Page 73 - BrandZ Top 50 Most Valuable Latin American Brands 2015

RESOURCES
BRANDZTM VALUATION METHODOLOGY
WHY BRANDZTM IS THE DEFINITIVE BRAND VALUATION METHODOLOGY
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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All brand valuation methodologies are similar – up to a point.
All methodologies use financial research and sophisticated mathematical formulae to calculate current and future earnings that can be attributed directly to a brand rather than to the corporation. This exercise produces an important but incomplete picture.
What’s missing? The picture of the brand at this point lacks input from the people whose opinions are most important – the consumer. This is where the BrandZTM methodology and the methodologies of our competitors part company.
HOW DOES THE COMPETITION
DETERMINE THE CONSUMER VIEW?
Interbrand derives the consumer point of view from panels of experts who contribute their opinions. The Brand Finance methodology employs a complicated accounting method called Royalty Relief Valuation.
WHY IS THE BRANDZTM
METHODOLOGY SUPERIOR?
BrandZTM goes much further and is more relevant. Once we have the important, but incomplete, financial picture of the brand, we communicate with consumers, people who are actually paying for brands every day, constantly. Our on-going, in-depth quantitative research includes three million consumers and more than 100,000 brands in over 50 markets worldwide.
WHAT'S THE BRANDZTM BENEFIT?
The BrandZTM methodology produces important benefits for two broad audiences.
ELIGIBILITY
The brands ranked in the BrandZTM Top 50 Most Valuable Latin American Brands 2015 report meet one of these four eligibility criteria:
• The brand must be owned by a publicly-traded enterprise
• The publicly-traded enterprise must report positive earnings
• The brand must be characterized as a local Latin American brand (either originating from Latin America or a relevant proportion of its business is located there).
• The brand is owned by an enterprise listed on any of the Stock Exchanges of the evaluated countries.
DEFINITIONS
Brand Contribution
Brand Contribution is a BrandZTM measurement of a brand’s uniqueness in the mind of the consumer and the impact of brand alone, without any other factors, on future earnings. Brand Contribution is expressed on a scale of one to five, with five being the highest.
Brand Power
Brand Power is a BrandZTM measurement of a brand’s competitive position in
its category. It roughly correlates with volume share. Brand Power is a BrandZTM component of brand equity, which is the consumer predisposition to choose one brand over another.
MEANINGFUL,
DIFFERENT, SALIENT
Meaningful
Consumers feel an affinity for the brand or think it meets their needs. In any category, these brands appeal more, generate greater “love” and meet the individual’s expectations and needs.
Different
The brand feels different to other brands in the category. They are unique in a positive way and “set the trends” for the category, staying ahead of the curve for the benefit of the consumer.
Salient
The brand comes to mind quickly and spontaneously when activated by ideas related to category purchase. The brand of choice for key needs.
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Members of the financial community, including analysts, shareholders, investors and C-suite, depend on BrandZTM for the most reliable and accurate brand value information available.
Brand owners turn to BrandZTM to more deeply understand the causal links between brand strength, sales and profits, and to translate those insights into strategies for building brand equity.
Eligibility criteria and definitions