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。
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。”
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。
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.
Scott Chen 陈忆登
Managing Director, Brand Finance China 中国公司 总裁
T: +861 860 118 8821
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations 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 is a regulated accountancy firm, leading the standardisation 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.