For the first time in the 20 year history of brand valuations, Coca-Cola is not the #1 brand in the world! This year Apple Computer has taken their place, and Coca-Cola, while growing over prior year, and has fallen to #3 in the ranking. What does this tell us about the value of corporate assets?
Since the middle of the 1990s, the need to establish dollar valuations for Intellectual Capital Assets has driven the development of a handful of valuation methods. Essentially, there are four approaches to valuing a Brand, and one or more of them may be applicable in any individual instance. Of the intangible intellectual capital assets that exist in the world, brands are often considered to be the most valuable, followed by intellectual property and in particular patents.
We are brand valuation experts. We understand the law, the finance, and the accounting behind formal brand valuation, and, most importantly, we understand brands, their dynamics, and what makes them valuable.
As well, we undertand intangible, intellectual assets, intellectual property and the valuation of trademarks, patents, and copyrights.
Since the late 1990s, the need to establish dollar valuations for Intellectual Capital Assets has driven the development of a handful of brand valuation methods. Essentially, there are four approaches to valuing a Brand, and one or more of them may be applicable in any individual instance.
We are all well-acquainted with the traditional measures of enterprise performance. But today, under the influence of globalization, environmental crises, and widespread ethical breakdown there is pressure to identify and report new, non-traditional, and “non-financial” measures of performance to get at newly recognized dimensions of enterprise value, success, and significance. These new demands emerge from a belief that social, environmental, ethical, and geopolitical factors materially impact the ability of a company or enterprise to perform favorably.