The value of a brand is really only worth that much if you operate in the same industry, market, with the same customer base. Can all of the $60+ billion of Coke's brand worth be transferred to an industrial chemicals manufacturer? a real estate brokerage firm? an automotive manufacturer? How much would this name really be worth? Surely a Coke branded Intel processor would sell, perhaps to only a few windows programmers sustained by the bubbly black caffeinated concoction. Perhaps a brand extension strategy could replace the Centrino with Coke Light? But, would it really be worth $60+ billion to Intel? Would anyone but Pepsi really even consider paying that much?
Also simply through the act of purchasing a brand the brand changes. Volvo was bought by Ford, and now people say: "Did you know Ford owns Volvo now?" and with that comes a pause and a thought >>hmmm I like Volvo, but don’t identify with Ford... can I still feel about Volvo the same way?<< Often any future disappointments for Volvo supporters with Volvo products are pushed on Ford's shoulders. How does this affect the value of the brand? How can it be quantified? Is it incorporated in the original valuation? Should every company even seek to have an estimated brand worth comparable to that of Coke? Is there an optimal brand value for each firm? Is there a point where investing in your brand yields diminishing returns?
A formula/equation/framework which accurately depicts a brand's worth in all dimensions both hard and soft will exhibit chaotic behavior as everything inside and outside of the market with the consumer in between plays off everything else, hence making it impossible to accurately provide a an absolute value relevant to everyone. I don't think a lot firms would pay $60+ billion for the Coke brand, or $1.8 billion for the HFHI brand - even if they had the resources.
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