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网易成2016年中国品牌价值增长黑马

23 November 2016
This article is more than 4 years old.

网易在2016年品牌价值翻倍,使其成为中国增长最快的品牌

•微信品牌价值亦强势增长,比去年增长了90%,达到415亿元

•华为和阿里巴巴也分别增长了70%和65%

•中国移动以其3110亿元品牌价值荣居中国最有价值品牌250强榜首

•中国的银行和保险品牌在迅猛增长, 建行是世界上“品牌力”最强的的银行品牌

Brand Finance Plc是全球领先的资产估值和市场品牌战略咨询公司。每年,他们都为世界各地各行各业为数以计千的品牌做出估值,并且评选出最强“品牌力”与最有价值的品牌,囊括各国家和主要地区以及各行各业的品牌佼佼者。中国最有价值的品牌可以在Brand Finance 中国250强榜单中查看。

网易是中国品牌价值增长最快的企业。网易通过开发各式人气网络游戏(如《大话西游》系列)、时代性的电子商务(网易严选)、以及其他互联网工具取得了巨大的成功。 2015年网易的游戏收入高达到185亿元,利润近70亿元。股票市值增长了20%。在此利好消息发布后,市场分析师认为网易股票市值会在此基础上翻倍。

微信也在今年迅猛增长,位于2016年品牌价值增长率前五名。他们的用户增长率持续强劲,自2012年以来每季度增加4000-5000万新用户,用户总数现达8.5亿。用户数的增长吸引了更多广告商对微信的关注,使得微信公众平台广告收入飙升; 2016年第三季度的收入比上一年同期增长51%,高达75亿元。微信已经成为中国最常用的通信方式,也在世界各地快速发展其用户数。微信作为新生代的科技品牌,高度融入消费者的生活。人们使用微信通讯,看微信朋友圈和生活资讯消遣,用微信账户支付消费。它也成为消费者与其他品牌互动的主要平台。微信的品牌增长归功于它在中国市场上拥有强烈的品牌意识和无可匹敌的消费者忠诚度。

中国移动是全球最大的电信运营商,在2016年中国250强榜单中荣登榜首。其2016年估值为3110亿元,比去年增长了8%。虽然智能手机市场和4G覆盖已经接近饱和,但中国移动的市场份额不断增长,品牌竞争优势有助于中国移动持续增长品牌价值。

在电信行业的硬件方面,华为在国际上取得了惊人的进步。 在2015年,它超越了微软成为世界第三大智能手机制造商,现在拥有世界上9%的市场份额。 在P9的成功后,市场对将在2017年4月推出的P10拭目以待。华为在产品更新和创新上的成绩有助于进一步提升其品牌价值。在2016年的品牌估值中,华为品牌价值比去同值增长了77%,达1,260亿元,成为中国十大最具价值品牌之一。

中国的银行品牌多年来表现稳健,在今年取得增长突破。中国银行品牌目前占全球银行品牌价值的28%,而中国建设银行已成为世界上最强大的银行品牌。 Brand Finance品牌顾问Alex Corringham评论道:“中国银行正在超越基础银行服务的范围,并积极地对其品牌进行投资,他们在品牌资产管理表现出色。建行就在消费者对其品牌熟悉程度、产品考虑度、产品偏好度、满意度和推荐度上都有优异的表现,因此在Brand Finance“品牌力”指数中夺魁。

宏观上,中国经济的轻微放缓已经对品牌产生了不同程度的影响。消费者对奢侈品需求下降,这使周大福其品牌价值减少了12%,2016年估值为237亿元。但消费者对网上购物的需求不降反升。电子商务巨头阿里巴巴品牌价值增长65%,达1150亿元。阿里巴巴的创始人马云说:“随着经济微放缓,消费者希望在阿里巴巴淘更实惠的产品。

Brand Finance CEO David Haigh评论道:“中国已经在国家品牌,企业品牌和产品品牌建设的道路上取得显著成绩。中国国家主席习近平亦致力于推动中国国家品牌和自主民营品牌的建设,使“中国创造”品牌能够毫不逊色的在国际的舞台上与西方各大品牌竞争和抗衡。

媒体联系人

品牌及业务咨询(中文):

Minnie Fu, 品牌咨询项目经理

T:+44(0)2073899400 M:+44(0)7969296337 [email protected]

WeChat ID:kikiminnievip

Vinchy Chan,品牌量化分析师

T:+44(0)2073899400 M:+44(0)7427674975 [email protected]

WeChat ID:vinchychan

品牌及业务咨询(英文):

Robert Haigh,市场营销和传播总监

T:+44(0)2073899400 M:+44(0)7762211267 [email protected]

WeChat ID:roberthaigh

Joslyn Pannu,外联通讯经理

T:+44(0)2073899400 M:+44(0)7885666236 [email protected]

编者按:

2017年版“品牌融资中国250”将于2016年12月底完成。如果您对此榜单的估值感兴趣,请尽快与我们联系。

2016年品牌价值以美元计算,估值日期为1/1/16。

关于Brand Finance

Brand Finance是世界领先的品牌估值和战略咨询公司,在超过27个国家设有办公地点。我们通过量化品牌的商业价值为营销人员,品牌所有者和投资者提供对品牌的清晰解读,及深入分析。 Brand Finance利用管理战略,品牌评估,市场研究,视觉营销,金融,税务和知识产权等方面的专业知识,帮助客户做出最大化品牌和商业价值的优化决策,成为营销与金融之间的沟通语言。

品牌估值方法

品牌定义

在广泛意义上,品牌是客户,员工和其他利益相关者对企业及其产品和服务的所有期望和意见的综合产物。然而,当把品牌看作可以买、卖和特许经营的商业资产时,需要更准确的定义。Brand Finance是国际公认的品牌估值标准ISO 10668的主要撰写者之一。ISO 10668将一个品牌定义为“与营销相关的无形资产,包括但不限于,名称,标志,符号,商标和设计,或是这些无形资产的混合体,目的在于指认这些服务, 产品及企业,或者其混合体,在利益相关者的头脑中创造出独特的形象和联想,从而产生的经济效益和价值。”

然而,一个品牌对一家公司的贡献是这个公司在市场被第三方卖买的溢价。 “品牌贡献”是指企业从其品牌中获得的总体经济利益,从通用销售数量到价格溢价到对不太完善品牌竞争对手的成本节约。

品牌力

品牌力是我们分析中最直接和最容易受到营销人员和品牌管理层影响的部分。为了确定品牌的实力,我们建构了品牌力指数(BSI)来帮助量化品牌价值。Brand Finance 在BSI的基础上分析营销投资,品牌资产(与客户,员工和其他利益相关者积累的商誉),及品牌对业务绩效的贡献。根据该分析,每个品牌被指定百分制的BSI指数,其被馈入品牌价值计算。基于得分,排行榜中的每个品牌以类似于信用评级的方式被分配AAA +和D之间的评级。 AAA +品牌力最强大,管理效绩最优异。

方法

Brand Finance使用“特许权费节省法”计算其排行表中的品牌的价值。此方法使用一个品牌的预期销售,并且计算对于“品牌使用”收取的使用费率,即所有者将使用此品牌必须支付的费用(假设它尚未拥有。)

此过程中的步骤如下:

1.品牌力指数(BSI):从人们对品牌的情感联系,品牌自身业界表现和可持续发展的多个维度从0到100对品牌力进行打分。这个分数被称为品牌力指数。

2. 确定相应行业品牌的特许权费率。Brand Finance运用自有强大的数据库,和其它在线数据来审查广泛的可比许可协议数据完成的。

3. 计算使特许权费率。品牌力得分适用于使用费率范围,以获得特许权费率。例如,如果行业品牌的特许权费率范围为0-5%,一个品牌的品牌力量得分为100,则在给定部门使用该品牌的适当的使用费率将为4% 。

4. 确定品牌特定收入,估算归属于特定品牌的母公司收入比例。

5. 使用历史收入,股票分析师预测和经济增长率的函数确定预测品牌具体收入。

6. 将专利税率应用于预测收入以推导品牌收入。

7. 品牌收入在税后折现为等于品牌价值的净现值。

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Media Contacts

Konrad Jagodzinski
Konrad Jagodzinski
Communications Director
Brand Finance
Florina Cormack-Loyd
Florina Cormack-Loyd
Senior Communications Manager
Brand Finance

About Brand Finance

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 nearly 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.

Methodology

Definition of Brand

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

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 Valuation Approach

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.

Disclaimer

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.

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