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1、Chemicals252023The annual report on the most valuable and strongest Chemical brandsSupplementary analysis on Agriscience and Paint brandsMay 2023Brand Finance Chemicals 25 2Contents.2023 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceExecuti
2、ve Summary9Brand Value&Brand Strength Analysis10 Brand Value Ranking17Agriscience 5 18 Paints 10 20Brand Spotlights25Bayer26 Interview with Tom Armitage SVP,Global Communications,Crop Science,Bayer AGSABIC29 Becoming the preferred world leader in the chemicals sectorRongsheng Petrochemical32 Top 10
3、Most Valuable Chemical BrandInsights 34Chemicals industry insights 35Methodology38Our Services45Brand Finance Chemicals 25 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim
4、 of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands ac
5、ross all sectors and countries,we publish over 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.We pride ourselves on technical cr
6、edibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand V
7、aluation ISO 10668 and Brand Evaluation ISO 20671.Our methodology has been certified by global independent auditors Austrian Standards as compliant with both,and received the official approval of the Marketing Accountability Standards Board.Get in T business enquiries,please contact:Richard HaighMan
8、aging DFor all other enquiries:+44 207 389 For media enquiries,please contact:Michael JosemAssociate Communications DA Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to arrive at your brands value.Each report includes expert recommendations for
9、 growing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capita
10、l AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUnderstandingBrand Finance Chemicals 25 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance,whose purpose is to create and foster a professional environment for
11、knowledge-sharing and networking among practitioners and experts in the market.BFI organises events,in-company training,and corporate educational initiatives around the world.In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the n
12、ecessary skills and tools,we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools,universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values,providing easy access to
13、 all Brand Finance rankings,reports,whitepapers,and consumer research published since 2007.+Browse thousands of published brand values+Track brand value,strength,and rating across publications and over time+Use interactive charts to compare brand values across countries,sectors,and global rankings+P
14、urchase and instantly unlock premium data,complete brand rankings,and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value.Brand Dialogue has over 25 years of exper
15、ience in delivering campaigns driven by research,measurement,and strategic thinking for a variety of clients,with a strong background in geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue manages communications activities across Brand
16、Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance,brand transition,and brand identity management.VI360 provide straightforward and practical brand management that results in tangible benefits for your busin
17、ess.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 38 countries and 31 sectors coveredMore than 150,000 respondents surveyed annuallyWe are now in our 7th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman&CEO,Brand FinanceBrand Financ
18、e Chemicals 25 7Foreword.Brand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performa
19、nce.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisatio
20、ns understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can l
21、ead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a st
22、rong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invest
23、ed more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for furth
24、er conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your brand.Brand Finance Chemicals 25 8Post
25、-COVID recovery slows for Chemicals industry battling energy crisis.+BASF comes out on top once again as the worlds most valuable Chemicals brand,valued at US$8.4 billion+Syngenta is the fastest-growing Chemicals brand,up 37%to US$1.4 billion+DuPont holds on to top spot as strongest Chemicals brand,
26、with a AAA-rating+Air Liquide performs strongly,with brand value and brand strength both climbing the ranks+Sumitomo Chemicals has highest Sustainability Perceptions Score,rated 5.14 out of 10+BASF has the highest Sustainability Perceptions Value at US$301 millionRanking Analysis.Brand Finance Chemi
27、cals 25 10Ranking Analysis.BASF comes out on top once again as the worlds most valuable Chemicals brand,valued at US$8.4 billionBASF(brand value steady at USD8.4 billion)is the global Chemicals industry leader for the ninth consecutive year,with the most valuable brand in the industry again.BASF has
28、 implemented proactive measures to offset the impacts of volatile gas prices and materials costs.Transitioning towards alternative fuels has reduced BASFs reliance on and consumption of natural gas.The brand has also introduced price hikes across almost all segments of its business,as well as initia
29、ting a European cost-saving programme.The programme alone is expected to save BASF around 500 million in non-production areas of the business.BASFs proactivity has the brand well-positioned to investors,boosting the brands value and overall stakeholder confidence.Brand value growth within the Chemic
30、als industry has been steady but it has slowed this past year.Historically,the industry has relied heavily on Russian gas.Chemicals brands are facing further macro-economic and supply chain challenges.Brands need to have greater creativity and flexibility to manage these obstacles,both in the short-
31、term and long-term.This includes brands maintaining strong relationships with their suppliers to gain that competitive advantage.David Haigh Chairman of Brand FinanceBrand Finance Chemicals 25 11Ranking Analysis.Top 10 Most Valuable Chemical Brands 6-6%USD2.8 bn6 7+12%USD2.6 bn8 8+23%USD2.3 bn11 910
32、USD2.2 bn+7%1013USD2.1 bn+16%1+0%USD8.4 bn1 3+5%USD4.5 bn3 44USD4.3 bn-1%55USD4.1 bn+16%2+1%USD4.7 bn2 Brand Finance Plc 20230222200000Brand Finance Chemicals 25 12Ranking Analysis.Syngenta is the fastest-growing Chemicals brand,up 37%to US$1.4 billionSyngenta(brand value up 37%to USD1.4 billion)is
33、the worlds fastest-growing Chemicals brand,climbing six places.Syngentas continued promotion of regenerative agriculture practices and an increased demand for sustainable farming products has driven the brands 19%year-on-year increase in sales.Alongside increased productivity,Syngenta has been able
34、to raise prices of its products and services,offsetting raw materials costs.Syngenta also continues to promote its vision of a global regenerative food production system,working with other brands within the industry.Consistent with Syngentas ethos of sustainable farming,2022 saw the brands acquisiti
35、on of UK-based Bionema.Brand Value Change 2023-2022(%)-6%-6%-8%-12%-14%16%23%23%26%37%Brand Finance Plc 2023The acquisition has grown Syngentas Crop Protection portfolio,adding two next generation biopesticides.Syngentas combination of existing products and services with new technology,digital innov
36、ation and data science,has continued to help farmers improve crop yields and drive growth.Additionally,Syngenta was crowned Top Agriculture Employer for the sixth consecutive year in 2022,recognising the brands dedication to its workforce.More recently,in March 2023,Syngenta launched its“Shoots by S
37、yngenta”platform.The platform aims to synergise Syngentas research and development strategy by collaborating with academics and industry leaders.In line with Syngentas commitment to advancing innovative sustainable technologies to address climate change,the platform will look to enhance soil health,
38、safeguard biodiversity,and protect water quality.Brand Finance Chemicals 25 13Top 10 Strongest Chemical Brands83.7-1.4 1AAA-182.3-1.3 3AAA-281.1+4.4 47AAA-80.7+2.2 56AAA-80.1-1.0 6AAA-483.4-0.1 2AAA-377.0+1.0 7AA+876.7+1.8 8AA+975.7+3.1 912AA+75.6-4.0 105AA+Ranking Analysis.DuPont holds on to top sp
39、ot as strongest Chemicals brand,with a AAA-ratingIn addition to calculating brand value,Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment,stakeholder equity,and business performance.Compliant with ISO 20671,Brand Fin
40、ances assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.US-based brand DuPont(brand value down 2%to USD1.8 billion)remains the worlds strongest Chemicals brand,with a Brand Strength Index(BSI)score of 83.7
41、out of 100 and corresponding AAA-brand rating.DuPont has benefited from continued demand across its industrial-end markets.Its contributions towards healthcare and aerospace have helped maintain brand strength.However,across DuPonts areas related to electronics and semiconductors,the brand has been
42、adversely affected by lower volumes.Brand Finance Plc 20231222101222Brand Finance Chemicals 25 14Ranking Analysis.Air Liquide performs strongly,with brand value and brand strength both climbing the ranksAir Liquide(brand value up 26%to USD1.6 billion)continues to rebound post-pandemic.Climbing three
43、 ranks in Brand Finances ranking for brand value,Air Liquide also saw its BSI score increase 4 points,taking it to 81 out of 100 and awarding it a AAA-rating,the same rating as the strongest Chemicals brand in the world.In line with Air Liquides brand value growth,the brand unveiled ADVANCE,its new
44、strategic plan for 2025.The plan captures Air Liquides strong financial performance and extra-financial performance targets.This includes decarbonisation and technological advancements,combined to inextricably link the brand and its sustainable future.The brands 2021 acquisition of a Cryogenic Turbo
45、expander business line of 16 air separation units also continues to support the development,and competitiveness in the market,of Air Liquides core air units.Air Liquides brand strength has enabled the brand to propel new products into the market,with customer trust and brand perceptions for existing
46、 products and services carrying over.Rongsheng Petrochemical(brand value up 12%to USD2.6 billion)is another brand that continues to grow,both in terms of brand value and strength.Moving up to seventh in the ranking,Rongsheng Petrochemicals BSI also saw a two-point increase to 71 out of 100 and a cor
47、responding AA rating.Following Aramcos 10%stake investment of the brand in early 2023,Rongsheng Petrochemical strives for the continued development and successful implementation of its growth strategy.Brand Finance Chemicals 25 15Ranking Analysis.Sumitomo Chemicals has highest Sustainability Percept
48、ions Score,rated 5.14 out of 10As part of its analysis,Brand Finance assesses the role that specific brand attributes play in driving overall brand value.One such attribute,growing rapidly in its significance,is sustainability.Brand Finance assesses how sustainable specific brands are perceived to b
49、e,represented by a Sustainability Perceptions Score.The value that is linked to sustainability perceptions,the Sustainability Perceptions Value,is then calculated for each brand.Sumitomo Chemicals(brand value up 8%to USD1.7 billion)was founded with two goals,one being the elimination of pollution.It
50、 is unsurprising that the brand finds itself with the highest Sustainability Perceptions Score,at 5.14,of any brand included in the ranking.Perceived by stakeholders to uphold its founding principles,Sumitomo Chemicals supports a variety of areas of life,including resources,food and energy.Sumitomo