Professional Documents
Culture Documents
100
2016
The Brand Finance Top 100 Malaysia Brands 2016
November 2016
Malaysia’s Top 10
About Brand Finance Most Valuable Brands 2016
Brand Finance is the world’s leading world. We are one of the few companies certified
independent branded business valuation to provide brand valuation that is fully compliant Brand Value (BV)
and strategy consultancy. Brand Finance was with ISO 10668, the global standard on monetary 1.
set up in 1996 with the aim of ‘bridging the gap brand valuations. Enterprise Value (EV)
between marketing and finance’. For 20 years we
have helped companies to connect their brands Transparency
to the bottom line, building robust business cases There are no black boxes. Our approach is to 13% BV: 10,024 2.
for brand decisions, strategies and investments. work openly, collaboratively and flexibly with EV: 77,213
In doing so, we have helped finance people to 25%
clients and we will always reveal the details of our
evaluate marketing programmes and marketing modelling and analysis. This means our clients BV: 2,996
people to present their case in the Board Room. always understand what lies behind ‘the number’. EV: 11,859
Independence Expertise
Brand Finance is impartial and independent. 3. 4.
We possess a unique combination of skills
We access and help to manage brands, but we and experience. We employ functional experts 12%
do not create or own them. We are therefore able with marketing, research and financial 16%
to give objective, unbiased advice because we backgrounds, as well as ex-client-side senior BV: 2,050
have no vested interest in particular outcomes of EV: 17,209 BV: 1,895
management who are used to ‘making things EV: 11,606
a project and our recommendations are entirely happen’. This gives us the mindset to think
independent. We are agency agnostic and work beyond the analysis and to consider the likely
collaboratively with many other agencies and
consultancies.
impact on day-to-day operations. We like to think 5. 6.
this differentiates us because our team has real
operational experience.
Technical credibility
Brand Finance has high technical standards. For more information, please visit our website:
19% BV: 1,716
10%
EV: 9,161
Our work is frequently peer-reviewed by the big brandfinance.com BV: 1,639
four audit and our work has been accepted by tax EV: 15,665
authorities and regulatory bodies around the
Brand Finance puts thousands of the world’s biggest brands to the test every year, evaluating which 7. 8.
are the most powerful and most valuable. The Malaysia 100 is just one of the many annual reports
produced by Brand Finance. Visit www.brandirectory.com to access all the sectors and countries
report. 6% 16%
BV: 1,187
BV: 1,101
EV: 20,450
EV: 6,830
9. 10.
6%
8%
BV: 1,087 BV: 1,080
EV: 16,851 EV: 13,785
+ Brand Value – the value of the Brand strength expressed BSI score applied to an Split revenue into separate Post-tax brand revenues
trade marks (and relating as a BSI score out of 100. appropriate sector royalty streams for each service are discounted to a net
Persil marketing IP and ‘goodwill’ rate range. area. Royalty rates applied present value (NPV) which
attached to it) within the branded to forecast revenues to equals the brand value.
business derive brand values
Definition of ‘Brand’ Brand Strength Brand Finance calculates the values of the sourced from Brand Finance’s extensive
brands in its league tables using the database of license agreements and other
In the very broadest sense, a brand is the focus Brand Strength is the part of our analysis most ‘Royalty Relief approach’. This approach online databases.
for all the expectations and opinions held by directly and easily influenced by those involves estimating the likely future sales that are 3 Calculate royalty rate. The brand strength score
customers, staff and other stakeholders about an responsible for marketing and brand attributable to a brand and calculating a royalty is applied to the royalty rate range to arrive at a
organisation and its products and services. management. In order to determine the strength rate that would be charged for the use of the royalty rate. For example, if the royalty rate
However when looking at brands as business of a brand we have developed the Brand brand, i.e. what the owner would have to pay for range in a brand’s sector is 1-5% and a brand
assets that can be bought, sold and licensed, a Strength Index (BSI). We analyse marketing the use of the brand—assuming it were not has a brand strength score of 80 out of 100,
more technical definition is required. Brand investment, brand equity (the goodwill already owned. then an appropriate royalty rate for the use of
Finance helped to craft the internationally accumulated with customers, staff and other this brand in the given sector will be 4.2%.
recognised standard on Brand Valuation, ISO stakeholders) and finally the impact of those on The steps in this process are as follows: 4 Determine brand specific revenues estimating a
10668. That defines a brand as “a marketing- business performance. Following this analysis, proportion of parent company revenues
related intangible asset including, but not limited each brand is assigned a BSI score out of 100, 1 Calculate brand strength on a scale of 0 to 100 attributable to a specific brand.
to, names, terms, signs, symbols, logos and which is fed into the brand value calculation. based on a number of attributes such as 5 Determine forecast brand specific revenues
designs, or a combination of these, intended to Based on the score, each brand in the league emotional connection, financial performance using a function of historic revenues, equity
identify goods, services or entities, or a table is assigned a rating between AAA+ and D and sustainability, among others. This score is analyst forecasts and economic growth rates.
combination of these, creating distinctive images in a format similar to a credit rating. AAA+ known as the Brand Strength Index. 6 Apply the royalty rate to the forecast revenues
and associations in the minds of stakeholders, brands are exceptionally strong and well 2 Determine the royalty rate range for the to derive brand revenues.
thereby generating economic benefits/value” managed while a failing brand would be respective brand sectors. This is done by 7 Brand revenues are discounted post tax to a
assigned a D grade. reviewing comparable licensing agreements net present value which equals the brand value.
4. Brand Finance Malaysia 100 November 2016 Brand Finance Malaysia 100 November 2016 5.
Malaysia Malaysia
Top 100 Brands 2016 Top 100 Brands 2016
Rank Rank Brand name Brand % Brand Brand Brand Rank Rank Brand name Brand % Brand Brand Brand
2016 2015 value ($m) change value ($m) rating rating 2016 2015 value ($m) change value ($m) rating rating
2016 2015 2016 2015 2016 2015 2016 2015
1 1 Petronas 10,024 13% 9,479 AA+ AA 51 38 DRB-Hicom
2 2 Genting 2,996 25% 2,917 AA AA- 52 34 UMW
3 3 Maybank 2,050 12% 2,243 AA+ AA+ 53 39 The Star
4 5 YTL 1,895 16% 1,914 AA- A+ 54 35 MBSB
5 4 CIMB 1,716 19% 1,964 AAA- AAA- 55 45 Alliance Financial
6 6 Sime Darby 1,639 10% 1,699 AA AA- 56 44 Pos Malaysia
7 8 Tenaga Nasional 1,187 6% 1,244 AA AA- 57 - UOA Group
8 10 TM 1,101 16% 1,094 AA AA 58 48 Padini
9 11 Public Bank 1,087 6% 1,063 AA AA 59 - IGB
10 7 Maxis 1,080 8% 1,315 AA+ AA 60 53 Ta Enterprise
11 9 DiGi 61 50 Bonia
12 17 IOI 62 51 Time dotCom
13 12 Astro Malaysia 63 52 Westports
14 14 Axiata 64 58 Yes
15 15 Berjaya 65 57 Wah Seong
16 18 RHB Bank 66 61 Cahya Mata Sarawak
17 13 Celcom 67 - Nirvana
18 16 Malaysia Airlines 68 59 Bursa Malaysia
19 - Felda Global Ventures 69 60 Matrix Concepts
20 26 MISC 70 - Guan Chong
21 22 Hong Leong Financial 71 55 Cagamas
22 - Sunway 72 - Tropicana
23 20 Airasia 73 56 Malaysian Reinsurance
24 23 KLK 74 62 Kulim Malaysia
25 24 Magnum 75 63 LPI Capital
26 25 IHH 76 - Eastern & Oriental
27 21 AmBank 77 68 The Store
28 27 Setia 78 65 Bank Muamalat
29 - Proton 79 70 P1
30 - SapuraKencana 80 64 Tan Chong Motor
31 31 Hap Seng 81 49 MMC
32 - Eco World 82 84 V.S. Industry
33 37 Bank Islam 83 - Malayan Flour Mills
34 33 Gamuda 84 71 Kenanga
35 36 Dutch Lady Milk 85 54 Puncak Niaga
36 29 Malaysia Airports 86 73 Tune Protect
37 43 U Mobile 87 78 PPB Group
38 30 Boustead 88 75 Southern Steel
39 - Malakoff 89 69 DKSH
40 32 Batu Kawan 90 76 Hiap Teck Venture
41 28 Parkson 91 - REDtone
42 66 IJM 92 97 Icon Offshore
43 40 QL Resources 93 - Ikhmas Jaya
44 - Mah Sing 94 74 Lion Corporation
45 41 KPJ Healthcare 95 85 MSM Malaysia
46 - UEM Sunrise 96 77 CCM
47 47 Kossan Rubber Industries 97 72 Masteel
48 - UEM Edgenta 98 86 United Plantations
49 46 Top Glove 99 80 Takaful Ikhlas
50 42 Affin Bank 100 79 Media Prima
* -: Companies not appeared on Brand Finance Top 100 2015 Ranking Valuation date: 1 January 2016 * -: Companies not appeared on Brand Finance Top 100 2015 Ranking Valuation date: 1 January 2016
6. Brand Finance Malaysia 100 November 2016 Brand Finance Malaysia 100 November 2016 7.
Understand Your Brand’s Value
Drivers of Change Brand Strength Index 2016
Brand Value Dashboard Three key areas impact Brand Value (EURm)
An ideal balanced scorecard of fundamental brand related measures Brand Valuation Assumptions
Underlying economic assumptions used in valuation
Effective BSI
Weighting Attributes
18 131
AA+
6.25% Product: R&D expenditure,
Widely recognised factors deployed by
$
Brand Capital expenditure
[XXX] Marketers to create brand loyalty and Strong brand
Brand Value (EUR) Brand Value (EUR)
Enterprise Value (EUR) Investment 6.25% Place: Brand value (EURm) Brand
25% Website Ranking
market share. We therefore benchmark
Investment
€650m €729m
=
Inputs
€9,399m 78/100 729 729
%
650 6.25% People: Number of Employees,
X
616 616
brands against relevant input measures by
$650
Brand
Employee Growth
25% Equity
A Brand Value Report provides a complete + Internal understanding of brand Royalty Rates Trademark Audit
breakdown of the assumptions, data + Brand value tracking
sources and calculations used to arrive at Analysis of competitor royalty rates, industry Analysis of the current level of protection for the
your brand’s value. Each report includes + Competitor benchmarking royalty rate ranges and margin analysis used to brands word marks and trademark iconography
expert recommendations for growing brand + Historical brand value determine brand specific royalty rate. highlighting areas where the marks are in need
value to drive business performance and offers a + Transfer pricing of protection.
cost-effective way to gaining a better + Highlight unprotected marks
understanding of your position against Brand Strength Index + Licensing/ franchising negotiation
competitors. + International licensing + Spot potential infringement
A breakdown of how the brand performed on
various metrics of brand strength, benchmarked + Competitor benchmarking + Trademark registration strategy
A full report includes the following sections
which can also be purchased individually. against competitor brands in a balanced
scorecard framework. Cost of Capital For more information regarding our League
Table Reports, please contact:
Brand Valuation Summary + Brand strength tracking
A breakdown of the cost of capital calculation,
+ Brand strength analysis including risk free rates, brand debt risk Alex Haigh
Overview of the brand valuation including Head of Brand Value Reports, Brand Finance
executive summary, explanation of changes in + Management KPI’s premiums and the cost of equity through CAPM.
brand value and historic and peer group + Competitor benchmarking + Independent view of cost of capital for internal a.haigh@brandfinance.com
comparisons. valuations and project appraisal exercises
+44 (0)207 389 9400
8. Brand Finance Malaysia 100 November 2016 Brand Finance Malaysia 100 November 2016 9.
How can we help. Contact details.
Contact us. Our offices.
For brand value report
enquiries, please contact:
Alex Haigh
MARKETING FINANCE TAX LEGAL Head of Brand Value Reports
Brand Finance
We help marketers to connect We provide financiers and We help brand owners and We help clients to enforce and a.haigh@brandfinance.com
their brands to business auditors with an independent fiscal authorities to understand exploit their intellectual
performance by evaluating the assessment on all forms of the implications of different property rights by providing For media enquiries,
financial impact of brand based brand and intangible asset tax, transfer pricing and brand independent expert advice in- please contact:
decisions and strategies. valuations. ownership arrangements. and outside of the courtroom.
Robert Haigh
Marketing & Communications
+ Branded Business Valuation + Branded Business Valuation + Branded Business Valuation + Branded Business Valuation Director Brand Finance
+ Brand Contribution + Brand Contribution + Brand Contribution + Brand Contribution r.haigh@brandfinance.com
+ Trademark Valuation + Trademark Valuation + Trademark Valuation + Trademark Valuation
+ Intangible Asset Valuation + Intangible Asset Valuation + Intangible Asset Valuation + Intangible Asset Valuation For all other enquiries,
+ Brand Audit + Brand Audit + Brand Audit + Brand Audit please contact:
+ Market Research Analytics + Market Research Analytics + Market Research Analytics + Tax & Transfer Pricing enquiries@brandfinance.com
+ Brand Scorecard Tracking + Brand Scorecard Tracking + Franchising & Licensing + Expert Witness +44 (0)207 389 9400 For further information on Brand Finance®’s services and valuation experience, please contact
+ Return on Marketing + Return on Marketing + Tax & Transfer Pricing your local representative:
Investment Investment + Expert Witness
Country Contact Email address
+ Brand Transition + Brand Transition
+ Brand Governance + Brand Governance Australasia * Mark Crowe m.crowe@brandfinance.com
+ Brand Architecture & + Brand Architecture & Brazil Geoffrey Hamilton-Jones g.hamilton-jones@brandfinance.com
Portfolio Management Portfolio Management linkedin.com/company/ Canada* David Graham d.graham@brandfinance.com
+ Brand Positioning & + Brand Positioning & brand-finance China * Minnie Fu m.fu@brandfinance.com
Extension Extension Caribbean* Nigel Cooper n.cooper@brandfinance.com
+ Franchising & Licensing + Mergers, Acquisitions and East Africa* Jawad Jaffer j.jaffer@brandfinance.com
Finance Raising Due France* Victoire Ruault v.ruault@brandfinance.com
Diligence facebook.com/brandfinance Germany Dr. Holger Mühlbauer h.mühlbauer@brandfinance.com
+ Franchising & Licensing Greece* Ioannis Lionis i.lionis@brandfinance.com
+ Tax & Transfer Pricing
Holland* Marc Cloosterman m.cloosterman@brandfinance.com
+ Expert Witness
India* Ajimon Francis a.francis@brandfinance.com
twitter.com/brandfinance Indonesia* Jimmy Halim j.halim@brandfinance.com
Italy* Massimo Pizzo m.pizzo@brandfinance.com
Malaysia Samir Dixit s.dixit@brandfinance.com
Disclaimer.
VALUATION ANALYTICS Mexico* Laurence Newell
Brand Finance has produced this study LatAm (exc. Brazil)* Laurence Newell l.newell@brandfinance.com
Valuations may be conducted for technical N 2. A Analytical services help to uncover drivers of
IO NA
with an independent and unbiased
purposes and to set a baseline against
AT demand and insights. Identifying the factors analysis. The values derived and Middle East* Andrew Campbell a.campbell@brandfinance.com
which potential strategic brand scenarios opinions produced in this study are Nigeria* Babatunde Odumeru t.odumera@brandfinance.com
U
understanding of how brands create information and certain assumptions Portugal* Pedro Taveres p.taveres@brandfinance.com
1. V
ICS
bottom-line impact. that Brand Finance used where such Russia* Alexander Eremenko a.eremenko@brandfinance.com
data was deficient or unclear . Brand
Brand & Finance accepts no responsibility and Scandinavia Alex H a.todoran@brandfinance.com
Business Value will not be liable in the event that the
publicly available information relied
Singapore* Samir Dixit s.dixit@brandfinance.com
(Brand ROI) upon is subsequently found to be South Africa* Oliver Schmitz o.schmitz@brandfinance.com
N
3. S
Improve reporting and brand performance Strategic marketing services enable brands The opinions and financial analysis Sri Lanka* Ruchi Gunewardene r.gunewardene@brandfinance.com
C
TR
10. Brand Finance Malaysia 100 November 2016 Brand Finance Malaysia 100 November 2016 11.
Contact us.
The World’s Leading Independent Brand Valuation and Strategy Consultancy
T: +44 (0)20 7389 9400
E: enquiries@brandfinance.com
www.brandfinance.com