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Brand Finance Banking 500 2015.Pdf Banking 500 2015The annual report on the world’s most valuable banking brands February 2015 Contents About Brand Finance About Brand Finance 3 Brand Finance is the world’s leading regulatory bodies around the world. We are one independent brand valuation and strategy of the few companies certified to provide brand Methodology 4 consultancy. Brand Finance was set up in 1996 valuations that are fully compliant with ISO with the aim of ‘bridging the gap between 10668, the global standard on monetary brand Sector Analysis 6 marketing and finance’. For almost 20 years we valuations. Understand Your Brand’s Value 14 have helped companies to connect their brands to the bottom line, building robust business cases Transparency How We Can Help 16 for brand decisions, strategies and investments. There are no black boxes. Our approach is to In doing so, we have helped finance people to work openly, collaboratively and flexibly with Contact Details 17 evaluate marketing programmes and marketing clients and we will always reveal the details of people to present their case in the Board Room. our modelling and analysis. This means our Appendix, Full Table 18 clients always understand what lies behind ‘the Independence number’. Brand Finance is impartial and independent. We assess and help to manage Expertise brands, but we do not create or own them. We We possess a unique combination of skills are therefore able to give objective, unbiased and experience. We employ functional experts advice because we have no vested interest in with marketing, research and financial particular outcomes of a project and our backgrounds, as well as ex-client-side senior recommendations are entirely independent. We management who are used to ‘making things are agency agnostic and work collaboratively happen’. This gives us the mindset to think with many other agencies and consultancies. beyond the analysis and to consider the likely impact on day-to-day operations. We like to think Technical credibility this differentiates us because our team has real Brand Finance has high technical operational experience. standards. Our work is frequently peer- reviewed by the big four audit practices and our For more information, please visit our website: work has been accepted by tax authorities and brandfinance.com The Brand Finance Banking 500 is an annual ranking of the most valuable brands in banking. Brand Finance is the only firm in the world to publish the values of the top 500 banking brands, giving us a deep understanding of the challenges facing banking organisations today. Since 2007, the results have been published in The Banker, the key source of data and analysis for the global finance industry. For further information about The Banker, please Publishing partner contact [email protected] or visit thebanker. Bridging the gap between marketing and finance com/topbankingbrands. 2. Brand Finance Banking 500 February 2015 Brand Finance Banking 500 February 2015 3. Methodology Methodology What do we mean by ‘brand’? Brand strength Brand Brand revenues Brand value index ‘Royalty rate’ Definitions (BSI) E.g. + Enterprise Value – the value of the JP Morgan entire enterprise, made up of ‘Branded Chase & multiple branded businesses Brand Strong brand Enterprise’ Co. investment ‘Branded Business’ Brand + Branded Business Value – the equity value of a single branded business ‘Brand’ E.g. Chase operating under the subject brand Brand Bank Weak brand performance Forecast revenues + Brand Value – the value of the Brand strength BSI score applied to an Royalty rate applied to Post-tax brand trade marks (and relating expressed as a BSI appropriate sector forecast revenues to revenues are Chase Brand marketing IP and ‘goodwill’ score out of 100. royalty rate range. derive brand values. discounted to a net attached to it) within the branded present value (NPV) business which equals the brand value. Definition of ‘Brand’ Brand Strength Brand Finance calculates the values of the sourced from Brand Finance’s extensive brands in its league tables using the database of license agreements and other In the very broadest sense, a brand is the focus Brand Strength is the part of our analysis most ‘Royalty Relief approach’. This approach online databases. for all the expectations and opinions held by directly and easily influenced by those involves estimating the likely future sales that are 3 Calculate royalty rate. The brand strength score customers, staff and other stakeholders about an responsible for marketing and brand attributable to a brand and calculating a royalty is applied to the royalty rate range to arrive at a organisation and its products and services. management. In order to determine the strength rate that would be charged for the use of the royalty rate. For example, if the royalty rate However when looking at brands as business of a brand we have developed the Brand brand, i.e. what the owner would have to pay for range in a brand’s sector is 1-5% and a brand assets that can be bought, sold and licensed, a Strength Index (BSI). We analyse marketing the use of the brand—assuming it were not has a brand strength score of 80 out of 100, more technical definition is required. Brand investment, brand equity (the goodwill already owned. then an appropriate royalty rate for the use of Finance helped to craft the internationally accumulated with customers, staff and other this brand in the given sector will be 4.2%. recognised standard on Brand Valuation, ISO stakeholders) and finally the impact of those on The steps in this process are as follows: 4 Determine brand specific revenues estimating a 10668. That defines a brand as “a marketing- business performance. Following this analysis, proportion of parent company revenues related intangible asset including, but not limited each brand is assigned a BSI score out of 100, 1 Calculate brand strength on a scale of 0 to 100 attributable to a specific brand. to, names, terms, signs, symbols, logos and which is fed into the brand value calculation. based on a number of attributes such as 5 Determine forecast brand specific revenues designs, or a combination of these, intended to Based on the score, each brand in the league emotional connection, financial performance using a function of historic revenues, equity identify goods, services or entities, or a table is assigned a rating between AAA+ and D and sustainability, among others. This score is analyst forecasts and economic growth rates. combination of these, creating distinctive images in a format similar to a credit rating. AAA+ known as the Brand Strength Index. 6 Apply the royalty rate to the forecast revenues and associations in the minds of stakeholders, brands are exceptionally strong and well 2 Determine the royalty rate range for the to derive brand revenues. thereby generating economic benefits/value” managed while a failing brand would be respective brand sectors. This is done by 7 Brand revenues are discounted post tax to a assigned a D grade. reviewing comparable licensing agreements net present value which equals the brand value. 4. Brand Finance Banking 500 February 2015 Brand Finance Banking 500 February 2015 5. Sector Analysis – Banking Sector Analysis – Banking Rank 2015: 1 2014: 1 Rank 2015: 6 2014: 3 BV 2015: $25,713m 1 BV 2015: $34,925m +15% 6 -4% BV 2014: $30,242m BV 2014: $26,683m Brand Rating: AAA- Brand Rating: AA+ Rank 2015: 2 2014: 6 Rank 2015: 7 2014: 5 BV 2015: $24,819m 2 BV 2015: $27,459m +20% 7 +7% Banking BV 2014: $22,803m BV 2014: $23,157m Brand Rating: AA+ Brand Rating: AA Rank 2015: 3 2014: 2 Rank 2015: 8 2014: 10 BV 2015: $22,714m 3 BV 2015: $27,280m +2% 8 +28% BV 2014: $26,870m BV 2014: $17,783m Brand Rating: AAA Brand Rating: AA+ 500 Rank 2015: 4 2014: 9 Rank 2015: 9 2014: 12 BV 2015: $20,392m 4 BV 2015: $26,417m +39% 9 +22% BV 2014: $18,954m BV 2014: $16,725m Brand Rating: AAA- Brand Rating: AAA- Rank 2015: 5 2014: 4 Rank 2015: 10 2014: 8 BV 2015: $18,700m 5 BV 2015: $26,210m +7% 10 -7% BV 2014: $24,518m BV 2014: $20,021m Brand Rating: AA+ Brand Rating: AAA- Wells Fargo is the world’s most valuable increased by 29%. They now make up 15% of banking brand. Its $35 billion brand value the brand value of the Banking 500, up from 9% sees it claim the title for the third on 2011 and 4% in 2008, when the study consecutive year. It leads a group of 60 began. Looking at the figures for the US, the American banks featured in the Brand trend is reversed. US banks made up nearly a Finance Banking 500, which together are third of the total in 2008 (32%), by 2011 that had valued at over $200 billion. dropped to 27% and this year the figure is 21%. However, there is no room for complacency. JP Chinese banks have accelerated their Morgan chief executive Jamie Dimon recently international expansion this year. Examples expressed concerns that the western banks that include ICBC’s acquisition of Standard Bank’s dominate global banking might be superseded London trading operations and CCB’s of by Chinese brands. This year’s results would BicBanco in Brazil. CCB added more to its appear to bear Dimon’s fears out. Citi, BoA and brand value than any other this year. Its brand Chase, America’s 2nd, 3rd and 4th most value grew by $7.5 billion to a total of $26.4 valuable bank brands have been overtaken by billion. both ICBC and China Construction Bank (CCB). However the growth of Chinese brands cannot The cumulative brand value of Chinese banks be explained just by expansion and acquisition.
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