Compare and contrast the methodologies used by Interbrand (www.interbrand.com) and BrandZ (www.brandz.com) to determine brand value. Explain why there is a discrepancy in the rankings from these two companies.
What is a brand’s worth? It depends on who is measuring it. For example, in 2009, Google was valued to be worth $100 billion by one brand valuation company but only $32 billion by another. Although this variation is extreme, it is not uncommon to find valuations of the same brand differing by $20 to $30 billion. Interbrand and BrandZ publish global brand value rankings each year, but a comparison of these two companies’ 2009 ranking reveals an overlap of only six of the top ten brands.