In a new study released this week by a Stamford Connecticut-based brand specialist, General Electric, Microsoft and Wal-Mart are named the world’s most valuable corporate brands. The term ‘corporate brand’ reflects the status of a corporate entity rather than a product or product range.
The CoreBrand Equity survey examined over 1,000 publicly traded companies to measure their corporate brand familiarity and favourability as seen by senior business executives. Dependent on its recognition and perception ratings, each company is then accorded a dollar valuation.
Based on these criteria, the brand value of General Electric is calculated at $61.2 billion (€62.57bn; £39.18bn); Microsoft at $59,5bn; and Wal-Mart at $42bn. Coca-Cola – usually perceived as the planet’s most valuable brand – just made it into the CoreBrand top ten in ninth position with a valuation of $22.6bn.
Claims CoreBrand ceo James Gregory: “Our … ratings communicate the value of the corporate brand in terms chief executives and chief financial officers can understand. For the first time, we can show what the brand is worth and its contribution to the company's overall value.”
Data sourced from: BrandRepublic (UK); additional content by WARC staff