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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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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. Due to technical reasons, we have temporarily removed commenting from our articles.

If you are looking to give feedback on our new site, please send it along to baluation globeandmail. Firstly, the time value of money i. If you want to write a letter to the editor, please forward to letters globeandmail. If you would like to write a letter to the editor, please forward it to letters globeandmail.

All comments will be reviewed by one or more moderators before being posted to the site. For deriving the NPV of the forecast Brand Earnings, Ingerbrand uses a discount rate that represents the risk profile of these earnings.

This valuation approach is a derivative of the way businesses and financial assets are valued. We hope to have this fixed soon.


To derive today’s value of intrrbrand 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. The assessment of Brand Strength is a structured way of assessing the specific risk of the brand. 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.

Using the edition of Report on Business’ Top ihterbrand of the largest publicly traded Canadian corporations, Interbrand formed an initial interbrandd set of brands owned and operating in the country.

How Interbrand measures brand value

Interbrand identifies the revenues from products or services that are generated with the brand. Tickers mentioned in this story Data Update Unchecking box will stop auto data updates.

From these Branded Revenues we deduct operating costs, applicable taxes and a charge for the capital employed to derive Intangible Earnings.

This is a space where subscribers can engage with each other and Globe staff.

There are three key elements and they are detailed below: Article text size A. House Democrats introduce plan to reopen U. The report was published by Interbrand, in conjunction with Report on Business.

How Interbrand measures brand value – The Globe and Mail

We have for each of the brands and categories assessed the Role of Branding. There are two factors at play: Toronto-area woman at centre of court fight over brain death has died, family says. A Ranking by Brand Value. Comments that violate our community guidelines will be removed. Brand value is the Net Present Value NPV or today’s value of the earnings the brand is expected to generate in the future.


Follow us on Twitter globebusiness Opens in a new window. 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.

Non-subscribers can read and sort comments but will not be able to engage with them in any way. Commenters who repeatedly violate community guidelines may be suspended, causing them to temporarily lose their ability to engage with comments.

The higher the risk of the future earnings stream the higher will be the discount rate. Read our community guidelines here. We aim to create a safe and valuable space for faluation and debate. Through our proprietary analytical framework called Role of Branding we can calculate the percentage of Intangible Earnings that are entirely generated by the brand.

Thank you for your patience. Our expertise was supplemented with press articles, analysts comment and syndicated market research.