Brand Valuation a Comparison

Brand Valuation 2012  October 6, 2012 – 06:49 pm
brand valuation report

The last three weeks have seen the publication of the 2102 lists of the world’s 100 most valuable brands by Interbrand and Eurobrand.  So I have taken the time to review each, and to conduct a comparison of results across the four lists (Brand Finance and Millward Brown being the other two).

Here are some basic statistics:

  • There are 212 brands that appear across the four top 100 lists, of which only 27 appear on all four lists
  • There are 63 brands that appear in the four top 30 lists, of which only 9 appear on all four top 30 lists
  • The total value of the top 100 brands ranges from $2.6 trillion (Eurobrand) to $1.4 trillion (Interbrand)
  • The value attributed to the 27 brands common to all four lists ranges from $1, 071 million (Millward Brown) to $686 million (Brand Finance)
  • The valuations given to the individual brands that are common to all four lists varies by a minimum of 30% (HP, American Express) to a factor of more than 4x (McDonald’s, Shell)

My conclusion is that brand valuation is still in its infancy (possibly, adolescence) as a business discipline.  While these league tables provide a useful quantification of the financial value of brands in aggregate and by industry sector, the individual valuations are still too variable to be relied upon.  Therefore, marketers should use brand valuation as a means of framing the economic significance of the brand assets they manage, but stop short of suggesting that brand valuation is reliable enough to be used as a performance metric.

 

Source: Type 2 Consulting

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