Earlier this week, brand valuation consultancy Brand Finance released its lists of the most valuable beer and spirits brands, globally. Here’s the top 25 beer brands.
Methodology
- Calculate brand strength on a scale of 0 to 100 based on attributes such as emotional connection, financial performance and sustainability, among others. This score is known as the Brand Strength Index, and is calculated using brand data from the BrandAsset Valuator database, which measures brand equity, consideration and emotional imagery attributes to assess brand personality in a category-agnostic manner
- Determine the royalty rate range for the respective brand sectors. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s database of license agreements and other online databases
- Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand’s sector is 0%-5% and a brand has a brand strength score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%
- Determine brand specific revenues estimating a proportion of parent company revenues attributable to a specific brand
- Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates
- Apply the royalty rate to the forecast revenues to derive brand revenues
- Brand revenues are discounted post-tax to a net present value which equals the brand value
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