Brand Valuation:
2013 Results
Comparison of the 2013 League Tables from
Interbrand, Eurobrand, Millward Brown & Brand Fina...
Brand Valuation
Three brand consultancies that have published annual
brand value league tables since 2007:
Interbrand
“100...
Methodology
•  All four agencies base their valuations on “economic use”
methodologies:
–  The “earnings split” approach (...
The four lists contain
Only

213 different brands

28 brands are common to all four lists

P4
2.2x

There is an average difference of
between the high/low values of these 28 brands

15

For
of these 28 brands
there i...
Top 30 brands according to each provider

Eurobrand data originally published in Euros and converted at €1 = $1.32
P6
Valuation of the 28 brands common to the four lists

Eurobrand data originally published in Euros and converted at €1 = $1...
Divergence of Opinion on YoY Change

P8
#1 & #2 Ranked Brand in Each Year

P9
Are the Results Converging?
•  Sadly, the answer is “not appreciably”:
–  The number of brands appearing in the four top 1...
226 Fifth Avenue
6th Floor
New York
NY 10001
C: 646 345 6782
T: 212 537 9200
F: 212 658 9869
j.knowles@type2consulting.com...
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Brand Valuation - Review of the 2013 League Tables

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Comparison of the results of the 2013 brand value league tables published by Interbrand, Brand Finance, Millward Brown and the European Brand Institute.
The presentation provides a summary of the methodologies used, and the valuations of the top 30 brands from each league table.
It compares the values attributed to the 28 brands that appear on all 4 lists, and the assessment of whether they are increasing or decreasing in value.

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Brand Valuation - Review of the 2013 League Tables

  1. 1. Brand Valuation: 2013 Results Comparison of the 2013 League Tables from Interbrand, Eurobrand, Millward Brown & Brand Finance Type 2 Consulting October 2013 Does Marketing Matter? January 2009 P1
  2. 2. Brand Valuation Three brand consultancies that have published annual brand value league tables since 2007: Interbrand “100 Best Global Brands” Published in October Millward Brown “Top 100 List” Published in May Brand Finance “The World’s 500 Most Valuable Brands” Published in February The European Brand Institute first published its annual league table in 2011 P2
  3. 3. Methodology •  All four agencies base their valuations on “economic use” methodologies: –  The “earnings split” approach (which calculates the net present value of the brand-specific earnings of the business) –  The “relief from royalty” approach (which calculates the net present value of the notional licensing fee that a company would have to pay for the use of its brand) •  Both methodologies are conceptually robust, but leave room for considerable subjectivity in choosing: –  The proportion of profitability solely attributable to the brand –  The selection of the appropriate royalty rate •  This subjectivity – not the methodologies – is the reason for the massive inconsistency between the agencies P3
  4. 4. The four lists contain Only 213 different brands 28 brands are common to all four lists P4
  5. 5. 2.2x There is an average difference of between the high/low values of these 28 brands 15 For of these 28 brands there is disagreement about whether the brand increased or decreased in value relative to 2012 P5
  6. 6. Top 30 brands according to each provider Eurobrand data originally published in Euros and converted at €1 = $1.32 P6
  7. 7. Valuation of the 28 brands common to the four lists Eurobrand data originally published in Euros and converted at €1 = $1.32 P7
  8. 8. Divergence of Opinion on YoY Change P8
  9. 9. #1 & #2 Ranked Brand in Each Year P9
  10. 10. Are the Results Converging? •  Sadly, the answer is “not appreciably”: –  The number of brands appearing in the four top 100 lists was 213 in 2013 compared to 215 in 2012 and 213 in 2011 –  The number of brands common to the four top 100 lists was 28 in 2013 compared to 27 in 2012 and 28 in 2011 –  The number of brands common to the four top 30 lists was 11 in 2013 compared to 9 in 2012 and 9 in 2011 –  There was disagreement on the year-on-year sign change for 15 of the 28 common brands in 2013 compared to 11 of 27 in 2012 –  The high/low valuations of the same brand each year differed by an average multiple of 2.3 in all three years (simple average) •  However, 2013 was the first ever year that the same brand – Apple – is ranked as #1 by all four consultancies P10
  11. 11. 226 Fifth Avenue 6th Floor New York NY 10001 C: 646 345 6782 T: 212 537 9200 F: 212 658 9869 j.knowles@type2consulting.com P11

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