品牌价值-最有价值和最强大的美国品牌500强的2024年度报告（英）-2024.3_市场营销策划_2.docx

BrandFinanceUS5002024TheannualreportonthemostvaluableandstrongestAmericanbrandsMarch2024ContentsAboutBrandFinance3Foreword41.aurenceNewell,ManagingDirector,BrandFinanceNorthAmericaRankingAnalysis7BrandValueRanking(USDm)16BrandGuardianIndex26EmbracingGenerativeAl32AnInterviewwithStacyJaniak,DeputyChiefExecutiveOficer,DeloitteTop100USBrandGuardians35BrandSpotlight37AMD38InterviewWithJohnTaylor,SVPandChiefMarketingOficerfAMDMethodology41OurServices47©2024Allrightsreserved.BrandFinancePlc.Forbusinessenquiries,pli_aurenceNewely/ManagingDirector,BrandFinanceNdlthl.newellForallotherenquiriesenquiries+44如73899400Krvaluation</Wconsultancve/IFormediaenquiries,pleasecontact:/FlopnaColrmacjp-1.oydCommunicationsDirector,1>f.cormackloydbrandfinanee.corr)/BridgingthegapbetweenMarketingandFinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance*.Formorethan25years,Wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.QuantifyingthefinancialvalueofbrandsWeputthousandsoftheworld,sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.UniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeOfdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.PridingourselvesontechnicalcredibilityBrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.ForewordBrandvaluationisacrucialtoolforbusinessestonavigatetoday,scomplexmarkets.Understandingthetruevalueofabrandanditsimpactonoverallcompanyworthisessential.Itguidesdecisionsinmarketingandbranding,settingabenchmarkforfuturegrowthandperformance.Additionally,brandvaluationplaysakeyroleinattractinginvestorsandsecuringfinancing,asastrongbrandisaprizedasset.Inmergersandacquisitions,brandvaluationshapesnegotiationsanddeterminesthevalueoftheacquisition.1.aurenceNewellManagingDirector,BrandFinance,NorthAmericaAstrongbrandisvitalfordifferentiation,helpingcompaniesstandoutincompetitivemarkets.Thisfosterscustomerloyaltyanddrivessalesandrevenuegrowth.Premiumbrandscancommandhigherprices,asconsumersgravitatetowardsqualityandtrustworthiness,boostingprofitability.Astrongbrandattractstoptalentandprovidesacompetitiveedge,aidingcompaniesinnavigatingeconomicchallengesandindustrydisruptions.Thisyear,inthecontextofbrandvaluation,thetransformativeimpactofartificialintelligenceonbrandvalueisundeniable.Alisnotjustabuzzword;it'sacatalystfortangiblegrowthandinnovationacrossvarioussectors.Fromenhancingoperationalefficiencytorevolutionizingcustomerengagement,Al-drivenstrategiesarereshapingthebrandlandscape,offeringaglimpseintotheboundlesspossibilitiesofthefuture.InsightsfromBrandFinance'sUS5002024ReportunderscorethesignificantgrowthexperiencedbybrandsthathaveembracedAl.FromtechgiantslikeNVIDIAandMicrosofttoindustrystalwartssuchasGoogleandApple.Thisyear,BrandFinance,sdedicationtounderstandingcustomerperceptionsofbrandshasledtoextensiveoriginalresearchworldwide.Theinsightssharedhereserveasastartingpointformeaningfuldiscussionsandstrategicplanning.ThisreportalsoencompassesthemostrecenteditionoftheUSBrandGuardianshipIndex,OfferinginvaluableinsightsintothepivotalroleofCEOsinshapingandsafeguardingbrandreputation.1.eaderssuchasJensenHuangofNVIDIA,TimCookofApple,andSundarPichaiofGoogle,whooccupythetopthreepositionsnationwide,epitomizetheprinciplesOfeffeCtiVebrandguardianship.Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.y°urownBrandValu1.-ReportBrandFinance'sBrandValueRepeatprovidesacomplet.ebreakdowpoftKeassumptions,dtasources;andcalculationsusedtodete一brand'svalue/as(wellasbrandequityresearch.1,Eachreportincludese:'rv.、recommendationsfor1.Jvalue,drivingperformance；'T部CIgaininginsightsintoyourpositionagainstpeeTOT/j3GainInsight1.everagestrategicinsightstoenhanceyourbrand,sfinancialstanding.StrategicGuidanceStrategiseeffectivelytopositionyourbrandasamarketleader.BenchmarkYourPerformanceBenchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape.EmpowerYourMarketingTearnEmpoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue.EnhanceCommunicationOptimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.DeepenUnderstandingDeepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.BrandFinance解GetFullAccesstoourGlobalDataBrandFinance1SGlobalBrandEquityMonitorResearchutilisesacomprehensiveframeworktotrackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey,retofulfiltheirpotential.Ourbrandequityreportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.O+6,000brandsOriginalmarketresearchonglobal,marketandsectorleadingbrands.641countriesComprehensivecoverageformarketspecificlearningsthatinformdecisionmaking.Q3IsectorsBenchmarkyourbrandagainstcompetitorsandleverageindustrylevelinsightstoempoweryourstrategy.+I50,000respondentsRobustmarketrepresentationforaglobalperspective.Q8thconsecutiveyearTakealongerviewtotrackandlearnfromfastgrowingbrands,marketdisrupters,andmarketleaders.StrategicInsightUnderstandyourbrandsstandinginthemarket,whatit,sknownforrelativetothecompetition,andwhatdrivescustomerdecisionmakingsoyoucancreatearoadmapforsuccess.enquiriesRanki(AnalvsiyssAppleRegainsTitleasAmerica1SMostValuableBrand+Apple,sbrandvalueincreasesby74%,makingitthemostvaluablebrandagainintheUSandtheworld+TheartificialintelligencesectorboomsasMicrosoftbecomestheUS,ssecondmostvaluablebrand;NVIDIA,sbrandvaluesurges163%+GoogleandAmazontake3rdand4thspot,respectively+YouTubeisthecountry,sstrongestbrand,withaBrandStrengthIndexscoreof92.7outof100+ApplehasthehighestSustainabilityPerceptionsValueofanybrand,at$33.3billion,followedbyMicrosoftwithaSustainabilityPerceptionsValueof$22.7Nllion+Californiaisthemostvaluablestateintheranking,its86brandsfeaturingreachingacumulativebrandvalueof$1.7trillionRankingAnalysisApple,sbrandvalueincreasedby74%,makingitthemostvaluablebrandagainintheUSandtheworldApplehasachievedexceptionalbrandvaluegrowththisyear,increasingitsbrandvaluebyUSD219.1billioninasingleyeartoUSD516.6billion.Thisyear,sgrowthisapproximatelyequaltothetotalvalueofStarbucks,Walmart,Tesla,andPorsche,sbrandscombined,markinganunprecedentedmilestoneinBrandFinance,sextensivehistoryofvaluingthecountry'smostvaluableandstrongestbrands.Applehasachievedaremarkablebrandvalueincrease,evenasthevolumeshareoftheiPhonehaslargelyplateaued.Itsstrategyoffindingnewmarkets,expandingitsecosystem,andencouragingupgradestohigher-valueiPhoneshasbeenhighlyeffective.Applehasmaintaineditspositionasthedominantplayerinthepremiumsmartphonemarket.BrandFinance'sresearchfindsthatApple,sbrandremainsrelativelystrong,withabrandstrengthindexscoreof86.5outof100.Appleisoneoftheworld'smostrecognizedbrands,illustratedbyitshighbrandawareness,averaging96%acrossthe17countriesresearchedbyBrandFinance.IntheUS,Apple,shomemarketandlargestrevenuesource,thebrandrankshighestamongtechbrandsinperceptionsofproductquality.©BrandFinancePlc.2024TopIOMostValuableAmericanBrands2024$516.6bn+74%G22SbMicrosoft$340.4bn+78%G3OGooge$333.4bn+19%amazon$308.9bnD5OWamart$96.fibn“5%D71verizony$75.7bn+28%$71.8bn+6%$60.7bn+14%IOT三三1.r$58.3bn-12%TheartificialintelligencesectorboomsasMicrosoftbecomestheUS,ssecondmostvaluablebrand;NVIDIA,sbrandvaluesurges163%Thisyear'sreporthighlightsthesubstantialgainsofbusinessesthathaveinvestedheavilyinAl.BrandFinanceresearchfindssignificantincreasesinbrandvalueamongstsectoralleaderssuchasMicrosoftandNVIDIA.Microsoft'sbrandvalueroseby78%toUSD340.4billion,jumpingtwospotsintherankingtosecond.NVIDIA,akeysupplierofchipsintheAlspace,achievedabrandvalueriseof163%toUSD44.5billion,makingitthefastest-growingbrandthisyear.Microsoft'sinvestmentinAlintegrationacrossplatformsenhancesmarketcompetitiveness,positioningitasatoptechnologyinnovator.BrandFinance,soriginalmarketresearchhighlightsMicrosoft'sstrongreputationforinnovation,modernity,andtrustworthiness.Further,NVIDIAisperceivedashighlyinnovative,whilefamiliarity,consideration,andrecommendationlevelsincreasedyear-on-year.ThisoverallperformancefirmlypositionsNVIDIAasafrontrunnerintheAlchipmarket,demonstratingthatthemarketisadoptingitsinnovativeproducts.BrandFinance'slatestfindingshighlightthetransformingpowerofartificialintelligenceacrossindustries.WhileAlgeneratessignificantbuzz,itstrueimpactisstillunfolding,presentingbrandswithpromisingopportunitiesratherthandefinitiveresults.OurlatestresearchamongITdecision-makersshowsthatAlleadershipandexpertisearethemostimportantfactorsdrivingconsiderationforITconsultinganddigitaltransformationplayers.BeingperceivedasanAl-relatedbrandwillundoubtedlyfuelgrowthintheforeseeablefuture.1.aurenceNewellManagingDirector,BrandFinanceNorthAmericaGoogleranksthirdGooglehasretainedits#3ranking,recordinga19%increaseinbrandvaluetoUSD333.4billion.Thecompanyhasdemonstratedsolidoverallrevenuegrowth,primarilyattributedtoitsnarrativearoundAl,improvedmargins,andpositivefinancialperformance.Googlehasnavigatedseveralshiftsinitsbusinesslandscape,markedbya6%reductionintheworkforce,indicativeofstrategiccost-cuttingmeasuresamidadigitaladvertisingslowdown.GooglefacesfurtherchallengesfromalawsuitallegingtheunauthorizeduseofuserdatatotrainAltools,potentiallynegativelyimpactingitsbrandperception.AmazonfallstofourthAmazon,theworld,sandtheUS,smostvaluablebrandin2023,hasdroppedtofourthposition,withitsbrandvaluegrowingbyjust3%toUSD308.9billion.Amorechallengingconsumermarketinfluencedbyhighinterestrates,inflation,andacontinuedlackofconfidenceinfutureeconomicprospectshashurtAmazon'sprospects.Whileotheronlineretailersgrapplewithimpendingchangestoonlineadvertising,Amazoniscapitalizingontheshifttostreamingbyofferinginteractiveadvertisingopportunities.Additionally,thecompanyinvestsinretailmedianetworkstoexpanditsdigitalmarketingfootprint.Despitelittlemovementinbrandvalue,Amazonhasretaineditsrobustbrandstrength(itsscoreof85isunchanged).SomeofthekeyingredientsdrivingAmazon,sbrandstrengtharehighbrandconsiderationandstrongloyaltyamongexistingcustomers.BrandValueChange2023-2024(%)©BrandFinancePlc.2024©BrandFinancePlc.2024TopIOStrongestAmericanBrands20242OYouTube92.7XGOoge92.5-0.8、32Deo'tte90.6-o.71.42融儡90.4+0.8E52NETF1.IX90.2XInadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance,sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover150,000respondentsin38countriesandacross41sectors.Thisyear,YouTubeisAmerica,sstrongestbrand,withaBrandStrengthIndex(BSI)scoreof92.7outof10andacorrespondingeliteAAA+brandstrengthrating.BrandFinance'sresearchrevealsa4%increaseinYouTube1Sfamiliarity,withanimpressive91%familiarityamongrespondentswithintheUS.Moreover,considerationforthebrandisnearlyuniversalgloballyandreachesastaggering98.2%intheUS.YouTube'sEnvironmental,Social,andGovernance(ESG)metricshavealsoshownsignificantimprovement.FiveotherUSbrandsachieveanAAA÷brandstrengthrating:Google,Deloitte,Coca-Cola,Netflix,andHershey,s.©BrandFinancePlc.2024TopIOAmericanBrandsbySustainabilityPerceptionsValue$33.3bnB0.97S:1.00G:0.982G息Microsoft$22.7bnE:1.01S:l.02G:1.023xGoogle$22.5bnE:1.02S:1.05G:1.024Damazon$20.7bnE:1.00S:1.01G:1.00T三三1.F$13.7bnE:1.03S:0.98G:0.94$7.7bnE:1.00S:l.00G:0.98$5.4bnE0.99S:1.01G:1.048DWalmart$6.4bnB1.00S:1.00G:0.989Hverizony$5.4bnE:0.97S:0.93G:0.98$xx=SustainabilityPerceptionsValueSustainabilityPerceptionsValueApplehasthehighestSustainabilityPerceptionsValueofanybrand,atUSD33.3billion.Thismaysurprisesome,butlikemanyoftheworld'stopbrands,Applehassubstantialscopeforimpactduetothesheerscaleofitsoperations.Ithasbeenregularlycriticizedonissuesasdiverseaslaborconditionsinitsproductionfacilities,linkstoconflictzonesinsourcingkeyminerals,greenhousegasemissionsacrossscopes,andallegedplannedobsolescence.Morerecently,EUregulatorsreactednegativelytoApple,sclaimsaboutthecarbonneutralityofitsproducts.ItisimportanttoreiteratethatApple,spositionatthetopofthetabledoesnotassessitsoverallsustainabilityperformance;instead,BrandFinanceismeasuringitsperception.RegardlessofApple'strackrecord,consumersworldwidehaveclearconfidencethatAppleisminimizingitsnegativeimpactsandiscommittedtosustainability,oratleastthatAppleiscommittedenoughforthemtocontinuetouseitsproducts.However,thisresultshouldnotbeseenasx.x=SustainabilityPerceptionsScore/5acauseforcomplacency.Sustainabilitydrives6.6%ofconsumerchoiceintheConsumerElectronicssector,demonstratingitsinfluentialrole.Ale,sUSD33.3billionSustainabilityPerceptionsValueiscontingentonmaintainingitsreputationfor(acertainlevelof)sustainability.Consumerexpectationsmaychangeinresponsetoenhancedreportingrequirements,sustainability-relatedawarenessandeducation,andmediacoverage.IfAppIefailstokeeppaceinimprovingitssustainabilityperformanceandcommunicateclearlyandhonestlyaboutitsprogress,thosebillionsofdollarsofvaluecouldbeatrisk.Microsofthasthesecond-highestSustainabilityPerceptionsValue,atUSD22.7billion.Itengagesextensivelyinsustainableinitiatives,includingcommittingtobecomingcarbon-neutral,water-positive,andzero-wasteby2030.Inadditiontoensuringthatitoperatesmoresustainably,Microsofthasinvestedheavilyincreatinganimpactbeyonditsbusinessbyutilizingitsextensivetouchpointsandcapabilities.In2022,MicrosoftintroducedtheMicrosoftCloudforSustainability,acollectionofenterprise-gradesustainabilitymanagementtools.Thislookstodriveoperationalandcostefficienciestohelpot