The WSJ took a look at some of the most prestigious and valuable brands on the planet, and noticed that their values vary drastically – while some (like Coca-Cola) are measured to be roughly the same between the two major analyst houses (Millward Brown and Interbrand), others (like Apple) vary drastically.
The reason, according to The WSJ‘s research is as follows:
“The value of brand is both art and science,” says Allen Adamson, a managing director of Landor Associates, a branding firm owned by WPP. “It’s simple in theory but hard to pin down in reality. It’s really about how much would a consumer pay for a caramel colored soda versus how much they would pay for a Coke.”
In other words, there is no scientific way of pinning the value down. It’s an interesting concept, given how it can fluctuate. In this case, it seems as if Interbrand is simply more conservative with their claims and estimates, while Millward Brown takes the opposite approach with many of its findings.