The 5 ‘most misunderstood’ brands

The website 24/7 Wall St. calls into question the methodologies of the top brand valuation companies.

According to the website 24/7 Wall St., the companies that make these lists—”brand evaluators,” as they’re called—”rarely come up with similar figures—except for among the very largest brands.”

In some cases, these evaluators differ “dramatically,” 24/7 Wall St. said.

“To make its point about whether brand values can be fairly measured, [24/7 Wall St.] looked at 10 brands which are ranked high on one of the three brand value lists and much lower on others. We considered the brand value from the lists, the extent to which each brand is internationally known based on overseas sales, total annual revenue, and in many cases the age and durability of the brand.”

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