The world’s most valuable brands in 2016

By David Haigh

While some sceptics still question the point of brand valuations – given that different valuers arrive at significantly different amounts – understanding the methodologies used demonstrates that brand value is a crucial indicator of overall corporate value, now more than ever

Controversy has been growing over the validity of brand valuations in general and brand valuation league tables in particular. This came to a head in Autumn 2015 when Professor Mark Ritson, a marketing professor at the Melbourne Business School, wrote one of his signature pieces in Marketing Week claiming that brand valuations are all “bullshit”.

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Issue 72