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Brand Finance is the world’s leading brand valuation consultancy, with offices in over 20 countries.

Brand Finance bridges the gap between marketing and finance by quantifying the financial value of brands.


Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671.
Brand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales (ICAEW), and also the first brand valuation consultancy to join the International Valuation Standards Council (IVSC).

Brand Finance bridges the gap between marketing and finance by quantifying the financial value of brands. Drawing on expertise in strategy, branding, market research, visual identity, finance, tax, and intellectual property, Brand Finance helps brand owners and investors make the right decisions to maximise brand and business value.
Brand Finance, bridging the gap between marketing and finance.


Founded in 1998 in London by David Haigh,

it is present in Spain directed by Teresa de Lemus.

Madrid´s office has participated in brand valuation reports, marketing ROI analysis and strategic decisions, brand changes after an acquisition, brand strategies to increase market share or as an expert witness in legal procedures on loss of reputation. Some of our Spanish clients have been: Santander, Chupa Chups, Telefónica, Cepsa, Canal de Isabel II, LaLiga among others.

We are different from our technical rigor since we use an internationally endorsed methodology.

Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671. The company is part of ICAEW and is the first brand valuation consultant to join the IVSC International Committee on Valuation Standards.

The Brand Finance methodology used in the preparation of the annual rankings on the most valuable and strong brands in the world, is certified by the North American Marketing Accountability Standards Board (MASB) and complies with the Marketing Metric Audit Protocol (MMAP) audit protocols.).
We are very proud that, since 2020, the UN Global Innovation Index (GII) incorporates our brand value database to create one of the indicators by strengthening the weight of the brand category in its analysis.
We are defined by the slogan, “bridging the gap between marketing and finance” as we study and analyse the impact and role of “brand” in the turnover and value of business. We dedicate all our efforts in valuing the importance of intangible assets, particularly branding, to business results. We help brands study and analyse the benefits of intangible assets as well as the behavior of brand drivers in adding value to marketing and finance teams.

  

Every year, Brand Finance analyses over 5,000 of the world’s most valuable and strongest brands. Our database is one of our strengths and gives us a profound knowledge of the past, present, and future across sectors, allowing us to predict trends.

Using this plethora of information, we publish over 40 sector rankings and reports every year, publicizing the value of brand to businesses. The Brand Finance Global 500 is our yearly study of the 500 most valuable brands in the world. According to the latest report, SantanderZaraMovistarBBVAEl Corte Inglés, Iberdrola and Mercadona stood out as the most internationally recognized Spanish brands.

 

Spanish luxury brand, LOEWE, is among the 50 most valuable luxury and premium brands in the world, according to the Brand Finance Luxury & Premium 50 2020 report.
The sector has been highly impacted by the pandemic in both the fall in consumption as well as international mobility restrictions, but LOEWE has managed to overcome and increase its two main brand indicators: brand value and brand strength. LOWE’s brand value has increased by 21.5% since 2019, rising four places in the ranking to the 32nd spot, Valentino, Salvatore Ferragamo, Versace, and Dolce and Gabana in the apparel sector.

Teresa de Lemus, Managing Director, Brand Finance Spain, commented:“The value of the LOEWE brand represents Spain, contributing 0.7 to the total ranking and positioning our nation in the top 10 (rank 8), being the brand that contributes the most to the total sectoral value. This sector value this year is 232.7 billion euros, 10.4% higher than in 2019. “

Without a doubt, the most awaited report in our country is the Brand Finance Spain 100 which analyses the 100 most valuable Spanish brands. The seven brands included in the Global 500 report are joined by Mapfre, Repsol, and CaixaBank which feature in the top 10 nationally.

THE VALUE OF NATIONS

In addition to corporate brands, we also analyze other intangibles such as the reputation, soft power or influence of nations and country brands, among others. We measure the influence
of countries and the attributes that are most internationally recognized in the Brand Finance Global Soft Power Index report. At the beginning of 2020 we had the presence of Ban Ki Moon, eighth UN Secretary General, at the presentation of the report in London and Oxford. According to the 2020 report, Spain stands out
internationally as the friendliest nation in the world.

The world considers the Spanish to be the nation with the most fun and friendly inhabitants in the world. Those born in the land of quiet lunches, long nights of fun, flamenco, a taste for sharing time together eating or soccer are incredibly popular around the world. This is largely due to the fact that Spain undoubtedly continues to be an international benchmark as a nation of leisure and tourism, a sector that contributed 14.6% to national GDP in 2019.

Overall, Spain ranks 16th out of a total of 60 nations on the Index, with a final score of 47.6 out of 100. Despite the positive results in People & Values, Spain’s performance is not so much in other
areas, such as Governance, International Relations or Education & Science. Recent problems involving Catalonia, problems in building a coalition government, corruption scandals and the persistent effects of the Great Recession are likely to be responsible for these results. Strength and stability at home are obviously a precursor to influence abroad.

Brand Finance Group draws on brand valuation, strategy and knowledge experience to advise brands around the world. Brand Dialogue is the Brand Finance Group company specialized in
building and measuring communication strategies that add greater value to the brand. Supports Brand Finance customers and own customers to effectively design and communicate brand strategies.

“We understand communication as a business lever. We analyze and measure the attributes of the brand strength that act as levers in the communication of each brand and sector. On this analytical basis, we build communication strategies that increase brand value and business sales figure.” Cristina Campos, Managing Director of Brand Dialogue Spain.

Brand Dialogue and Brand Finance are helping clients to solve brand problems using advanced financial assessment techniques and market research analysis to obtain valid information and
recommendations and a solid foundation and basis in values.

Franck-Muller-CEO

Born in Switzerland on July 11th 1958, of an Italian mother and a Swiss father, Franck Muller was raised in a multicultural environment and inherited both creativity and discipline. From a very early age, he developed a growing interest for all mechanical devices.

Franck-Muller-CEO

After 4 years of remarkable studies at the Geneva School of Watch Making, it did not take long before his reputation was made: gifted with exception technical talent, auction houses and collectors from all over the world sent him their treasures for restoration.

After a few years in the field, he started creating unique timepieces under his own name. Franck Muller aimed at changing the situation (influx of quartz watches in the market) decided to devote his work to the creation of unique timepieces, wristwatches in particular, that offer the same level of technical achievement presented in pocket watches.

In 1983, after months of research and dedication, Franck Muller presented his first wristwatches. They all had a complicated movement that had been created solely by himself. He realized that there was a demand in the market for collectors in search of unique timepieces.

In order to meet that demand, every year since then, he has succeeded in unveiling a World Premiere, assembling complications that have never been created before. Franck Muller recognized very early on that the Tourbillon was an important scientific invention. It was created over 200 years ago in an attempt to achieve greater accuracy for timepieces. Franck created, for the first time ever, a Tourbillon visible from the front. Contrary to all other brands Tourbillons in which it could only be seen from the back. His revolutionary new design and subsequent Grand Complications became the cornerstone for Franck Muller being recognized as the “Master of Complications”.

UN lists brand equity in Global Innovation Index for the first time

Using data from Brand Finance, the indicator now recognizes the contribution of brands as intangible assets to innovation in an economy.

  • The 2020 update of the Global Innovation Index (IIG) includes a brand equity metric for the first time in the study’s 13-year history.
  • The Brand Finance database that has the ISO certification with history of more than 5,000 most important brands in the world that it values ​​annually has been used to create the new measure.
  • Collaboration between UN WIPO and Brand Finance demonstrates international recognition of the importance of brands for value creation.
  • Hong Kong SAR has become the world’s leading economy in the new brand value metric, as well as the leading region in the entire country, with the highest global brand value scaled by GDP (in PPP $ ).
  • With a score of 33.29 out of 100 in the IIG’s global brand value indicator, Spain is among the countries whose brand value / GDP ratio is lower than expected for the size of the economy.

UN lists brand equity in Global Innovation Index for the first time

Access the IIG 2020 report here

Madrid, September 3, 2020.- For the first time in its 13-year history, the renowned Global Innovation Index (IIG) includes the value of the brand as one of its main indicators. The study uses findings from the ISO-certified database of the world’s 5,000 top brands analyzed annually by Brand Finance , the leading independent intangibles valuation consultancy whose rankings comply with ISO 10668 and ISO 20671 for brand valuation and evaluation. respectively.

Published by the World Intellectual Property Organization (WIPO), a specialized agency of the United Nations (UN), the IIG provides detailed metrics on the innovation performance of 131 countries and economies around the world. Its 80 indicators explore a broad view of innovation, including the political environment, knowledge and technology, infrastructure, business sophistication, and now brand equity as well.

The results of Brand Finance’s public study of the 5,000 most valuable and strongest brands in the world have been used to create a new GII indicator in 2020. The values ​​of the top brands in each economy are added and scaled by gross domestic product (GDP ). The indicator includes the contribution of brands as intangible assets to innovation in an economy. It is carried out between the metrics that collect the creative results of an economy and adds a new dimension to the evaluation of the world’s most innovative economies included in the IIG.

The Hong Kong Special Administrative Region (SAR) has become the world’s leading economy in the new brand equity metric, as well as the leading region across the country, with the highest global brand equity scaled by the GDP (in PPP $). Relative to the size of its economy, Hong Kong SAR is the most successful region in developing valuable brands, and this is a clear indicator of what is likely to happen in mainland China, which is currently ranked 17th in the same. metrics.

Experts predict that China’s GDP will exceed that of the United States by 2030. Teresa de Lemus, Managing Director of Brand Finance Spain, commented: “A nation’s brands are crucial drivers of both economic growth and economic development. Taking China as an example, we are witnessing the nation make significant progress in developing local brands, such as TikTok and Huawei , and the number of leading brands will undoubtedly continue to grow. If this accelerates, we at Brand Finance have predicted that China is likely to overtake the United States as the world’s leading economy by brand value by 2025. ”

Spain in the UN Global Innovation Index

Spain is among the economies in which the brand value / GDP ratio is lower than expected for the size of the economy. Like Spain, the large and fast-growing BRIC nations fall below the line (Graph 1 in Notes to the Editor), suggesting that their range in global brand value relative to the size of their economies leaves a significant potential for the growth of local brands. Economies that are above the trend line are the most successful in developing brands in proportion to their size.

Countries such as Central China, Italy, Australia, India, Mexico, Thailand, Russia, Belgium, Brazil or Indonesia are in a similar situation to Spain in the IIG. China and India especially, have been encouraging brand development in their homeland, in recent years, a trend that has been increased by COVID-19. As demand for these brands increases, nations will need to ensure that they are equipped to facilitate effective and efficient innovation to ultimately support the development of successful global brands.

In 2019, before including the brand value, Spain ranked 29th in the global ranking with a score of 47.85 out of 100. In 2020 Spain has decreased 2.25 points compared to the previous year to 45.60 / 100 and 30th but remains in the range of countries that are in line with expectations for level of development. This first year that the ranking includes brand equity, Spain scores 92.7 (33.29 / 100), ranking 21st for said intangible asset.

Teresa de Lemus, Managing Director of Brand Finance Spain: “With the inclusion of brand equity in the Global Innovation Index, the world’s economies have another important indicator of comparison of their intangible assets. Spain, in position 21 in the brand value ranking, already has another benchmark to be measured with the rest of the economies in addition to the Soft Power ranking where, in position 16 with a score of 47.6 / 100, our country stood out for being the nation with the funniest and friendliest inhabitants in the world. Two key references to improve not only our country brand but our global positioning ”.

See page 324 of the report.

A leading benchmark for measuring the innovation performance of an economy

The IIG ranking has become the global benchmark for government and business leaders, facilitating public-private dialogue and helping professionals and experts to credibly assess the annual progress of innovation around the world. The inclusion of brand equity among the IIG indicators demonstrates international recognition of the importance of brands for value creation, especially in supporting economic recovery, and the growing consensus on the need for a reliable and independent intangible valuation of assets.

Teresa de Lemus, Managing Director of Brand Finance Spain: “After 25 years of pioneering the discipline of brand valuation, Brand Finance is proud to partner with WIPO to create this important new measure of innovation. Brands create value and will help lift the global economy out of the recession caused by COVID-19. There has never been a more important time to recognize the role of brands. “

Sacha Wunsch-Vincent, co  editor and head of IIG, Department of Economics and Data Analysis, noted: “Innovation and branding go hand in hand; Brands are, in fact, a key way for companies to get returns on their R&D investments. We are pleased that IIG 2020 now includes branding, this important dimension of intangible assets. ”

After the launch of the IIG, David Haigh, CEO of Brand Finance will participate in the next 45th World Congress of the International Advertising Association (AIP) to discuss the new report “Why Brands Matter” by Brand Finance as a launch of the campaign of the AIP demonstrating the role of brands as an engine of post-COVID-19 recovery.

Analysis of the new brand equity metric

The Hong Kong Special Administrative Region (SAR) has become the world’s leading economy in the new brand equity metric, as well as the leading region across the country, with the highest global brand equity scaled by the GDP (in PPP $). Relative to the size of its economy, Hong Kong SAR is the most successful in developing valuable brands, and this is a clear indicator of what is likely to happen in mainland China, which currently ranks 17th on the same metric. .

With world-renowned sweets, watchmakers and financial services, Swiss brands have become world leaders in quality and excellence. The Swiss giant Nestlé , for example, has produced several brands that are now household names. Switzerland has one of the best global regimes for the protection of intellectual property, a key factor in promoting innovation and building successful brands. Furthermore, the strong controls on the use of the ‘Swiss made’ brand have also allowed qualified Swiss brands to differentiate themselves and leverage their nation’s reputation effectively.

Several successful small economies such as Sweden, the Netherlands and Malaysia emerge among the top spots for the economies that produce the most valuable brands.

Brand Finance analysis in Figure 1. illustrates how economies stack up in terms of their rank based solely on brand equity, compared to brand equity relative to GDP.

Economies that are above the trend line are the most successful in developing brands in proportion to their size. The economies that fall below the trend line, including Spain, are those in which the brand value / GDP ratio is lower than expected for the size of the economy. For example, large, fast-growing BRIC nations fall below the line, suggesting that their range in global brand value relative to the size of their economies leaves significant potential for local brand growth.. China and India especially, have been encouraging brand development in their homeland, in recent years, a trend more advanced by COVID-19. As demand for these brands increases, nations will need to ensure that they are equipped to facilitate effective and efficient innovation to ultimately support the development of successful global brands.

Complete Ranking – Global Brand Value

Ranking Economy Punctuation
1 Hong Kong SAR        100.0
2 Switzerland          84.2
3 Sweden          76.8
4 United States of America          73.0
5 France          63.9
6 UK          60.0
7 Malaysia          57.0
8 Republic of Korea          56.3
9 Netherlands          55.1
10 Japan          52.5
eleven Germany        51.48
12 Canada        47.81
13 Singapore        47.51
14 Denmark        47.07
fifteen Luxembourg        46.64
16 United Arab Emirates        46.27
17 Mainland China        42.47
18 Saudi Arabia        40.15
19 Viet nam        36.20
twenty Jamaica        34.11
twenty-one Spain        33.29
22 South Africa        31.42
2. 3 Italy        31.33
24 Taste        29.49
25 Finland        29.37
26 Australia        28.64
27 Ireland        25.12
28 Norway        23.41
29 Thailand        22.94
30 Mexico        22.20
31 India        22.09
32 Belgium        21.15
33 Philippines        20.92
3. 4 Austria        18.35
35 Russian Federation        17.80
36 Kuwait        17.64
37 Chile        15.66
38 Portugal        15.63
39 Poland        13.79
40 Colombia        13.59
41 Czech Republic        12.95
42 Indonesia        12.87
43 Brazil        12.13
44 Turkey        10.90
Four. Five Togo        10.16
46 Israel          7.60
47 Romania          7.22
48 New Zealand          6.75
49 Morocco          6.27
fifty Senegal          5.67
51 Burma          5.49
52 Panama          4.86
53 Bahrain          4.79
54 Kenya          4.69
55 Sri Lanka          4.60
56 Zimbabwe          4.38
57 Argentina          4.19
58 Lao People’s Democratic Republic          3.82
59 Hungary          3.78
60 Oman          3.47
61 Lebanon          3.44
62 Georgia          3.26
63 Jordan          2.79
64 Peru          2.46
65 Slovenia          2.31
66 Nigeria          2.27
67 Cyprus          2.24
68 Ivory Coast          1.99
69 Pakistan          1.59
70 Ethiopia          1.50
71 Egypt          1.50
72 Kazagistan          1.28
73 Greece          1.19
74 Slovakia          1.14
75 Costa Rica          0.95
76 Bangladesh          0.89
77 Dominican Republic          0.84
78 Iran          0.69
79 Ukraine          0.46
80 Estonia              –  
80 Latvia              –  
80 Lithuania              –  
80 Serbia              –  
80 North macedonia              –  
80 Mongolia              –  
80 Moldova              –  
80 Armenia              –  
80 Belorussia              –  
80 Uruguay              –  
80 Bosnia and Herzegovina              –  
80 Albania              –  
80 Botswana              –  
80 Rwanda              –  
80 Kyrgyzstan              –  
80 Nepal              –  
80 Paraguay              –  
80 Trinidad and Tobago              –  
80 Ecuador              –  
80 Honduras              –  
80 Namibia              –  
80 Bolivia              –  
80 Tajikistan              –  
80 Cambodia              –  
80 Uganda              –  
80 Burkina faso              –  
80 Cameroon              –  
80 Algeria              –  
80 Zambia              –  
80 Mali              –  
80 Mozambique              –  
80 Benin              –  
80 Yemen              –  

 

About Brand Finance

Brand Finance is the leading independent, international consulting firm in brand valuation and strategy, with offices in 20 countries. We create bridges between the areas of marketing and finance. We provide clarity to marketers, brand owners and investors, when quantifying the financial value of a brand. For our experience in strategy; branding; market research; Visual identity; finance; tax aspects and intellectual property, at Brand Finance we support the client to make the right decisions that optimize the value of a brand and of the entire company by building bridges between marketing and finance.

Every year, the independent brand valuation consultancy Brand Finance values ​​the most important brands in the world.

The brand value equivalent to the net economic benefit the owner of a brand get from llegarla to license on the open market. On the other hand, brand strength refers to how the brand performs on intangible measures compared to its competition. More details on the methodology and terminology, as well as the definitions of terms can be found on our Brand Finance website .

Brand Finance collaborated in the development of the international standard on financial valuation of brands, ISO 10668, as well as in the recently approved standard on brand assessment, ISO 20671. Brand Finance is under the ICAEW regulations as a public accounting firm and is the first consulting firm in brand valuation to be part of the international committee on valuation standards, IVSC.

The Brand Finance methodology used in the preparation of the annual rankings of the most valuable and strongest brands in the world, is certified by the North American Council, Marketing Accountability Standards Board (MASB) and complies with the Marketing Metric Audit Protocol ( MMAP) of the organization.

The Cloud Journey of Porsche’s Customer Platform ‘My Porsche’

The Cloud Journey of Porsche’s Customer Platform ‘My Porsche’

My Porsche is a digital service platform for customers, fans, and enthusiasts. Marcus Voß, Adrian Föder, and their team are moving the platform to the cloud to deliver a seamless, personalized customer experience across all touchpoints and share their insights, failures and learnings of the My Porsche cloud journey.

The way that automotive customers interact with brands has changed, accompanied by a major transformation of customer needs and requirements. Today’s brand experience expands beyond the car and other offline touchpoints to include various digital touchpoints. Automotive customers expect a seamless brand experience across all channels — both offline and online.

One platform for every customer need: My Porsche

In order to meet these requirements, we brought My Porsche to life — a digital service platform for customers, fans, and enthusiasts that allows them to access exclusive content and take advantage of new functions and digital products and services. Users can for example check their vehicle status and schedule service appointments for their car, update their Porsche ID profile or chose their favorite Porsche Center.

At Porsche, currently, 17 product teams work on different features and modules for My Porsche, aiming to deliver a highly personalized customer experience across all touchpoints. A couple of years ago, Porsche realized that it was time to move My Porsche from Zuffenhausen-based servers into the cloud. In this post, we would like to take you with us on our My Porsche cloud journey. We are excited to share the unexpected difficulties and challenges as well as our learnings and insights of moving a customer portal into the cloud with you.

Getting Started: The My Porsche cloud journey

To begin with, why did we decide to move My Porsche to the cloud? The on-premise-to-cloud-infrastructure transition was motivated by two main factors:

Challenge #1: Worldwide presence without geo latency

Our cars are driven all over the world and the quality is the same everywhere. However, the My Porsche customer experience was not the same everywhere. Especially in locations far away from Zuffenhausen, it was far from optimal, since all services were hosted in Germany. As you can imagine, this resulted in performance issues and high loading times.

Challenge #2: Time to market

Our cloud ambitions were also motivated by the fact that we had to wait weeks to months for the provisioning of a server at that time, which most likely still was not fully ready by then: firewall, load balancers and more had each to be requested individually in ticketing systems and configured by specialized teams with long waiting times due to high load of those teams. Overall it took a lot of time — that was mainly spent waiting. And thus we needed a lot of time to generate business value.

Advantages of cloud computing: Fully automated infrastructure and dedicated control

Cloud computing offers many benefits. It can, for example, drastically improve performance and scalability, allowing us to improve customer satisfaction in every corner of the planet. This is due to many big cloud service providers offering data centers around the world. Another advantage of using the cloud is its self-service approach to consume cloud services via API: APIs provided by the cloud service providers allow a high level of automation, thus following the self-service approach that we strive for. In this combination we have been able to eliminate the waiting times, so we can commission a new server easily within seconds and at any given time. And in addition with repeatable same and high quality, e.g. configuration applied to the server. These kinds of offerings also make it possible for us to empower the teams by giving them their own space in the cloud, where they have full control over what happens. However, as we soon have learned, this newly gained control comes with new tasks and responsibilities.

Anyway, we were ready to kick-off the cloud journey. So let’s go!

On-premise to cloud migration gone wrong: Too much too soon

Securing a cloud provider was relatively easy. We chose AWS as a platform for our cloud infrastructure, and we have not regretted that decision once. The next step was to decide what applications and processes we needed to migrate. Particularly challenging was, e.g. secure access to the cloud, the new CI/CD systems, and the network design, i.e. how do the applications communicate with each other.

Together with our Cloud & Tools team, we started to build a blueprint, taking all the different aspects into account. And we thought we had a solid cloud migration strategy in place. Our plan was to finish this blueprint and roll it out across all teams — everything at the same time. So, we decided to go for it with a big bang! Back then, we thought that the transition process could not be that difficult. We said let’s do it. And we tried to move all of our teams to the cloud at the same time.

But that didn’t work out well.

After more than half a year, there was still not a single team in the cloud. We realized the migration process was not that easy after all and that there were many more unforeseen challenges to tackle than we thought.

The solution: Cloud deployment one step at a time

As a result, we updated our migration strategy. We said let’s focus and move only two teams at a time. We concentrated on a few key aspects: our edge component, Ping Access, and the vehicle-related services of the Portal Services team.

We sent two members from our Cloud & Tools team to each of the My Porsche teams. They would now be part of that team to follow two goals: achieve the go-live and, more importantly, empower and enable the team members. In parallel, they have finished the open parts of the blueprint. When the go-live had been achieved and enablement was completed, the My Porsche teams had to operate its applications and infrastructure on their own without the people from Cloud & Tools. This was something they didn’t have to worry about before — but new adventures bring new challenges with them.

One platform for every customer need: My Porsche

Improved customer experience and internal collaboration: Check

Finally, two My Porsche teams had successfully moved to the cloud in April 2018. We continued with two teams at a time each with two people from Cloud & Tools. But we learned that we had to adapt. As time went on, new technologies came to replace old ones. But more importantly, we learned that every team is different. Each team we worked with had slightly different needs and requirements. Besides a technological transformation, our cloud journey also became a cultural journey.

Today, the My Porsche cloud adoption rate is at roughly 75 percent — and rising: we strive for a full 100 percent cloud coverage. 14 out of 17 teams have migrated to the cloud. The worldwide distribution of our applications has sped uploading time, improving the overall My Porsche customer experience. A huge success!

In our next post, we’ll talk about the importance of cross-functional, dedicated teams and the concept of decoupled alignment. Many thanks to everyone who has been part of the My Porsche Cloud journey so far!