Brand Finance Is 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 is now accepted to make good money in the country.
Brand Finance is one of the pioneers in branding valuation. The brand evaluation method invented in the company entered the world standard as ISO 10668. The company relies on the following indicators, among other things:
- brand income (including projected);
- brand value;
- brand strength (this includes, in addition to capital and profit, such a concept as “emotional connection with the brand” - how well the brand is known and loved by customers);
- brand income, including projected.
Brand rank 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 has shown excellent results - the brand value has increased by almost a third (by 27%). The number of stores in this food chain has recently reached twelve thousand. And the company X5 Retail Group, which actually owns Pyaterochka, boasted a 19% increase in profit.
9. Tatneft
Brand value: 97,303 billion rubles.
Rating: AA-
Oil and gas brands in Russia continue to dominate in overall value. And if you count the total value of all brands in the country, oil and gas account for just over 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 were different for them. The Surgutneftegaz company suffered the most - it fell from sixth to fourteenth place and dropped out of the top ten. But a holy place is never empty, so Tatneft immediately appeared in the top 10 brands. This company entered the top ten for the first time - the brand value increased by 9% in 2017-2018.
8. MTS
Brand value: 114 532 billion rubles.
Rating: AAA-.
It seems that in the rivalry between the four largest network operators, a winner has been determined - and this is MTS. Over the past period, the company has demonstrated impressive results - growth of 23%.
It’s interesting how the recently opened case by the Federal Antimonopoly Service regarding unjustifiably high prices for SMS-mailing of banks will affect the brand value.
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 in Russia in 2018. VTB is in seventh place. As you can see, the sanctions partially imposed on him by the United States had no effect.
6. Magnet
Brand value: 145 182 billion rubles.
Rating: AAA-.
Another food chain, 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 were bought by VTB Bank at the beginning of this year.Time will tell how this will affect the future of the network.
5. Russian Railways
Brand value: 158,975 billion rubles.
Rating: A +.
The 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 becoming more expensive. In addition, the price of shares was influenced by the fact that the board of directors of Rosneft decided to buy back its shares. Rosneft's filling station network is headed by 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 that it was out of luck. Over the past year, brand value has declined. True, only by 1%, but the trouble is the beginning. Perhaps the scandal with the pollution of the Ugra natural park by the breakthrough of the pipeline illegally built by Lukoil played a role.
2. Gazprom
Brand value: 320,844 billion rubles.
Rating: AA.
The results of this year did not in any way affect the position of the Gazprom brand in the Brand Finance list. He was the second, and remained, even despite the increase in value of 5%. Perhaps, the recently opened electronic platform for gas trading in Europe, recently opened by Gazprom, will revive the situation.
1. Sberbank is the most expensive Russian brand
Brand value: 670 405 billion rubles.
Rating: AAA +.
Surprisingly, in the first place is by no means an oil and gas company or a grocery chain, but the most reliable bank according to the Central Bank... It's good to be a government-owned financial institution. Only Sberbank and the Industrial and Commercial Bank of China (ICBC) received the highest ratings among all banks in the world. The value of the “green bank” known to all Russians is twice as high as the value of the company that is in second place in the rating.
As the CEO of Brand Finance notes, this year Sberbank's performance both in terms of brand value and its strength were simply outstanding.