Marketing by the Numbers: Brand Value

Marketing by the Numbers: Brand Value

What is a brand’s worth? It depends on who is measuring it. For example, in 2010 Google was valued to be worth $114 billion by one brand valuation company but only $43 billion by another. While this variation is extreme, it is not uncommon to find valuations of the same brand differ by $20 to $30 billion. Interbrand and BrandZ publish global brand value rankings each year, but a comparison of these two companies’ 2010 rankings reveals an overlap of only six of the top ten brands.

Compare and contrast the methodologies used by Interbrand (www.interbrand.com) and BrandZ (www.brandz.com) to determine brand value. Explain why there is a discrepancy in the rankings from these two companies.
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