Brand finance - A global consulting company that evaluates the value of brands in different countries every year. In August 2018, the turn came the most expensive brands in Russia. A press release was posted on the company's website, where everyone can see what it is now customary to make good money in the country.
Brand Finance is one of the pioneers in branding. The method of brand valuation invented by the company entered the world standard as ISO 10668. The company relies, inter alia, on the following indicators:
- brand revenue (including projected);
- brand value;
- brand strength (this, in addition to capital and profit, includes such a concept as “emotional connection with the brand” - how well the brand is familiar and loved by customers);
- brand revenue, including projected.
Brand rating is the strength of a brand expressed in letter format. The highest value is AAA +; the lowest is D.
10. Pyaterochka
Brand Value: 91,212 billion rubles.
Rating: A +
Over the past year, Pyaterochka showed an excellent result - the brand value increased by almost a third (by 27%). Recently, the number of stores in this food chain has reached twelve thousand. And the company X5 Retail Group, which actually belongs to Pyaterochka, boasted a 19% increase in profits.
9. Tatneft
Brand Value: 97 303 billion rubles.
Rating: AA-
Oil and gas brands in Russia continue to hold first place in overall value. And if you calculate the total value of all brands in the country, oil and gas account for a little more than a third (32%). However, although there are four oil and gas companies in the top ten most valuable brands in the Russian Federation, the results of this year for them were different. The Surgutneftegas company suffered the most - it fell from sixth to fourteenth place and dropped out of ten. But a holy place does not happen empty, so Tatneft immediately appeared in the top 10 brands. This company for the first time entered the top ten - brand value grew by 9% in 2017-2018.
8. MTS
Brand Value: 114 532 billion rubles.
Rating: AAA-.
It seems that in the competition between the four largest network operators, the winner was determined - and this is MTS. Over the past period, the company showed an impressive result - an increase of 23%.
It is interesting how the recently instituted by the Federal Antimonopoly Service case will affect the brand’s value regarding unreasonably high prices for SMS messages from banks.
7. VTB
Brand Value: 117 556 billion rubles
Rating: AAA-.
Although the banking sector accounts for 24.7% of the total value of Russian brands, only two banks are represented in the top 10 most expensive brands of Russia in 2018. In seventh place is VTB. As you can see, the US sanctions partially imposed on him had no effect.
6. Magnet
Brand Value: 145,182 billion rubles
Rating: AAA-.
Another food network, widely represented throughout the Russian Federation. “Magnit” continues to grow - over the past year the number of stores increased by 12%, the value of shares is increasing, in general, the picture is quite cloudless. Almost a third of the company's shares at the beginning of this year were bought by VTB Bank. Time will tell how this will affect the future of the network.
5. Russian Railways
Brand Value: 158 975 billion rubles.
Rating: A +.
Reforms of Russian Railways, which began in 2016, have borne fruit. Over the past reporting period, brand value has grown by 35%.
4. Rosneft
Brand Value: 203 869 billion rubles.
Rating: AA +.
Rosneft is confidently moving forward in the list of the most expensive Russian brands. Over the past year, its value has increased by 13%. According to business analysts, this is not the limit, because oil is getting more expensive. In addition, the price of shares was affected by the fact that the Board of Directors of Rosneft decided to buy back its shares. Rosneft's gas station chain tops the gasoline quality rating.
3. Lukoil
Brand Value: 281,063 billion rubles
Rating: AA +.
Although Lukoil is among the top three most profitable brands in Russia, it can be said to be out of luck. Over the past year, brand value has declined. True, only 1%, but dashing trouble began. Perhaps the scandal with the pollution of the Ugra natural park by the breakthrough of the illegally constructed Lukoil pipeline played a role.
2. Gazprom
Brand Value: 320 844 billion rubles.
Rating: AA
The results of the current year did not affect the position of the Gazprom brand in the Brand Finance list. He was the second, and remained, even despite an increase in value of 5%. Perhaps the situation, recently opened by Gazprom, an electronic platform for gas trading in Europe, will revive the situation a little.
1. Sberbank is the most expensive Russian brand
Brand Value: 670,405 billion rubles
Rating: AAA +.
Surprisingly, the first place is by no means an oil and gas company or a food chain, but the most reliable bank according to the Central Bank. It is good to be a financial institution with state participation. Only Sberbank and the Industrial and Commercial Bank of China (ICBC) have received the highest rating among all banks in the world. The value of the “green bank”, well-known to all Russians, is twice the value of a company that is in second place in the rating.
As the CEO of Brand Finance notes, this year Sberbank’s indicators both in terms of brand value and its strength were simply outstanding.
