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BRAND FINANCE Sustainability Perceptions Index 2023
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BRAND FINANCE Sustainability Perceptions Index 2023

BRAND FINANCE Sustainability Perceptions Index 2023

World’s Biggest Brands Could Stand to Lose Billions from Poor Management of ESG Perceptions

·       First of its kind study places value on brands’ reputation for sustainability

·       Amazon tops the table with a sustainability perceptions value of $19.9bn

·       Tesla is seen as one of the most sustainable brands, with sustainability driving 26.9% of value for the EV manufacturer

A first of its kind study has revealed the financial value of sustainability perceptions of the world’s biggest brands. The Brand Finance Sustainability Perceptions Index, released today in association with the International Advertising Association at the World Economic Forum in Davos, reveals that major global brands such as Amazon, Tesla, Apple and Alphabet each have billions of dollars contingent on carefully managing a reputation for commitment to sustainability.

Amazon has the most at stake with a sustainability perceptions value of US$19.9 billion. Other notable brands at the top of the ranking include Tesla (US$17.8 bn), Apple (US$14.65 bn), and Google (US$14.6 bn).

Brand Finance Strategy and Sustainability Director Robert Haigh commented, “For the first time, companies can now see the financial value that is tied to a reputation for acting sustainably. Whether they are seen as sustainability champions or not, the world’s biggest brands have hundreds of millions of dollars’ worth of value contingent on how sustainable they are perceived to be”

Dagmara Szule, Managing Director, IAA Global commented, “We see this as an incredibly potent tool to incentivize action in line with the UN SDGs and wider aims of the UNGC. By highlighting the financial value that is contingent on sustainability perceptions, we hope to harness businesses’ profit motive, moving them past the point where they see sustainability as a ‘hygiene factor’, to a point of rapid, concerted action.”

As part of the analysis, Brand Finance determines the relative importance of sustainability as a driver of value for brands. This relevels that Tesla is particularly financially reliant on sustainability perceptions. 26.9% of Tesla’s brand value is associated with a reputation for sustainability.

In fact, the Luxury Autos sector accounted for a number of brands that performed extremely well in terms of sustainability perception, such as Porsche and Mercedes-Benz. The research has revealed the important role of sustainability perception in driving choice amongst consumers in the sector, reflected through an average driver score of 22.9%.

Mr Haigh continued, “It might seem counterintuitive that brands associated with high fuel consumption are so reliant on a reputation for sustainability. However our research has found that at the premium end of all sectors, sustainability plays a powerful role. In luxury auto, where the purchase is discretionary and the brand is publicly expressed, the role of sustainability is further enhanced.”

As part of the analysis, Brand Finance also evaluated how sustainable each brand is perceived to be, allocating a ‘Sustainability Perceptions Score’. This strips back the impact of revenues to see which brands consumers think are the most committed to sustainability. Tesla, IKEA and Patagonia performed well across a wide range of markets. Lush and The Body Shop scored very highly in the UK. In France, Yves Rocher and tyre brand Michelin stood out, while Brazilian cosmetics giant Natura scored highly in its home market.

Further Brand Finance research revealed consumers are typically fairly trusting of brands’ sustainability related communication, with 62% believing claims about sustainability made by brands. However, 79% of consumers also said that they had reduced their use of a brand having discovered it was acting in an unsustainable way, reinforcing the imperative for brands to communicate clearly, authentically and accurately.  

Robert Haigh concluded, “Failing to communicate clearly about ESG topics puts value at risk. Consumers are relatively trusting of sustainability claims, and clearly value brand’s commitment to sustainability, so under-communicating or ‘green-hushing’ is a missed opportunity. On the other hand, communication must be authentic and supported by action, because over-claiming or ‘greenwashing’ exposes the business to hundreds of millions of dollars of reputational damage.”

View full report

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Girard-Perregaux – Tourbillon with three flying bridges Aston Martin Edition

Girard-Perregaux – Tourbillon with three flying bridges -Aston Martin Edition

  • New Tourbillon with Three Flying Bridges – Aston Martin Edition celebrates the shared passions of the two luxury brands
  • This is the first timepiece to be offered after Girard-Perregaux was announced as Official Watch Partner of Aston Martin in February
  • World premiere – black calf leather strap featuring Girard-Perregaux’s exclusive Rubber Alloy
  • Just 18 Tourbillon with Three Flying Bridges – Aston Martin Edition will be made

La Chaux-de-Fonds – Switzerland: The first timepiece borne of the recently announced partnership between Girard-Perregaux and Aston Martin has been revealed today. The Tourbillon with Three Flying Bridges – Aston Martin Edition unites the watchmaking expertise of Girard-Perregaux with Aston Martin’s unique knowledge of luxury and performance.

Both brands demonstrate a passion for refined craftsmanship and have been working together, sharing their understanding of design, materials and technology. This latest model celebrates the iconic Three Bridges pocket watch from the 19th century in a decidedly contemporary way, down to the smallest details, including the strap. The latter is a world premiere, presented in black calf leather and featuring Rubber Alloy, an innovative rubber insert injected with white gold. The design of the strap is intended to evoke thoughts of Aston Martin racing cars of the past.

Upholding Girard-Perregaux tradition, this model skilfully plays with proportions and shapes much to the delight of aesthetes.The 44 millimetre case of the Tourbillon with Three Flying Bridges – Aston Martin Edition is formed of Grade 5 titanium, a strong, hypoallergenic alloy selected by Aston Martin for its
lightweight properties. It is suffused with black DLC (Diamond-Like Carbon), bestowing the watch with a stealthy appearance. Interestingly, titanium ore was discovered in Great Britain, the home of Aston Martin, back in 1791 by an English clergyman, William Gregor, in the same year Girard-Perregaux was founded.

A sapphire crystal ‘box’ is positioned front of house, as well as to the rear, coaxing light to illuminate the case interior, thereby augmenting readability. The movement eschews a mainplate, sitting between both panes of sapphire crystal and seemingly floating in mid-air. Three bridges, an iconic signature of Girard-Perregaux, span the dial and are formed of titanium with black PVD (Physical Vapour Deposition) treatment and polished angles. The design endows the timepiece with an airy appearance, affording breathtaking views of movement components ordinarily hidden from view. While Girard-Perregaux has a long history of making the invisible visible, in this instance it has ventured off-piste, creating a watch whose movement appears to levitate within the case. This is achieved by paring back the movement, causing the mainplate to seemingly disappear, thereby creating the illusion of the movement flying within the case. It was this particular characteristic that led to the term ‘Flying Bridges’.


The cage of the tourbillon, positioned in the lower portion of the dial, is ‘lyre-shaped’, a characteristic found on all the company’s tourbillons dating back to the 19th century. A blued hand affixed to the cage imparts the running seconds. The tourbillon cage, measuring a mere 10mm in diameter, is composed of 79 components which collectively weigh only 0.25 grams. This remarkably low figure helps mitigate energy consumption.

The barrel, positioned at 12 o’clock, is openworked, affording partial views of the mainspring. A white gold micro-rotor, positioned beneath the barrel, energises the mainspring and, unlike most automatic watches, it grants unobstructed views of the movement. The car company’s name is engraved on the vertical flank of the micro-rotor and is filled with white luminescent treatment which appears blue in restricted light. Likewise, the indexes and hands are also treated with white luminescent treatment and, once again, emit a blue glow in dim light.

Patrick Pruniaux, CEO of Girard-Perregaux, said, “We are delighted to partner with Aston Martin, entrusting their team with arguably our most iconic timepiece, delivering a fresh perspective on Haute Horlogerie. Rarely do we work with others to reinterpret the Three Bridges, however, on this occasion, we have made an exception, mindful of Aston Martin’s prowess for design.

“When viewing the design of an Aston Martin, you will note the firm’s distinctive front grille, first seen on the DB Mark III of the late 50s. Likewise, the scoops and side strakes found on the company’s modern-day models are functional elements, intended to improve airflow while enriching the overall appearance of each car.”

“At Girard-Perregaux we share a similar philosophy. For example, when the Maison released the now-legendary Tourbillon with Three Gold Bridges in 1867, it transformed three functional elements into attractive aesthetic features and demonstrated an approach that we continue to employ today. Finally, this latest partnership provides a fascinating chapter in Girard-Perregaux’s 230-year history.”Marek Reichman, Aston Martin Executive Vice President and Chief Creative Officer adds: ‘The greatest of the challenges we faced with the design of this new timepiece were those of scale, as you can imagine. We had to consider lines and proportion on a far smaller scale than we are used to in the realm of automotive design. That said, good design is good design, whether it is a watch or a car, the principles remain the same. I’m delighted with the finished watch and congratulate everyone who worked on this project as this collaboration has produced a timepiece of great beauty.

The Tourbillon with Three Flying Bridges – Aston Martin Edition, a limited edition of 18 pieces, is immediately available worldwide in all authorised Girard-Perregaux retailers.

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“Best Global Brands 2021”: Mercedes-Benz once again world’s most valuable luxury car brand

“Best Global Brands 2021”: Mercedes-Benz once again world’s most valuable luxury car brand

Mercedes-Benz has cemented its top place as the only European brand in the top ten of the “Best Global Brands 2021”. The brand with the three-pointed star stands at number eight in the latest rankings published by renowned US brand consultancy Interbrand – a position it has held since 2018. The brand value has risen three percent since 2020 to 50.866 billion US dollars. It means that Mercedes-Benz retains its position as the world’s most valuable luxury car brand for the sixth year in a row, and the only one in the top ten.


“Our continued ranking in the top ten and the increased brand value are successes that we at team Mercedes-Benz are very proud of. This result validates our strategic direction yet again – as a company but also in terms of our brand positioning. Across all our brands, Mercedes-Benz is transitioning from a traditional understanding of luxury to a modern interpretation that emphasises aspects such as approachability, innovation and individuality, that establishes an awareness of a world of new possibilities and that inspires enthusiasm for sustainable mobility,” says Bettina Fetzer, Vice President Communications and Marketing Mercedes-Benz AG

Mercedes-Benz is preparing itself for becoming all-electric before the end of the decade – wherever market conditions allow. The aim is to “Lead in Electric” and “Lead in Car Software”.
Indicator of the world’s most valuable brands US brand consultancy Interbrand has been conducting the “Best Global Brands” study since 1999.

The carefully researched index lists the top 100 of the most valuable brands worldwide and is widely considered the competitive benchmark and an important indicator used by CEOs around the globe. The renowned ranking system is based on three primary criteria: “The financial performance of the brand’s products or services”, “The role of the brand in the purchasing decision-making process” and “The strength of the brand when it comes to securing future returns for the company”. Certified to ISO 10668, the evaluation methodology was the first to establish a widely accepted standard for the comparison of brands and enables objective classification on a monetary basis. More information on the study and on Interbrand are available at: www.bestglobalbrands.com

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D28 de Antonio Yachts CUPRA

D28 de Antonio Yachts CUPRA

Introducing the

We are proud to introduce you the D28 FORMENTOR, a unique piece of design and comfort that will delight nautical and automotive enthusiasts.

The perfect layout

The D28 FORMENTOR has the entire deck at the same level offering different sunbathing areas with seats and tables both fore and aft. The high level of space utilization provides an incomparable feeling of spaciousness.

Even with a maximum capacity of up to ten people, the D28 is the ideal day boat. Also, the boat features a 400 hp Mercury outboard engine, hidden under the stern sundeck, for very comfortable cruising at cruising speed.



A path for the future

Both companies are leaders in their respective industries, so this first collaboration is a commitment to the future that lays the foundations of a synergistic relationship in which the best talent of their creative teams is united. That is why 2021 will be full of novelties for the two Spanish brands, which are already working on hybrid versions of their products and new launches for 2022.

MORE: de Antonio Yachts

 

 

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