Foreword
Brand Finance ASEAN 500 2024
brandirectory.com/asean 4
Alex Haigh
Managing Director,
Brand Finance
Asia Pacific
What makes a brand valuable? That is the question this study answers.
Determining brand value starts with customers. They exercise their influence
by expressing their preferences. Customer perceptions are influenced by many
factors including a brand’s commitment to them, cutting edge technology,
innovative service delivery and adaptability to changing market demands.
Such initiatives determine whether brands move up or down in our rankings.
Brand Finance’s brand valuation study begins by gathering individual perceptions
about brands. Over 100,000 respondents worldwide, including over 25,000
respondents in the Asia Pacific region, provide their views which are then analysed.
This part of the study covers brand awareness, consideration and many measures
of brand reputation, producing an understanding of a brand strength. Next, to define
brand value, we combine this analysis of brand perceptions with financial analysis
of the business the brand is used for.
The heart of what we do is to “bridge the gap between marketing and finance”
to help communicate the benefits of marketing and branding to financial teams.
We can determine the underlying factors driving brand value thereby informing
decisions on brand positioning and marketing tactics such as promotions, products,
services and pricing. In addition, establishing common ground allows marketers
to articulate the importance of their efforts and enables boards to prepare strategies
that optimise performance.
Understanding the precise financial value of an asset is crucial for optimising returns.
Whether considering brand licensing, selling, discontinuing brands, rebranding
or organising brand architecture, having this knowledge is essential for informed
decision-making. Brand Finance has conducted thousands of valuations for brands
and branded businesses, providing insights to help address these questions and
guide strategy. The impact of comprehending your brand’s value and fully leveraging
it will help to drive growth, profitability and worldwide popularity.
We hope you find this study and its insights interesting and that it enables you
to explain and improve the value of brands in businesses you are working in or
advising. Your enquiries are also important to us – please contact me if you are
looking to understand and build brand value and brand strength. My team and I
look forward to our conversation to boost your brand’s success.
