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BrandZ™ Top 20 Most
Valuable Saudi Arabian Brands

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BrandZ™ Top 20 Most
Valuable Saudi Arabian Brands


BrandZ™ Top 20 Most Valuable Saudi Arabian Brands ranking is based on the unique and objective BrandZ™ brand valuation methodology that combines extensive and on-going consumer insights with rigorous financial analysis.

The BrandZ™ valuation methodology can be uniquely distinguished by the way of using of consumer viewpoints to assess brand equity. We strongly believe that how consumers perceive and feel about a brand determines its success and failure. We conduct worldwide, on-going, in-depth quantitative consumer research, and build up a global picture of brands on a category-by-category and market-by-market basis.

The Valuation Process

STEP 1:

FINANCIAL VALUE ($)

Financial value created by a brand

Source

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STEP 2:

BRAND CONTRIBUTION (%)

Proportion of finanial value generated by the brand’s ability to increase purchase volume and charge premium

Source

Consumer BrandZ Survey Data (N=3,200 interviews)
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STEP 3:

BRAND VALUE ($)

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Infographics

BrandZ Top 20 Most Valuable Brands Infographics
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STEP 1: CALCULATING FINANCIAL VALUE


CALCULATING FINANCIAL VALUE

Part A

We start with the corporation. In some cases, a corporation owns only one brand. All Corporate Earnings come from that brand. In other cases, a corporation owns many brands, and we need to apportion the earnings of the corporation across a portfolio of brands. To make sure we attribute the correct portion of Corporate Earnings to each brand, we analyze financial information from annual reports submitted on Tadawul Stock Exchange. This analysis yields a metric we call the Attribution Rate.

Part B

What happened in the past – or even what’s happening today – is less important than prospects for future earnings. Predicting future earnings requires adding another component to our BrandZ™ formula. This component assesses future earnings prospects as a multiple of current earnings. We call this component the Brand Multiple.


STEP 2: CALCULATING BRAND CONTRIBUTION


CALCULATING BRAND CONTRIBUTION

To arrive at Brand Value, we need to peel away a few more layers, such as the in-market and logistical factors that influence the value of the branded business, for example: price, availability, and distribution. What we are after is the value of the intangible asset of the brand itself, which exists in the minds of consumers. That means we have to assess the ability of brand associations in consumers’ minds to deliver sales by predisposing consumers to choose the brand or pay more for it. We identify the purchase volume and any extra price premium delivered by these brand associations. We call this unique role played by brand, Brand Contribution.


STEP 3: CALCULATING BRAND VALUE


CALCULATING BRAND VALUE

To arrive at Brand Value, we need to peel away a few more layers, such as the in-market and logistical factors that influence the value of the branded business, for example: price, availability, and distribution. What we are after is the value of the intangible asset of the brand itself, which exists in the minds of consumers. That means we have to assess the ability of brand associations in consumers’ minds to deliver sales by predisposing consumers to choose the brand or pay more for it. We identify the purchase volume and any extra price premium delivered by these brand associations. We call this unique role played by brand, Brand Contribution.

To know more about BrandZ™ valuation, visit our sites:
www.brandz.com
www.millwardbrown.com/brandz


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Ranking

Download the BrandZ™ Top 20 Most Valuable Saudi Arabian Brands ranking
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BrandZ™ Top 20 Most Valuable Saudi Arabian Brands ranking


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