品牌價(jià)值-最有價(jià)值和最強(qiáng)大的豪華和高級(jí)品牌50強(qiáng)的2023年度報(bào)告

BrandFinance

Luxury&Premium50

2023

TheannualreportonthemostvaluableandstrongestLuxury&Premiumbrands

June2023

Contents.

AboutBrandFinance3

Foreword7

DavidHaigh,Chairman,BrandFinance

RankingAnalysis

9

BrandValueRanking1

7

Methodology

18

OurServices

25

?2023Allrightsreserved.BrandFinancePlc.

BrandFinanceLuxury&Premium502023/luxury-and-premium2

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrandvaluationconsultancy.

Webridgethegapbetweenmarketingandfinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.

Weofferauniquecombinationofexpertise

Ourteamshaveexperienceacrossawiderangeof

disciplinesfrommarketingandmarketresearch,to

brandstrategyandvisualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,andthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.

OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–Austrian

Standards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.

GetinTouch.

Forbusinessenquiries,pleasecontact:

RichardHaigh

ManagingDirector

rd.haigh@

Formediaenquiries,pleasecontact:

in

/company/brand-finance

/brandfinance

MichaelJosem

AssociateCommunicationsDirector

m.josem@

Forallotherenquiries:

/brandfinance

enquiries@

+442073899400

/brandfinance

BrandFinanceLuxury&Premium502023/luxury-and-premium3

s

t

n

e

t

n

o

C

s

t

i

f

e

n

e

B

BrandValuationSummary

RoyaltyRates

Competitor

Understanding

Communication

enquiries@

Customer

ResearchFindings

Benchmarking

Brand

StrengthTracking

Costof

CapitalAnalysis

Benchmarking

Education

Requestyourown

BrandValueReport

ABrandValueReportprovidesa

completebreakdownoftheassumptions,

datasources,andcalculationsused

toarriveatyourbrand’svalue.

Eachreportincludesexpert

recommendationsforgrowingbrand

valuetodriveperformanceandoffers

acost-effectivewaytogainingabetter

Insight

understandingofyourpositionagainstpeers.

Strategy

Visit/request-a-valuation

oremailenquiries@brand?

B

Brandirectory

istheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+Trackbrandvalue,strength,andratingacrosspublicationsandovertime

+Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings

+Purchaseandinstantlyunlockpremiumdata,

completebrandrankings,andresearch

Visit

tofindoutmore.

BrandFinanceGroup.

BrandFinance

Institute

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,andcorporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydeveloping

communicationsstrategiestocreatedialoguethatdrives

brandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrong

backgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancy

workingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthat

resultsintangiblebenefitsforyourbusiness.

BrandFinanceLuxury&Premium502023/luxury-and-premium5

GlobalBrand

EquityMonitor

Originalmarketresearchonover5,000brands

38countriesand31sectorscovered

Morethan150,000respondentssurveyedannually

Wearenowinour7thconsecutiveyearconductingthestudy

Visit/consumer-research

oremailenquiries@brand?

enquiries@

Foreword.

DavidHaigh

Chairman,

BrandFinance

Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowit

contributestotheoverallvalueofthecompany.Thisimportantunderstandingcan

informdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.

Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.

Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablisha

uniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyand

retention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.In

addition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.

Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstanding

customerperceptionofbrandsacrosstheworldthaneverbefore,withoriginal

researchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.

Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.

BrandFinanceLuxury&Premium502023/luxury-and-premium7

Porscheleads

thewayas

luxurysector

recovers

strongly.

+WithaUS$36.8billionbrandvalue,Porsche

continuestoleadthesector

+PorschealsoachievesthehighestSustainability

PerceptionsValue(SPV)atUS$8.1billion

+LouisVuitton,(brandvalueUS$26.3billion)

retains2ndintherankingandChanel,(US$19.4

billion),climbstothe3rdpositionpushingGucci

into4thatUS$17.8billion

+AcceleratinghardisLamborghini(+123%)as

thefastest-growingbrandin2023

+Ferrariremainsthestrongestbrandinthe

Luxury&Premiumsector

+Post-covidrecoverycontinuesforthewhole

Luxury&Premiumsector,withcategorygrowth

of20%invalue

BrandFinanceLuxury&Premium502023/luxury-and-premium8

Ranking

Analysis.

RankingAnalysis.

PorscheleadsthenewBrandFinanceLuxury

&Premium502023rankingofthemostvaluable

luxuryandpremiumbrandsglobally.WithaUS$36.8billionbrandvalue,theGermanbrandhasledfromthefrontinoverallbrandvaluefor6consecutiveyears.

LouisVuitton,US$26.3billion,retains2ndintherankingandChanel,US$19.4billionclimbsto3rdposition,pushingGucciinto4thatUS$17.8billion.

Luxurybrandshavelong

flourishedbyproviding

exclusiveandpersonalized

experiences,andthistrend

hascontinuedpost-COVID-19.Utilizingdataandtechnology,thesebrandsarenow

generatingpersonalised

recommendations,customisedproducts,andtailored

experiencesfortheir

customers.Thisfocuson

individualisationenhances

customerloyaltyandhelps

brandsstandoutinacrowdedmarket.Thesectorisno

strangertonewsustainable

trendseither.Theyare

embracingsustainabilityby

incorporatingeco-friendly

materials,implementingethicalsourcingandproduction

practices,andcommunicating

theircommitmentto

responsiblebusiness

operations.

AlexHaigh

Director,BrandFinance

BrandFinanceLuxury&Premium502023/luxury-and-premium10

勇

324

2“2

1“1

USD19.4bn

+27%

USD36.8bn

+9%

USD26.3bn

+12%

1019

627

USD7.4bn

-8%

USD13.2bn

+46%

RankingAnalysis.

?BrandFinancePlc2023

Top10MostValuableLuxury&PremiumBrands

413

USD17.8bn

-1%

5“5

USD14.2bn

+5%

716

8“8

9211

USD12.5bn

+1%

USD10.7bn

+28%

USD7.4bn

+10%

Porschecontinuestopushforwarditsstrategyof

modernluxury.Thebrandcombinesanoutstanding

productwithahighlypersonalcustomerexperience.

Porscheisexpandingitsproductportfoliowithnew

sportscarconceptsbutwillalsocontinuetofocus

onlimitededitionsandexpandtheirSonderwunsch

programme,whichchampionshighlytailoredcars

wherecustomersgetinvolvedindesignoutcomes.

PorscheAGhasawell-filledorderpipelineandwas

abletodeliver309,884vehiclestocustomersin2022

despitetheeffectsofthewarinUkraine,thechallenges

ofthecoronaviruspandemicandglobalsupplychain

disruptions.

Thiscorrespondstoanincreaseof2.6%compared

to2021(301,915vehicles).Inthe2022financialyear,

automotivenetcashflowincreasedfrom€3.7billionto

€3.9billion.

In2023,thecompanystarteditsambitiousRoadto

20programme,withwhichPorscheisaimingfora

Groupoperatingreturnonsalesofmorethan20%in

thelongterm.Theobjectiveofthisinitiativeistomake

Porscheevenmoreresilientandthebrandstronger

BrandFinanceLuxury&Premium502023/luxury-and-premium11

123%

51%

46%

41%

39%

27%

34%

33%

30%

RankingAnalysis.

BrandValueChange2023-2022(%)

Chanelmovesinto3rdplacebehindLouisVuittonandpushesGucci

into4th

Chanelreportedgreatfinancialresults(revenue

ofUS$17.22billionfortheyearendingonDecember

31,2022–up17%comparedtotheyearprior,and

profitsofUS$5.78billion,representinganincreaseof

5.8%).TheChanelbrandmaintainsahighFamiliarity

rateof72%inrecentyears,especiallyhighinSaudi

Arabia,MalaysiaandItaly.ItalsohasoneofthehighestConsiderationpercentagesamongLuxuryApparels

brands,51%,accordingtoBrandFinance’sannualmarketresearch.

Acceleratinghard,Lamborghini(+123%)isnamedthefastest-

growingluxury&premiumbrandin2023

Withanimpressiveincreaseof123%inbrandvalueuptoUS$4.1billion,Lamborghiniisthefastest-growingbrandintheranking.

Accordingtothelatestfinancialresults,VWGroup’spremiummanufacturers–Audi,Lamborghini,

BentleyandDucati–haveclockeduprecordprofitsfor2022of￡6.85billion(€7.6billion).Lamborghini

delivered9,233cars(2021:8,405).Itgeneratedprofitsof￡539million(€614million)fortheyearspecially

thankstotheband′smainmarkets:TheUnitedStates,

?BrandFinancePlc2023

28%

Lamborghini'sbiggestmarket,with2,721deliveriesin2021.MainlandChina,HongKong,andMacauwerethesecond-largest,followedbyGermany.

ThisisagoldentimeforLamborghiniinparticular.

TheItalianbrandalsoclimbstosecondplaceintermsofBrandStrength,behindFerrariwhichmaintainsitsleadership.Lamborghinirosefromabrandstrengthof84/100to88/100thisyear.BrandFinance’sresearchamonghigh-incomeindividualsin16countries

confirmsthegrowthanddevelopmentofthebrandfromthepointofviewofBrandEquity,especiallyinAsiaPacificandNorthAmericawherethebrandhasincreaseditsfamiliaritysignificantly.

Inadditiontostrengtheningthebrandglobally,thecompanycontinuestodemonstratehowequity

translatesintoexcellentfinancialperformance.

Lamborghinisalesnowexceed€2billionforthefirsttime,thebestfinancialresultinitshistory.

Anotherpotentialbrandadvantageinatransforming

marketforluxuryautomotivebrandsissustainability.

BrandFinance’sglobalresearchindicatesLamborghiniastheItalianautomotivebrandwiththehighest

SustainabilityPerceptionScore(SPS)of4.79/10.Thisscoreisstronglysupportedbythe"CorTauriDirection"transitionplanthatwillseethecompanymakea€1.5billionofinvestmenttocutitsCO2emissionsoutputinhalfby2025.Thiswillbethehighestinvestmentinthehistoryofthebrand.

BrandFinanceLuxury&Premium502023/luxury-and-premium12

勇

512

429

87.0-1.4AAA

87.7+2.6AAA

RankingAnalysis.

?BrandFinancePlc2023

Top10StrongestLuxury&PremiumBrands

1“1

90.7-0.2AAA+

2212

88.0+3.9AAA

327

87.8+1.3

AAA

613

86.2-1.5AAA

714

86.0-1.0AAA

8“8

86.0+0.8AAA

9226

86.0+6.1AAA

10235

85.9+8.1

AAA

FerrariremainsthestrongestbrandintheLuxury&Premiumranking

Inadditiontocalculatingbrandvalue,Brand

Financealsodeterminestherelativestrengthof

brandsthroughabalancedscorecardofmetrics

evaluatingmarketinginvestment,stakeholderequity,andbusinessperformance.CompliantwithISO20671,BrandFinance’sassessmentofstakeholderequity

incorporatesoriginalmarketresearchdatafromover100,000respondentsin38countriesandacross31sectors.

Ferrari(brandvalueisupslightly3%to€7.2billion),retainsthepolepositionintheBrandStrength

Index(BSI)withanimpressive91/100scoreandtheconsequenttopratingofAAA+.

FortheItalianluxurysportscarbrand,growthismainlyduetotwofactors:thee-building-thehomeofits

internallydevelopedstrategicelectriccomponents;andahigherdegreeofproductionflexibilityforhybridandfullelectricmodels.

Thestrengthbehindtheprancinghorsemarqueremainstheabilityofthisbrandtobeexclusive

butleaveno-onebehind.Ithasachievedthis

throughitspresence,fromthesportsworldofF1,

tomerchandising,fromhighfashionandlifestyleto

amusementparks,itmanagestoentereveryone's

imagination.BrandFinanceresearchintobrand

familiarityforFerrariremainsataveryhighatagloballevel,aswellasitsreputationandperceivedquality.

BrandFinanceLuxury&Premium502023/luxury-and-premium13

RankingAnalysis.

BrandValuebyCountry?BrandFinancePlc2023

Brand

%oftotal

Number

ofBrands

Value

Country

(USDbn)

●

France

105,503

40%

12

●

Italy

57,431

22%

15

●

Germany

36,759

14%

1

●

UnitedStates

23,025

9%

5

●

Switzerland

21,289

8%

6

●

United

Kingdom

11,917

4%

5

●

Other

11,002

4%

6

Total

266,926

100%50

BrandFinanceLuxury&Premium502023/luxury-and-premium14

2

1勇

3

USD1,702m

4.63

USD8,097m

USD1,894m

4.66

RankingAnalysis.

?BrandFinancePlc2023

SustainabilityPerceptionValues(SPV)

4

USD1,462m

4.88

5

USD1,269m

4.60

4.44

7

6

USD1,012m

4.79

USD1,014m

4.63

Sustainabilityanincreasinglyimportantfactorindriving

consideration

8

USD946m

4.65

9

USD856m

4.42

10

USD783m

4.92

friendlyandethicallysourcedingredients.Thiswill

includeimplementingenvironmentallyconscious

agricultureandmanufacturingprocesses,increasingtheuseofsustainablepackagingsolutions,and

Aspartofitsanalysis,BrandFinanceassessesthe

rolethatspecificbrandattributesplayindrivingoverallbrandvalue.Onesuchattribute,issustainability.BrandFinanceassesseshowsustainablespecificbrands

areperceivedtobe,whicharethenrepresentedbya‘SustainabilityPerceptionsScore’.Thisisanindexedscorethatprovidesaviewoftheroleofsustainabilityindrivingpositivebrandreputation.Thevaluethatislinkedtosustainabilityperceptions,the‘SustainabilityPerceptionsValue’,isthencalculatedforeachbrand.

Lanc?mehasthehighest

SustainabilityPerceptionsScore,5.14outof10

Lanc?melauncheditsglobalsustainabilityprogramin2021,labelled“CaringTogetherforaHappier

Tomorrow”.Theluxurybeautybrandhasfurther

committedtoadvancingbiodiversity,socialinclusion,women’sempowerment,andsustainableconsumptionchoicesthroughoutallaspectsofitsbusiness.

Thisisthestartofaprogressiveprogrammetocreatemoresustainableproductsbyincorporatingeco-

promotingwomen’sempowermentthroughitscampaigns.

The‘WriteHerFuture’pillarofLanc?me’ssustainability

strategyiskeyinthebrand’scommunicationofitssupportofwomen,andwomen’seducationacrossthecommunitiesitserves.Itlaunchedthisin

partnershipwithnon-profitorganisationCare

Internationaltopromoteandsupportwiderliteracyamongwomen.Lanc?mealsocollaboratedwith

theNAACPtooffermentorship,workshops,and

scholarshipstocollege-boundyoungwomenof

colourintheUnitedStates.Initiativessuchas

these,whileprovidingvitalsupporttocommunities,alsocommunicateLanc?me’scommitmentto

socialcauses.

However,despiteLanc?me’spositionatthetopofthetableforsustainabilityperceptions,thereisstillfurtherworktobedonewithintheluxurybeautysector,bothintermsoftacklingsocialandenvironmentalissues.Brandswhoengagewiththeseissuesandactively

communicatethiswillbuildstrongersustainabilityperceptionsandincreasevalueforstakeholders.

BrandFinanceLuxury&Premium502023/luxury-and-premium15

BrandFinanceLuxury&Premium502023/luxury-and-premium16

?BrandFinancePlc2023

RankingAnalysis.

Porschehasthehighest

SustainabilityPerceptionsValue,

US$8.1billion

AswellasbeingthemostvaluableLuxury&Premiumbrand,PorschealsohasthehighestSustainability

PerceptionsValue(SPV)ofanybrandincludedintheLuxury&Premium1002023ranking–US$8.1billion.

TheLuxuryAutossectoraccountedforanumber

ofotherbrandsthatperformedwellintermsof

SustainabilityPerceptionValue,suchasFerrari

andLamborghini.ResearchfromBrandFinance’sSustainabilityPerceptionsIndex2023revealedthe

importantroleofsustainabilityperceptionindriving

choiceamongstconsumersintheLuxuryAutosector,reflectedthroughanaveragedriverscoreof22.9%-thelargestofanysector.

Itmightseemcounterintuitivethatbrandsassociatedwithhighfuelconsumptionaresoreliantona

reputationforsustainability.However,ourresearchhasfoundthatatthepremiumendofallsectors,sustainabilityplaysapowerfulrole.InLuxuryAuto,wherethepurchaseisdiscretionaryandthebrandispubliclyexpressed,theroleofsustainabilityis

furtherenhanced.

Porsche’sSustainabilityPerceptionsScore(SPS)is

4.44outof10.TheLuxuryAutobrandhasincreasinglylookedtoincorporatesustainabilityintoitscentral

businessstrategyinordertoimproveitscompany-

widesustainability,anddriveabroader,industry-widetransition.

Thereisfurtherroomforgrowthasthebrandrampsupitssustainabilityinitiativesintheyearstocome,particularlyaselectricvehiclesbecomemore

mainstreamandfurthersustainabilityrelatedinnovationenhancesthemarket.

Post-covidrecoverycontinuesforthewholeluxurysector,withcategorygrowthof20%invalue

The50mostvaluablebrandsintheLuxury&PremiumsectorhaveanaggregatebrandvalueofUS$266,9

billion.Theyhavegrownbyacombined20%inbrandvalue.WiththeadditionofLonginestotherankingwithavalueofUS$777.47million.

BrandValuebyCountry

Brand

%oftotal

Number

ofBrands

Value

Sector

(USDbn)

●

Apparel

187,388

70%

33

●

Automobiles

55,697

21%

7

●

Cosmetics

20,522

8%

8

●

Hotels

3,319

1%

2

Total

266,926

100%50

Thetop50brandsaredistributedacrossjustfour

sectors.OfthesethedominatingforceistheApparelsector,encompassingapproximatelyseventypercentofthelistedbrands.The33brandsrepresentingthissectoraloneholdacollectiveworthofaremarkableUS$180,615billion.Meanwhile,theremainingthirtypercentisdividedupamongthethreeothersectors.

TheAutomobilessectorclaimsasignificantportion,withsevenprominentbrandscapturingtwenty-onepercentoftheranking.FollowingcloselybehindistheCosmeticssector,boastingeightbrandsthat

accountforeightpercentofthetotalvalue.Lastly,theHotelssectorsecuresitsplaceintherankingwithtwoesteemedbrands,albeitmakingupa

mereonepercentoftheoverallvalue.

BrandValueRanking(USDm).

Top50mostvaluableLuxury&Premiumbrands1-50

2023

Brand

2022

2023

2022

20232022

Brand

Value

Brand

Brand

Brand

RankRankBrandCountry

Value

Change

Value

Rating

Rating

Germany

France

France

Italy

France

France

France

Switzerland

UnitedStates

Italy

UnitedStates

UnitedStates

France

UnitedKingdomItaly

Switzerland

France

Italy

Italy

Italy

Italy

France

France

UnitedKingdomSwitzerland

Japan

France

Italy

China(HongKong)China

Spain

UnitedKingdomItaly

Switzerland

Italy

Italy

Italy

Italy

SouthKorea

UnitedStates

UnitedKingdomJapan

Switzerland

UnitedKingdomFrance

Italy

Italy

France

UnitedStates

33,713

23,426

15,260

18,110

13,499

9,027

12,419

8,350

6,743

8,047

36,759

26,290

19,386

17,839

14,165

13,152

12,538

10,711

7,433

7,424

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

1

2

4

3

5

7

6

8

11

9

10

13

15

14

20

17

19

30

16

21

18

27

29

24

25

26

33

22

31

28

34

38

32

35

45

36

40

46

39

44

37

43

50

47

“Porsche

AAAAAA

AAAAAA

AAA-AAA-

AAAAAA

AAAAAA-

AAAAAA

AA+AA+

AAAAAA

AAA-AA+

AAA+AAA+

+9%+12%

+27%

-1%

+5%+46%+1%+28%+10%

-8%

“LouisVuitton

2Chanel

1Gucci

“Hermès

2Dior

1Cartier

“Rolex

2Tiffany&Co

1Ferrari

1EstéeLauder

2Coach

2Lanc?me

“Burberry

2Prada

2Omega

2YvesSaintLaurent

2Lamborghini

1Ray-Ban

2Armani

1Moncler

2Givenchy

2Céline

“Bentley

“TAGHeuer

“SK-II

2VanCleef&Arpels

1Bulgari

2Shangri-La

1LaoFengXiang

2Loewe

2Rolls-Royce

1BottegaVeneta

2Jaeger-LeCoultre

2Maserati

“Valentino

2Dolce&Gabbana

2SalvatoreFerragamo

“Sulwhasoo

2TomFord

1Intercontinental

2CledePeauBeaute

2Tissot

-

49

2AstonMartin

3YSLBeauty

2Fendi

-

-

-

3Versace

3Kenzo

3LaMer

50-3LonginesSwitzerland

BrandFinanceLuxury&Premium502023/luxury-and-premium17

Methodology.

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Definitions.

BrandValue

+EnterpriseValue

Meta

[Meta]

Thevalueoftheentireenterprise,madeupofmultiplebrandedbusinesses.

Whereacompanyhasapurelymono-

brandedarchitecture,the‘enterprisevalue’isthesameas‘brandedbusinessvalue’.

+BrandedBusinessValue

facebook

[Facebook]

Thevalueofasinglebrandedbusinessoperatingunderthesubjectbrand.

Abrandshouldbeviewedinthecontext

ofthebusinessinwhichitoperates.

BrandFinancealwaysconductsabrandedbusinessvaluationaspartofanybrand

valuation.Weevaluatethefullbrandvaluechaininordertounderstandthe