Brand Finance Telecoms 500 2015, le performance dei marchi italiani
Il Gruppo Telecom Italia 22° e il Gruppo Wind 71° migliorano la forza del brand. Fastweb aumenta del 30% il valore del marchio.
Nella Brand Finance Telecoms 500 2015, la classifica delle principali telco ordinate per valore dei brand in dollari americani, sono presenti tutti le compagnie che operano in Italia. Il Gruppo Telecom Italia - Telecom Italia, TIM Italia, TIM Brazil e Olivetti – con un valore di $7.515 milioni è ben posizionato al 22° posto, appena sopra Telenor, una delle due società che controlla VimpelCom. Il Gruppo Wind Infostrada è posizionato al 71° posto con un valore di $ 1.558 milioni, circa pari al solo valore del brand TIM Italia. Come il totale complessivo delle telco europee, i brand Telecom Italia e Wind, hanno ridotto il proprio valore.
La classifica di Brand Finance è ordinata, con lo standard ISO 10668, per valore in milioni di dollari alla data 1 gennaio 2015. Il valore si ottiene mettendo in relazione la qualità della gestione del marchio, indicata con il Brand Rating, e le previsioni delle performance finanziarie.
Sia il Gruppo Telecom Italia, sia il Gruppo Wind hanno migliorato il proprio Brand Rating da AA a AA+ raggiungendo altri big come AT&T, T-mobile, Vodafone e Orange. Il Brand Rating è un parametro che si ottiene sommando le performance relative agli investimenti che influenzano il brand, ai relativi ritorni in termini di percezione tra gli stakeholder e ai ritorni finanziari. L’incremento di Brand Rating indica sostanzialmente il miglioramento della gestione del marchio, buona base per una futura crescita di Brand Value.
Vodafone, 5° marchio mondiale, è il principale Loser della classifica 2015, in quanto perde 2,4 miliardi di dollari. Le perdite sono dovute a peggioramenti di performance nei mercati non core, infatti sia in UK sia in Italia il marchio va bene.
Fastweb, e Swisscom, fanno entrambe parte del gruppo dei Winner in quanto hanno migliorato notevolmente il proprio valore. Fastweb infatti, con un valore di $ 772 milioni, ha incrementato il proprio Brand Value del 30% passando dal 114° al 95° posto.
Il brand 3 a livello globale ha incrementato dell'11% il valore in dollari e ha migliorato il Brand Rating . Tiscali ha guadagnato 30 posizioni salendo al 267° posto pur perdendo il 2% in valore, mentre Teledue ha perso il 35% del proprio valore scendendo al 97° posto.
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.
