{"id":2113,"date":"2013-06-21T22:58:14","date_gmt":"2013-06-21T22:58:14","guid":{"rendered":"http:\/\/blog.brendanmitchell.com\/?p=2113"},"modified":"2013-06-21T22:58:14","modified_gmt":"2013-06-21T22:58:14","slug":"whats-the-cost-of-a-bad-brand-and-whats-a-good-one-worth","status":"publish","type":"post","link":"https:\/\/blog.brendanmitchell.com\/?p=2113","title":{"rendered":"What’s the Cost of a Bad Brand and What’s a Good One Worth?"},"content":{"rendered":"

What’s your brand really worth to you? If you’re Coca Cola it’s a heck of a lot, in the past year alone Brand Finance <\/a>estimate that Coke lost $9bn in Brand Value! In comparison BP and it’s recent Gulf of Mexico disaster\u00a0lost $3.4bn in brand value last year, only a third of Coke’s loss? Does anyone recall a major Coke slick last year? So what did Coca Cola do so disastrously wrong last year? Not much actually, it appears to be more down to a shift in consumer interests, moving to more healthy and non-carbonated drinks, ouch!<\/p>\n

Nokia took the biggest hit of anyone losing $8.8bn in Brand Value last year! The Top of the crop is Google, with a Brand Value (BV) of $44bn<\/p>\n

But what does this all mean? To get a bit of perspective, Coke’s BV is now $26bn = 37% of it’s\u00a0$70bn\u00a0Market Capital (MC), \u00a0Nokia’s BV is $9.6bn = 28% of it’s $27bn MC, Google’s $44bn = 30% of it’s $143bn MC… while the likes of Apple, (whom appear to be in the press all the time) have a BV of $29.5bn which is only 12% of it’s $244bn MC, meaning Coke’s Brand Value is worth 3 times as much to it’s share price than Apple!<\/p>\n

While ExxonMobil (the worlds largest company) with a MC of $312bn, has a BV of $14bn, which is just 4.3%<\/p>\n

So as you can see, brands are very important, but they can be far more valuable to some companies than others.<\/p>\n

more info here<\/a><\/p>\n

you should follow me on twitter\u00a0here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

What’s your brand really worth to you? If you’re Coca Cola it’s a heck of a lot, in the past year alone Brand Finance estimate that Coke lost $9bn in Brand Value! In comparison BP and it’s recent Gulf of Mexico disaster\u00a0lost $3.4bn in brand value last year, only a third of Coke’s loss? Does […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[79,771,274,122],"class_list":["post-2113","post","type-post","status-publish","format-standard","hentry","category-brand-building","tag-apple","tag-brand-finance","tag-brands","tag-google"],"_links":{"self":[{"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=\/wp\/v2\/posts\/2113","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2113"}],"version-history":[{"count":0,"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=\/wp\/v2\/posts\/2113\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2113"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2113"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.brendanmitchell.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}