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How are they computing "brand value" ? MSFT's market cap is ~$184B, and GOOG's is ~$127B. They're just using some subjective measure?
by NonEUCitizen 18y ago
How are they computing "brand value" ? MSFT's market cap is ~$184B, and GOOG's is ~$127B. They're just using some subjective measure?
- aneesh 18y ago> How are they computing "brand value" ? I found page 6 of this pdf: http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/BrandZ/BrandZ-2009-Report.pdf http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/Bra... The summary is that it's the NPV of the brand's future earnings, multiplied by the fraction of that revenue due to the "brand" itself and not location/price/etc (this is estimated by market research experts), multiplied by an estimate of future growth (more market research hand-waving).
- cdibona 18y agoIt's all bs, basically.