Switzerland

50
2018
The annual report on the most valuable Swiss brands
July 2018
Foreword.
What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate
staff? All true, but for a commercial brand at least, the first answer must always be ‘to
make money’.

Huge investments are made in the design, launch, and ongoing promotion of brands.
Given their potential financial value, this makes sense. Unfortunately, most
organisations fail to go beyond that, missing huge opportunities to effectively make
use of what are often their most important assets. Monitoring of brand performance
should be the next step, but is often sporadic. Where it does take place, it frequently
lacks financial rigour and is heavily reliant on qualitative measures, poorly understood
by non-marketers.

David Haigh As a result, marketing teams struggle to communicate the value of their work and
CEO, Brand Finance boards then underestimate the significance of their brands to the business. Sceptical
finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may
fail to agree necessary investments. What marketing spend there is, can end up poorly
directed as marketers are left to operate with insufficient financial guidance or
accountability. The end result can be a slow but steady downward spiral of poor
communication, wasted resources, and a negative impact on the bottom line.

Brand Finance bridges the gap between marketing and finance. Our teams have
experience across a wide range of disciplines from market research and visual identity
to tax and accounting. We understand the importance of design, advertising, and
marketing, but we also believe that the ultimate and overriding purpose of brands is to
make money. That is why we connect brands to the bottom line.

By valuing brands, we provide a mutually intelligible language for marketing and

finance teams. Marketers then have the ability to communicate the significance of what
they do, and boards can use the information to chart a course that maximises profits.
Without knowing the precise, financial value of an asset, how can you know if you are
maximising your returns? If you are intending to license a brand, how can you know
you are getting a fair price? If you are intending to sell, how do you know what the right
time is? How do you decide which brands to discontinue, whether to rebrand and how
to arrange your brand architecture? Brand Finance has conducted thousands of brand
and branded business valuations to help answer these questions.

Brand Finance’s research revealed the compelling link between strong brands and
stock market performance. It was found that investing in highly-branded companies
would lead to a return almost double that of the average for the S&P 500 as a whole.

Acknowledging and managing a company’s intangible assets taps into the hidden
value that lies within it. The following report is a first step to understanding more about
brands, how to value them and how to use that information to benefit the business.

The team and I look forward to continuing the conversation with you.

Brand Finance Switzerland 50 July 2018 3.

About Brand Finance. Contents.
Brand Finance is the world’s leading independent Foreword 3
brand valuation and strategy consultancy.
About Brand Finance 4
Brand Finance was set up in 1996 with the aim of
‘bridging the gap between marketing and finance’. Contact Details 4
For more than 20 years, we have helped companies
and organisations of all types to connect their brands Definitions 6
to the bottom line.
Executive Summary 8
We pride ourselves on four key strengths:
• Independence Full Table 12
• Technical Credibility
• Transparency
Methodology 14
• Expertise.
Understand Your Brand’s Value 15
Brand Finance puts thousands of the world’s biggest Consulting Services 16
brands to the test every year, evaluating which are the
strongest and most valuable. Communications Services 17
For more information, please visit our website:
www.brandfinance.com

Contact Details.
For business enquiries, For further information on Brand Finance®’s services and valuation experience,
please contact: please contact your local representative:
Richard Haigh
Country Contact Email Address
Managing Director
Asia Pacific Samir Dixit s.dixit@brandfinance.com +65 906 98 651
rd.haigh@brandfinance.com Australia Mark Crowe m.crowe@brandfinance.com +61 282 498 320
Canada Charles Scarlett-Smith c.scarlett-smith@brandfinance.com +1 647 3437 266
For media enquiries, Caribbean Nigel Cooper n.cooper@brandfinance.com +1 876 8256 598
China Scott Chen s.chen@brandfinance.com +86 1860 118 8821
please contact: East Africa Jawad Jaffer j.jaffer@brandfinance.com +254 204 440 053
Konrad Jagodzinski Germany Holger Mühlbauer h.muehlbauer@brandfinance.com +49 1515 474 9834
Communications Director India Savio D’Souza s.dsouza@brandfinance.com +44 207 389 9400
k.jagodzinski@brandfinance.com Indonesia Jimmy Halim j.halim@brandfinance.com +62 215 3678 064
Ireland Simon Haigh s.haigh@brandfinance.com +353 087 6695 881
Italy Massimo Pizzo m.pizzo@brandfinance.com +39 230 312 5105
For all other enquiries, Japan Jun Tanaka j.tanaka@brandfinance.com +8190 7116 1881
please contact: Mexico & LatAm Laurence Newell l.newell@brandfinance.com +52 1559 197 1925
Middle East Andrew Campbell a.campbell@brandfinance.com +971 508 113 341
enquiries@brandfinance.com Nigeria Babatunde Odumeru t.odumeru@brandfinance.com +234 012 911 988
+44 (0)207 389 9400 Romania Mihai Bogdan m.bogdan@brandfinance.com +40 728 702 705
Spain Teresa de Lemus t.delemus@brandfinance.com +34 654 481 043
South Africa Jeremy Sampson j.sampson@brandfinance.com +27 828 857 300
linkedin.com/company/ Sri Lanka Ruchi Gunewardene r.gunewardene@brandfinance.com +94 114 941 670
brand-finance Turkey Muhterem Ilgüner m.ilguner@brandfinance.com +90 216 3526 729
UK Richard Haigh rd.haigh@brandfinance.com +44 207 389 9400
USA Laurence Newell l.newell@brandfinance.com +1 917 794 3249
facebook.com/brandfinance Vietnam Lai Tien Manh m.lai@brandfinance.com +84 473 004 468

twitter.com/brandfinance

4. Brand Finance Switzerland 50 July 2018 Brand Finance Switzerland 50 July 2018 5.
 Definitions.

Definitions.
Brand Value Brand Strength
+ Enterprise Value Brand Strength is the efficacy of a brand’s Each brand is assigned a Brand Strength Index (BSI)
The value of the entire enterprise, made performance on intangible measures, relative to its score out of 100, which feeds into the brand value
up of multiple branded businesses. competitors. calculation. Based on the score, each brand is assigned a
[Swatch Group] corresponding rating up to AAA+ in a format similar to a
Where a company has a purely mono-
In order to determine the strength of a brand, we look at credit rating.
branded architecture, the ‘enterprise value’
is the same as ‘branded business value’. Marketing Investment, Stakeholder Equity, and the impact
Enterpr of those on Business Performance. Analysing the three brand strength measures helps inform
ise
Val + Branded Business Value managers of a brand’s potential for future success.
ue
The value of a single branded business
Brand operating under the subject brand.
ed B
us [Omega] A brand should be viewed in the context of
ine Marketing Widely recognised factors deployed by marketers to create brand loyalty and

Brand Strength Index

ss the business in which it operates. Brand Investment market share.
V Finance always conducts a branded
Bran
dC
al

on business valuation as part of any brand

ue

tri valuation. We evaluate the full brand value

b
chain in order to understand the links
ut

between marketing investment, brand- Stakeholder Perceptions of the brand among different stakeholder groups, with customers
io
n

tracking data, and stakeholder behaviour. Equity being the most important.

+ Brand Contribution
Brand The overall uplift in shareholder value
Quantitative market and financial measures representing the success of the
that the business derives from owning Business
Value the brand rather than operating a Performance brand in achieving price and volume premium.
[Omega]
generic brand.

The brand values contained in our league

tables are those of the potentially
transferable brand assets only, making
‘brand contribution’ a wider concept. An
assessment of overall ‘brand contribution’ to
a business provides additional insights to
help optimise performance.
+ Brand Value
The value of the trade mark and
associated marketing IP within the
branded business.
[Omega]
Brand Finance helped to craft the
internationally recognised standard on
Brand Valuation – ISO 10668. It defines
brand as a marketing-related intangible
asset including, but not limited to, names,
terms, signs, symbols, logos, and designs,
intended to identify goods, services or
entities, creating distinctive images and
associations in the minds of stakeholders,
thereby generating economic benefits.
Marketing Investment
• A brand that has high Marketing Investment but low Stakeholder Equity may be on a
path to growth. This high investment is likely to lead to future performance in Stakeholder
Equity which would in turn lead to better Business Performance in the future.
Investment • However, high Marketing Investment over an extended period with little improvement in
Stakeholder Equity would imply that the brand is unable to shape customers’ preference.
Stakeholder Equity
• The same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it is
Equity likely that Business Performance will improve in the future.
• However, if the brand’s poor Business Performance persists, it would suggest that the
brand is inefficient compared to its competitors in transferring stakeholder sentiment
to a volume or price premium.
Performance Business Performance
• Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder
Equity, it would imply that, in the future, the brand’s ability to drive value will diminish.
• However, if it is able to sustain these higher outputs, it shows that the brand is
particularly efficient at creating value from sentiment compared to its competitors.

6. Brand Finance Switzerland 50 July 2018 Brand Finance Switzerland 50 July 2018 7.
 Executive Summary.

Executive Summary.
to continue automating industries. Complemented by its Top 10 Most Valuable Brands (CHF m)
major sponsorship arrangement with Formula E, the fully

1
electric international FIA motorsport category, ABB is Rank 2018: 1 2017: 1
increasingly delivering automation and electrical BV 2018: CHF18,890
services in key new mobility sectors. BV 2017: CHF18,819 0%
Brand Rating: AAA-
Brand to Watch: TAG Heuer
Although valued at far less than Nestlé, TAG Heuer has
2 Rank 2018: 2 2017: 2
BV 2018: CHF8,583
BV 2017: CHF9,086 -6%
emerged as a brand to watch this year and the fastest- Brand Rating: AA+
growing among the nation’s most valuable brands,

3
recording a remarkable 55% brand value growth to Rank 2018: 3 2017: 5
CHF1.5 billion. BV 2018: CHF8,028
BV 2017: CHF6,586 22%
TAG Heuer have launched a significant effort to produce Brand Rating: AA+
smartwatches that build upon the brand’s luxury
mechanical expertise, combining the previously parallel
product sectors. 4 Rank 2018: 4 2017: 3
BV 2018: CHF6,991
BV 2017: CHF6,981 0%
In addition, the brand introduced significant online Brand Rating: AA-
customisation options for buyers, enabling them to

Nestlé Still Most Valuable "The top Swiss brands come from
choose bespoke watch combinations. This strategy of
creating unique customer experience has proved 5 Rank 2018: 5 2017: 7
BV 2018: CHF6,497
BV 2017: CHF5,911 10%
Brand Rating: AA
Nestlé remains Switzerland’s most valuable brand at many different sectors,
CHF18.9 billion. Despite not recording any substantial Brand Value Change 2017-2018 (%)
brand value growth, Nestlé remains significantly more
valuable than any other Swiss brand, towering CHF10
demonstrating the diversity of the
modern Swiss economy. World- TAG Heuer 55%
6 Rank 2018: 6 2017: 8
BV 2018: CHF6,254
BV 2017: CHF5,902 6%
billion over second-ranked UBS (brand value down 6% renowned confectionary, Adecco 41% Brand Rating: AA+
to CHF8.6 billion). STMicroelectronics 40%
watchmaking, financial services,
In addition to being Switzerland’s most valuable brand,
Nestlé again dominated the food industry globally this
and engineering brands boost
Baloise
Maggi
35%
31%
7 Rank 2018: 7 2017: 4
BV 2018: CHF6,203
BV 2017: CHF6,774 -8%
year as the world’s most valuable brand in the sector. Switzerland’s image as a country Longines
Lonza Group
28%
Brand Rating: AAA
28%
While Nestlé’s brand remained ahead of competitors, its that fosters and attracts excellence."
8
Logitech 26%
revenue growth was slowed down by challenging sales Rank 2018: 8 2017: 6
SGS 26%
in both North and South American markets, which can David Haigh BV 2018: CHF6,047
CEO, Brand Finance Nespresso 24% BV 2017: CHF6,429 -6%
limit brand performance in the future.
-6% Swisscom Brand Rating: AAA
-7% Swatch
ABB Electrifies Top 10
With a brand history dating back to the 19th century,
-7%
-8%
Lindt
Rolex
9 Rank 2018: 9 2017: 9
BV 2018: CHF5,184
BV 2017: CHF5,199 0%
-9% Dufry
ABB (brand value up 22% to CHF8.0 billion) enjoyed a Brand Rating: AAA-
-10% Alpiq
year of outstanding brand value growth, compared to

10
-11% Glencore
other brands in the top 10. Last year was a significant Rank 2018: 10 2017: 10
-11% Novartis BV 2018: CHF4,453
transition year for ABB, as it continued the -3%
implementation of its leading strategy to take electricity
-12% Lindor BV 2017: CHF4,585
-22% Julius Bär Brand Rating: AA
from any electricity generator to any electricity plug, and

8. Brand Finance Switzerland 50 July 2018 Brand Finance Switzerland 50 July 2018 9.
 Executive Summary.

Brand Value Over Time extremely valuable amongst a global shift towards online Top 10 Strongest Brands
retailing, allowing the brand to offer a wider variety of
products while keeping the costs in check. BSI Score

89.3
25,000

Precision and Excellence

20,000
The watchmaking industry as a whole stands out among
BSI Score
other sectors of the Swiss economy by contributing

86.5
Brand Value (CHF bn)

seven world-class brands to the top 50 league table,

15,000 more than food (6 brands) and banking, insurance, or
engineering & construction (5 brands each).
BSI Score

83.4
10,000 Nevertheless, at CHF14.8 billion and accounting for 11%
of the combined value of all 50 brands in the ranking,
watchmakers are still less valuable than Switzerland’s
5,000 food (CHF24.0 billion; 18%), banking (CHF17.7 billion;
14%), or insurance (CHF16.2 billion; 12%) sectors. BSI Score

0
2012 2013 2014 2015 2016 2017 2018
Rolex Shows Strength 82.3
Year
Further adding to the clout of Swiss watch brands, Rolex BSI Score

80.4
is Switzerland’s strongest brand, earning an extremely
high score of 89.3 out of 100. Despite an 8% drop in
brand value to CHF6.2 billion, the Rolex brand has
Brand Value by Sector
benefitted over the last year from a highly regarded
series of innovative product launches, which have built BSI Score

78.4
on the brand’s reputation for high quality devices, while
also taking advantage of new technologies. This
Colour Sector Brand Value % of total innovative brand strategy ensures that the Rolex brand
(CHF bn) continues to be highly regarded as a symbol of quality
and reliability. BSI Score

78.2
———
——— Food 24.0 18%
———
——— Banks 17.7 14%
———
——— Insurance 16.2 12%
———
——— Watchmaking 14.8 11% BSI Score

77.7
Engineering &
———
——— 14.2 11%
Construction
———
——— Pharma 9.7 7%
———
——— Others 33.7 26% BSI Score

77.4
Total 130.3 100%

BSI Score

77.2
10. Brand Finance Switzerland 50 July 2018 Brand Finance Switzerland 50 July 2018 11.
Brand Finance
Switzerland 50 (CHF m).
Top 50 most valuable Swiss brands 1-50
Rank Rank Brand name Sector
Sector Brand
Brand value
value %
% Brand
Brand value
value Brand
Brand Brand
Brand
2018 2017 (CHF
(DKK m)
m) change
change (CHF
(DKK m) rating
rating rating
rating
2018
2018 2017
2017 2018
2018 2017
2017
1 1 Nestlé
Lego Toys
Food 18,890
47,920 0%
-5% 18,819
50,326 AAA-
AAA+ AAA+
AAA-
2 2 UBS
Arla Food
Banks 8,583
21,677 -6%
-13% 9,086
24,905 AA+
A+ A+
AA+
3 5
3 ABB
Danske Bank Banks
Engineering & Construction 8,028
21,575 +22%
-10% 6,586
23,844 AA+
AA+ AA+
AA+
4 3
4 Zurich
Maersk Logistics
Insurance 6,991
19,696 0%
-12% 6,981
22,501 AA-
AA- AA
AA-
5 7
5 Credit Suisse
Pandora Apparel
Banks 6,497
19,078 +10%
-1% 5,911
19,230 AA
AA+ AAA-
AA
6 8
6 Roche
ISS Commercial
Pharma Services 6,254
14,897 +6%
+5% 5,902
14,154 AA+
A AAA
7 4
7 Rolex
Vestas Engineering
Apparel & Construction 6,203
11,040 -8%
+9% 6,774
10,121 AAA
A+ A+
AAA
8 6
9 Swisscom
DSV Logistics
Telecoms 6,047
10,454 -6%
+6% 6,429
9,857 AAA
A+ A+
AAA
9 9
10 Nescafé
Coop Danmark Retail
Non Alcoholic Drinks 5,184
9,212 0%
-4% 5,199
9,613 AAA-
AA- A+
AAA-
10 10
8 SwissNordisk
Novo Re Pharma
Insurance 4,453
8,749 -3%
-13% 4,585
10,068 AA
AA- AA-
AA
11 15
13 Adecco
Carlsberg Beers
Pro Services - Commercial 3,646 +41% 2,581 AA- AA-
12 11
14 Glencore
Danfoss Engineering
Mining & Construction 3,616 -11% 4,046 A A+
13 12
11 Novartis
TDC Telecoms
Pharma 3,491 -11% 3,930 AA AA
14 13
12 OmegaSupermarked
Dansk Retail
Apparel 3,118 -1% 3,155 AA+ AA+
15 14
New Holcim
Ørsted Utilities
Engineering & Construction 2,905 +12% 2,592 AAA- AAA-
16 16
21 Swiss Life
Nykredit Banks
Insurance 2,465 0% 2,465 A+ AA-
17 20
15 Kuehne + Nagel
Tulip Food
Logistics 1,930 +17% 1,644 A+ A+
18 17
16 TE Connectivity
Coloplast Healthcare
Technology 1,887 +4% 1,813 AA- AA-
19 25
23 SGS
Tuborg Beers
Pro Services - Commercial 1,608 +26% 1,279 AA AA
20 18
20 SwatchBank
Jyske Banks
Apparel 1,569 -7% 1,681 AA AA
21 19
22 Dufry
ECCO Apparel
Retail 1,527 -9% 1,669 A+ AA-
22 23
17 Schindler
Danish Crown Food
Engineering & Construction 1,515 +6% 1,436 AA- AA-
23 29
19 TAG Heuer
Danepak Food
Apparel 1,512 +55% 975 AA+ AA+
24 21
24 LindtGrønne Slagter
Den Food
Food 1,441 -7% 1,546 AA+ AA+
25 24
26 Barry Callebaut
Tryg Insurance
Food 1,309 +2% 1,290 AA AA
26 26
18 Helvetia
Lurpak Food
Insurance 1,301 +5% 1,242 AA- A
27 31
33 STMicroelectronics
Rockwool Engineering
Technology& Construction 1,301 +40% 926 AA- A+
28 27
25 Tissot
Topdanmark Insurance
Apparel 1,276 +3% 1,241 AA AA+
29 22
29 JuliusHansen
CHR Bär Food
Banks 1,145 -22% 1,462 AA- AA
30 32
27 Zürcher Kantonalbank
GN Tech
Banks 1,051 +15% 915 AA- AA
31 35
32 Baloise
KMD Tech
Insurance 1,029 +35% 761 AA- A
32 28
30 Geberit
DFDS Seaways Logistics
Engineering & Construction 1,000 -5% 1,056 AA- AA
33 34
28 Maggi
Fakta Retail
Food 999 +31% 765 AA+ AAA-
34 30
34 Syngenta
Sydbank Banks
Chemicals 926 -4% 967 AA AA
35 33
36 Emmi Greenland Seafood
Royal Food
Food 849 +1% 844 A A+
36 39
35 Nespresso
Novozymes Pharma
Non Alcoholic Drinks 741 +24% 598 AA+ AA
37 New
41 Sonova
Top-Toy Retail
Pro Services - Healthcare 739 - - A+ -
38 36
37 Sika 1000
Rema Retail
Engineering & Construction 722 -4% 752 AA AA
39 41
New Logitech
NNIT Commercial
TechnologyServices 712 +26% 565 AA AA
40 42
40 Longines
Spar Nord Bank Banks
Apparel 699 +28% 548 AA+ AA+
41 37
46 Sunrise
PER Aarsleff Engineering
Telecoms & Construction 659 0% 659 AA- A+
42 38
42 Luxoft
Alm Brand Insurance
Technology 651 +4% 627 A+ A+
43 44
45 Swiss
Yousee Telecoms
Airlines 548 +10% 499 AA AA-
44 40
39 Lindor
Harmonie Food
Food 526 -12% 596 AA AA+
45 48
43 SIX Swiss
Steff Houlberg
Exchange Food
Exchanges 524 +24% 423 A A+
46 New Lonza Group
Cultura Food
Chemicals 502 +28% 394 AA AA-
47 47
48 Clariant
Bang & Olufsen Tech
Chemicals 462 +2% 455 AA- AA
48 46
47 Alpiq
Lundbeck Pharma
Utilities 444 -10% 491 A A
49 38
49 Prince
Jaeger-LeCoultre Tobacco
Apparel 443 +9% 406 AA AA
50 New
NEW BCV
Matas Retail
Banks 391 +4% 377 AA- AA-

12. Brand Finance Switzerland 50 July 2018 Brand Finance Switzerland 50 July 2018 13.
Methodology. Understand Your Brand’s Value.
Brand Finance calculates the values of the A Brand Value Report provides a complete Each report includes expert recommendations for growing
brands in its league tables using the Royalty breakdown of the assumptions, data sources, and brand value to drive business performance and offers a
Relief approach – a brand valuation method calculations used to arrive at your brand’s value. cost-effective way to gaining a better understanding of
compliant with the industry standards set in Brand Strength your position against competitors.
ISO 10668. Index (BSI)
Brand strength
This involves estimating the likely future revenues that
expressed as a BSI What is a Brand Value Report? What are the benefits of a Brand
are attributable to a brand by calculating a royalty rate
that would be charged for its use, to arrive at a ‘brand
score out of 100.
Brand Valuation Summary Value Report?
value’ understood as a net economic benefit that a + Internal understanding of brand
licensor would achieve by licensing the brand in the + Brand value tracking Insight
open market. + Competitor benchmarking
Provide insight as to how the brand is
+ Historical brand value
The steps in this process are as follows: performing vs. key competitors on
Brand Brand Strength Index
underlying measures and drivers of
1 
Calculate brand strength using a balanced scorecard Royalty Rate brand value and brand strength.
of metrics assessing Marketing Investment, + Brand strength tracking
BSI score applied to an
Stakeholder Equity, and Business Performance. Brand + Brand strength analysis Strategy
appropriate sector
strength is expressed as a Brand Strength Index (BSI) + Management KPIs
royalty range. Understand where brand value is being
score on a scale of 0 to 100. + Competitor benchmarking
generated by region and channel in
2 
Determine royalty range for each industry, reflecting order to identify areas of opportunity
Royalty Rates
the importance of brand to purchasing decisions. In that warrant further investigation.
luxury, the maximum percentage is high, in extractive + Transfer pricing
industry, where goods are often commoditised, it is + Licensing/franchising negotiation Benchmarking
lower. This is done by reviewing comparable licensing + International licensing
Track year-on-year changes to brand
agreements sourced from Brand Finance’s extensive + Competitor benchmarking
value and set long-term objectives
database. Brand Revenues against which high-level brand
Cost of Capital
3 
Calculate royalty rate. The BSI score is applied to the Royalty rate applied to performance can be benchmarked.
forecast revenues to + Independent view of cost of capital for internal
royalty range to arrive at a royalty rate. For example, if
derive brand value. valuations and project appraisal exercises Education
the royalty range in a sector is 0-5% and a brand has
a BSI score of 80 out of 100, then an appropriate Provide a platform of understanding
Customer Research
royalty rate for the use of this brand in the given sector which the company can use to educate
will be 4%. + Utilities employees on the importance of the
+ Insurance brand.
4 
Determine brand-specific revenues by estimating a + Banks
proportion of parent company revenues attributable + Telecoms
Brand Value Communication
to a brand.
Post-tax brand Communicate your brand’s success to
5 
Determine forecast revenues using a function of
revenues discounted to shareholders, customers, and other
historic revenues, equity analyst forecasts, and For more information regarding our Brand Value
a net present value (NPV) strategically selected audiences.
economic growth rates. Reports, please contact:
which equals the brand
6 
Apply the royalty rate to the forecast revenues to value. Understanding
derive brand revenues. Richard Haigh Understand and appreciate the value of
Managing Director, Brand Finance your brand as an asset of the business.
7 
Brand revenues are discounted post-tax to a net rd.haigh@brandfinance.com
present value which equals the brand value.

Disclaimer
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions produced in this study are based only on publicly available information
and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available
information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.
Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body, government or organisation.

14. Brand Finance Switzerland 50 July 2018 Brand Finance Switzerland 50 July 2018 15.
Consulting Services.
1. Valuation: What are my intangible
assets worth?
Valuations may be conducted for technical
purposes and to set a baseline against
which potential strategic brand
scenarios can be evaluated.
+ Branded Business Valuation
+ Trademark Valuation
+ Intangible Asset Valuation
+ Brand Contribution
4. Transactions:
Is it a good deal?
Can I leverage my
intangible assets?
Transaction services help buyers,
sellers, and owners of branded businesses
get a better deal by leveraging the value of
their intangibles.
+ M&A Due Diligence
+ Franchising & Licensing
+ Tax & Transfer Pricing
+ Expert Witness
MARKETING
We help marketers to
connect their brands to
business performance by
evaluating the return on
investment (ROI) of
brand-based decisions
and strategies.
16. Brand Finance Switzerland 50 July 2018
Communications Services.
We offer a variety of services to help communicate your brand’s success.
2. Analytics: How can I improve
marketing effectiveness?
Analytical services help to uncover drivers
of demand and insights. Identifying the CEO Quote Social Media
factors which drive consumer behaviour Supply a quote in Coordinate with your
allows an understanding of how brands recognition of your social media activity
N 2. A brand’s performance to communicate your
T IO NA create bottom-line impact. for you to use in brand’s success more
A Market Research Analytics +
external and internal effectively.
Awards
U
communications.
LY
AL
Return on Marketing Investment + Press Release Produce an accolade
TIC
plaque and hand-written
1. V
Brand Audits + Assist with the creation
of a press release certificates, personally
S
Brand Scorecard Tracking + communicating your signed by our CEO, to
Brand & brand’s success. recognise your brand’s
performance.
Business Value
NS
3. Strategy: How can
Advertising
IO
I increase the value of
3. S
Allow full use of the
CT
my branded business? Your Brand Value Brand Finance logo on
TR
Explain and discuss your
How we can help
A
your ad designs and
AT
NS EG Strategic marketing services enable brand’s performance in create a bespoke digital
more depth.
A
R 4. T Y
brands to be leveraged to grow endorsement stamp for
your website and investor
businesses. Scenario modelling will relations use.
identify the best opportunities, ensuring
resources are allocated to those activities which
have the most impact on brand and business value.
Brand Governance +
Brand Architecture & Portfolio Management +
Brand Transition +
Brand Positioning & Extension +
Strongest
FINANCE TAX LEGAL Global Brand 2018
Your Brand
We provide financiers and We help brand owners We help clients to enforce
auditors with an and fiscal authorities to and exploit their
independent assessment understand the intellectual property rights
on all forms of brand and implications of different by providing independent
intangible asset tax, transfer pricing, and expert advice in- and
valuations. brand ownership outside of the courtroom.
arrangements.
Example digital endorsement stamp for use on your
website as well as in investor relations and advertising,
to recognise your brand’s performance.
Brand Finance Switzerland 50 July 2018 17.
 ®

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A contemporary and exclusive members’ club & events venue in the heart of the City of London
Characterful space for meetings and private events
Private
Members’ Members
events Club
with focus & Events and
on marketing Venuebranding
Discounted room hire for members

3 Birchin Lane, London, EC3V 9BW +44 (0) 207 3899 410 www.brandexchange.com enquiries@brandexchange.com
3 Birchin Lane, London, EC3V 9BW +44 0207 389 9410 www.brandexchange.com enquiries@brandexchange.com
Brand Exchange is a member of the Brand Finance plc group of companies

Value-Based Communications

We execute strategic communications programmes to optimise the value

of your business and to enhance brand perception among stakeholders.

SERVICES
- Research and Insights
- Project Management and Agency Steering
- Content and Channel Strategy
- Integrated Communications Planning and Execution
- Communications Workshops

For more information, contact enquiries@brand-dialogue.co.uk or visit www.brand-dialogue.co.uk

Brand Dialogue is a member of the Brand Finance plc group of companies

18. Brand Finance Switzerland 50 July 2018

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