Top International Brands Valuation

Abstract

An integral part of quite a number of companies nowadays, a brand is an intangible asset directly influencing a business’ profitability.

The present paper compares Forbes’ 2012 The World’s Most Valuable Brands rating with the results of its own evaluation based on analysing the price and price to earnings ratio of ordinary stocks and depositary receipts of the companies during the same period.

As the method employed by Forbes differs from the one used in this paper, this raises a couple of issues, addressed below:

1) If Forbes’ method is considered perfect, would there be a significant relationship (e.g., regressional) between its results and the results obtained though the method used in the present paper?

2) If Forbes’ method cannot be taken for a reference, what prompted the results obtained through the present paper’s method?

Keywords: brand, yield, stocks, depositary receipt

JEL Classification: F31, G15, G3, M3