BtoB: Microsoft, GE top brand equity study
Hot on the heels of a web poll that placed Google atop the brand lists, CoreBrand released a study that calculates the worth of brands. Based on an undisclosed formula, the research firm listed Microsoft, GE and Exxon Mobil as the top three.
The algorithm seems to value market capitalization above other factors, making that financial figure an overbearing influence on the listings, and of quite limited use to, say, marketers. The good news, however, is that financial officers in these and other firms can use the figures to have all sorts of fun with amortizing brand equities and other balance sheet legerdemain.
