Calculating brand

[neverhood]

How I can calculate how much money costs any brand, for example Coca-Cola...
Ok, for Coca-Cola I know... like as for 100 top world brands.. but I would like to know how I calculate worth of any brand, for example my company.

[258cib]

This is commonly called "good will," although a lot of factors come into to play. How much value does your brand add to a product?

Coke Cola shoes? Hey, don't laugh--it's worth something.
Coke Cola water? Confusing.
Coke Cola cow manure? Coke will say, no thanks, we need to protect our brand.
Coke Cola candy? Let's talk! Who do you think will make the most from each sale--the candy guy or Coke? (Answer: Coke. Why? They've done all of the hard work for the candy guy.)

Harvard Business Review (hbr.org) has some good articles on this. Not free, but quality stuff. Search on "value of brand," and Value of good will" both.

[trillianjedi]

Coca-Cola water?

What a ridiculous idea.......

;-)

TJ

[neverhood]

Thank you.
But have you idea of calculating this few values.
How I can know value of my brand just summing this factors?
Any formula?

[sarnia]

Coca-Cola water?

What a ridiculous idea.......

Maybe not!

h**p://media.guardian.co.uk/columnists/story/0,7550,1164998,00.html

[258cib]

No formulas. Sorry. This is a closely guarded number in all contracts, so you seldom see it discussed.

But, branding is valuable. For example, it's not widely known, but Kraft--which owns several powerful coffee brands (Maxwell House, etc.) nevertheless leased the Starbucks brand to sell a upscale bagged coffee in supermarkets.

(Thanks for getting the Coke water joke folks.)