07-29-2006, 10:32 AM
BusinessWeek has issued its Top 100 Brands of 2006 list.
the list: http://bwnt.businessweek.com/brand/2006/
Quote:INTERBRAND TAKES lots of ingredients into account when ranking the world's most valuable brands. To even qualify for the list, each brand must derive about a third of its earnings outside its home country, be recognizable outside of its base of customers...
THE FIRST STEP IS figuring out what percentage of a company's revenues can be credited to a brand...
FINALLY, THE BRAND'S strength is assessed to determine the risk profile of those earnings forecasts. Considerations include market leadership, stability, and global reach—or the ability to cross both geographic and cultural borders. That generates a discount rate, which is applied to brand earnings to get a net present value. BusinessWeek and Interbrand believe this figure comes closest to representing a brand's true economic worth...
the list: http://bwnt.businessweek.com/brand/2006/