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Too many people talk about the value of a brand, but how many people really know what the value of a brand really means. To better understand this concept, we will define the value of a brand based on these three concepts:
Loyalty: The behavior of buying the same brand many times.
Equity: The attitudes, imagery, and emotions associated with a brand.
Health: The in-market competitiveness or strength of the brand; equity in thecontext of pricing, category, sensitivity, and brand substitutability.
Normally, it is common to calculate the value of a brand as the net present value of the earnings the brand is expected to generate and secure in the future. For 2011 and according to Brand Finance, the world’s leading valuation consultancy, these are the Top 7 Most Valuable Brands in 2011:
2010 rank: 2
Country: USA
Brand value: $44.29 billion
Market cap: 143.02 billion
Brand Rating: AAA+
Industry: Internet computer software
Founded: Menlo Park, California (September 4, 1998)
Founder(s): Sergey M. Brin and Lawrence E. Page
Headquarters: 1600 Amphitheatre Parkway, Mountain View, California, United States
Key people: Lawrence E. Page (CEO, co-Founder and president, products); Eric Schmidt (executive chairman), and Sergey M. Brin (co-founder and president, technology)
Revenue: $29.321 billion (2010)
Profit: $8.505 billion (2010)
Total assets: $57.851 billion (2010)
Employees: 24,400 (2010)
2010 rank: 5
Country: USA
Brand value: $42.80 billion
Market cap: $165.72 billion
Industry: Computer software, consumer electronics, digital distribution, computer hardware, video games, IT consulting, online advertising, retail stores, automotive software
Founded: Albuquerque, New Mexico, April 4, 1975
Founder(s): Bill Gates and Paul Allen
Headquarters: One Microsoft Way, Redmond, Washington, United States
Key people: Steve Ballmer (CEO); Brian Kevin Turner (COO), and Bill Gates (chairman)
Revenue: $62.484 billion (2010)
Profit: $18.760 billion (2010)
Total assets: $86.113 billion (2010)
Employees: 89,000 (2010)
2010 rank: 1
Country: USA
Brand value: $36.22 billion
Market cap: $154.32 billion
Industry: Retailing
Founded: October 31, 1962
Founder: Sam Walton
Headquarters: Bentonville, Arkansas, US
Key people: Mike Duke (CEO); H Lee Scott (chairman of the executive committee of the board), and S Robson Walton (chairman)
Revenue: $408.21 billion (2009)
Net income: $14.33 billion
Employees: approx. 2,100,000 (2009)
2010 rank: 4
Country: USA
Brand value: $36.16 billion
Market cap: $189.72 billion
Industry: Computer systems, computer hardware and software, information technology consulting, and IT service management
Founded: Endicott, New York June 16, 1911
Headquarters: Armonk, New York, United States
Key people: Samuel J. Palmisano (chairman, president and CEO)
Revenue: $99.870 billion (2010)
Net income: $14.833 billion (2010)
Total assets: $113.452 billion
Employees: 426,751 (2010)
2010 rank: 7
Country: UK
Brand value: 30.67 billion
Market cap: 192.45 billion
Industry: Telecommunications
Founded: 1984
Headquarters: London, United Kingdom
Key people: Sir John Bond (chairman); Vittorio Colao (CEO); John Buchanan (deputy chairman), and Andy Halford (CFO)
Revenue: Pound 44.47 billion (2010)
Profit: Pound 8.645 billion (2010)
Total assets: Pound 156.98 billion (2010)
Employees: 84,990 (2010)
2010 rank: 12
Country: USA
Brand value: $30.62
Market cap: $120.19
Industry: Banking, financial services, and investment services
Founded: 1998 (as Bank of America Corp)
Headquarters: Charlotte, North Carolina, USA
Key people: Charles O Holliday (chairman) and Brian Moynihan (president and CEO)
Revenue: $134.194 billion (2010)
Net income: $2.238 billion (2010)
Total assets: $2.264 trillion
Employees: 288,000 (2010)
2010 rank: 6
Country: USA
Brand value: $30.50 billion
Market cap: $475.07 billion
Industry: Conglomerate
Founded: Schenectady, New York (1892)
Founder(s): Thomas Edison, Elihu Thomson, Edwin J Houston, and Charles A Coffin
Headquarters: 3135 Easton Turnpike, Fairfield, Connecticut, US
Key people: Jeffrey R. Immelt (chairman and CEO)
Revenue: $104.635 billion (2010)
Net income: $12.163 billion (2010)
Total assets: $751.216 billion (2010)
Employees: 287,000 (2010)
Source: Brandfinance, Rediff, Businessinsider, The Telegraph, Reuters
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