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 higher the risk of the future earnings stream the higher will be the discount rate. In the case of Shoppers Mart people buy not only because valuarion the brand but also because of the location of the stores. 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.

This should only take a few moments. From these Branded Revenues we deduct operating costs, applicable taxes and a charge for the capital employed to derive Intangible Earnings.

The assessment of Brand Strength is a structured way of assessing the specific risk of the brand. We hope to have this fixed soon.

How Interbrand measures brand value – The Globe and Mail

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Non-subscribers can read and sort comments but will not be able to engage with them in any way. Based on reports brnad financial analysts we prepare a forecast of Intangible Earnings for 6 years. All comments will be reviewed by one or more moderators before being posted to the site.

If you would like to write a letter to the editor, please forward it to letters globeandmail. Log in Subscribe to comment Why do I need to subscribe? For deriving the NPV of the forecast Brand Earnings, Interbrand uses a discount rate that represents the risk profile of these earnings. There are three key elements and they are detailed below: The lower the Brand Strength the further it is from the risk-free investment and so the higher the discount rate and therefore the lower the net present value.

Firstly, the time value of money i. Our expertise was supplemented with press articles, analysts comment and syndicated market research. To derive today’s value of a future expected earnings stream it needs to be ‘discounted’ by a rate that reflects the risk of the earnings actually materializing and the time for which it is expected. Commenters who repeatedly violate community guidelines may be suspended, causing them to temporarily lose their ability to engage with comments.


In situations where the brand is used across a variety of businesses, the Role of Branding figure was assessed for each core business segment.

However, in other businesses in particular b2b the brand is only one purchase driver amongst many and the Role of Branding is therefore lower. Interbrand identifies the revenues from products or services that are generated with the brand. House Democrats introduce plan to reopen U.

How Interbrand measures brand value

If you are looking to give feedback on our new site, please send it along to feedback globeandmail. 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.

This is a space where subscribers can engage with each other and Globe staff. In some businesses, e. If you want to write a letter to the editor, please forward to letters globeandmail.

Article text size A. Follow us on Twitter globebusiness Opens in a new window. Through our proprietary analytical framework called Role of Branding we can calculate the percentage of Intangible Earnings that are entirely generated by the brabd.

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