A difference of opinion. Choose wisely, and a brand valuation exercise can help you unlock growth for your business. But with so many differences in brand. Applications for brand valuation. Interbrand’s brand valuation methodology seeks to provide a rich and insightful analysis of your brand, providing a clear picture. Brand. Brand Name. Region/Country. Sector. Change in Brand Value. Brand Value. Apple. The Americas. United States. Technology. +3%. , $m.

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The assessment of Brand Strength is a structured way of assessing the specific risk of the brand. Published annual reports and analyst reports from multiple investment banks were baluation to examine the revenues, earnings and balance sheets of the brand-owning companies.

Using the edition of Report on Business’ Top list of the largest publicly traded Canadian corporations, Interbrand formed an initial consideration set of brands owned and operating in the country. Interbrand identifies the revenues from products or services that are generated with the brand. In some businesses, e. The discount rate represents these factors as it provides an asset specific risk rate. The Role of Branding is a per cent – thus if it is 50 per cent, we take 50 per cent of the intangible earnings valuatuon Brand Earnings.

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However, in other businesses in particular b2b the brand is only one purchase driver amongst many and the Role of Branding is therefore lower. Read most recent letters to the editor. There are three key elements and they are detailed below: Tickers mentioned in this story Data Update Unchecking box will stop auto data updates.


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Story continues below advertisement. Read our community guidelines here. The higher the risk of the future earnings stream the higher will be the discount rate. The ideal brand is virtually ‘risk free’ and would be discounted at a rate almost as low as government bonds or similar risk free investment.

From these Branded Revenues we deduct operating costs, applicable taxes and a charge for the capital employed to derive Intangible Earnings. Article text size A. If you would like to write a intedbrand to the editor, please forward it to letters globeandmail. Through our proprietary analytical framework called Role of Branding we can calculate the percentage of Intangible Earnings that are entirely generated by the brand. To derive today’s value of a future expected earnings stream it needs to be ‘discounted’ by a rate that reflects inteebrand risk of the earnings actually materializing and the time for which it is expected.

Non-subscribers can read and sort comments but will not be able to engage with them in any way. In the case of Shoppers Mart people buy not only because of the brand but also because of the location of the stores. Valuqtion deriving the NPV of the forecast Brand Earnings, Interbrand uses a discount rate that represents the risk profile of these earnings.


It fits with current corporate finance theory and practice. We have for each of the brands and categories assessed the Role of Branding.

How Interbrand measures brand value

If it is 10 per cent, we take only 10 per cent of the earnings. If you want to write bramd letter to the editor, please forward to letters globeandmail. Based on reports from financial analysts we prepare a forecast of Intangible Earnings for 6 years.

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How Interbrand measures brand value – The Globe and Mail

The lower the Brand Strength the further it is from the risk-free investment and branx the higher the discount rate and therefore the lower the net present value. I’m a print subscriber, link to my account Subscribe to comment Why do I need to subscribe? A Ranking by Brand Value. The subject who is truly loyal to the Chief Magistrate will neither advise nor submit to arbitrary measures.

Thank you for your patience. In situations where the brand is used across a variety of businesses, the Role of Branding figure was assessed for each core business segment. Comments that violate our community guidelines will be removed. This valuation approach is a derivative of the caluation businesses and financial assets are valued. There are two factors at play: