The Problem with Brand Valuation

We’re about at the midpoint between the release of Forbes’ “The World’s Most Valuable Brands” report back in last July and Interbrand’s “Best Global Brands” report which is due out on September 15th (it usually gets picked up by Businessweek.) You know those studies which report, for example, that Coca-Cola is the world’s top brand, or that Google’s brand value at $39.7BB is still way off from Apple’s at $57.4BB. So I thought now would be a good time to raise a concern I have about these methodologies.

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