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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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This should only take a few moments. Read our community guidelines here. Article text size A. The assessment of Brand Strength is a structured way of assessing the specific risk of the brand.

Firstly, the time value of money i. The Role of Branding is a per cent – thus if it is 50 per cent, we take 50 per cent of the intangible earnings as Brand Earnings.

Interbrand identifies the revenues from products or services that are generated with the brand. If it is 10 per cent, we take only 10 per cent of the earnings. All comments will be reviewed by one or more moderators before being posted to the site. In some businesses, e.

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Published annual reports and analyst reports from multiple interbrans banks were used to examine the revenues, earnings and balance sheets of the brand-owning companies. I’m a print subscriber, link to my account Subscribe to comment Why do I need to subscribe? The report was published by Interbrand, in conjunction with Report on Business.


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 interbrajd subscribers can engage with each other and Globe staff. Tickers mentioned in this story Data Update Unchecking box will stop auto data updates.

Since Intangible Earnings include the returns for all intangibles employed in the business, we need to identify the earnings that are specifically attributable to the brand. 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.

In situations where the brand is used across a variety of businesses, the Role of Branding figure was assessed for each core business segment. This is a prudent and conservative approach as it only rewards the intangible assets after the tangible assets have received their required return.

The lower the Brand Strength the further it is from the valuatioh investment and so the higher the discount rate and therefore the lower the net present value.

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How Interbrand measures brand value – The Globe and Mail

Through our proprietary analytical framework called Role of Branding we can calculate the percentage of Intangible Earnings that are entirely generated by the brand. Our expertise was supplemented with press articles, analysts comment and syndicated market research. Log in Subscribe to comment Why do I need to subscribe? 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.

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How Interbrand measures brand value

The higher the risk of the future earnings stream the higher will be the discount rate. Due to technical reasons, we have temporarily removed commenting from our articles. Based on reports from financial analysts we prepare a forecast of Intangible Earnings for 6 years.

In the case of Shoppers Mart people buy not only because of the brand but also because of the location imterbrand the stores. It fits with current corporate finance theory and practice.

We have for each of the brands and categories assessed the Role of Branding.