Brand Finance releases 2024 Academic Medical Centre global brand ranking
LONDON (30 January, 2024) -- Mayo Clinic Health System is the world’s strongest Academic Medical Centre (AMC) brand for the second year running. Brand Finance, the world’s leading independent brand valuation consultancy, has released its second annual AMC global brand ranking.
44% of healthcare professionals note Mayo Clinic's leadership in integrating technologies such as robotics, digital imaging, and AI into its healthcare services, a key driver of reputation and brand strength. Mayo Clinic’s brand is also getting stronger, boasting a Brand Strength Index (BSI) score increase of 1.2 points year-on-year to 86.9/100.
Hugo Hensley, Valuation Director, Brand Finance, commented:
"In the dynamic realm of healthcare, marked by the rising prominence of AI and telemedicine, AMCs are racing to seamlessly integrate these transformative trends. Our research at Brand Finance highlights the importance of staying at the vanguard of technological progress. Innovations in these high-profile categories not only bring global attention to an institution, but now rank among the attributes most important in driving a hospital's overall reputation.”
US-based brands claim seven out of the top ten spots due to widespread global recognition, however, five out of six non-U.S. regional leading AMCs achieved higher Brand Strength Index scores in 2024 compared to 2023. Both the All India Institute of Medical Sciences (AIIMS) and Singapore General Hospital (SGH) entered the top four strongest global brands, with AIIMS securing the third position and SGH as the fourth strongest.
Another notable trend from the 2024 rankings is the staying power of a newsmaking medical breakthrough. Nearly 60 years after performing the first heart transplant, Groote Schuur in Cape Town ranks fifth in the world as “known for scientific breakthroughs,” and France’s Pitié-Salpêtrière Hospital, the pioneer of the first heart transplant in Europe, secured the fourth spot for the same metric.
An attachment to Harvard University’s brand may to boost a brand’s reputation as the place to be for excellence in research, as three out of the top six brands recognized for "attracting the top medical research talent" are affiliated with Harvard (Brigham & Women’s, Mass General, Dana-Farber Cancer Institute).
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.
