Accoring to Ben Flanagan from THE NATIONAL, the Middle East and the UAE in particular is fast becoming home to firms gaining recognition - and marketing power - around the worldwrites although no Arab companies make it on to Brand Finance's top 200 list.
His article titled "Big Arab brand names set to go global", Flanagan states the Big names such as Emirates, Dubai Duty Free and Masafi are regulars in the rankings, which are put together by the local arm of Superbrands, a global organisation that describes itself as "the independent authority and arbiter of branding excellence".
But some have questioned whether Arab brands are really that "super". Brand Finance, which compiles rankings of the world's top brands by value, claims the most expensive name worldwide is Walmart of the US, which is worth US$41 billion (Dh150.58bn). The next most expensive brand name is Google, worth $36bn and Coca-Cola at $35bn.
Yet the value of the region's top brand, Emirates Airline, is relatively low at $3.5bn - which means Arab companies do not make it on to Brand Finance's list of the top 200 global names... Read Full Artcile.
ISO 10668 - New International Standard on Brand Valuation
Source:Brand Finance*
On a diiferent note, the International Organization for Standardization ('ISO'), set up a task force to draft an International Standard on monetary brand valuation in 2007. After 3 years the ISO 10668 – Monetary Brand Valuation – will be released in Autumn 2010. This sets out the principles which should be adopted when valuing any brand. Read More
Brand Finance plc, the world's leading brand valuation consultancy, advises strongly branded organisations on maximising their brand value through effective management of their brands and intangible assets. Founded in 1996, Brand Finance has performed thousands of branded business, brand and intangible asset valuations worth trillions of dollars.
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