There are a number of ways to rank brand values. One of the most important is the level at which a brand contributes to the market value of a public company.
24/7 Wall St. asked Corebrand, the brand research and consulting firm, to look at the top 100 brands based their contribution to market capitalizaton. Using this method, the hardest working brand was Hershey (NYSE:HSY), followed by Coca-Cola (NYSE:KO) and Harley-Davidson (NYSE:HOG)
Corebrand described the process briefly to 24/7 Wall. St.
24/7 Wall St.: Corebard often refers to the brands on this list as the”hardest working brands”. How did you come to that description?
Corebrand: There are a lot of people measuring and examining the “strongest brands” or the “most valuable brands”. Our opinion is that examining one without the other is somewhat meaningless. How “strong” a brand is nice to know but not very relevant unless you understand how that strength benefits business. Similarly, “value” is little more than a measure of corporate size unless you understand the drivers of that value and how to influence it. By examining the strength of the brand and it’s contribution to total market value, we can help companies and their leadership manage that strength and value over time.
24/7 Wall St.: Is there any advantage or disadvantage to having a brand value be a very large percentage of market cap in the present and as an indication of a company’s future performance?
Corebrand: The brand will need to be in balance with the rest of the company’s assets. A company should strive to have it’s brand strong enough to fend off competitors or changing market conditions but not so strong that it becomes overly dependent on the brand as a single driver of value. If a company can achieve and maintain its appropriate maximum strength without becoming over-dependent, it will see greater returns in bull markets and retain greater value in bear markets.
|Company||Brand Equity % Market Cap Rank||Brand Equity $ Value Rank||Ticker Symbol||Industry|
|Harley-Davidson||3||109||HOG||Hotel & Entertainment|
|Colgate-Palmolive Company||6||32||CL||Toiletries, Household Products|
|Barnes & Noble||8||206||BKS||Retailers|
|American Express Company||9||29||AXP||Diversified Financial|
|Mattel||12||106||MAT||Hotel & Entertainment|
|Johnson & Johnson||13||4||JNJ||Medical Supplies, Services|
|Del Monte Foods Company||14||169||DLM||Food|
|Wendy’s Arby’s Group||15||170||WEN||Restaurants|
|Black & Decker||16||155||BDK||Industrial Equipment|
|Walt Disney Company||18||27||DIS||Hotel & Entertainment|
|Estée Lauder Companies||19||103||EL||Toiletries, Household Products|
|Bed Bad & Beyond||20||97||BBBY||Retailers|
|Sony Corporation||22||46||SNE||Electronics, Electrical Equip.|
|Honda Motor Company||23||28||HMC||Motor Vehicles|
|Eastman Kodak Company||24||211||EK||Precision Instruments|
|IBM Corporation||27||7||IBM||Computers & Peripherals|
|Xerox Corporation||28||114||XRX||Office Equipment|
|La-Z Boy||31||265||LZB||Furniture, Home Furnishings|
|American Greetings Corporation||32||225||AM||Packaging|
|Toyota Motor Corporation||34||12||TM||Motor Vehicles|
|New York Times||35||210||NYT||Publishing|
|General Electric Company||36||5||GE||Diversified Industrials|
|Whirlpool Corporation||37||127||WHR||Industrial Equipment|
|Liz Claiborne||38||245||LIZ||Apparel, Shoes|
|Sara Lee Corporation||41||111||SLE||Food|
|Avon Products||43||85||AVP||Toiletries, Household Products|
|Marriott||44||100||MAR||Hotel & Entertainment|
|Polo Ralph Lauren||46||112||RL||Apparel, Shoes|
|Microsoft Corporation||47||2||MSFT||Computer Software|
|Goodyear Tire & Rubber Company||48||143||GT||Auto Parts|
|J. C. Penney Company||49||105||JCP||Retailers|
|Ford Motor||50||64||F||Motor Vehicles|
|Nissan Motor||51||48||NSANY||Motor Vehicles|
|Procter & Gamble Company||54||6||PG||Toiletries, Household Products|
|Tupperware Corporation||55||164||TUP||Toiletries, Household Products|
|H&R Block||57||119||HRB||Diversified Financial|
|Apple||59||8||AAPL||Computers & Peripherals|
|FujiFilm Holdings||62||90||FUJIY||Electronics, Electrical Equip.|
|Verizon Communications||65||23||VZ||Telecommunications Services|
|Walgreen Company||67||41||WAG||Pharmacy Services|
|Dell||68||51||DELL||Computers & Peripherals|
|Office Depot||70||184||ODP||Office Equipment|
|Pitney Bowes||71||132||PBI||Office Equipment|
|Hormel Foods Corporation||73||137||HRL||Food|
|H. J. Heinz||75||94||HNZ||Food|
|Exxon Mobil Corporation||76||1||XOM||Petroleum Refining|
|Honeywell International||77||58||HON||Diversified Industrials|
|Loews Corporation||79||88||L||Diversified Industrials|
|CVS Caremark Corporation||81||31||CVS||Pharmacy Services|
|Rite Aid||82||213||RAD||Pharmacy Services|
|Canon||83||34||CAJ||Electronics, Electrical Equip.|
|Bristol-Myers Squibb Company||84||36||BMY||Pharmaceuticals|
|Capital One Financial||90||87||COF||Diversified Financial|
|Tiffany & Company||92||135||TIF||Retailers|
|Sprint Nextel Corporation||93||107||S||Telecommunication Services|
|Timberland Company||94||251||TBL||Apparel, Shoes|
|Chevron Corporation||95||15||CVX||Petroleum Refining|
|B. F. Goodrich||97||122||GR||Aerospace, Defense|
|Aetna||98||104||AET||Medical Supplies, Services|
Methodology: CoreBrand tracks 800 of the world’s best corporate brands and maintains the largest continuous brand benchmark tracking system.
Each year, on a rolling basis, CoreBrand conducts 8,000 telephone interviews among business leaders to measure their perceptions of some of the world’s best corporate brands. Respondents are business decision-makers from the top 20% of U.S. businesses.
This senior business audience (VP level and above) represents the investment community, potential business partners, and business customers across 49 key industries. 400 respondents rate each company per year; 800 companies are measured each year. Our reports are updated on a quarterly basis to reflect any subtle changes.
CoreBrand collects financial performance data and communications investment information to understand the support behind and impact of these brands. These corporate brand strength ratings, as well as a company’s financial data are used in CoreBrand’s statistical model to determine the percentage of market capitalization that is directly derived from the corporate brand. Once that percentage is calculated, a dollar value is assigned to the corporate brand.
The percentage of market capitalization, attributable to the corporate brand. The percentage is then translated into a dollar value, based on the current market capitalization. The analysis is examined over time, to determine if the corporate brand is a growing or declining asset.
Douglas A. McIntyre
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