【重点推荐】品牌价值-可持续发展差距指数:洗绿与绿湖行(英)VIP专享VIP免费

Sustainability
Gap Index:
Greenwashing vs
Greenhushing
The inaugural report on the conflict between sustainability
perceptions and performance.
June 2023
Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 2
Contents.
© 2023 All rights reserved. Brand Finance Plc.
Foreword 3
Communicating the Importance of the Alliance
of Sustainability and Finance
Robert Haigh, Strategy and Sustainability Director, Brand Finance
Methodology. 4
Research Analysis. 9
IAA Insights. 16
Delivering on sustainability through comprehension 17
and community
Sasan Saeidi, World President & Chairman, IAA
The Paradox of Greenwashing 18
Hervé de Clerck, VP IAA Global, Sustainability Council Chair
Creating a smarter regulatory environmentthat protects 19
consumers, allows businessesto thrive, and helps save
the earth too
Jeffrey A. Greenbaum, Chair, IAA Public Policy Council
A Global Compass for Sustainability 20
Dagmara Szulce, Managing Director, IAA Global
Sustainability Perceptions Gap Value Ranking (USDm) 21
Our Services. 26
Robert Haigh
Strategy &
Sustainability Director,
Brand Finance
Brand Finance Sustainability Gap Index 2023 brandirectory.com/sustainability-gap-index 3
Communicating the Importance of the
Alliance of Sustainability and Finance.
In April, we celebrated the 54th anniversary of Earth Day. 2023’s theme is ‘Invest in
our Planet’. Highlighting the link between nance and sustainability is timely and
essential, but the message isn’t a new one. Investors, CFOs and CEOs have been
told by campaigners, NGOs, and sustainability teams for years that committing
nancially to sustainability is both the right thing to do and a business imperative.
However, a sticking point has been that without articulating the case in nancial
terms, enabling evaluation of business cases and return on investment analysis, it
can be difcult to justify the kind of investment that is required to shareholders.
Brand Finance has sought to solve this challenge. We have quantied the nancial
value of sustainability perceptions for hundreds of the world’s biggest brands. Our
research, rst launched at the World Economic Forum in Davos earlier this year,
shows that even for individual businesses, there can be billions of dollars of nancial
value to be gained from enhanced action and associated communication.
Equally, there can be billions at risk from insufcient action that leads to accusations
of greenwashing, or even misallocated or excessive investments in sustainability
communication that does not cut through. We hope this report is a useful rst step
in understanding the nancial signicance of sustainability perceptions to your
business, including the value that you may stand to lose!
If you would like to continue the conversation, please get in touch. We have
developed an extensive program of research and a full suite of services intended to
deliver actionable insight for our clients. We work with CEOs, strategists, recruitment
teams, CFOs, Sustainability Ofcers, and of course marketers, to help answer a
range of pressing questions, including:
How important is sustainability in driving the choices of customers, employees,
investors etc?
Which sustainability issues are most relevant?
How sustainable is your businesses perceived to be vs competitors?
• What is the potential value of enhancing perceptions?
Could value be at risk?
• How do I secure investment / budget allocation?
How do we improve performance and perceptions?
If you have been wrestling with any of these questions, we look forward to helping
you solve them!
SustainabilityGapIndex:GreenwashingvsGreenhushingTheinauguralreportontheconflictbetweensustainabilityperceptionsandperformance.June2023BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability2Contents.©2023Allrightsreserved.BrandFinancePlc.Foreword3CommunicatingtheImportanceoftheAllianceofSustainabilityandFinanceRobertHaigh,StrategyandSustainabilityDirector,BrandFinanceMethodology.4ResearchAnalysis.9IAAInsights.16Deliveringonsustainabilitythroughcomprehension17andcommunitySasanSaeidi,WorldPresident&Chairman,IAATheParadoxofGreenwashing18HervédeClerck,VPIAAGlobal,SustainabilityCouncilChairCreatingasmarterregulatoryenvironmentthatprotects19consumers,allowsbusinessestothrive,andhelpssavetheearthtooJeffreyA.Greenbaum,Chair,IAAPublicPolicyCouncilAGlobalCompassforSustainability20DagmaraSzulce,ManagingDirector,IAAGlobalSustainabilityPerceptionsGapValueRanking(USDm)21OurServices.26RobertHaighStrategy&SustainabilityDirector,BrandFinanceBrandFinanceSustainabilityGapIndex2023brandirectory.com/sustainability-gap-index3CommunicatingtheImportanceoftheAllianceofSustainabilityandFinance.InApril,wecelebratedthe54thanniversaryofEarthDay.2023’sthemeis‘InvestinourPlanet’.Highlightingthelinkbetweenfinanceandsustainabilityistimelyandessential,butthemessageisn’tanewone.Investors,CFOsandCEOshavebeentoldbycampaigners,NGOs,andsustainabilityteamsforyearsthatcommittingfinanciallytosustainabilityisboththerightthingtodoandabusinessimperative.However,astickingpointhasbeenthatwithoutarticulatingthecaseinfinancialterms,enablingevaluationofbusinesscasesandreturnoninvestmentanalysis,itcanbedifficulttojustifythekindofinvestmentthatisrequiredtoshareholders.BrandFinancehassoughttosolvethischallenge.Wehavequantifiedthefinancialvalueofsustainabilityperceptionsforhundredsoftheworld’sbiggestbrands.Ourresearch,firstlaunchedattheWorldEconomicForuminDavosearlierthisyear,showsthatevenforindividualbusinesses,therecanbebillionsofdollarsoffinancialvaluetobegainedfromenhancedactionandassociatedcommunication.Equally,therecanbebillionsatriskfrominsufficientactionthatleadstoaccusationsofgreenwashing,orevenmisallocatedorexcessiveinvestmentsinsustainabilitycommunicationthatdoesnotcutthrough.Wehopethisreportisausefulfirststepinunderstandingthefinancialsignificanceofsustainabilityperceptionstoyourbusiness,includingthevaluethatyoumaystandtolose!Ifyouwouldliketocontinuetheconversation,pleasegetintouch.Wehavedevelopedanextensiveprogramofresearchandafullsuiteofservicesintendedtodeliveractionableinsightforourclients.WeworkwithCEOs,strategists,recruitmentteams,CFOs,SustainabilityOfficers,andofcoursemarketers,tohelpanswerarangeofpressingquestions,including:•Howimportantissustainabilityindrivingthechoicesofcustomers,employees,investorsetc?•Whichsustainabilityissuesaremostrelevant?•Howsustainableisyourbusinessesperceivedtobevscompetitors?•Whatisthepotentialvalueofenhancingperceptions?•Couldvaluebeatrisk?•HowdoIsecureinvestment/budgetallocation?•Howdoweimproveperformanceandperceptions?Ifyouhavebeenwrestlingwithanyofthesequestions,welookforwardtohelpingyousolvethem!Methodology.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability5Thestartingpointisourannual,flagshipmarketresearchexercise,theGlobalBrandEquityMonitor.Weresearchtheattitudesofover150,000membersofthegeneralpublicfromover36countriesaboutover4,000brands.Respondentsareaskedawiderangeofquestions,includingmarketingfunnelquestionsaboutawareness,familiarityandconsideration.Theyarealsoaskedwhethertheyassociatealistofattributes(suchasvalueformoney,reliabilityetc)withabrand.Sustainabilityisincludedinthislist.Sustainabilityisofcoursenotamonolith.Tocapturesomeofthenuanceandvaryingthemeswithinsustainability(whilstmaintainingamanageableanalysis),wehavesubdividedsustainabilityusingthe‘ESG’framework,i.e.‘Environment’,‘Social’and‘Governance’,byaskingrespondentsthefollowingthreeattributequestions.+IsBRANDXcommittedtoprotectingthenaturalenvironment?+IsBRANDXprofessionally,ethically,andresponsiblymanaged?+IsBRANDXcommittedtosupportingcommunities&widersociety?Methodology-SustainabilityGapIndex.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability6Driversanalysisinvolvesrunningmultiplecorrelationanalysesbetweentheconsiderationofusageofabrand,andthevariousbrandattributestodeterminehowmuchexplanatoryvalueeachattributehas.Insimpleterms,theresultsofthesecorrelationanalysesarelayeredontopofoneanotherindifferentcombinationstodeterminetheirrelativeroleindrivingconsumerconsideration.Theoutputisapercentagefigureforeachattributethatcanbeinterpretedasitscontributiontorevenue,andthereforetobrandvalue.Wehaveconductedbranddriversanalysisatthesectorlevel.Asmightbeexpected,thereisconsiderablevariationbetweensectors,witharangeof2.8%forengineeringandconstruction,to22.9%forluxuryautomobiles.Thefinalstageoftheprocessinvolvesdeterminingabrand-specific‘SustainabilityPerceptionsScore’.Todothisweaskthefollowingquestion:How‘sustainable’isBRANDXinyouropinion,intermsofitsactionstoprotecttheenvironmentandinsupportingcommunitiesandwidersociety?ModernOpenandhonest4%3%0%5%10%15%20%25%30%GreatvalueformoneyDriver(%)AttributeTrustworthyWidelyavailableInnovativeLuxuriousSustainabilityOfferssomethingdifferentCoolFun27%17%11%7%4%10%5%8%4%RoleofSustainabilityinDrivingConsideration(HouseholdProductSector)©BrandFinancePlc2023SustainabilityDriver(%)EasytodealwithGenuinelyofferssomethingdifferentInnovativeExcellentwebsite&appsGreatcustomerserviceCommittedtosupportingcommunitiesandwidersocietyPutstheircustomersfirstGreatvalueformoneyOpenandhonestGoodrangeofproductstochoosefromCommittedtoprotectingthenaturalenvironmentWidelyavailableModernTrustworthyIsprofessionally,ethically,andresponsiblymanagedNoneofthesexx%%TheSustainabilityDriver%isthecombinedconsiderationdriver%scoreofthethreeESGmetricsintheGBEMresearch,showingtheimportanceofSustainabilitytoconsumersinthissector.Question:Whichofthesestatements,ifany,doyouthinkapplytoBrandX?Methodology-SustainabilityGapIndex.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability7SustainabilityDriver%isderivedusingdriversanalysistodeterminetheimportanceofsustainabilitywithinasector.​%Utilities9.4%Telecoms8.7%Insurance8.0%Oil&Gas8.0%Banking6.8%BrandSustainabilityPerceptionsScoreSectorMedianSustainabilityPerceptionsScoreTheSustainabilityPerceptionsScoreiscalculatedusingBrandFinance’slatestGlobalBrandEquityMonitordata.​3.994.20/BrandValueiscalculatedforthebrandinaccordancewithISO10668.​$48,351m$SustainabilityPerceptionsValueValuedemonstratestheproportionofBrandValuethatisattributabletoSustainabilityperceptions.​$3,915mXX=ISO10668BrandValueSustainabilityDriver(%)SustainabilityPerceptionsScoreSustainabilityPerceptionsValueRespondentsareaskedtoselectoneoffiveoptions,whichhaveanassociatedallocationofpoints:‘Aleaderinsustainability’(10),‘takingsignificantactions’(5),‘makingsomeeffortbutcoulddomore’(2),‘makingverylimitedefforts’(1),‘makingnorealefforttobeasustainablebusiness’(0).Themeanofthesescoresisthentakentocreateanationallevelsustainabilityperceptionsscoreoutofapossiblemaximumof10.Nationallevelscoresarethencombinedonarevenueweightedbasistocreatetheoverallsustainabilityperceptionsscore.Takeninisolation,thesescorescanbeinterpretedashowsustainableconsumersperceivebrandstobe,andarethemostdirectKPIforlongtermmanagementofsustainabilityperceptions.Thesescoresalsofeedintothevaluecalculation.Thedegreetowhichabrand’sscorediffersfromthemedianforthesectorisusedtomoderatethesectordriverscore.Forexampleabrandwithasustainabilityperceptionsscoreof6andamedianforthesectorof5,wouldhaveamoderatingfactorof1.2appliedtothesustainabilitydriverforthatsector.Tocompletethevaluationprocess,thebrand-specificmoderatingfactor,thesustainabilitydriverforthesectorandthebrand’svaluearecombinedtoarriveatthesustainabilityperceptionsvalue.ValuingtheproportionofBrandValuethatisattributabletoSustainabilityperceptions©BrandFinancePlc2023Methodology-SustainabilityGapIndex.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability8Methodology-SustainabilityGapIndex.Todeterminethesustainabilitygapvalue,wehaveusedsustainability‘performance’datafromCSRHub.Whilstherearedozensofreportingframeworksanddatasourcesprovidingsomelevelofinformationonsustainabilityperformance,thesetypicallyonlyprovidepartialinformation,andoftenvaryconsiderablyintheirassessmentsofthesamebusiness.CSRHubseekstolimitthispartialityandvariablility,producing‘consensusESGratings’byaggregating13,000dataindicatorsfromover850sources.UsingCSRHub’s‘overall’soreforeachbrand,were-runouranalysis,calculatingthevalueforeachbrandbasedontheirdivergencefromtheirsectormediansustainabilityperformancescore.Thesustainabilityperceptionsvalueissubtractedfromthisvaluetodeterminethe‘gap’value.Apositivevalueindicatesthatsustainabilityperformanceexceedsperception.Thisrepresentsanopportunitytocapturevalueviaenhancedcommunication.Anegativevalueindicatesthatperformancelagspublicperception.Thisisvaluethatcouldbeatimminentriskwithoutactiontotackleperformance.Thesourceofthisnegativevaluecouldbeintentionalover-claimingor‘greenwashing’bythebrandinquestion.Howeverjustaslikely,isthatnodeliberateactionhasbeentakentomislead,butratherpositivepublicperceptionsforthebrandingeneralhavecreatedaprevailingpositivesentimentaboutallaspectsofthebrand’sconduct.Disclaimer:Thevaluesincludedinthisreportareindicativeonlyandshouldnotberelieduponforinvestmentorotherpurposes.BrandValueSustainabilityDriver(%)SustainabilityPerceptionsScoreSustainabilityPerceptionsValue-Sustainability'Gap'ValueAnegativevalueindicatesthatperformancelagspublicperception.Thisisvaluethatcouldbeatimminentriskwithoutactiontotackleperformance.Apositivevalueindicatesthatsustainabilityperformanceexceedsperception.Thisrepresentsanopportunitytocapturevalueviaenhancedcommunication.ΔδISO10668BrandSustainabilityPerformanceScoreSectorMedianSustainabilityPerformanceScoreSustainabilityPerformanceValue(ifperceptionmatched'performance')XX=%HighImportanceLowImportance©BrandFinancePlc2023ISO10668BrandSustainabilityPerceptionsScoreSectorMedianSustainabilityPerceptionsScore$SustainabilityPerceptionsValueXX=%HighImportanceLowImportanceResearchAnalysis.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability10LargestSustainabilityPerceptionsValue©BrandFinancePlc2023🇳6🇪7🇳8🇳9🇪10🇸1🇸3🇸4🇸5🇸26.27US$8.4bn4.44US$8.1bn4.55US$8.0bnUS$7.4bn5.64US$6.5bn4.744.404.504.744.285.43US$19.9bnUS$14.7bnUS$14.6bnUS$9.0bnUS$17.8bnSustainabilityPerceptionsValueAmazonhasthehighestsustainabilityperceptionsvalueofanybrand,US$19.9billion.Thismaycomeasasurprisetosome.ItisimportanttoreiteratethatAmazon’spositionatthetopoftheindexisnotanassessmentofitsoverallsustainabilityperformance.Instead,wearefocussedonperception.Amazonmaynotbeperfect,butconsumersappeartohaveconfidencethatitiscommittedenoughtominimisingimpactsforthemtocontinuetouseitsservices.Thisshouldnotbeseenasacauseforcomplacencyhowever.Consumerexpectationsmaychangeinresponsetoexposes,enhancedreportingrequirements,education,andmediacoverage.IfAmazonfailstokeeppacethroughaprecautionaryapproachtoimprovingitssustainabilityperformance,andhonestcommunicationaboutitsprogress,thosebillionsofdollarsofvaluecouldbeatrisk.GapAnalysisInfact,therearemanybrandswherevalueisindeedatimminentrisk.Inadditiontoperception,wehavere-runourvaluationsforeachbrandbasedtheirrelativeESGperformance(usingdatafromCSRHub).Thedifferenceinthevaluesforeachbrandrevealswhetherperceptionsarealignedwiththe‘reality’ofperformance.Whereperformanceexceedsperception,thereisanopportunitytorapidlygeneratevalue,bycommunicatingthebrand’sgenuinecommitmenttosustainabilitymoreeffectively.Conversely,whereperceptionexceedsperformance,valueisatimminentrisk,asbrandsleavethemselvesopentopublicbacklashanda‘correction’oftheirsustainabilityperceptionsvalue.ResearchAnalysis.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability11ResearchAnalysis.Teslaisonesuchbrand.Teslaiswellknownasapioneeroftheelectricvehiclesandbatterytechnologythatareaidingthetransitiontoalowercarboneconomy.Thisimagehasclearlycarriedacrossintotheperceptionsheldbyglobalconsumers.Teslahasthehighestproportionofvalueunderpinnedbysustainabilityperceptionsofanybrand(26.9%)resultinginasustainabilityperceptionsvalueofUS$17.8billion.Howeverthestrengthofthisperceptioncreatesitsownrisk,becausewhilstTeslaperformswellonenvironmentalcomponentsofsustainability,itisweakerongovernanceandmeasuresofsocialsustainability.In2022,S&PremovedTeslafromitsESGindex,citingconcernsoverlaborrelationsatitsFreemontfactory,its‘codesofbusinessconduct’,anditshandlingofaninvestigationbytheNationalHighwaysTransportationSafetyAdministration.Tesla’svalueatriskis$4.1billion,morethananyotherbrandinthetable.MicrosofthasthehighestpositivegapvalueofanybrandaccordingtoBrandFinance’sresearch-USD1.5billion.ThisrevealsthatMicrosoft’ssustainabilityperformanceexceedsitssustainabilityperception;meaningthereisanopportunityforMicrosofttogenerateuptoUSD1.5billionthroughenhancedcommunicationofitssustainabilityinitiativesandservices.Top10PotentialAddedValue(USDm)©BrandFinancePlc2023-4,1634114304554995085395787241,1351,518BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability12ResearchAnalysis.WhileMicrosofthasengagedextensivelyinsustainableinitiatives,includingcommittingtobecomingcarbonneutral,waterpositive,andzerowasteby2030,sustainabilityhasnotyetbeenpositionedasaninherentpartofitsbrandidentity.Aswellasensuringitisoperatingmoresustainably,Microsofthasinvestedheavilytocreateimpactbeyonditsbusinessbyutilisingitsextensivenetworkandcapabilities.In2022,MicrosoftintroducedtheMicrosoftCloudforSustainability,acollectionofenterprise-gradesustainabilitymanagementtools.Thislookstodriveoperationalandcostefficienciestohelpotherbusinessesreachsustainabilitygoals,therebyhopingtoprovidethetoolsforawidernetworkofsustainablyconsciousbusinesses.US-basedretailgiant,Walmart,alsohasahighpositivegapvalueatUSD1.1billion,thesecondhighestglobally.LikeMicrosoft,whileWalmart’ssustainabilityperformanceisrelativelystrong,itssustainabilityperceptionlagssignificantlybehind,presentingtheopportunityforthebrandtogenerateaddedvalue.SustainabilityPerformancevsPerceptionsScores©BrandFinancePlc2023ValueGrowthOpportunityValueatRisk8.07.57.06.56.05.55.04.54.0SustainabilityPerceptionScore/10SustainabilityPerformanceScore/10(Source:CSRHub)3.03.54.04.55.05.5BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability13ResearchAnalysis.WalmarthasachievedahighCSRHubratingthroughformingstrongpartnershipsacrossthewholeofitsglobalsupplychaintopromoteanddriveESGaction.Thisincludescommittingtopoweringallitsfacilitieswith100%renewableenergyby2035;zeroingoutemissionsfromallitsvehiclesby2040;andtransitioningtolow-impactrefrigerantsandelectricheatingby2040.OneofWalmart’sotherinitiativesincludesthelaunchofits‘BuiltofBetter’onlineshoppingplatform.Thisonlinemarketplaceisdesignedtoassistcustomersindiscoveringproductsthatarehealthier,andbetterforcommunitiesandtheenvironment.LuxuryfashionhouseChanelisanexampleofabrandthathasbotha(relatively)highSustainabilityPerceptionsScore(4.88/10)andahighCSRHubscore.Chanelhastakenstepstointegratesustainablepracticesintoitscoreoperations.Thisincludeseffortstoreduceitsenvironmentalimpact,suchasimplementingsustainablesourcingstrategies,promotingbiodiversity,andreducinggreenhousegasemissions.Forexample,N°1DECHANEListhebrand’sfirstproductlinedevelopedinconsiderationofeachproduct’sfulllifecycle.Thisincludedeco-designedpackaging,reducedinweightfrombetween30-50%tolimittransportemissions.Manyoftheproductsarealsofullyre-fillable.Thebrandhasalsoinvestedheavilyinprojectsaimedatmakingawidercontributiontosustainability,helpingChanelachievecarbonneutralstatusin2019.TheseincludetheLivelihoodsCarbonFundandLandscaperesilienceFund,bothofwhichChanelnowinvestsin.InChanel’scase,italsosupportstheseinitiativesthroughcommunicationtodifferentstakeholdergroupsacrossvariouschannels.Whileintegratingsustainabilityintoitslargermarketingstrategy,ChanelhasalsolaunchedtheChanelSustainabilityAcademy,aimedatprovidingimmersivetrainingprogramsonsustainabilitytobusinessleaders.FurtherithaspartneredwiththeUniversityofCambridgeInstituteforSustainabilityLeadership(CISL),toprovidefurthersustainabilityeducation,innovation,andscholarships.Byengagingwithawiderangeofstakeholdergroups,Chanelisabletobetteralignitssustainabilityperformancewithitssustainabilityperception,basedonstrong,authenticsustainabilitycommunication.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability14ResearchAnalysis.0510152025LuxuryAutomobilesSoftDrinksSupermarketsAutomobilesOil&GasFoodCosmetics&PersonalCareBeersBankingAirlinesHouseholdProductsInsuranceApparelRestaurantsLeisure&TourismHealthcareServicesTechPharmaEngineering&Construction22.9%13.7%12.6%9.4%8%6.6%10%9%6.8%6.2%10%8%6.7%5.2%4.8%3.1%4.7%3.1%2.8%RoleofSustainabilityinDrivingConsiderationbySector©BrandFinancePlc2023SustainabilityDriverScore(%)SectorSustainabilityDriverScoresTeslaisnottheonlypremiumautobrandforwhichsustainabilityplaysapowerfulrole.Theaverageroleofsustainabilityindrivingchoiceintheluxuryautosectoris22.9%.Itmightseemcounterintuitivethatbrandsoftenassociatedwithhighfuelconsumptionarereliantonareputationforsustainability.However,ourresearchhasfoundthatatthepremiumendofallsectors,sustainabilityplaysapowerfulrole.Inluxuryauto,wherethepurchaseisdiscretionaryandthebrandispubliclyexpressed,theroleofsustainabilityisfurtherenhanced.Othersectorsinwhichsustainabilityplaysapowerfulrolearesoftdrinks(13.7%),supermarkets(12.6%),media(10.1%)andcosmetics(10%).Forsoftdrinksandsupermarkets,thepotentialimpactoftheproductsinquestionisalotmoretangibleforconsumersthaninmanysectors,beitplasticpollution,deforestation,orfoodmiles.Incosmetics,manybrandshavefordecadesfocusedmarketingcommunicationsonthe‘natural’qualitiesoftheirproductsandavoidanceofanimaltesting.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability15ResearchAnalysis.SustainabilitySub-driverScoresThereisalsovariationintherolesofthesub-elementsofsustainability,i.e.environmental,social,andgovernanceconcerns.SustainabilityplaysasimilaroverallroleintheHouseholdProductsandMediasectors,accountingforaround10%ofchoiceineach,howeverthisiswherethesimilarityends.Forhouseholdproducts,acommitmenttoprotectingthenaturalenvironmentisthestrongestdriver,at4.3%.Itsgovernanceandsocialdriverscoresare3.2%and2.4%respectively.Thepotentialenvironmentalimpactofhouseholdgoodsviachemicalrunoff,plasticwasteandtransportemissions,thatareofincreasingconcerntoconsumershelptoexplainthis.Incontrastinthemediasector,theenvironmentisofrelativelylimitedconcern(2.3%),whilethegovernanceandsocialdrivershaveamorepowerfulrole.Concernovermediabias,politicalinfluenceandfakenewscouldbehelpingtodrivethis.SustainabilityPerceptionsScoresAspartoftheanalysis,weevaluatehowsustainableeachbrandisperceivedtobe,allocatinga‘SustainabilityPerceptionsScore’whichallowsustoseewhichbrands,regardlessoftheirfinancialscale,areseentobesustainabilitychampionsintheirrespectivesectors,andwhosefinancialperformanceisparticularlydependentonthis.Onthismeasure,Tesla,IKEAandPatagoniaperformedwellacrossawiderangeofmarkets.LushandTheBodyShopscoredveryhighlyintheUK.InFrance,YvesRocherandtyrebrandMichelinstoodout,whileBraziliancosmeticsgiantNaturascoredhighlyinitshomemarket.RelativeImportanceofEnvironment,SocialandGovernancesustainabilitydrivers©BrandFinancePlc20235%4%3%2%1%0CommitedtoprotectingthenaturalenvironmentIsprofessionallyethicallyandresponsiblymanagedCommitedtosupportingcommunitiesandwidersocietyDriver%ESG•HouseholdProducts•MediaIAAInsights.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability17Deliveringonsustainabilitythroughcomprehensionandcommunity."Trendssuchas“Green-washing”and“Green-hushing”havereallytakenflight.Green-hushingisaconsequence;itiswhenbrandsandbusinessesavoidtalkingaboutsustainabilitytargetsorprogressduetofearofaccusationsofGreen-washing.So,onecanonlyimaginetheutterchaosthatisensuinginboardroomsoverdecisionspertainingtothistopic.Todoornottodo?Frombalancingprofits,toprotectinglong-termbrandvalue,investinginthelongterm,andthepressuresofprioritizingWallStreetVshighstreet.Inthemidstofallthis,alackoforiginalityissurfacing.Morethanever,weseeandhearbrandsusingsimilarclaimsormotivestoshowcasetheirintentandambitiontodogood.Insomecases,thisisgenuineintent,butformost,it’satrendandatick-box;atacticVsalong-termambitiontosolvereal-lifechallenges,andsimplynotbelievable.""Inorderforsustainabilitytobecomeatruedriverofyourbrandequity;inabelievable,relatable,andconvincingmanner;itneedstobesimple.It’sanactthatneedstobreakdownthewallsofcomplexityformedaroundthistopic.Itneedstousesimplehumanlanguagetoexplaincomplexmechanics.Andmoreimportantly,itneedstoinvolvethecommunity.Thislastpointisperhapsthemostimportantsuccesscriterionforasuccessfulsustainabilitypromise."SasanSaeidiWorldPresident&Chairman,InternationalAdvertisingAssociationIAAInsights.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability18TheParadoxofGreenwashing."Today,manyconsumersconsidersustainabilityaprimarydriverofchoicewhenconsideringproductsandbrands.Asaresult,sustainabilityisnowpartofmostmarketers’strategies.Morebrandsaremakinggreenmarketingclaims,resultinginthefurthergrowthofenvironmentalawareness,socreatingavirtuouscircle.Greenwashingisacorollaryofthistrend:intheshortterm,ithelpstogrowconsumerdemand,butinthelongterm,itdestroysconsumerconfidenceintheargument,asit’softendifficulttodistinguishmisleadingclaimsfromgenuineones.Overall,greenwashingcanbeadouble-edgedswordforbrands;whileitmayinitiallyattractenvironmentallyconsciousconsumers,ifexposedasashamoranexaggeration,itwillultimatelyundermineconsumerconfidenceinthebrandanderodedemandfortheproductinquestion.Evenworse,whenabrandmisleadsconsumersaboutitssustainability,thisultimatelyunderminesconsumerconfidenceinthevalueofALLGreenclaims.Inshort,brandshavearesponsibilitytobetruthfulandtransparentabouttheirenvironmentalpractices,astherealityorotherwiseoftheireco-friendlinesscanhaveamajorimpactonconsumerbehaviour."HervédeClerckVPIAAGlobal,SustainabilityCouncilChairFounder,Adforum.comDreamLeaderACT-Responsible.org"Thenegativeconsequencesofgreenwashingaffectnotonlyconsumers,butallcompaniesinthegreenmarketplace,whethertheyengageingreenwashingornot.Theincreasingprevalenceofgreenwashinghascreatedabacklashagainsttheconceptofsustainability,andconsumersmayloseconfidenceinthegreenmarketasaresult,eventuallycausingittocollapse.Trustisthecornerstoneofsuccessfulconsumer-brandrelationship."IAAInsights.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability19Creatingasmarterregulatoryenvironmentthatprotectsconsumers,allowsbusinessestothrive,andhelpssavetheearthtoo."Withregulatorsandself-regulatorsbelievingthatwehaveaseriousgreenwashingproblem,andactivelyengagingineffortsaroundtheworldtoaddressitthroughregulation,enforcement,andothermeans,whatstepsshouldadvertisersbetakingrightnowtohelpprotectthegreatvaluethattheirgreencredentialsbringtotheirbrandandtoavoidstayingoutoflegaltrouble?""Althoughthespecificrulesvarybyjurisdiction,onethingthateveryadvertisershoulddoistoreviewtheirmarketingwithaviewtowardreplacingambiguous,generalenvironmentalbenefitclaimsthatcouldhavethecapacitytomisleadconsumerswithclaimsthatpromotespecificenvironmentalbenefitsthatarebackedupbypropersubstantiation,inaccordancewithlocallegalrequirements.Whentalkingaboutenvironmentalbenefitsthatconsumersmaynotbeasfamiliarwithorthatmaybeinterpretedinmultipleways–suchas“sustainable,”“carbonneutral,”or“circularity”–marketersshould,ataminimum,takethetimetoexplaintoconsumerswhattheymeanbythoseterms,soconsumersdon’ttakeawayunintendedmessages.Rightnow,marketersshouldidentifythebarriersthatarepreventingthemfromachievingtheirenvironmentalmarketingobjectives–aswellastheiroverallenvironmentalgoals--andthentheyshouldworkcloselywithgovernmentsandotherstocomeupwithreal-worldsolutions.Thisisthetimeformarketerstotakeactionandensurethattheirvoicesareheard.It’snotjustthevalueofyourbrandthatisatstake.Withsmarterregulation,wecanbetterprotecttheearthaswell."JeffreyA.GreenbaumChair,IAAPublicPolicyCouncilIAAInsights.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability20AGlobalCompassforSustainability."Withthedigitalrevolutioncontinuingtoopennewchannelsandnewconsumermarketsaroundtheworld,CEOs,CMOs,andCFOswhounderstandthetangibleandintangibleassetscontributingtothecreationofbrandvaluecanhaveasignificantbusinessandeconomicadvantage.However,manymarketingandfinancialteamsstruggletoconnectthesedotsand,asaresult,underestimatethesignificanceoftheirbrandstobusiness.ThelatesteconomiccrisistriggeredbytheCOVID-19pandemichashadaprofoundimpactonchangingconsumers’perceptionstowardsbrands.Sustainabilityisincreasinglyapriorityforconsumerswhenpurchasingbrandsand,asaresult,sustainabilityperceptionshaveanincreasedimpactonbrandvaluation.""IAAbelievesthatinafragmentedandalwaysevolvingglobalmarketplace,themarketingcommunicationsindustrycouldbenefitfromaglobalperspectiveandaglobalframework.Webelievetheworldwouldbeabetterplaceifweworktogetherasanindustrytoleveragebrandstohelpcreateamoresustainableworldforconsumers,communities,andfortheplanet."DagmaraSzulceManagingDirector,IAAGlobalIAAInsights.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability21SustainabilityPerceptionsGapValueRanking(USDm).Forfurtherinformationonbrandswithanegativesustainabilityperceptionsgapvalue,pleasegetintouch.2023RankBrandGAP(Millions)2023SustainabilityPerceptionValue2023SustainabilityPerceptionsScore(/10)PotentialSustainabilityPerceptionsValue2023BrandValue1Microsoft$1,518$8,9774.28$10,496$191,5742Walmart$1,135$6,2583.64$7,393$113,7813Lowe's$724$1,4663.07$2,190$31,5974CVS$578$1,6333.54$2,211$30,5675NetEase$539$9973.47$1,536$10,7546Verizon$508$5,7713.85$6,279$67,4437Pepsi$499$2,1913.81$2,690$18,3358AllianzGroup$455$3,9154.01$4,370$48,3519Citi$430$1,8443.55$2,274$30,55110Lidl$411$2,3584.47$2,769$17,71111Shell$408$3,5493.84$3,957$48,20912WellsFargo$406$1,8693.33$2,275$32,97013Walgreens$392$1,1063.40$1,498$21,56014Target$391$1,6463.95$2,037$27,59915MitsubishiGroup$381$3,2354.24$3,615$34,96216PWC$373$1,4794.36$1,852$25,33217Ford$303$2,0283.92$2,331$22,26718Chase$280$2,0113.77$2,292$31,33219Fox$275$8863.29$1,161$10,07420DeutscheTelekom$264$5,1493.68$5,413$62,928217-Eleven$262$1,5543.88$1,816$13,44022Carrefour$255$1,3803.93$1,634$11,76923Costco$247$5,2103.76$5,457$46,57124Nestlé$246$1,3534.10$1,599$22,42725AT&T$240$4,1903.80$4,430$49,61426Tencent$234$3,6043.54$3,838$38,05927IntesaSanpaolo$231$4672.95$697$9,31228BP$224$1,0873.40$1,310$16,65429Cisco$206$1,0634.06$1,269$23,93330McDonald's$196$1,9453.93$2,141$36,86331Progressive$191$7012.93$893$11,84132EDF$186$1,0634.09$1,249$11,70433Nescafé$184$6953.69$879$6,00534Safeway$182$7013.87$883$6,07835Sky$178$9984.33$1,176$10,37836Santander$174$1,1033.83$1,277$16,92437Kaufland$168$6634.33$831$5,13238NBC$165$1,0454.16$1,209$9,39039BMO$160$7003.80$859$10,83140BNPParibas$158$6643.48$822$11,20741ConocoPhillips$158$6193.64$777$8,86742Metlife$158$7623.46$919$10,91043PosteItaliane$154$5143.29$669$7,75544CircleK$153$1,0403.30$1,193$10,59545Coca-Cola$152$4,5594.35$4,711$33,46846Zara$150$6874.02$837$11,04947Chanel$146$1,4624.88$1,608$19,38648BankofAmerica$146$2,7884.24$2,934$38,64749Adobe$145$5493.90$694$12,86550TotalEnergies$143$1,6454.14$1,788$20,723BrandGAP(Millions)2023SustainabilityPerceptionValue2023SustainabilityPerceptionsScore(/10)2023BrandValueTesla-$4,163$17,8175.43$66,207BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability22SustainabilityPerceptionsGapValueRanking.Top250MostPositive(USDm).Rows51-1002023RankBrandGAP(Millions)2023SustainabilityPerceptionValue2023SustainabilityPerceptionsScore(/10)PotentialSustainabilityPerceptionsValue2023BrandValue51Chevron$142$1,2473.73$1,389$17,42752DrPepper$140$4963.59$635$4,40153DellTechnologies$139$9823.97$1,121$22,61254Ferrari$139$1,7024.63$1,841$7,42455Audi$137$1,4904.61$1,627$13,89556EY$137$1,4674.26$1,603$25,70157Rogers$135$2692.70$403$4,47558Merrill$134$4943.51$628$8,27659NatWest$131$5013.98$632$7,40160Kroger$130$1,0343.89$1,165$8,93061RedBull$129$8563.92$985$6,96262LinkedIn$128$1,6083.88$1,736$15,50763BCG$127$3044.20$431$5,41964Movistar$119$6333.73$752$7,63865LouisVuitton$118$1,8944.66$2,013$26,29066VirginMedia$115$1792.75$295$2,93467MizuhoFinancialGroup$114$2372.84$350$4,90568Enel$113$1,1114.26$1,224$11,72969HSBC$112$1,2873.81$1,399$19,85170UnionPacific$112$5293.71$641$8,47471RBC$109$9433.76$1,052$14,74272H&M$107$6154.22$722$9,43073Orange$105$1,5943.90$1,699$18,40474GeneraliGroup$105$6593.82$765$8,55975SFR$105$3393.38$444$4,51476Starbucks$103$3,0814.30$3,184$53,43277Volvo$102$8063.94$908$8,78478Iberdrola$102$3563.82$458$4,20379Geely$101$4523.35$553$5,80280HDFCBank$101$4413.82$542$6,79081AXA$100$1,2613.93$1,361$15,89982MarathonPetroleum$99$2733.06$373$4,65583au$99$8993.75$998$10,80284Endesa$94$1543.12$248$2,22085IBM$94$2,0666.16$2,160$26,15686Telus$91$6553.85$745$7,64987Uniper$90$2433.06$333$3,57588HyundaiGroup$88$2,6234.14$2,711$27,25389GeneralElectric$87$4483.65$535$19,34990Nokia$87$3153.68$402$7,82691UBS$86$6233.75$709$9,76992UnitedHealthcare$86$1,0694.25$1,155$37,09493McKinsey$85$3424.25$427$6,00194PrudentialPlc$84$7293.79$813$9,51995SAP$84$1,0694.63$1,153$21,09596ChinaCITICBank$84$7033.28$787$12,62197Enterprise$84$7884.38$872$7,72998Travelers$83$7083.73$791$9,40699Humana$82$4754.24$557$16,497100Xbox$82$3473.91$429$8,115BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability23SustainabilityPerceptionsGapValueRanking.Top250MostPositive(USDm).Rows101-1512023RankBrandGAP(Millions)2023SustainabilityPerceptionValue2023SustainabilityPerceptionsScore(/10)PotentialSustainabilityPerceptionsValue2023BrandValue101HBO$81$3653.69$446$3,705102ANZ$78$3083.53$386$5,139103Macy's$77$2203.16$297$4,607104Kellogg's$76$4474.17$523$7,281105SoftBank$75$9273.79$1,003$11,022106Telstra$75$7633.87$839$8,891107TJMaxx$75$4583.63$533$8,356108Glencore$72$1272.69$199$5,970109Suzuki$72$5573.56$629$6,735110SiemensGroup$71$5864.31$657$21,413111StandardChartered$71$5653.87$635$8,582112MountainDew$70$2653.71$335$2,284113Mitsui$69$9444.32$1,013$30,724114FerroviedelloStatoItaliane$68$1913.94$259$2,874115KPMG$68$8024.04$870$14,818116L'Oréal$68$1,2404.64$1,309$12,027117Universal$68$1,1683.56$1,236$12,261118BestBuy$67$3423.87$410$5,851119Rabobank$67$4464.25$513$6,174120CIBC$67$5483.89$615$8,284121HP$67$4144.15$481$9,131122Vodafone$66$1,4783.95$1,544$16,859123Danone$63$5974.54$659$8,942124Dunkin'$62$2294.02$290$4,873125Prudential(US)$62$4553.67$517$6,145126HPE$61$2713.93$332$6,316127Woodside$60$1593.31$219$2,511128CITICSecurities$59$2583.04$317$4,985129SociétéGénérale$59$3013.57$360$4,961130Aviva$58$4063.70$464$5,445131Huggies$58$3153.96$372$3,573132Renault$57$5473.90$605$6,038133Itaú$57$6234.21$680$8,717134U.S.Bank$56$5803.68$636$9,264135CaixaBank$56$3283.93$384$4,914136Mapfre$56$2763.75$332$3,653137Halliburton$55$2283.60$283$3,303138Mercadona$54$7574.26$811$5,965139Nordea$54$3273.77$381$5,094140ING$54$6303.82$684$9,712141MAN$53$1463.71$198$1,688142Johnson&Johnson$53$3644.20$416$12,759143AmericanAirlines$53$4763.56$528$8,488144CIC$52$1723.74$224$2,707145Cognizant$51$5655.10$616$8,6331463$50$5243.53$574$6,673147Bloomberg$50$3003.83$349$5,844148LockheedMartin$48$2383.95$286$9,525149Phillips66$47$3123.43$359$4,740150LloydsBank$46$4423.91$488$6,651BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability24SustainabilityPerceptionsGapValueRanking.Top250MostPositive(USDm).Rows151-2002023RankBrandGAP(Millions)2023SustainabilityPerceptionValue2023SustainabilityPerceptionsScore(/10)PotentialSustainabilityPerceptionsValue2023BrandValue151Claro$46$4423.62$488$5,494152Kohl's$46$2073.47$253$3,954153Desjardins$45$2514.19$296$3,521154Volkswagen$45$3,3254.21$3,370$33,958155GMC$45$4524.28$496$4,538156PNC$45$6914.04$736$10,055157Tiffany&Co$44$5064.40$550$7,433158ProSieben$44$872.99$131$1,091159Puma$44$3184.30$361$4,782160Bain&Company$44$1554.43$198$2,608161Netto$43$2333.85$276$2,030162Kia$43$7653.98$808$8,269163KT$43$3744.31$417$3,910164NVIDIA$43$7944.29$837$16,922165PG&E$42$1953.61$237$2,431166ExxonMobil$42$8323.60$874$12,027167O2$42$5014.09$543$5,514168DishNetwork$42$3722.95$414$4,718169Tyson$42$5103.98$552$8,722170Adidas$42$1,1404.71$1,182$15,660171Lenovo$41$2753.92$316$6,400172JackDaniel's$41$2704.23$310$3,540173Vonovia$40$472.51$88$880174UPS$40$2,7234.57$2,763$35,400175Nordstrom$40$2203.79$259$3,835176Cartier$40$8564.42$896$12,538177DonQuijote$39$3363.48$375$3,241178bet365$39$1833.94$222$4,015179NAB$39$3724.10$411$5,342180eBay$38$3603.90$398$6,116181RegionsFinancialCorporation$38$1733.41$211$2,984182Rolls-Royce$38$4384.63$476$1,906183Atos$38$1264.65$164$2,115184PICC$38$9233.89$960$11,759185Clorox$37$1504.03$187$1,671186TIM$37$4733.41$510$6,245187SwissLife$37$2403.51$277$3,389188QNB$36$5083.90$544$7,666189Guinness$36$2274.07$263$2,505190Hershey$36$2664.57$302$3,949191a2a$36$1904.50$226$1,898192EDP$36$2374.25$273$2,509193Rexel$36$894.01$124$2,022194CreditSuisse$35$3673.84$403$5,625195Cepsa$35$1854.12$220$2,340196UnitedRentals$35$1453.66$180$2,949197TommyHilfiger$35$1543.88$189$2,573198Kinder$35$1684.59$203$2,494199Canon$34$3794.25$413$8,149200Canal+$34$1313.33$166$1,473BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability25SustainabilityPerceptionsGapValueRanking.Top250MostPositive(USDm).Rows201-2502023RankBrandGAP(Millions)2023SustainabilityPerceptionValue2023SustainabilityPerceptionsScore(/10)PotentialSustainabilityPerceptionsValue2023BrandValue201ABNAMRO$34$2013.94$235$3,004202Ørsted$34$2033.93$237$2,320203Boeing$34$4504.06$484$17,483204FAB$34$2603.87$293$3,943205Westpac$34$2083.52$241$3,472206CIMB$33$1423.35$175$2,492207Sabadell$33$612.88$94$1,248208J.P.Morgan$33$2,2934.24$2,326$31,807209SvenskaHandelsbanken$33$1313.48$164$2,211210Yamaha$33$3174.07$350$3,352211DB$33$2143.89$247$3,265212Hormel$33$1923.93$224$3,311213Abbott$32$1313.81$164$5,068214CBRE$32$2574.19$289$2,855215Sony$32$7924.42$824$16,367216Cummins$32$1444.13$176$5,490217CBS$32$7143.61$745$7,387218Swedbank$32$1653.66$197$2,657219Chubb$31$9794.17$1,010$11,620220UniCredit$31$1693.73$201$2,672221EnBW$31$3603.99$391$4,061222ThomsonReuters$31$3923.79$423$3,861223Bradesco$31$3534.08$384$5,092224Caixa$31$2174.14$248$3,090225Hilton$30$5654.15$595$11,746226Trip.comGroup$30$1283.32$158$3,341227Absolut$30$903.88$120$1,286228Barclays$30$8724.14$902$12,383229Delta$30$5443.87$573$8,922230KraftHeinz$30$2113.98$241$3,605231DHL$30$8994.50$928$11,865232Distell$29$593.57$88$921233BHP$29$1583.85$187$5,208234NewBalance$29$1104.02$139$1,770235S&PGlobal$29$8044.62$833$12,994236PostalSavingsBank$29$1,0943.78$1,123$17,039237KeyBank$29$2123.65$241$3,421238Philips$29$2404.18$269$8,469239E.ON$28$5744.30$602$6,005240Pertamina$28$3074.34$335$3,691241DukeEnergy$28$3144.16$342$3,399242Lavazza$27$1844.36$212$1,350243SunLife$27$3214.01$349$3,971244TaylorWimpey$27$723.66$99$914245Nomura$27$1093.50$136$1,835246Hino$27$683.01$95$969247ONGC$26$1763.56$203$2,579248SSE$26$833.51$110$1,067249Anthem$26$6234.62$650$19,883250Macquarie$26$1853.52$211$3,087OurServices.ABrandValueReportprovidesacompletebreakdownoftheassumptions,datasources,andcalculationsusedtoarriveatyourbrand’svalue.Eachreportincludesexpertrecommendationsforgrowingbrandvaluetodriveperformanceandoffersacost-effectivewaytogainingabetterunderstandingofyourpositionagainstpeers.RequestyourownBrandValueReportBenefitsContentsCompetitorBenchmarkingVisitbrandirectory.com/request-a-valuationoremailenquiries@brandfinance.comBrandValuationSummaryBrandStrengthTrackingCostofCapitalAnalysisRoyaltyRatesCustomerResearchFindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingenquiries@brandfinance.comBrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability28BrandFinanceInstituteBrandFinanceInstituteistheeducationaldivisionofBrandFinance,whosepurposeistocreateandfosteraprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthemarket.BFIorganisesevents,in-companytraining,andcorporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurposetoequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsincollaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield.Brandirectoryistheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.+Browsethousandsofpublishedbrandvalues+Trackbrandvalue,strength,andratingacrosspublicationsandovertime+Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings+Purchaseandinstantlyunlockpremiumdata,completebrandrankings,andresearchVisitbrandirectory.comtofindoutmore.BrandFinanceGroup.BrandDialogueBrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.VI360VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.Brandirectory.comGlobalBrandEquityMonitorOriginalmarketresearchonover5,000brands38countriesand31sectorscoveredMorethan150,000respondentssurveyedannuallyWearenowinour7thconsecutiveyearconductingthestudyVisitbrandirectory.com/consumer-researchoremailenquiries@brandfinance.comenquiries@brandfinance.comBrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability30ConsultingServices.BrandValuationMakeyourbrand'sbusinesscaseBrandvaluationsareusedforavarietyofpurposes,includingtax,finance,andmarketing.Beingtheinterpreterbetweenthelanguageofmarketersandfinanceteamstheyprovidestructureforbothtoworktogethertomaximisereturns.MakebrandingdecisionsusingharddataBrandResearchWhatgetsmeasuredBrandevaluationsareessentialforunderstandingthestrengthofyourbrandagainstyourcompetitors.BrandStrengthisakeyindicatoroffuturebrandvaluegrowthwhetheridentifyingthedriversofvalueoravoidingtheareasofweakness,measuringyourbrandistheonlywaytomanageiteffectively.+BrandAudits+PrimaryResearch+SyndicatedStudies+BrandScorecards+BrandDrivers&ConjointAnalysis+SoftPower+BrandImpactAnalysis+Tax&TransferPricing+LitigationSupport+M&ADueDiligence+FairValueExercises+InvestorReporting+BrandPositioning+BrandArchitecture+Franchising&Licensing+BrandTransition+MarketingMixModelling+SponsorshipStrategy+Arewebuildingourbrands’strengtheffectively?+HowdoItrackanddevelopmybrandequity?+Howstrongaremycompetitors’brands?+Arethereanyholesinmyexistingbrandtracker?+Whatdodifferentstakeholdersthinkofmybrand?+Howmuchismybrandworth?+HowmuchshouldIinvestinmarketing?+Howmuchdamagedoesbrandmisusecause?+AmItaxcompliantwiththelatesttransferpricing?+HowdoIunlockvalueinabrandacquisition?+Whichbrandpositioningdocustomersvaluemost?+Whatareourbestbrandextensionopportunitiesinothercategoriesandmarkets?+AmIlicensingmybrandeffectively?+HaveIfullyoptimisedmybrandportfolio?+AmIcarryingdeadweight?+ShouldItransfermybrandimmediately?+IsaMasterbrandstrategytherightchoiceformybusiness?BrandStrategyMakebrandingdecisionswithyoureyeswideopenOnceyouunderstandthevalueofyourbrand,youcanuseitastooltounderstandthebusinessimpactsofstrategicbrandingdecisionsintermsofrealfinancialreturns.BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability31BrandEvaluationServices.Howarebrandsperceivedinmycategory?BrandFinancetracksbrandfameandperceptionsacrossover35marketsin30consumercategories.Clear,insightfulsignalsofbrandperformance,withdataminingoptionsforthosewhowanttodigdeeper–allatanaccessibleprice.WhatifIneedmoredepthorcoverageofamorespecialisedsector?Ourbespokebrandscorecardshelpwithmarketplanningandcanbedesignedtotrackmultiplebrandsovertime,againstcompetitors,betweenmarketsegmentsandagainstbudgets.Our38-countrydatabaseofbrandKPIsenablesustobenchmarkperformanceappropriately.DoIhavetherightbrandarchitectureorstrategyinplace?Researchisconductedinadditiontostrategicanalysistoprovidearobustunderstandingofthecurrentpositioning.Theeffectivenessofalternativearchitecturesistestedthroughdriversanalysis,todeterminewhichoption(s)willstimulatethemostfavourablecustomerbehaviourandfinancialresults.HowcanIimprovereturnonmarketinginvestment?Usingsophisticatedanalytics,wehaveaproventrackrecordofdevelopingcomprehensivebrandscorecardandbrandinvestmentframeworkstoimprovereturnonmarketinginvestment.Whataboutthesocialdimension?Doesmybrandgettalkedabout?Socialinteractionshaveaprovencommercialimpactonbrands.Wemeasureactualbrandconversationandadvocacy,bothreal-worldwordofmouthandonlinebuzzandsentiment,bycombiningtraditionalsurveymeasureswithbest-in-classsociallistening.Withstrategicplanningandcreativethinking,wedevelopcommunicationsplanstocreatedialoguewithstakeholdersthatdrivesbrandvalue.Ourapproachisintegrated,employingtailoredsolutionsforourclientsacrossPRandmarketingactivations,todeliverstrategiccampaigns,helpingustoestablishandsustainstrongclientrelationships.Wealsohaveaspecificfocusongeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialogueLimitedisamemberoftheBrandFinancePlcGroupResearch,Strategy&MeasurementBrand&CommunicationsStrategyCampaignPlanningMarketResearch&InsightsMediaAnalysisPublicRelations&CommunicationsMediaRelationsPressTrips&EventsStrategicPartnerships&InfluencerOutreachSocialMediaManagementMarketing&EventsPromotionalEventsConferenceManagementNativeAdvertisingRetailMarketingContentCreationBespokePublications,Blogs&NewslettersPressReleasesMarketingCollateralDesignSocialMediaContentStrategicCommunicationsCrisisCommunicationsBrandPositioning&ReputationGeographicBrandingCorporateSocialResponsibility(CSR)BrandFinanceSustainabilityPerceptionsIndex2023brandirectory.com/sustainability33GetinTouch.linkedin.com/company/brand-financetwitter.com/brandfinancefacebook.com/brandfinanceyoutube.com/brandfinanceForbusinessenquiries,pleasecontact:RobertHaighStrategy&SustainabilityDirectorr.haigh@brandfinance.comFormediaenquiries,pleasecontact:MichaelJosemAssociateCommunicationsDirectorm.josem@brandfinance.comForallotherenquiries:enquiries@brandfinance.com+442073899400www.brandfinance.comContactus.TheWorld’sLeadingBrandValuationConsultancyT:+44(0)2073899400E:enquiries@brandfinance.comwww.brandfinance.com

1、当您付费下载文档后,您只拥有了使用权限,并不意味着购买了版权,文档只能用于自身使用,不得用于其他商业用途(如 [转卖]进行直接盈利或[编辑后售卖]进行间接盈利)。
2、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。
3、如文档内容存在违规,或者侵犯商业秘密、侵犯著作权等,请点击“违规举报”。

碎片内容

碳中和
已认证
内容提供者

碳中和

确认删除?
回到顶部
微信客服
  • 管理员微信
QQ客服
  • QQ客服点击这里给我发消息
客服邮箱