Interesting article on brand valuation on 4hoteliers.com website. First off all the author is corectly placing the brand as a independent category among the intangible assets of a company:
Brand and relationship intangibles: these include trade names, trademarks and trade symbols, domain names, design rights, trade dress, packaging, copyrights over associated colours, smells, sounds, descriptors, logotypes, advertising visuals, and written copy. In addition, associated goodwill (the general predisposition of individuals to do business with one brand rather than another brand) should be included.
Then the article si focusing on several approaces to brand valuation:
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Microsoft is the UK’s number one brand for the second year running according to the UK public. Microsoft took pole position beating a resurgent Coca-Cola, which re-entered the top ten following a one-year absence. Google finished third with the BBC and BP making up the publicâ€™s top five. Brands falling out of the top ten included Porsche, Marks & Spencer, Heinz and Duracell.
The Top 10 UK brands according to the public looks like this:
6. British Airways
Is interesting that the parallel study with media and marketing experts on the independent Superbrands Council disagreed with the public, placing Google in the number one slot. Innovative brand Apple, its sub-brand iPod, car icon Mini and online auctioneers eBay completed the expertsâ€™ top five. Only three brands made both top tens, namely Google, the BBC and Coca-Cola. Here is the Expert’s Top 10: Continue reading →