In this class we are fortunate to be able to discuss a subject that has tremendous value. Each year,
Business Week, publishes a report along with
Interbrand that calculates the value of a global brand. Now, it is important to understand the way the value is calculated, because there are a number of companies that may be absent from the list. Nonetheless, it is important that we look at the components of this calculation and the relative value placed on the factors.
Strategically, it is imperative to recognize that many stakeholders, clients, and customers place high value on these companies.
The article "
The Top 100 Brands 2006" is an interesting scan. More important however is the method used to calculate the top brand value, held by Coke, at $67 BillionUS and that it actually dropped since 2006. If you click on the company names (start with Coke) you will be treated to a "slide show" featuring a commentary of the brand value of each company.
What do you think about this value calculation? Can an "intangible" be made tangible by putting a $ value on it? Does this valuation go beyond "marketing value"? Why?
Gene A. Wright