Shell, KPN, NN most valuable brands in the Netherlands, Brand Finance report
Following an 18 per cent brand value growth, oil and gas company Shell remains the most valuable brand in the Netherlands for the tenth consecutive year according to the latest Brand Finance Netherlands 50 2020 report.
The multinational also ranked first in the Brand Finance Oil & Gas 50 ranking for the fifth year, with a brand value of €42.9 billion.
Despite sustained lower oil and gas prices, the Anglo-Dutch titan continues to achieve a significant price and volume premium, a testament to its strong brand. Shell has recently implemented a new strategy to enable the brand to thrive through the transition to a lower-carbon energy system by placing focus on new energy investments to help drive growth over the next few years. However, the oil and gas sector remains plagued by the ongoing Coronavirus crisis.
Richard Haigh, Managing Director, Brand Finance commented: “Despite Shell posting a solid year, the brand, along with the whole sector is now dealing with unparalleled territory. In April 2020, for the first time in history, the price of US oil turned negative. With the oil & gas sector in the heavily impacted bracket, brands could lose up to 20 per cent of their value as demand tumbles”.
In addition to measuring overall brand value, Brand Finance also evaluates the relative strength of brands, based on factors such as marketing investment, customer familiarity, staff satisfaction, and corporate reputation.
According to these criteria, KPN is the strongest brand in the Netherlands, with a Brand Strength Index (BSI) score of 86.5 out of 100 and a corresponding AAA brand strength rating.
As the leading telecoms and IT provider in the Netherlands, KPN has also been a leader in green energy within the telecoms sector in the country, reaching 100 per cent climate neutrality in 2015 and consistently investing in sustainable technology, resulting in favourable consumer perceptions and strong customer loyalty.
Furthermore, the brand’s long-term investment in customer service and focus on customer satisfaction as a key value driver has bolstered KPN’s brand strength. Brand Finance’s global brand monitor study showcased a clear improvement in the recommendation and loyalty metrics and the marketing funnel – based on familiarity, consideration, preference and recommendation - remained generally very strong.
Brand Finance has calculated that telecoms brands will suffer a limited impact to their brand value due to COVID-19, making KPN’s positive relationship with customers the brand’s ticket to emerge from the crisis relatively unscathed through engaging and promoting its offerings to new and existing markets.
Following an impressive 46 per cent brand value increase to €2.5 billion and simultaneously jumping three places in the ranking to 13th position, NN is the fastest growing brand in the Netherlands.
As one of the largest insurance and asset management brands in the country, NN has enjoyed the combined effects of favourable financial outlooks and a 7-point increase to its BSI score, which currently stands at 75.5 out of 100 with a corresponding AA- rating. With customer satisfaction, transparency, and sustainability at the heart of NN’s business model, the brand has benefitted from stronger customer loyalty and recommendation, with its products and reputation commended for their excellent quality.
Over the last year, NN has also reaped the rewards of an investment by activist hedge fund, Elliott Management Corp, who recently disclosed a 3 per cent holding in the brand, outlining their intentions to improve profitability and cut costs through asset sales. With the COVID-19 pandemic jeopardising 20 per cent of cumulative brand value within the Insurance sector, NN’s strong performance over the last year may be what the brand needs to survive its competitors.
The report also noted that The Netherlands’ top 50 most valuable brands could shed up to 16 per cent of brand value cumulatively, a drop of over €21 billion compared to the original valuation date of 1st January 2020. This, as the COVID-19 pandemic wreaks havoc on the global and national economies.
Looking beyond the Netherlands, the value of the 500 most valuable brands in the world, ranked in the Brand Finance Global 500 2020 league table, could fall by an estimated €1 trillion as a result of the Coronavirus outbreak.
Brand Finance has assessed the impact of COVID-19 based on the effect of the outbreak on enterprise value, compared to what it was on 1st January 2020. Based on this impact on enterprise value, Brand Finance estimated the likely impact on brand value for each sector. The industries have been classified into three categories – limited impact (minimal brand value loss or potential brand value growth), moderate impact (up to 10 per cent brand value loss), and heavy impact (up to 20 per cent brand value loss) – based on the level of brand value loss observed for each sector in the first quarter of 2020.
The full Brand Finance Netherlands 50 2020 report can be accessed here