Branding 2006

Here are a couple interesting takes on the state of Branding 2006.5

Not my usual Saturday morning read, somewhat lenghty and dry, but hey, some really good stuff here. The Business Week take (Quick Take) is based on Interbrand's research (Deep Take).

INTERBRAND takes lots of ingredients into account when ranking the world's most valuable brands. To even qualify for the list, each brand must derive about a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data.

BUSINESSWEEK chose Interbrand's methodology because it evaluates brands much the way analysts value other assets: on the basis of how much they're likely to earn in the future. The projected profits are then discounted to a present value, taking into account the likelihood that those earnings will actually materialize.

That's Right,

HMK