Professional Documents
Culture Documents
www.brandfinance.com/journal
issue 1 October 2011
SABMillers
Graham Mackay
on why global
brands dont work
Manchester
United victory
vindicates Glazers
strategy
The Campaign
for Independent
Brand Valuation
where do the
numbers come
from?
We have to
change or
we will
be left
behind
Morten Lundal
group chief
commercial officer of
Vodafone
Contents
15 BRAND GOVERNANCE
Keeping a good name In a volatile business climate, the
governance of corporate brands has become a new business
imperative, claims Brand Finance managing director David
Hensley.
24 NATION BRANDS
A game of two halves Against an uncertain economic
backdrop, nation brand values reflect a growing polarisation
between the fortunes of developed and developing markets.
We look at some of the winners and losers.
18 FOOTBALL
Playing in a different league Love them or loathe them,
the Glazers reign at Manchester United has proved an
indisputable success, says Dave Chattaway, head of sports
brand valuation at Brand Finance.
30 CAMPAIGN
Where do the figures come from? Brand Finance CEO
David Haigh analyses the discrepancies between different
consultancies valuations of the same brands, and calls for
more transparency and independence in brand valuation.
Editorial
David Haigh
CEO Brand Finance plc
Interview
Morten Lundal
My
challenge is
twofold: to
make the
complex
simple and
to make the
Vodafone
brand loved
as well as
respected
Interview
In the past,
perhaps, we
were a bit
too
prescriptive
in terms of
how local
markets
should
interpret
the brand
VODAFONE
FAST
FACTS
Vodafone is the most valuable
British brand, with a market value of
$30.7bn
according to the BrandFinance Global 500.
Vodafone, along with HSBC, are the
only British brands in a top ten otherwise
comprising US titans including Google,
Microsoft, Wal-Mart and IBM.
According to Brand Finance, it is the sixth
most valuable brand in the world, the most
valuable telecoms company in the world, and
made profits last year of around
8.8bn
46bn
Annual revenues last year were
Morten Lundal
LUNDAL
AT A
GLANCE
Current job: Group chief commercial officer, Vodafone (since November 2010) his first
functional role
Joined Vodafone: June 2008, joining the executive committee five months later
Previous job in Vodafone: Regional CEO Africa and Central Europe
Previous jobs before Vodafone: First job was financial controller at the Norwegian
international explosives group Dyno. He then spent six years in consultancy before landing
his first senior job, at the age of 33, as CEO of Nordic mobile operator Telenors internet
business. He held several CEO positions within Telenor, his last role being CEO of Telenors
Malaysian subsidiary, DiGi Telecommunications.
Age: 46
Education: General business education at university in Norway, followed by an MBA at
IMD in Lausanne.
Favourite film: Comet in Moominland, based on the book by Tove Janssen very
important to me and to my children.
Favourite book: A Fine Balance, by Rohinton Mistry. I read it twice, in quick succession,
once to find out what happens, and the second time to savour the writing.
Favourite pastime: I play in a band with my two kids. I play a bit of everything, badly, and
my kids do the same, but well.
Favourite brands: Patek Philippe, for its longevity and the craftsmanship that goes into
its watches; H&M and Ikea, because they are such well-managed brands; and BMW for its
consistent brand positioning over the past 40 to 50 years.
Interview
VODAFONE
FAST
FACTS
Its market capitalisation is around
$146.2bn
371m
30
Vodafone has 85,000 staff and serves
subscribers
It has operations in
Morten Lundal
to be part of that. I also really enjoy the
international dimension to my job.
The impact of some of the things we do
especially in India and Africa is also
very motivating. I am responsible for the
M-PESA product, which allows people
who have no access or limited access to
a bank account to send or receive money
via their mobiles. It has transformed
communities in places like Kenya.
BFJ: What do you find most
challenging about your job?
ML: Striking the balance between
standardisation for consistencys sake,
and respect for the local. It is not an
easy balance to find, and it probably
should shift back and forth. But I am
very conscious of my responsibility
to manage that balance. It is also
intellectually very stimulating. You cant
copy what others are doing, because
what we do is inextricably linked with
our DNA, our history and our logic.
It is interesting to see what others do,
but what we do has to work in our own
corporate context.
BFJ: If you had to make three
predictions about the future of the
global telecoms market, what would
they be?
ML: We will eventually within the
next ten years probably see data
connections where we have voice
connections today. That will be a
revolution because voice has penetrated
Europe and emerging markets. If you
can do the same with data allow
people to work on the move, listen
to music, surf the web for news,
entertainment and information that
can take you into the stratosphere. And
were getting there. Data grew by
26 per cent to over 5 billion in 2010/11,
and will continue to grow. The greatest
potential is in emerging markets, where
the data uptake today is relatively small.
My second prediction is that, just
as we have connected people for the
past 25 years, the next 25 years will
be about connecting devices. There
are already some applications today.
For example, fleet tracking allows a
delivery organisation to know where its
vehicles are and to route deliveries more
Brand
valuation
provides an
objective view
of a brands
worth, along
with a view on
relative brand
health things
that are
valuable in
themselves
Vodafone is the only truly global brand in the mobile telecom sector, with global
advertising and sponsorships driving its position as number one. But the brand
is riding a maelstrom of change: fixed and mobile services are colliding, data
is rapidly overtaking voice as the core service, prices are under regulatory and
market pressure, growth has shifted from the developed to the developing world,
applications, software and content are now critical success factors and access
devices are dominating the future of mobile networks. The battle between Apple,
Google, BlackBerry, Samsung and Nokia is brutal.
Against this background Morten Lundal advocates a global approach with greater
local flexibility, a shift from a corporate to a more personal positioning, and an
emphasis on content to drive data traffic. Anyone who thought Vodafones market
was stable and mature should think again. Morten has taken the Vodafone brand
mantle at a difficult time. However, he displays the good sense, flexibility and
ambition to maintain Vodafone as the global leader of this still rapidly growing sector.
Brand strategy
SABMillers evolution
SABMiller
Brands
consumed
outside their
country of
origin
actually still
account for
only about
five per cent
of world beer
volumes
PhotographS SABMILLER
Brand strategy
such as Heineken or Corona, have global
market shares in the low single digits, and
you need to combine more than 60 of
the top beer brands to amass half of total
world volumes.
Aspiring consumers are nowadays just
as likely to turn to local premium beers,
many of which speak to the burgeoning
sense of pride and identity that comes
with social and economic progress and,
particularly in sophisticated western
markets, to craft and speciality beers.
For example, in the US the expansion
of craft brewers, and in the UK the
resurgence of cask-conditioned ale, are
aligned with the same concern for local
provenance that we have seen in the
food industry. But equally it is about
place, identity and belonging.
So why are beer brands so susceptible
to these associations?
LOCAL HEROES
These brand stories reflect
what SABMiller has,
through detailed research,
come to understand about
how different groups of
people relate to their
national identify.
Beer is emotional
SABMILLER
FAST
FACTS
Tyskie Gronie in Poland has a market share of
18%
80%
Castle accounts
for nearly
one-fifth
of our total portfolio in South Africa
SABMiller
Pilsener, Ecuador
In Ecuador, national identity embraces all
epochs of its history, combining Catholicism,
pagan symbolism and a more secular
ideology. When native inhabitants were forced
to convert to Catholicism by the Spanish, the
conversion was often not entirely pure, with
the result that indigenous elements, such as
a polytheistic belief in spirits, became part
of the new religion. The Spanish conquerors
brought in additional populations from
Bolivia, Guatemala, and ultimately Africa
as slaves, and they too, brought their own
beliefs and traditions.
This combination of influences is most
powerfully exhibited in the many thousands of
fiestas which take place around the country,
from the Fiesta of La Mama Negra, which
aligns the power of a volcano to the mercy
of the Virgin Mary, to the Corpus Christi
celebrations of Pujili, which combine the
Catholic celebration of Holy Communion with
traditional celebrations of the harvest and
offers of thanks to Inti, the Inca sun god.
Pilsener is our national brand in Ecuador,
growing lustily and with an 80 per cent
market share. Its television commercials seek
to reflect the complicated and deep-rooted
connection of the people to their ancestors
and the land.
Brand strategy
but that utilises the expertise, skill and
learnings available across the business. It
is an important part of how we can add
value and leverage the scale of the group.
This combination of discipline
and freedom is cultural as much as
structural. Our instincts are to employ
the complete individual and empower
them to develop bespoke solutions. This
avoids the trap inherent in less flexible
systems, which lead to ideas that in
theory fit all markets, but in reality suit
none that are, in short, the lowest
common denominator.
Of course there are some compromises
with our local brand model. It is complex
and costly, the resulting global business
system is hard to manage and it is hard
to achieve real scale benefits across the
group. But we believe passionately that it
is the way to win in beer.
We know we cant be complacent: as
consumers become more sophisticated
they become more demanding, they
want new and different things and
search for more. This means we have to
continuously review what local means
to make it fresh and compelling to each
new generation of consumers.
In summary
David Hensley
Brand governance
Brand equity
In our brand valuations, brand equity is one of the elements of brand strength. We measure
brand equity by analysing a combination of factors, including the following.
Function peoples perceptions of how good the branded products and services are.
Emotion how people feel about the brand. We gauge this from research into the image
attributes of the brand versus its competitors, assessing these against driver analysis of the
attributes most strongly associated with purchase in the category.
Conduct how well the organisation is seen to be behaving on, for example, environmental,
social and governance factors.
Loyalty how loyal customers are and the net promoter scores.
We analyse each of these factors by reviewing the most comparable market research available
to score the brand relative to its peers and competitors. Our brand strength index then
combines these with measures of the perceived corporate brand security/risk, and measures of
the impact of the brand such as margins and forecast revenue growth.
Brand governance
Chart 1
Brand value as a percentage of
market capitalisation ($US)
BRAND
BRAND VAL
(Sept 2011)
MARKET CAP
(Sept 2011)
BRAND VAL/
MKT CAP (%)
48,278
166,075
29%
Apple
39,301
353,518
11%
Microsoft
39,005
208,535
19%
IBM
35,981
208,843
17%
Wal-Mart
34,997
178,880
20%
Vodafone
30,740
131,784
23%
General Electric
29,060
161,337
18%
Toyota
28,800
120,148
24%
AT&T
28,354
169,010
17%
HSBC
27,100
138,767
20%
David Hensley
was not a single case in the USA that could
be proved to be down to the failure of the
cars electronic throttle control system.
Various other factors were discovered,
such as the habit of some American
drivers to replace their floor mats each
year, placing new ones on top of the old,
until the pile of carpet could catch the
accelerator pedal, but these were hardly
Toyotas fault. Its reputation as a producer
of high quality cars is restored, but it will
never recover the sales it lost when the
issue was front-page news.
A recent study by EisnerAmper2
into the attitudes of boards of
directors to risk showed that boards
rank reputational risk second only
to financial risk: 69 per cent of them
identified reputational risk as their
primary concern (after financial risk).
However, most boards that we talk to still
dont have integrated measures to track
their corporate reputations and brand
value on anything more than an annual
basis. In todays economically pressurised
times, with public scrutiny at higher levels
than ever, it is surprising that the corporate
governance of brand value is not a greater
priority for activist investors.
Chart 2
PERCEIVED RISK
69%
55%
Source: EisnerAmper
51%
34% 33%
21%
Tax strategies
Outsourcing risk
Product risk
IT risk
14% 14%
Reputational risk
Percentage of respondents
61%
In todays
economically
pressurised
times, with public
scrutiny at higher
levels than ever, it
is surprising that
the corporate
governance of
brand value is not
a greater priority
for activist
investors
True, there are some leading global
organisations that pay great attention
to their brand. HSBC, the worlds most
valuable banking brand, according
to the September 2011 BrandFinance
Global 100 league table, is a prime
example: the bank even includes brand
equity as an element in its senior
executives long-term incentive plan.
But there are many others that dont.
Indeed, a European insurance company
told me recently that it wanted to use
its brand value ranking but purely for
Football
Playing in a different
league
Their ownership of Manchester United has been
controversial, but the on- and off-pitch success the Glazers
have presided over during their six-year tenure is beyond
dispute. Dave Chattaway, head of sports brand valuation at
Brand Finance, explains why Manchester United is the most
valuable football brand in the world.
According to
Brand Finances
European
Football Brands
2011 league table
of the top 30
European clubs,
Manchester
Uniteds brand
value has more
than doubled
since 2005
PHOTOGRAPH SAM KESTEVEN
Manchester United
BOX 1
THE GLAZER GROWTH
THEN
2005
NOW
2011
Glazer
growth
166
331
199%
49
103
212%
69
110
157%
48
119
247%
46
110
239%
51%
45%
-6
790
2,000
253%
197
412
209%
Brand rating
AA
AAA
+1
20
+14
9m
Vodafone
20m
Aon
222%
43,000
54,000
126%
Average attendance
67,750
75,467
111%
487
722
148%
15
19
+4
Football
MANCHESTER UNITED
FAST
FACTS
Manchester Uniteds brand value has more
than doubled since 2005, to
412 m
109m 120m
103m
since
2005
since
2005
to be
associated
with the
champions.
are among
the brands
paying a
collective
BOX 2
The Glazers Business Model
Alluring football
and continued
on-pitch success
Fanbase
growth
Drive media,
match-day and
commercial
revenues
On-pitch
investment
Champions League
football
Domestic success
Cup victories
Overseas tours
New media
Multi-language
Website
Merit payments
Stadium yield
management
More commercial
partners/avenues
Superstars
Youth programme
English players
investment in players, which drives onpitch success. Its a virtuous circle. (See
Box 2)
The value of Manchester United could
be crystallised in the proposed IPO,
in which the Glazers hope to realise
around $1 billion (600 million) by
listing between 25 per cent and 35 per
cent of the club on the Singapore Stock
Exchange. If they achieve that price it
will value the whole club at around
2 billion not a bad return on the
Glazers investment if they chose to
sell and could find a buyer with deep
enough pockets. The IPO itself will
allow them to retain control, wipe out
some of the clubs debt (which stands at
308.3 million this year) and expand the
Asian operation, while at the same time
providing an exit route.
But the Glazers havent had an easy
ride. The takeover in 2005 was heated
and fears about the Glazers shorttermism and the amount of debt they
took on to buy the club led to highprofile opposition in the form of the
Green and Gold campaign to overthrow
them. But a mooted takeover bid by
the Red Knights, a group of wealthy
supporters, was aborted in 2010 after
it transpired that the Glazers put a
much higher value on the club than the
expected 1 billion offer.
The clubs storming success has
done much to quell the dissent, and
campaigners arguments that the
434 million in interest payments and
fees that has flowed out of the club since
2005 could have been invested in players
and facilities and in keeping costs down
have become ever more hollow as the
commercial and on-pitch results go from
strength to strength. There is another
argument too: that success has come not
from the Glazers ownership of the club
but from the consistently steady hands
of the two shrewd men at the helm
Ferguson and Gill.
During his 25-year tenure Ferguson has
become one of the most respected and
admired managers in the history of the
game, for his continuing ability to fashion
youthful, exciting squads on a relatively
modest budget (the wage to turnover
ratio has fallen from 51 per cent in 2005
to 45 per cent today) and for the strong
Manchester United
team ethos at the club.
Gill, a chartered accountant who
became chief executive in 2003 after six
years as finance director at Manchester
United, has proved equally adept at
juggling the clubs finances. Last years
record pre-tax losses of 79.2 million
were affected by one-off costs related
to a 526 million bond issue, but were
deftly turned into a record pre-tax profit
of 29.7 million this year, and Gills
repeated insistence that the club can
shoulder the interest burden and still
compete for the best players is borne
out in the results.
But one of the strengths of the
Glazers management has been to
value the best of what they have and
work hard to retain and build on it.
Keeping a man like Ferguson, the clubs
ultimate brand manager, by giving him
the resources and autonomy that allow
him to continue to deliver consistent
footballing success in the way he knows
best, is no mean feat and unusual in
both footballing and business circles
Where the Glazers have really upped
the clubs game is on the commercial
front. Revenues have risen by 212 per
cent, from 49 million in 2005 to
103 million today, nudging over
100 million for the first time this year after
an annual increase of 27 per cent. They
have expanded the commercial team from
two to 50 people, bolstering it with talent
and experience from the entertainment
and consumer goods sectors from both
sides of the Atlantic. Commercial activities
are sharper and more professional.
When the AIG shirt sponsorship was
nearing its end the commercial team sent
the top 50 brands they had targeted as
potential successors a Manchester United
shirt emblazoned with the respective
logos to hook them in. But they didnt go
with the highest bidder, rejecting a big
conglomerate in favour of the arguably
more neutral Aon. They are also better
than other clubs at showing potential
partners what return they can get for their
investment, and use the reassurance of
the strong Manchester United brand to
support their sales pitch.
New commercial deals since the
overhaul of commercial operations in
2008 has brought into the Manchester
One of the
strengths of the
Glazers
management
has been to
value the best of
what they have
and work hard
to retain and
build on it
United fold partners including Chilean
vineyard Concha y Toro, South Korean
tyre manufacturer Kumho Tyres and,
most recently, Malaysian snack brand
Mister Potato, which targets Uniteds
five million-strong fan base in Malaysia.
Manchester Uniteds commercial
director Richard Arnold called the deal
an excellent example of the global
appeal of Manchester United and its
ability to attract well-established but
ambitious companies into partnership.
But while Manchester Uniteds slick
commercial approach may be unique in
football, its common in heavily branded
industries from technology to fashion.
All Manchester United is doing is taking
best practice from companies like Apple
or Prada and applying it to their own
business.
Fans from rival clubs must look at the
Glazer family detractors with incredulity,
because what they have achieved during
their six-year reign is the difficult balance
between on-and off-field success that
eludes every other club. Youve only to
compare Uniteds record with its crosstown rival Manchester City to see how
easy it is to get things out of kilter.
Manchester Citys 97 per cent rise,
to 106 million, in the BrandFinance
Football Brands 2011 brand valuation
(taking it from 19th to 11th place in
the rankings) was buoyed by new
sponsorship deals, high profile signings
and FA Cup victory. But the lack of
team spirit at the club was exemplified
in 200,000-a-week star player Carols
Tevezs defiance of manager Roberto
Mancini by refusing to play in the Bayern
Football
BOX 3
TOP EUROPEAN FOOTBALL BRANDS 2011
RANK
BRAND VALUE
%
BRAND DESCRIPTION
2011 2010 CHANGE RATING
m
m
2011 2010
1
MANCHESTER
UNITED FC
412
373
10.6%
AAA
The Red Devils add another FA Premiership title to the trophy cabinet.
Continued on-pitch success, backed up with increased off-pitch commercial
innovation and clout.
REAL MADRID CF
401
386
3.9%
AAA
Real lose out to United this year, but huge revenues still drive strong brand
value as major brands look to be affiliated with the club and its Galacticos.
FC BARCELONA
392
362
8.5%
AAA
The Catalans continue to impress the world with their sublime football, and
the 2011-12 season sees the UEFA Champions League winners take a paid
shirt sponsor to help tackle their mounting debt pile.
FC BAYERN
MUNICH
308
301
2.3%
AAA
CHELSEA FC
196
200
-2.1%
AA
With no trophies last year and 50m flop Torres failing to hit form, the boys
from Stamford Bridge see their brand value stagnate. The club needs a
better global presence to challenge the leaders.
ARSENAL FC
188
215
-12.5% AA
Things go from bad to worse for the Gunners, their under-par contracted
commercial deals and loss of superstars straining their ability to maximise
their brand potential.
AC MILAN
170
167
1.9%
AA-
FC INTERNAZIONALE
MILANO
164
160
2.8%
AA
Behind AC Milan in Serie A and our brand value league table, Inter Milan
have done well to hold onto star man Wesley Sneijder.
LIVERPOOL FC
156
141
10.6%
AA
A resurgent Liverpool may not be in Europe this year, but the clubs heritage
remains and we expect the new owners to add some marketing magic to
push the brand equity.
10
10
JUVENTUS FC
115
127
-9.9%
BBB+
11
19
MANCHESTER
CITY FC
106
54
97.1%
BBB
Huge sponsorship deals, star signings, Champions League football and a first
trophy in 35 years. Unsurprisingly Manchesters other club turned in this
years most improved performance.
Manchester United
brand indicates there could still be
untapped revenue-generating potential
for Manchester United.
Uniteds commercial director Richard
Arnold hit the nail on the head when
commercial revenues broke the
100 million barrier for the first time
this year: Weve really only just started.
There is a lot more to come. United has
huge future potential.
Its an argument that those marketing
the upcoming IPO will leverage fully. To
what extent investors will be persuaded
is another matter, but given the strong
Asian fan base (190 million out of
Manchester Uniteds 333 million fans are
reportedly in Asia), and the opportunity
to replicate that regional appeal in other
areas of the world, the potential for
continued growth looks strong.
The clubs South Korean following has
grown tremendously since the signing of
Ji-sung Park in 2005, with similar growth
among Hispanic Americans after the
arrival of the Mexican international Javier
Hernandez last year. While Manchester
United prides itself on its home-grown
talent, signing top-flight players from
other countries inevitably broadens its
global appeal and could become a more
prominent feature of its strategy in years
to come. Whats more, as with any strong
brand, it can attract such players without
having to pay over the odds for them.
So having doubled their money over the
past five years, but leaving considerable
financial potential still to be exploited in
the club, now could be the perfect time
for the Glazers to realise part or all of their
investment. The forthcoming IPO will test
the market appetite for this.
The danger is that any new owner
tries to exploit the brand too far. Taking
on too many commercial partners
could begin to devalue the brand, for
example. An investor might hope for
a better return by putting their money
into one of the other clubs and applying
a similar formula to the one the Glazers
have employed at Manchester United to
drive improved returns. Indeed, might
the Glazers try to apply their winning
formula to another Championship club?
The latent value implicit in the brand
valuations in BrandFinances league table
suggests they have plenty to go for.
BOX 4
HOW THE BUSINESS VALUE HAS GROWN
September 2003
Glazer familys interest
in Manchester United
becomes apparent as
they acquire over 3%
of the listed shares in
Manchester United Plc
August 2006
Completion of 45m
spend on adding 8,000
seats to make Old
Trafford a 76,000 seat
stadium
2000m
1620m
1350m
1150m
850m
790m
460m
February 2010
The Red Knights
launch a takeover bid
to buy the club back
from the Glazers
August 2011
Glazer family inform
Singapore Stock
Exchange of proposed
$1bn part flotation of
the club
975m
May 2005
Glazers acquire
Manchester United Plc
for 790m
August 2011
Signs 40m deal with
DHl for training kit
sponsorship
June 2009
New 4 year 80m shirt
deal signed with Aon
Corp (40% uplift on
prior AIG deal)
2008-09 2009-10
2010-11
ANALYSTS VERDICT
Nation brands
IMAGE DREAMSTIME
Global economy
Figure 1. US Brand Value and Brand Strength
2007 2011
Brand value
14,000
72
12,000
72
Brand strength
74
72
71
67
80
70
60
10,000
50
11,370
12,576
11,939
4,000
9,115
6,000
10,107
8,000
12,635
US $ million
2,000
40
30
20
10
0
1
01
11
Se
pt
2
20
10
Ap
ril
20
20
09
08
20
20
07
77
77
78
74
74
74
74
72
72
72
71
72
67
0
01
20
02
20
0
20 3
04
20
0
20 5
06
20
07
20
08
20
09
Ap 201
ril 0
Se 20
pt 11
20
11
80
78
76
74
72
70
68
66
64
62
60
20
20
0
The US vs Canada
Nation brands
Figure 3. Brand Strength and Brand Value
US vs Canada
Brand value Canada
Brand strength Canada
Brand value US
Brand strength US
14000
12000
80
75
74
73
70
67
60
50
%
40
1,475
4000
1,309
6000
11,370
8000
12,576
US $ million
10000
30
20
2000
10
0
Se
Ap
ril
pt
20
20
11
11
76
75
75
74
73
%
72
73
73
73
73
72
73
73
72
71
71
71
71
71
70
69
20
00
20
0
20 1
02
20
0
20 3
04
20
0
20 5
06
20
0
20 7
08
20
09
Ap 201
ril 0
Se 20
pt 11
20
11
68
Greece
Ireland
2500
US $ million
2000
1500
1000
500
0
2007
2008
2009
2010
2011
Global economy
of innovative products, whereas BlackBerry appears to have
taken its foot off the accelerator. As ambitious brands that are
prospering within Canada look beyond their national borders,
it remains to be seen if Canadian brands can become truly
global leaders.
3500
Eurozone
Brazil
India
Russia
US $ million
3000
2500
2000
1500
1000
500
0
2007
2008
2009
2010
2011
80
China
Brazil
India
Russia
60
%
40
20
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
China
80
China
Brazil
India
Russia
70
60
%
50
40
30
20
2007
2008
2009
2010
2011
Nation brands
Figure 9. South Africa Brand Strength
60
59
58
56
%
58
58
58
58
59
58
56
55
54
55
54
52
51
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
50
South Africa
South Africa has a low, but stable, nation brand value ranking
(it came in at 34 in both 2010 and 2011 in the BrandFinance
Nation Brand index) but its brand strength performance is
more buoyant.
Whats more, South Africa is Africas top nation brand, with
a brand value of $150bn this year, up 12 per cent on 2010.
South Africas rise owes much to its successful hosting of the
2010 Fifa World Cup, which improved perceptions of the
country at home and abroad.
One of the most important factors driving perceptions of
South Africa as a nation brand capable of holding its own on
a world stage, is its infrastructure. It set up some impressive
facilities in order to host the World Cup, and it will continue to
benefit from these. The World Cup itself did wonders for the
countrys image, showcasing as it did just what South Africa is
capable of delivering.
These positive perceptions are also driving tourism.
South Africa has become one of the fastest growing tourism
destinations in the world. Respondents to a recent survey
by TripAdvisor.com voted Cape Town as the number one
tourist destination on the planet. Many people expected
the downturn in tourism that usually follows the hosting of
a world event. But due to the successful 20 Experiences in
10 Days tourism campaign launching in key international
markets immediately as the World Cup ended, tourism in
South Africa has continued to flourish.
But its not just tourism thats benefiting from South Africas
glowing brand the entire private sector is scoring too. The
top three most recognised corporate brands in Africa are
South African. The mobile network operator MTN is number
one, while leading banks Standard Bank and Absa are second
and third respectively.
And the halo effect will stretch across other African
countries. This is important, because the image of Africa
does not reflect the growth and entrepreneurial spirit that
has allowed the country to outpace developed economies by
growing at five per cent in a tough global economic climate.
Two things are key to Africas continuing growth and future
success: dynamic African businesses and brands, and an
enabling political environment that will be a catalyst for
Africas independence agenda and economic emancipation.
But African brands are largely unexploited assets. MTN, the
199th most valuable brand in the world, according to Brand
Global economy
Finance, is the only African brand in Brand Finances Top 500
rankings. It has grown substantially since it was established in
South Africa 17 years ago, and now operates in 21 countries in
Africa and the Middle East, and its services connect over
120 million people.
Our research shows that 66 per cent of brand value on the
continent is generated by international brands and only
34 per cent by African brands. There are a number of reasons
for this. One is the different perceptions of quality between
African and international brands, and one way of addressing
this discrepancy is for African brands to push their local
agenda something that international brands, ironically, do
far better. Coca-Cola, which, according to Brand Finances
inaugural Brand Africa 100 report, is the second most admired
brand in Africa, exemplifies this approach, investing as it does
economically, socially and environmentally in the communities
where it operates. In similar fashion African brands need to
make people aware of their economic investment, development
and the associated employment they create.
Most Valuable Nation Brands in Africa 2011 (US$ billion)
African
Rank
Brand
Brand Value
2011
Brand Rating
South Africa
150
A-
Egypt
79
BBB
Nigeria
56
Morocco
40
A-
Algeria
39
BB
Angola
24
CC
Tunisia
19
A-
Ghana
13
A-
Kenya
13
BBB
10
Libya
13
Brand
Industry Group
Domicile
Brand Rating
MTN
Telecoms Services
South Africa
4,503
AAA-
Standard Bank
Banks
South Africa
2,257
AA+
Absa
Banks
South Africa
1,803
AA-
N.N.P.C
Nigeria
1,514
AA
Banks
South Africa
1,463
AA
Nedbank Group
Banks
South Africa
1,268
AA-
Investec
South Africa
1,225
AA-
SABMiller
Beverages
South Africa
1,218
AAA-
Eskom
Utilities
South Africa
1,018
AA
10
Shoprite
Retail
South Africa
984
AA
Campaign
Royalty Relief
is by far the
most widely
recognised
approach to
brand valuation
among auditors,
accountants,
lawyers, courts,
banks and tax
authorities
As the world economy enters an
increasingly troubled period, financial
markets are feeling the impact of
continuing economic crises in Europe,
political deadlock in America, and fears
of a slowdown in Asia.
To measure the impact that the
double-dip recession has had on the
value of global brands this year, Brand
Finance published a report in September
that measured the change in brand
value of the top 100 brands in the
world (as identified in our January 2011
BrandFinance Global 500 report). Brand
Finance used the Royalty Relief method to
determine the value of these brands.
Unsurprisingly, brand values fell
during 2011, but not as dramatically
as might have been expected. Indeed,
most of the revalued brands appear to
be riding out the recession. The most
obvious reason for this resilience is that
the top 100 brands are, by definition,
the strongest in the world. Brand equity
and customer loyalty built up over
years serve them well in difficult times
as customers seek the reassurance of
brands they know and trust.
BrandFinance value
(US$bn)
September 2011
Interbrand value
(US$bn)
October 2011
Coca-Cola
27.0
71.9
73.8
IBM
36.0
69.9
100.8
Microsoft
39.0
59.1
78.2
48.3
55.3
111.5
General Electric
29.1
42.8
50.3
McDonalds
24.2
35.6
81.0
Intel
23.5
35.2
13.9
Apple
39.3
33.5
153.3
Walt Disney
15.2
29.0
17.3
HP
25.0
28.5
35.4
Campaign
500
Market capitalisation at
30 June 2011 of ordinary
share capital
400
300
$ billion
200
100
HP
IB
M
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In
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M
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Users of
valuation
reports need to
understand the
drivers of brand
value so that
they can
manage their
brands more
effectively, or, in
the case of
investors or
other interested
parties, gain a
more
meaningful
picture of how a
particular
brand is doing
Co
Disclosed intangibles
500
Artistic-related
intangibles
100
Customer-related
intangibles
Marketing-related
intangibles
80
60
40
20
400
ra
l
Ge
100
HP
l
El e
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on
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In
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og
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Go
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IB
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Co
200
300
$ billion
Technology-related
intangibles
Contract-related
intangibles
Goodwill
Percentage
HP
200
$ billion
$ billion
HP
IB
M
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of
t
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In
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isn
ey
Customer-related
intangibles
Marketing-related
intangibles
50
Co
250
Technology-related
intangibles
Contract-related
intangibles
100
Artistic-related
intangibles
Marketing-related intangibles
150
ol
Goodwill
200
ca
-C
IB
M
icr
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of
t
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oo
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M ctr
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In
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Co
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150
100
50
HP
IB
M
icr
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Go
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o
g
ra
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le
M ctri
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c
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In
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M
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ol
Campaign
Coca-Cola
IBM
Microsoft
Google
General Electric
McDonalds
Intel
Apple
Walt Disney
HP
MarketingRelated
Intangibles
(MRI) in $ bn
59.4
42.1
43.5
53.8
34.7
26.2
26.2
60.9
17.3
27.0
Brand Finance
brand value
($ bn)
Brand Value as
a % of MRI
Interbrand
brand value
($ bn)
Brand Value as
a % of MRI
Millward
Brown brand
value ($ bn)
Brand Value
as a % of MRI
26.99
35.98
39.01
48.28
29.06
24.21
23.49
39.30
15.24
24.99
45%
85%
90%
90%
84%
93%
90%
65%
88%
93%
71.9
69.9
59.1
55.3
42.8
35.6
35.2
33.5
29.0
28.5
121%
166%
136%
103%
123%
136%
134%
55%
168%
106%
73.8
100.8
78.2
111.5
50.3
81.0
13.9
153.3
17.3
35.4
124%
239%
180%
207%
145%
310%
53%
252%
100%
131%
Total intangibles
200
$ billion
250
150
100
50
Ge
HP
of
t
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g
ra
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le
M ctr
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ic
on
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In
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Ap
W
p
al
t D le
isn
ey
M
M
icr
os
IB
Co
ca
-C
ol
Total
intangibles
Coca-Cola
IBM
Microsoft
Google
General Electric
McDonalds
Intel
Apple
Walt Disney
HP
148.4
210.6
174.0
119.5
154.2
74.8
105.0
243.7
43.1
77.1
Brand Finance
brand value
($ bn)
26.99
35.98
39.01
48.28
29.06
24.21
23.49
39.30
15.24
24.99
Brand Value
as a % of Total
Intangibles
18%
17%
22%
40%
19%
32%
22%
16%
35%
32%
Interbrand
brand value
($ bn)
71.9
69.9
59.1
55.3
42.8
35.6
35.2
33.5
29.0
28.5
Brand Value
as a % of Total
Intangibles
48%
33%
34%
46%
28%
48%
34%
14%
67%
37%
Millward
Brown brand
value ($ bn)
73.8
100.8
78.2
111.5
50.3
81.0
13.9
153.3
17.3
35.4
Brand Value
as a % of Total
Intangibles
50%
48%
45%
93%
33%
108%
13%
63%
40%
46%
Threats [to
independence]
led accountancy
bodies and
regulators to
discourage
audit firms
from providing
consulting and
valuation
services to their
audit clients.
We believe the
same restriction
should apply to
the valuation of
brands by
companies
whose primary
role is to build
them
www.brandfinance.com
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