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 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.
Producers of raw materials and commodity products often overlook the opportunity to increase their gross margins, create consumer demand for their specific items(s), and build valuable Brand Equity by employing the branding practices made successful by consumer packaged goods enterprises.