By Marketing Week

In his column “What is the point of brand valuations if those doing the valuing are so off target?” for Marketing Week earlier this year, Ritson argued that if the industry experts can’t agree on the value of something within $100bn then “it’s time to declare the value of valuation to be nil”.

Ritson’s analysis, in particular, focused on the valuation for Apple – the world’s most valuable brand, according to the three firms. Interbrand say that Apple is worth $170bn, compared to BrandZ’s $247bn and the $128bn valuation from Brand Finance.

Brand Finance, Interbrand and Millward Brown joined Ritson on Read full story ›

Source: Marketing Week