BestGlobalBrands200960.000$mBestGlobalBrands2009TheDefinitiveGuidetothe50.000$mWorld‘sMostValuableBrands30.000$m20.000$m10.000$m5.000$mInsightsandopportunitiesforthefutureProfilesofthetop100brandsFocusedindustryreportswww.interbrand.com1Interbrandlauncheditsfirststudyonbrandvalueadecadeago.Todaywerecognizethatbrandsarecreated,managed,bought,ADecadeofBestGlobalBrandsThetop20brands’performanceover10yearsCoca-ColaOurfirstBestGlobalBrandsreportwasintendedtomakeitclearandwidelyknownthatbrandsareimportantstrategicassetsofvalue.Byplacingavalueonthesebrandswechallengedtheprevailingnotionthatbrandsareonlysourcesofcost,notprofit-generatingtools.Intime,thebusinesscommunitybegantorealizethevalueofmanylargecompanieswasbetterdefinedbytheprofileoftheirintangiblesandnotjustthephysicalassetsvaluedontheirbalancesheet.andsoldjustlikeanyotherasset.ThenotionthatbrandscreatevaluehasbeenthebackboneoftheInterbrandoffer,runninglikearedthreadthrougheverythingwedoforclients.Coca-Cola2345678910111213MicrosoftIBMIntelNokiaGEFordDisneyMcDonald’sAT&TMarlboroMercedes-BenzHewlett-PackardIBMMicrosoftGENokiaMcDonald’sGoogleToyotaIntelDisneyHewlett-PackardMercedes-BenzGillette14151617CiscoToyotaCitiGilletteToyotaAT&TCiscoBMWLouisVuittonMarlboro1819SonyAmericanExpressMerrillLynchHondaLouisVuittonMarlboroCitiHondaSamsung20HondaSonyBMWSonySamsungGoogleApple20IInterbrandBestGlobalBrands2009InterbrandBestGlobalBrands2009I21EconomicEarningsEconomicEarningsBrandRevenueBrandEarningsNetPresentvalueBrandEarnings$MarketLeadershipTrendDiversificationSupportStabilityProtectionBrandStrengthScoreFinancialAnalysisWebeginbyforecastingthecurrentandfuturerevenuespecificallyattributabletothebrandedproducts.Wesubtractoperatingcostsfromthisrevenuetocalculatebrandedoperatingprofit.Wethenapplyachargetothebrandedprofitthatisbasedonthecapitalabusinessspends,versusthemoneyitmakes.Thisgivesusabusiness’seconomicearnings.Allfinancialanalysisisbasedonpubliclyavailablecompanyinformation.Anestimateforfinancialreportingisestab...
