I have received a fascinating report on Brand Value.
It all started with an article in the Daily Mirror reporting that Acer was third on the list of companies that “used the most branding”.
Well that confused me so I headed off to the publishers of the report over at Brand Finance and downloaded the BrandFinance250 report, an extremely detailed and well-written annual report on “the world’s most valuable brands”.
Acer’s third place comes in quite a particular category, “Brand contribution to enterprise value”.
Essentially, this category ranks how much of a company’s value is determined by the brand itself. An interesting quote at the foot of the page says that the average brand value of the 250 companies considered in the list was 18%, indicating how strong the Acer brand is and ultimately how much its brand reputation plays in determining the value of the company.
Oddly enough, the Acer brand isn’t listed on the ‘Brand Strength Index’ of the same report, which suggests that while it plays a decisive role in determining the value of Acer, as a brand, it still has somewhere to go.
Of course that fits in with a recent declaration by Gianpiero Morbello, Acer UK’s managing director who, in last week’s Sunday Times declared: “We are not scared to say that we will be No.1 overall sooner or later”.
The only way is up?
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