Brand Finance also calculates a second measure, brand power, which determines the proportion of overall business revenue contributed by a brand.
Lego took the top spot, with a brand strength score of 92.7 – just ahead of Google, on 92.1. Brand Finance said that much of the strength of Lego – the 196th most valuable brand in its list – was thanks to its licensing deals and brand partnerships.
They include this month’s release of The Lego Batman Movie, a cinematic realisation of one of a number of co-branded video games release since 2005’s Lego Star Wars.
Nike (the 28th most valuable brand), Ferrari (258th) and Visa (57th) complete the top five of the brand power ranking.
Last year’s number one, Disney, fell to 6, which Brand Finance attributed to 2016’s Star Wars spinoff Rogue One failing to achieve the success of the previous year’s The Force Awakens. It added that this year’s release of Episode VIII could propel it back up the list next year.
Haigh said: "The share price resilience of Samsung and Wells Fargo, after a difficult year, is testimony to how a brand can help a company ride out a storm. This is why a brand is such an important intangible asset and should be valued as such.
"Particularly during M&A scenarios, the fact that brand values are not factored into company accounts can mitigate against fair value being paid. Sellers ought to recognise the full worth of their brand, whilst buyers ought to factor in how far the asset of a brand can be stretched and monetised."
(This article first appeared on CampaignLive.co.uk)
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