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the size
and quality
of corporate
brands
2010 Rankings
With Variations Since 2007
14
12
10
0
2002 2003 2004 2005 2006 2007 2008 2009 2010
CoreBrand Equity is the % of market capitalization impacted by the corporate brand. This all
important percentage is highly valuable for understanding the health and vitality of your
company’s corporate brand as a dashboard measure. It is also helpful to compare the market
cap of your company to your industry. What is presented in these pages is:
1. Brand equity as a % of market cap for the top companies known as the CoreBrand 100
2. Brand equity as a % of market cap for 500 companies known as the CoreBrand 500
Observations:
The impact of the corporate brand on market cap is at a low point of 5.3% for the average
company in the CoreBrand 500. This means the trend focusing on financial fundamentals
continues to grow in importance. In 2010, the corporate image continues to lessen in
importance.
The CoreBrand 100 saw a decline in Brand Equity marking the largest drop in average brand
equity for this group since the inception of tracking. The CoreBrand 500 is also at its lowest
point since inception of tracking. It’s also the largest drop for the 500, since 2007.
$12.0 $11.1
$10.5
$9.9 $10.1
$9.6
$10.0 $9.0
$8.6
$6.0
$4.0
$2.4 $2.7 $2.4
$2.1 $2.4 $2.2
$2.0
$1.5 $1.6
$2.0
$0.0
2002 2003 2004 2005 2006 2007 2008 2009 2010
Conversely, both the CoreBrand 500 and the CoreBrand 100 have seen two years of steady
growth of CoreBrand Equity Value.
This growth of value is significant. The average company in the CoreBrand 100 grew brand
equity value by $1 billion between 2009 to 2010 with the corporate brand in this group is
worth over $10 billion! The average CoreBrand 500 company is worth $2.2 billion. Is it
worth paying attention to your corporate brand?
The best news is that this represents two years of significant growth following two years of
decline. This reflects the the rebound of the economic recovery but also the importance of
financial fundaments to corporate brand value.
$1,500
$1,334
$1,197 $1,215
$1,250 $1,181
$1,105
$1,053
$994
$1,000 $1,106
$837 $1,048
$790 $1,014
$966
$931 $899
$750 $825
$732
$653
$500
$250
$0
2002 2003 2004 2005 2006 2007 2008 2009 2010
For the past three years, 90% of the 500’s Brand Equity $ value has been comprised of the
top 100 companies. This consolidation of brand equity value at the top is not particularly
healthy.
2010 had 91% of the total dollar value contained within the CoreBrand 100. The other 400
companies shared the remaining $91 billion between themselves.
This also marks the second year of growth, which is replenishing most of the value lost in
2008. It will still take at least two more years of solid growth to reach the peak values we’ve
seen back in 2006.