品牌价值-欧洲最具价值和最强大500强品牌的2024年度报告（英）

Europe 500 2024 The annual report on the most valuable and strongest European brands September 2024Brand Finance Europe 500 2024brandirectory.com/europe  2© 2024 All rights reserved. Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh, Chairman & CEO, Brand FinanceRanking Analysis 7Brand Value Ranking (EURm) 16Country Performances 26Brand Spotlights 31Deutsche Telekom 32Interview with Ulrich Klenke, Chief Brand Officer, Deutsche TelekomInsights 35Sustainability: Brands are under higher scrutiny 36 in Europe than anywhere else in the world Robert Haigh, Strategy & Sustainability Director, Brand Finance and Sofia Liszka, Senior Strategy & Sustainability Consultant, Brand FinanceMethodology 38Our Services 44Our 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 expertiseBrand 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, certified by Austrian Standards, is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish over 100 reports annually. Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim 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. Bridging the gap between Marketing and FinanceAbout Brand FinanceThe world's leading brand valuation consultancyFor business enquiries, please contact:Richard HaighManaging Directorrd.haigh@brandfinance.comFor media enquiries, please contact:Penny ErrickerGlobal Press Enquiresp.erricker@brandfinance.comFor all other enquiries:enquiries@brandfinance.com+44 207 389 9400www.brandfinance.comForewordBrand Finance Europe 500 2024brandirectory.com/europe  4David Haigh Chairman & CEO, Brand FinanceBrand 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 performance. 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 organisations understand the worth of their brand and how it fits into their overall business strategy. A strong brand can lead to im