BIGGEST DROP IN BRAND VALUATIONS

The year saw some big names lose big on the valuations table Brand name Industry group Domicile assuming it were not already owned. This involves a 7-step process whereby the brand strength is calculated and a royalty rate derived and applied to arrive at the final ranking sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of the brand, i.e. what the owner would have to pay for the use of the brand— Methodology: Brand Finance calculates the values of the brands in its league tables using the ‘Royalty relief approach’. This approach involves estimating the likely future