Doing Marketing - Brands and Branding
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- Definition: What Is Brand Equity? Definition and Importance
- Read more on Interbrand: Best Global Brands 2022
- Read more: Top 100 Global Brands
Introduction to assignment: Measuring brand value is a complicated process. Different firms use different methods to measure brand equity. The top 100 brands as reported by Kantar are different than the top 100 brands measured by Interbrand because they use different formulas for calculating brand equity.
a .How does Interbrand measure brand value? See the applications and methodology section on Interbrand’s website.
b.Choose two of your favorite brands of the top 100 brands from the current year on Interbrand. How have the brand rankings changed over the past 10 years or so?
c.Using the two brands from the previous question, what do you believe is driving their success, failure, and/or stagnation?
a. Interbrand measures brand value through a combination of financial analysis, brand strength analysis, and brand role analysis. They use a proprietary formula called the Brand Valuation Methodology (BVM) that takes into account a brand's financial performance, the role the brand plays in influencing customer choice, and the brand's ability to command a premium price. The BVM methodology is based on the idea that a brand's value is equal to the net present value of the economic benefits that the brand will generate for its owner over the long term
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