Consumers lost trust in brands amid downturn, but Coca-Cola, IBM remain world's most valuable

Chicago Tribune, September 17, 2009 — Consumers lost trust in brands this year as the recession deepened, according to an industry report released Thursday, although longtime staples Coca-Cola and IBM retained their spots as the world's two most valuable brands.

This is the first time the combined value of the world's top 100 brands as ranked by Interbrand, a branding agency, has fallen in the 10 years Interbrand has assessed them.

A New Class of Asset

Prophet, May 20, 2009 — What is a brand and when does it become an asset? In this article, we discuss the history of brand valuation.

Brand Valuation Is the Thing!

Prophet, May 20, 2009 — Why are companies using brand valuation? There are many reasons including, in a few cases, sheer curiosity. Using a case study of the Australian wine industry, Roger explains why brand valuation is the thing.

Modeling The Real Market Value Of Social Networks

Tech Crunch, June 23, 2008 — Is MySpace worth $3 billion, or $20 billion? It depends on how you value a user.

It’s time to start comparing the big global social networks on something other than unique visitors and page views. I believe an effective way to value a particular user is based on the average Internet advertising spend per person in the country they live in. The higher the spend, the more value the social network can get out of the user by serving them advertising and other products. That means that, for now, users in a handful of key countries are worth far more in terms of revenue potential than those in the rest of the world.

We’ve begun to build out a model that looks at social network usage by country/region and compares that to available data on total Internet... continue reading