Det handlar om "brand value", inte faktabaserat mao.
Developed by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking analyzes the world’s leading brands and the economic and competitive dynamics that influence value fluctuations. It is the most comprehensive annual ranking of brand value, and focuses on consumer-facing brands, rather than corproate brands.
BrandZ valuations are similar in some ways to how an investment bank would value brands, Ms. Campbell said. They're based in part on brand-equity tracking surveys and financial data from Bloomberg and analyst reports. Millward Brown uses these data to calculate the earnings attributable to a brand, how much of the earnings can be attributed to a close bond with its customers and growth potential for the brand-driven earnings.
edit: Jag tycker Wells Fargo ska vara värt dubbelt så mycket som Apple, ska göra en egen lista.