The report gives an overview of the familiar metrics they use to calculate brand value:
Brand Value = Intangible earnings X Brand contribution X Brand multiple
The trends they highlight include:
The rise of consumers in emerging markets
Converging technologies
Corporate social responsibility
The response of fast-food makers to obesity concerns
Brands of note:
- Google was ranked #1 this year, with a 77% increase in brand value ($66 million)
- BMW 14 with an 8% increase
- Harley is 64th with a 3% increase
From the report...
"The Brandz ranking provides sector and geographic coverage of market facing brands, including brands in Apparel, Beer, Cars, Fast Food, Financial Services, Luxury Goods, Mobile Communications, etc. It covers brands in developed markets currently driving world GDP and emerging markets whose share of world GDP is expected to grow in the future.
The ranking is based on the brand's 'dollar value', calculated by using an economic use approach; the brand value shown in our ranking is based on the present value of the earnings that the brand is expected to generate in the future."
You can find the full report, with breakdowns by industry and other criteria here:
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