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Qatar
10
2023
TheannualreportonthemostvaluableandstrongestQatarbrands
February2023
Contents.
BrandFinanceQatar102023/qatar2
AboutBrandFinance3
Foreword
DavidHaigh,Chairman&CEO,BrandFinance7
RankingAnalysis9
BrandValueRanking13
BrandSpotlights14
QNBGroup:15
InterviewwithHebaAliAlTamimi,SeniorExecutiveVicePresident,QNBGroupCommunications
Methodology17
OurServices24
?2023Allrightsreserved.BrandFinancePlc.
AboutBrandFinance.
BrandFinanceQatar102023/qatar3
BrandFinanceistheworld'sleadingbrand
valuationconsultancy.
Webridgethegapbetweenmarketingandfinance
BrandFinancewassetupin1996withtheaimof'bridging
thegapbetweenmarketingandfinance'.Formorethan25
years,wehavehelpedcompaniesandorganisationsofall
typestoconnecttheirbrandstothebottomline.
Wequantifythefinancialvalueofbrands
Weputthousandsoftheworld’sbiggestbrandstothe
testeveryyear.Rankingbrandsacrossallsectorsand
countries,wepublishover100reportsannually.
Weofferauniquecombinationofexpertise
Ourteamshaveexperienceacrossawiderangeof
disciplinesfrommarketingandmarketresearch,to
brandstrategyandvisualidentity,totaxandaccounting.
Weprideourselvesontechnicalcredibility
BrandFinanceisacharteredaccountancyfirmregulated
bytheInstituteofCharteredAccountantsinEnglandand
Wales,andthefirstbrandvaluationconsultancytojoin
theInternationalValuationStandardsCouncil.
Ourexpertshelpedcrafttheinternationallyrecognised
standardsonBrandValuation–ISO10668andBrand
Evaluation–ISO20671.Ourmethodologyhasbeen
certifiedbyglobalindependentauditors–Austrian
Standards–ascompliantwithboth,andreceived
theofficialapprovaloftheMarketingAccountability
StandardsBoard.
GetinTouch.
Forbusinessenquiries,pleasecontact:
SavioD'Souza
SeniorDirector
s.dsouza@
Formediaenquiries,pleasecontact:
MichaelJosem
AssociateCommunicationsDirector
m.josem@
Forallotherenquiries:
enquiries@
+442073899400
/company/brand-finance/brandfinance/brandfinance
/brandfinance
s
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C
s
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f
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e
B
Communication
Understanding
Benchmarking
Requestyourown
BrandValueReport
ABrandValueReportprovidesa
completebreakdownoftheassumptions,
datasources,andcalculationsused
toarriveatyourbrand’svalue.
Eachreportincludesexpert
recommendationsforgrowingbrand
Insight
valuetodriveperformanceandoffers
acost-effectivewaytogainingabetter
understandingofyourpositionagainstpeers.
Strategy
Visit/request-a-valuation
oremailenquiries@brand?
BrandValuationSummary
Brand
StrengthTracking
Education
RoyaltyRates
Costof
CapitalAnalysis
Customer
ResearchFindings
enquiries@
Competitor
Benchmarking
BrandFinanceQatar102023/qatar5
B
Brandirectory
istheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.
+Browsethousandsofpublishedbrandvalues
+Trackbrandvalue,strength,andratingacross
publicationsandovertime
+Useinteractivechartstocomparebrandvalues
acrosscountries,sectors,andglobalrankings
+Purchaseandinstantlyunlockpremiumdata,
completebrandrankings,andresearchVisit
tofindoutmore.
BrandFinanceGroup.
BrandFinanceInstitute
BrandFinanceInstituteistheeducationaldivisionofBrandFinance,whosepurposeistocreateandfosteraprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthemarket.BFIorganisesevents,in-companytraining,andcorporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurposetoequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsincollaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield.
BrandDialogue
BrandDialogueisapublicrelationsagencydevelopingcommunicationsstrategiestocreatedialoguethatdrivesbrandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrongbackgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.
VI360
VI360isabrandidentitymanagementconsultancyworkingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthatresultsintangiblebenefitsforyourbusiness.
GlobalBrand
EquityMonitor
Originalmarketresearchonover5,000brands
38countriesand31sectorscovered
Morethan150,000respondentssurveyedannually
Wearenowinour7thconsecutiveyearconductingthestudy
Visit/consumer-research
oremailenquiries@brand?
enquiries@
Foreword.
BrandFinanceQatar102023/qatar7
DavidHaigh
Chairman&CEO,
BrandFinance
Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.
Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.
Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.
Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.
Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.
BrandFinanceQatar102023/qatar8
World
Cupwin
forQatari
brands.
+QNBisthemostvaluableQataribrand,valuedatUS$7.7
billion
+Qatargasisfastest-growingQataribrand,up147%
+QatarAirwayscontinuestoreboundfrompandemic
restrictions
+Inadditiontobeingmostvaluable,QNBisalsothestrongestQataribrand,earningupgradetoAAArating
Ranking
Analysis.
BrandFinanceQatar102023/qatar10
RankingAnalysis.
QNBisthemostvaluableQatari
brand,valuedatUS$7.7billion
QNB(brandvalueup9%toUS$7.7billion)isthemost
valuableQataribrand,accordingtoanewreportfrom
leadingbrandvaluationconsultancy,BrandFinance.
QNBhasgrownstronglythisyearandretained
itsposition(45thglobally)asamongstthemost
valuablebankingbrandsintheworld.Thisreflects
thesuccessofthebank’scontinuedeffortstoexpand
itsinternationalpresenceandofferingtoan
increasinglydiversecustomerbase.
QNB’ssponsorshipofthe2022FIFAWorldCup
inQatarprovidedthechanceforthebanktogain
considerableexposureamongthemillionsofviewers
whotunedinduringthemonth-longeventfromaround
theworld.
Thishaslikelyraiseditsawarenessandfamiliarity
amongstconsumersandmayinturnhelptoboostits
brandvaluefurtherinthefuture.
Top10MostValuableQatarBrands
101
g
US$7.7bn
+9%
202
H
US$3.1bn
-8%
324
z
US$3.1bn
+147%
?BrandFinancePlc2023
413
b
US$2.5bn
+23%
5NEW
z
US$1.7bn
-
g
715
g
829
g
US$0.7bn
6%
US$0.6bn
+24%
j
10010
627
9NEW
g
US$0.4bn
US$0.5bn
US$0.8bn
+7%
-
+31%
BrandFinanceQatar102023/qatar11
?BrandFinancePlc2023
31%
24%
23%
9%
RankingAnalysis.
Qatargasisfastest-growingQataribrand,up147%
2022wasanimportantyearforQatar,inwhichithostedtheFIFAFootballWorldCup.ThisbroughthugeattentionfromacrosstheworldtoQatar.ItwasanunprecedentedopportunitytoshowcaseQataribrandstotheworld,withQatar’sthreebiggestbrands,QNB,QatargasandQatarAirwayssuccessfullyleveragingtheeventtoboosttheirbrandvalues.TheeventhasalsohelpedQatartoboostitsSoftPowerandfurthersolidifyitsstatusontheworldstage.
Qatargas(brandvalueup147%toUS$3.1billion)isthefastestgrowingQatari,andMiddleEasternbrandin2023.Itisoneoftheworld’sleadinggasproducingbrandsandisownedbyQatarEnergy.ThisyearithasseensignificantgrowthduetotheincreaseinglobaldemandfortheirproductfollowingtheembargoofRussiangasbymanycountries.
ThishaseffectivelyconstrainedsupplyformanygasusersandimprovedsalesforQatargas.Thecontestedgeo-strategicsituationallowedbusiness-to-businessbrandssuchasQatargastobeatrustedenergysuppliertotheworld.
Qatargasaimstoreachaproductioncapacityof110milliontonnesperyearby2025,asignificantincreasefromitspreviousannualproductioncapacityof77milliontonnesperyear.ThisincreasedcapacityisenablingthecompanytocapitalizeonthehikeingaspricesandtheincreasingdemandforQatarLNG.
QatarAirwayscontinuestoreboundfrompandemicrestrictionsandisfastestgrowingairlinebrandintheregion
QatarAirways(brandvalueup23%toUS$2.5billion)isthefastestgrowingMiddleEasternairlinebrandandthesecondmostvaluable.Havingcompleted25yearsofoperation,theairlinehasreboundedfrompandemicrestrictionsandhasnowsurpasseditspre-pandemicbrandvaluationofUS$2.3billion.
QatarAirwaysplayedaveryhigh-profileroleintheWorldCup,withtheflagcarrierofQataranobvioustransportationoptionforvisitors,players,andofficialsfortheevent.
BrandValueChange2022-2023(%)
147%
QatarAirwayscontinuestobeheldinveryhighregardbycustomersandotherkeyindustrystakeholdersbecauseofitsrelativelyyoungaircraftfleet,highstandardsofservice,andrecognitionthatitwasoneofthefewglobalairlinestocontinueflyingthroughoutthepandemic.
MiddleEasternairlinebrands,suchasQatarAirways,havebecomehighlyimportantinboostingtheirrespectivehomenation’ssoftpoweronagloballevel.Theywillremainvitalasflagbearersfortheircountries’reputationsasMiddleEasternnationslooktotransitiontheireconomiesawayfromOil&Gas.
RankingAnalysis.
Inadditiontobeingmostvaluable,QNBisalsothestrongestQataribrand,earningupgradetoAAArating
Inadditiontocalculatingbrandvalue,BrandFinance
alsodeterminestherelativestrengthofbrandsthroughabalancedscorecardofmetricsevaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance’sassessmentofstakeholderequityincorporatesoriginalmarketresearchdatafromover150,000respondentsin38countriesandacross31sectors.
QNBearnedthehighestratingintheQatar10rankingforbrandstrength,85.2/100,withacorrespondingAAArating.Thisisareflectionthatitisheldinhighregardbyitskeystakeholders.QNB’sassociationwiththepatrioticfervourconnectedtolocalsportingeventshasstrengtheneditspositionasanationalchampionbrandofQatar.
AsthelargestfinancialinstitutionintheMiddleEastandAfrica,theQNBbrandisinapowerfulregionalleadershipposition.
QNBhasalsolookedtobealeaderinsustainability.Ithassetoutaclearsustainabilitystrategyinwhichitlookstoensuresustainablefinancialperformancewhilealsoopeningnewbusinessopportunities.ItssustainablefinanceintegratesESGcriteriaintoitsbusinessandinvestmentdecisionsforthelastingbenefitofstakeholders.QNBhasalsofocusedonmanagingitsdirectESGimpacts,ensuringitoperatesethicallyandefficiently.
Further,QNBlooksbeyondbanking,activelycontributingtowardswidersocio-economicdevelopmentthroughitsCorporateSocialResponsibilityactivitieswithanoverarchingfocusoneducationinthecommunitieswhichitoperates.Thisstrategy,andthevariousinitiativeswithinit,highlightsapositivedirectionforsustainabilityatQNBandmayhelpfurtherboostitsbrandstrengthinthefuture.
Top10StrongestQatarBrands?BrandFinancePlc2023
101
g
85.2+1.7
202
H
303
b
404
z
71.4+5.3
5NEW
z
78.6
-
74.6+0.2
70.0
-
AAAAA+AA+AAAA
g
g
1018
627
57.9-5.2A
63.5-0.5A+
715
g
59.1-7.0A
829
g
58.8-4.0A
9NEW
j
-
58.3
A
BrandFinanceQatar102023/qatar12
BrandValueRanking(USDm).
Top10mostvaluableQatarbrands1-10
2023
Brand
2022
2023
2022
20232022
Brand
Value
Brand
Brand
Brand
RankRank
Brand
Sector
Value
Change
Value
Rating
Rating
1
1
0QNB
Banking
$7,666
+9%
$7,056
AAA
AAA-
2
2
0Ooredoo
Telecoms
$3,143
-8%
$3,412
AA+
AA+
3
4
2Qatargas
Oil&Gas
$3,105
+147%
$1,259
AA
AA-
4
3
1QatarAirways
Airlines
$2,470
+23%
$2,014
AA+
AA
5
-
3QatarEnergy
Oil&Gas
$1,744
-
-
AA
-
6
7
2CommercialBank
Banking
$775
+31%
$592
A+
A+
7
5
1QatarIslamicBank
Banking
$680
-6%
$726
A
A+
8
9
2MasrafAlRayan
Banking
$588
+24%
$474
A
A+
9
-
3QAFCO
Chemicals
$510
-
-
A
-
1010
0DohaBank
Banking
$382
+7%$356
A
AA-
BrandFinanceQatar102023/qatar13
Brand
Spotlights.
BrandFinanceQatar102023/qatar15
QNBGroup.
g
Rank
50
BrandValue
US$7.7bn
+8.6%
Rank
40
BrandStrength
85.2
+1.7
BrandFinanceQatar102023/qatar16
Interviewwith
HebaAliAlTamimi.
HebaAliAlTamimi,
SeniorExecutive
VicePresident,
QNBGroup
Communications
GiventheQNBbrandisspreadacrossdifferentregions,howdoesthemeasurement,tracking,andcommunicationofthevalueoftheQNBbrandimpactvariousstakeholdersinthebusiness?
Currently,QNBisrankedasthemostvaluablebankingbrand(USD7.1Billion)intheMEAregionaccordingtotheBrandFinanceGlobalSurvey.ThisreflectstheGroup’scontinuousstrongperformance,expandinginternationalpresenceandgrowingbrandrecognition.QNBwillcontinuetoinvestinitsbrandbyfurtherexpandinginternationallyandstrivetoservetheneedsofitsgrowinganddiversecustomerbaseacrossthemarketsitoperatesin.ThisallowsQNBGrouptotrack,optimizeandpositionitselfasrelevanttocoresegmentsandmarkets.
QNBhashadaseriesofhigh-profilesportssponsorships:ParisStGermaininFranceandmorerecentlytheFIFAWorldCupinQatar.WhatmakessponsorshipactivitysosuccessfulforQNB?
AsQatar’sleadingBankwereflectthecountry’scontinuedcommitmenttosportanditsendeavors.Sportsenablesustoprojectexcellence,commitment,expertiseandambition.Qatarhasthefinancialresources,commitment,anddrivenecessarytomeettheopportunitiesandchallengespresentedbyhostingsuchanimportantandworldwideevent.ensuretheirsuccess.
QNB,asamajorsponsorofsportingevents,willcontinuetosupportthisnationaldrivetomakeQataraleadinginternationalhubforsport.AsitsroleastheofficialMiddleEastandAfricasupporteroftheFIFAWorldCup2022?theGroupwasabletodeliveraremarkableexperienceforcustomersandvisitorsfromallovertheworldaswecontinuetoactasafinancialintermediarybyprovidingtailoredfinancingsolutions.
QNB'ssustainabilitystrategyisrootedin3pillars:sustainablefinance(forclients),sustainablyoperations(forthebank)andbeyondbanking(servingthecommunity).Howimportantissustainabilityintheindustry,anddoyoubelieveitisafactorinwhichbankingbrandscandifferentiatethemselves?
Inthisregard,QNBGroupisconsideredapioneerinsustainablefinancingforbothcorporateandretailsectors.Hence,QNBGrouptooktheleadasthefirstQataribankevertoissuegreenbondsatavalueof$600million.Further,itissuedthefirstgreenprivateplacementinvestmentworthUSD50millionbetweenQNBFinansbankA.S.andEuropeanBankforReconstructionandDevelopment(EBRD).Inanotherunprecedentedstep,QNBGroupparticipatedinthefirstgreenrepurchaseagreement(REPO)inQatar.
Methodology.
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a
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V
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Enterpri
BrandValue
Definitions.
BrandValue
+EnterpriseValue
Thevalueoftheentireenterprise,madeupofmultiplebrandedbusinesses.
[Almarai]
Whereacompanyhasapurelymono-brandedarchitecture,the‘enterprisevalue’isthesameas‘brandedbusinessvalue’.
+BrandedBusinessValue
Thevalueofasinglebrandedbusinessoperatingunderthesubjectbrand.
[7Days]
Abrandshouldbeviewedinthecontextofthebusinessinwhichitoperates.BrandFinancealwaysconductsabrandedbusinessvaluationaspartofanybrandvaluation.Weevaluatethefullbrandvaluechaininordertounderstandthelinksbetweenmarketinginvestment,brand-trackingdata,andstakeholderbehaviour.
+BrandContribution
Theoverallupliftinshareholdervaluethatthebusinessderivesfromowning
[7Days]
thebrandratherthanoperatingagenericbrand.
Thebrandvaluescontainedinourleaguetablesarethoseofthepotentiallytransferablebrandassetsonly,making‘brandcontribution’awiderconcept.Anassessmentofoverall‘brandcontribution’toabusinessprovidesadditionalinsightstohelpoptimiseperformance.
+BrandValue
ThevalueofthetrademarkandassociatedmarketingIPwithinthebrandedbusiness.
[7Days]
BrandFinancehelpedtocrafttheinternationallyrecognisedstandardonBrandValuation–ISO10668.Itdefinesbrandasamarketing-relatedintangible
assetincluding,butnotlimitedto,names,terms,signs,symbols,logos,anddesigns,intendedtoidentifygoods,servicesorentities,creatingdistinctiveimagesandassociationsinthemindsofstakeholders,therebygeneratingeconomicbenefits.
BrandFinanceQatar102023/qatar18
BrandFinanceQatar102023/qatar19
DefinitionofBrand
BrandImpact
Wereviewwhatbrandsalreadypayinroyaltyagreements.Thisisaugmentedbyananalysisofhowbrandsimpactprofitabilityinthesectorversusgenericbrands.
Thisresultsinarangeofpossibleroyaltiesthatcouldbechargedinthesectorforbrands(for
2
BrandValuationMethodology.
1
Brandisdefinedasabundleoftrademarks
andassociatedIPwhichcanbeusedtotake
advantageoftheperceptionsofallstakeholdersto
provideavarietyofeconomicbenefitstotheentity.
BrandValue
examplearangeof0%to2%ofrevenue)
BrandStrength
Weadjusttheratehigherorlowerforbrandsby analysingBrandStrength.Weanalysebrand strengthbylookingatthreecorepillars:“Inputs” whichareactivitiessupportingthefuturestrength ofthebrand;“Equity”whicharerealcurrent perceptionssourcedfromourmarketresearchandotherdatapartners;“Output”whicharebrand-relatedperformancemeasuressuchasmarketshare.
EachbrandisassignedaBrandStrengthIndex(BSI)scoreoutof100,whichfeedsintothebrandvaluecalculation.Basedonthescore,eachbrand isassignedacorrespondingBrandRatinguptoAAA+inaformatsimilartoacreditrating.
Brandvaluereferstothepresentvalueof
earningsspecificallyrelatedtobrandreputation.
Organisationsownandcontroltheseearningsby
owningtrademarkrights.
Allbrandvaluationmethodologiesareessentially
tryingtoidentifythis,althoughtheapproachand
assumptionsdiffer.Asaresultpublishedbrand
valuescanbedifferent.
Thesedifferencesaresimilartothewayequity
analystsprovidebusinessvaluationsthataredifferent
tooneanother.Theonlywayyoufindoutthe“real”
valueisbylookingatwhatpeoplereallypay.
Asaresult,BrandFinancealwaysincorporates
areviewofwhatusersofbrandsactuallypayfor
theuseofbrandsintheformofbrandroyalty
agreements,whicharefoundinmoreorlessevery
sectorintheworld.
BrandImpact×BrandStrength
TheBSIscoreisappliedtotheroyaltyrangetoarriveataroyaltyrate.Forexample,iftheroyaltyrangeinasectoris0-5%andabrandhasaBSIscoreof80outof100,thenanappropriateroyaltyratefortheuseofthisbrandinthegivensectorwillbe4%.
3
Thisissometimesknownasthe“RoyaltyRelief”
methodologyandisbyfarthemostwidelyused
approachforbrandvaluationssinceitisgrounded
inreality.
ForecastBrandValueCalculation4
Wedeterminebrand-specificrevenuesasaproportionofparentcompanyrevenuesattributable tothebrandinquestionandforecastthose revenuesbyanalysinghistoricrevenues,equityanalystforecasts,andeconomicgrowthrates.
Itisthebasisforapublicrankingsbutwealways
augmentitwitharealunderstandingofpeople’s
perceptionsandtheireffectsondemand–from
ourdatabaseofmarketresearchonover3000
brandsinover30markets.
Disclaimer
Wethenapplytheroyaltyratetotheforecastrevenues toderivebrandrevenuesandapplytherelevantvaluationassumptionstoarriveatadiscounted,post-taxpresentvaluewhichequalsthebrandvalue.
BrandFinancehasproducedthisstudywithanindependentandunbiasedanalysis.The
valuesderivedandopinionsproducedinthisstudyarebasedonlyonpubliclyavailable
informationandcertainassumptionsthatBrandFinanceusedwheresuchdatawasdeficient
orunclear.BrandFinanceacceptsnoresponsibilityandwillnotbeliableintheeventthatthe
publiclyavailableinformationrelieduponissubsequentlyfoundtobeinaccurate.The
opinionsandfinancialanalysisexpressedinthereportarenottobeconstruedasproviding
investmentorbusinessadvice.BrandFinancedoesnotintendthereporttoberelieduponfor
anyreasonandexcludesallliabilitytoanybody,governmentororganisation.
BrandStrengthIndex
3
BrandStrength.
BrandStrengt
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