Below is an overview of the projected value of the world's leading brands.
This value can be calculated in a variety of ways. It can even be based on
attaching brands to categories or products which are not the brand's current
base business and then measuring the increased perceived value these brands
bring to the given category or product.
A couple of examples:
What price would you pay for a "home robot" that could be programmed to do
basic tasks like answering the door? What price would you pay if it was
branded, "The Microsoft Butler?" The point is not whether or not you are
personally interested in such a frivolous product. The point is that you
would definitely pay more for it (and more likely to buy it) if it is
associated with a brand you trust or admire.
Here is a more basic example. What would you pay for a bag of frozen french
fries from your local grocery store? What price would you pay if it was
branded, "McDonald's Crispy Fries?"
The World's 10 Most Valuable Brands
| RANK |
BRAND |
PROJECTED BRAND
VALUE ($BILLIONS) |
| 1 |
COCA-COLA |
68.9 |
| 2 |
MICROSOFT |
65.1 |
| 3 |
IBM |
52.8 |
| 4 |
GE |
42.4 |
| 5 |
NOKIA |
35.0 |
| 6 |
INTEL |
34.7 |
| 7 |
DISNEY |
32.6 |
| 8 |
FORD |
30.1 |
| 9 |
McDONALD'S |
25.3 |
| 10 |
AT&T |
22.8 |
Data: Interbrand, Citigroup
Brands add perceived value to categories and products. Brands attract buyers
regardless of whether or not any other form of communication ever
exists.
Your brand may not be worth $50 billion to you or anybody else. But as a raw
material added to the right category and executed in the right way, your
brand could prove to mean the difference between the price of copper and the
price of gold to a selected product.
