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品牌金融(Brand Finance):2026年全球品牌可持续发展认知指数报告(英文版)(32页).pdf

上传人: 1****1 编号:1162912 2026-03-23 32页 14.23MB

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1、The report on the value of sustainability perceptions to the worlds leading brands Sustainability Perceptions Index 2026Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of ex

2、pertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certifie

3、d by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifyi

4、ng the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For 30 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand Fi

5、nanceThe worlds leading brand valuation consultancyFor business enquiries,please contact:For media enquiries,please contact:+44 207 389 Brand Finance Sustainability Perceptions Index 3 2026 All rights reserved.Brand Finance Plc.ContentsForeword 5Robert Haigh,Strategy&Sustainability Director,Brand Fi

6、nance Views from the IAA 6Research Insights 7Sustainability as a Driver of Choice 8Sustainability Perceptions Scores 10 Across Countries Sustainability Perceptions Value 13Sustainability Gap Value 14Takeaways from Davos 2026 18Case Study:The Ocean Cleanup 21Methodology 25Our Services 29+Google overt

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1. **核心发现**:Google以419亿美元 Sustainability Perceptions Value (SPV) 超越苹果成为榜首,苹果则以260亿美元 Gap Value 居首,显示其可持续性沟通潜力巨大。 2. **品牌表现**:特斯拉SPV三年暴跌77%(从137亿降至2.7亿),因治理及劳工问题导致可持续性感知下滑;Patagonia、Lush等品牌因积极行动获高认可。 3. **趋势分析**:可持续性对消费选择的影响在48个行业中24个下降,但奢侈品领域(如豪华汽车)重要性翻倍,B2B领域(如IT服务)占比提升至20.6%。 4. **风险与机遇**:品牌可持续性感知与实际绩效常不匹配,苹果等需加强沟通以释放价值,特斯拉等则面临声誉风险。 5. **方法论**:基于ISO标准,结合消费者调研(15万人+)与ESG数据(CSRHub),量化可持续性对品牌价值的贡献。
品牌价值如何? 可持续发展影响? 谁是领导者?
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