体育项目之一，在中国拥有广泛的球迷基础。特别是随着全民健身意识的提升和篮球运动的普及，越来越多的中国人开始关注并热爱篮球运动，这为NBA品牌在中国的发展提供了坚实的基础。当然，NBA品牌在中国市场的发展也面临着一些挑战，如版权争议、负面事件影响以及市场竞争等。为了应对这些挑战，NBA品牌需要加强与本土企业的合作与创新，不断提升品牌形象和球迷参与度；同时，也需要积极应对市场变化和消费者需求的变化，不断优化合作模式和运营策略。
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.
Brand Finance is a regulated accountancy firm, leading the standardization of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined 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 is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
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 Finance calculates the values of brands in its rankings 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, while 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 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based 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 study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
