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So how do you move from zero to billions in brand value?Īs Dr. Given the high volatility of financial markets over the past 12 months, the brand value is in some cases high relative to current market capitalization, reflecting true value rather than current market swings. The dollar value of each brand in the ranking is the sum of all future earnings that brand is forecast to generate, discounted to a present-day value.

The brand value published is based on the intrinsic value of the brand – derived from its ability to generate demand. Millward Brown Optimor applies an economic use approach to brand valuation for Brandz, using a methodology similar to that employed by analysts and accountants. Why? What a difference a name makes! Establishing Top Value for Your Brand Name is a Deliberate Action Here is a list of the top 5 brand names, as rated by BRANDZ, online brand quantification experts, followed by their 2010 Brand Value:įor each of those in the top 5 there are many corollary brands, not in the top 5. For instance: #5 Coca-Cola $68 B and #58 Pepsi $13 B. Top 5 Brand Names & Brand Logos 2010 Values Listen closely to this segment’s audio recording from the live lecture series on the Architecture of a Breakthrough Brand, delivered by Chief Architect Bryce Winter, discussion follows lecture on MP3: 20101208.BST-whatawordsworth. Audio WAV: 20101208.BST-whatsawordsworth. On the other hand, with a generic name, the answer may be NIL. What’s a word’s worth? In the case of a brand name, the answer may be BILLIONS. What’s in a Name? Establishing Top Value for your Brand Name