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

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1、BrandFinanceUS5002024TheannualreportonthemostvaluableandstrongestAmericanbrandsMarch2024ContentsAboutBrandFinance3Foreword41.aurenceNewell,ManagingDirector,BrandFinanceNorthAmericaRankingAnalysis7BrandValueRanking(USDm)16BrandGuardianIndex26EmbracingGenerativeAl32AnInterviewwithStacyJaniak,DeputyChi

2、efExecutiveOficer,DeloitteTop100USBrandGuardians35BrandSpotlight37AMD38InterviewWithJohnTaylor,SVPandChiefMarketingOficerfAMDMethodology41OurServices472024Allrightsreserved.BrandFinancePlc.Forbusinessenquiries,pli_aurenceNewely/ManagingDirector,BrandFinanceNdlthl.newellForallotherenquiriesenquiries+

3、44如73899400Krvaluationf.cormackloydbrandfinanee.corr)/BridgingthegapbetweenMarketingandFinanceBrandFinancewassetupin1996withtheaimofbridgingthegapbetweenmarketingandfinance*.Formorethan25years,Wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.Quantifyingthefinancialv

4、alueofbrandsWeputthousandsoftheworld,sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.UniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeOfdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccou

5、nting.PridingourselvesontechnicalcredibilityBrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifi

6、edbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.ForewordBrandvaluationisacrucialtoolforbusinessestonavigatetoday,scomplexmarkets.Understandingthetruevalueofabrandanditsimpactonoverallcompanyworthisessential.Itguidesdecisionsinmarketingandbranding,settingabenchmar

7、kforfuturegrowthandperformance.Additionally,brandvaluationplaysakeyroleinattractinginvestorsandsecuringfinancing,asastrongbrandisaprizedasset.Inmergersandacquisitions,brandvaluationshapesnegotiationsanddeterminesthevalueoftheacquisition.1.aurenceNewellManagingDirector,BrandFinance,NorthAmericaAstron

8、gbrandisvitalfordifferentiation,helpingcompaniesstandoutincompetitivemarkets.Thisfosterscustomerloyaltyanddrivessalesandrevenuegrowth.Premiumbrandscancommandhigherprices,asconsumersgravitatetowardsqualityandtrustworthiness,boostingprofitability.Astrongbrandattractstoptalentandprovidesacompetitiveedg

9、e,aidingcompaniesinnavigatingeconomicchallengesandindustrydisruptions.Thisyear,inthecontextofbrandvaluation,thetransformativeimpactofartificialintelligenceonbrandvalueisundeniable.Alisnotjustabuzzword;itsacatalystfortangiblegrowthandinnovationacrossvarioussectors.Fromenhancingoperationalefficiencyto

10、revolutionizingcustomerengagement,Al-drivenstrategiesarereshapingthebrandlandscape,offeringaglimpseintotheboundlesspossibilitiesofthefuture.InsightsfromBrandFinancesUS5002024ReportunderscorethesignificantgrowthexperiencedbybrandsthathaveembracedAl.FromtechgiantslikeNVIDIAandMicrosofttoindustrystalwa

11、rtssuchasGoogleandApple.Thisyear,BrandFinance,sdedicationtounderstandingcustomerperceptionsofbrandshasledtoextensiveoriginalresearchworldwide.Theinsightssharedhereserveasastartingpointformeaningfuldiscussionsandstrategicplanning.ThisreportalsoencompassesthemostrecenteditionoftheUSBrandGuardianshipIn

12、dex,OfferinginvaluableinsightsintothepivotalroleofCEOsinshapingandsafeguardingbrandreputation.1.eaderssuchasJensenHuangofNVIDIA,TimCookofApple,andSundarPichaiofGoogle,whooccupythetopthreepositionsnationwide,epitomizetheprinciplesOfeffeCtiVebrandguardianship.Ifyouwanttohelpbuildastrongerbrand,orifyou

13、wanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.yurownBrandValu1.-ReportBrandFinancesBrandValueRepeatprovidesacomplet.ebreakdowpoftKeassumptions,dtasources;andcalculationsusedtodete一

14、brandsvalue/as(wellasbrandequityresearch.1,Eachreportincludese:rv.、recommendationsfor1.Jvalue,drivingperformance；T部CIgaininginsightsintoyourpositionagainstpeeTOT/j3GainInsight1.everagestrategicinsightstoenhanceyourbrand,sfinancialstanding.StrategicGuidanceStrategiseeffectivelytopositionyourbrandasam

15、arketleader.BenchmarkYourPerformanceBenchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape.EmpowerYourMarketingTearnEmpoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrandsfinancialvalue.EnhanceCommunicationOptimisecommunicationchannelsbyunderstandingandarticul

16、atingyourbrandsfinancialsignificance.DeepenUnderstandingDeepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.BrandFinance解GetFullAccesstoourGlobalDataBrandFinance1SGlobalBrandEquityMonitorResearchutilisesacomprehensiveframeworktotrackandmeasurethecorebuildingblocksthatunderpinst

17、rongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey,retofulfiltheirpotential.Ourbrandequityreportsdeliverexpertinsightandrecomm

18、endationstopoweryourbrandstrategiesandvaluation.O+6,000brandsOriginalmarketresearchonglobal,marketandsectorleadingbrands.641countriesComprehensivecoverageformarketspecificlearningsthatinformdecisionmaking.Q3IsectorsBenchmarkyourbrandagainstcompetitorsandleverageindustrylevelinsightstoempoweryourstra

19、tegy.+I50,000respondentsRobustmarketrepresentationforaglobalperspective.Q8thconsecutiveyearTakealongerviewtotrackandlearnfromfastgrowingbrands,marketdisrupters,andmarketleaders.StrategicInsightUnderstandyourbrandsstandinginthemarket,whatit,sknownforrelativetothecompetition,andwhatdrivescustomerdecis

20、ionmakingsoyoucancreatearoadmapforsuccess.enquiriesRanki(AnalvsiyssAppleRegainsTitleasAmerica1SMostValuableBrand+Apple,sbrandvalueincreasesby74%,makingitthemostvaluablebrandagainintheUSandtheworld+TheartificialintelligencesectorboomsasMicrosoftbecomestheUS,ssecondmostvaluablebrand;NVIDIA,sbrandvalue

21、surges163%+GoogleandAmazontake3rdand4thspot,respectively+YouTubeisthecountry,sstrongestbrand,withaBrandStrengthIndexscoreof92.7outof100+ApplehasthehighestSustainabilityPerceptionsValueofanybrand,at$33.3billion,followedbyMicrosoftwithaSustainabilityPerceptionsValueof$22.7Nllion+Californiaisthemostval

22、uablestateintheranking,its86brandsfeaturingreachingacumulativebrandvalueof$1.7trillionRankingAnalysisApple,sbrandvalueincreasedby74%,makingitthemostvaluablebrandagainintheUSandtheworldApplehasachievedexceptionalbrandvaluegrowththisyear,increasingitsbrandvaluebyUSD219.1billioninasingleyeartoUSD516.6b

23、illion.Thisyear,sgrowthisapproximatelyequaltothetotalvalueofStarbucks,Walmart,Tesla,andPorsche,sbrandscombined,markinganunprecedentedmilestoneinBrandFinance,sextensivehistoryofvaluingthecountrysmostvaluableandstrongestbrands.Applehasachievedaremarkablebrandvalueincrease,evenasthevolumeshareoftheiPho

24、nehaslargelyplateaued.Itsstrategyoffindingnewmarkets,expandingitsecosystem,andencouragingupgradestohigher-valueiPhoneshasbeenhighlyeffective.Applehasmaintaineditspositionasthedominantplayerinthepremiumsmartphonemarket.BrandFinancesresearchfindsthatApple,sbrandremainsrelativelystrong,withabrandstreng

25、thindexscoreof86.5outof100.Appleisoneoftheworldsmostrecognizedbrands,illustratedbyitshighbrandawareness,averaging96%acrossthe17countriesresearchedbyBrandFinance.IntheUS,Apple,shomemarketandlargestrevenuesource,thebrandrankshighestamongtechbrandsinperceptionsofproductquality.BrandFinancePlc.2024TopIO

26、MostValuableAmericanBrands2024$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%Thi

27、syearsreporthighlightsthesubstantialgainsofbusinessesthathaveinvestedheavilyinAl.BrandFinanceresearchfindssignificantincreasesinbrandvalueamongstsectoralleaderssuchasMicrosoftandNVIDIA.Microsoftsbrandvalueroseby78%toUSD340.4billion,jumpingtwospotsintherankingtosecond.NVIDIA,akeysupplierofchipsintheA

28、lspace,achievedabrandvalueriseof163%toUSD44.5billion,makingitthefastest-growingbrandthisyear.MicrosoftsinvestmentinAlintegrationacrossplatformsenhancesmarketcompetitiveness,positioningitasatoptechnologyinnovator.BrandFinance,soriginalmarketresearchhighlightsMicrosoftsstrongreputationforinnovation,mo

29、dernity,andtrustworthiness.Further,NVIDIAisperceivedashighlyinnovative,whilefamiliarity,consideration,andrecommendationlevelsincreasedyear-on-year.ThisoverallperformancefirmlypositionsNVIDIAasafrontrunnerintheAlchipmarket,demonstratingthatthemarketisadoptingitsinnovativeproducts.BrandFinanceslatestf

30、indingshighlightthetransformingpowerofartificialintelligenceacrossindustries.WhileAlgeneratessignificantbuzz,itstrueimpactisstillunfolding,presentingbrandswithpromisingopportunitiesratherthandefinitiveresults.OurlatestresearchamongITdecision-makersshowsthatAlleadershipandexpertisearethemostimportant

31、factorsdrivingconsiderationforITconsultinganddigitaltransformationplayers.BeingperceivedasanAl-relatedbrandwillundoubtedlyfuelgrowthintheforeseeablefuture.1.aurenceNewellManagingDirector,BrandFinanceNorthAmericaGoogleranksthirdGooglehasretainedits#3ranking,recordinga19%increaseinbrandvaluetoUSD333.4

32、billion.Thecompanyhasdemonstratedsolidoverallrevenuegrowth,primarilyattributedtoitsnarrativearoundAl,improvedmargins,andpositivefinancialperformance.Googlehasnavigatedseveralshiftsinitsbusinesslandscape,markedbya6%reductionintheworkforce,indicativeofstrategiccost-cuttingmeasuresamidadigitaladvertisi

33、ngslowdown.GooglefacesfurtherchallengesfromalawsuitallegingtheunauthorizeduseofuserdatatotrainAltools,potentiallynegativelyimpactingitsbrandperception.AmazonfallstofourthAmazon,theworld,sandtheUS,smostvaluablebrandin2023,hasdroppedtofourthposition,withitsbrandvaluegrowingbyjust3%toUSD308.9billion.Am

34、orechallengingconsumermarketinfluencedbyhighinterestrates,inflation,andacontinuedlackofconfidenceinfutureeconomicprospectshashurtAmazonsprospects.Whileotheronlineretailersgrapplewithimpendingchangestoonlineadvertising,Amazoniscapitalizingontheshifttostreamingbyofferinginteractiveadvertisingopportuni

35、ties.Additionally,thecompanyinvestsinretailmedianetworkstoexpanditsdigitalmarketingfootprint.Despitelittlemovementinbrandvalue,Amazonhasretaineditsrobustbrandstrength(itsscoreof85isunchanged).SomeofthekeyingredientsdrivingAmazon,sbrandstrengtharehighbrandconsiderationandstrongloyaltyamongexistingcus

36、tomers.BrandValueChange2023-2024(%)BrandFinancePlc.2024BrandFinancePlc.2024TopIOStrongestAmericanBrands20242OYouTube92.7XGOoge92.5-0.8、32Deotte90.6-o.71.42融儡90.4+0.8E52NETF1.IX90.2XInadditiontocalculatingbrandvalue,BrandFinancealsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetri

37、csevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance,sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover150,000respondentsin38countriesandacross41sectors.Thisyear,YouTubeisAmerica,sstrongestbrand,withaBrandStrengthIndex(

38、BSI)scoreof92.7outof10andacorrespondingeliteAAA+brandstrengthrating.BrandFinancesresearchrevealsa4%increaseinYouTube1Sfamiliarity,withanimpressive91%familiarityamongrespondentswithintheUS.Moreover,considerationforthebrandisnearlyuniversalgloballyandreachesastaggering98.2%intheUS.YouTubesEnvironmenta

39、l,Social,andGovernance(ESG)metricshavealsoshownsignificantimprovement.FiveotherUSbrandsachieveanAAAbrandstrengthrating:Google,Deloitte,Coca-Cola,Netflix,andHershey,s.BrandFinancePlc.2024TopIOAmericanBrandsbySustainabilityPerceptionsValue$33.3bnB0.97S:1.00G:0.982G息Microsoft$22.7bnE:1.01S:l.02G:1.023x

40、Google$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=SustainabilityPerceptionsValueSustainabilityPerceptionsValueApplehasthehighestSustainabi

41、lityPerceptionsValueofanybrand,atUSD33.3billion.Thismaysurprisesome,butlikemanyoftheworldstopbrands,Applehassubstantialscopeforimpactduetothesheerscaleofitsoperations.Ithasbeenregularlycriticizedonissuesasdiverseaslaborconditionsinitsproductionfacilities,linkstoconflictzonesinsourcingkeyminerals,gre

42、enhousegasemissionsacrossscopes,andallegedplannedobsolescence.Morerecently,EUregulatorsreactednegativelytoApple,sclaimsaboutthecarbonneutralityofitsproducts.ItisimportanttoreiteratethatApple,spositionatthetopofthetabledoesnotassessitsoverallsustainabilityperformance;instead,BrandFinanceismeasuringit

43、sperception.RegardlessofApplestrackrecord,consumersworldwidehaveclearconfidencethatAppleisminimizingitsnegativeimpactsandiscommittedtosustainability,oratleastthatAppleiscommittedenoughforthemtocontinuetouseitsproducts.However,thisresultshouldnotbeseenasx.x=SustainabilityPerceptionsScore/5acauseforco

44、mplacency.Sustainabilitydrives6.6%ofconsumerchoiceintheConsumerElectronicssector,demonstratingitsinfluentialrole.Ale,sUSD33.3billionSustainabilityPerceptionsValueiscontingentonmaintainingitsreputationfor(acertainlevelof)sustainability.Consumerexpectationsmaychangeinresponsetoenhancedreportingrequire

45、ments,sustainability-relatedawarenessandeducation,andmediacoverage.IfAppIefailstokeeppaceinimprovingitssustainabilityperformanceandcommunicateclearlyandhonestlyaboutitsprogress,thosebillionsofdollarsofvaluecouldbeatrisk.Microsofthasthesecond-highestSustainabilityPerceptionsValue,atUSD22.7billion.Ite

46、ngagesextensivelyinsustainableinitiatives,includingcommittingtobecomingcarbon-neutral,water-positive,andzero-wasteby2030.Inadditiontoensuringthatitoperatesmoresustainably,Microsofthasinvestedheavilyincreatinganimpactbeyonditsbusinessbyutilizingitsextensivetouchpointsandcapabilities.In2022,MicrosoftintroducedtheMicrosoftCloudforSustainability,acollectionofenterprise-gradesustainabilitymanagementtools.Thislookstodriveoperationalandcostefficienciestohelpot