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Budweiser named top alcohol brand
Budweiser ranks as the “best” alcohol brand, according to global brand consultancy, Interbrand.
The brand weighs in at 30th place out of 100 in its "Best Global Brands 2010" report, the same place as last year, but with an increase in brand value of 4% from last year, with a value of US$12,252 million.
The value of a brand is difficult to calculate as much of it is subjective and focuses on a brand’s influence on consumers’ decision making process.
Interbrand based its evaluation on three factors: the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand.
The financial value of a brand gauges its return on investment, similar to its economic profit (or Economic Value Added).
Evaluating the role a brand can play in the decision making process is more open to variation, given the subjective nature of the issue. Interbrand describes the process as: “Measuring the portion of the decision to purchase that is attributable to brand – this is exclusive of other aspects of the offer like price or feature. Conceptually, role of brand reflects the portion of demand for a branded product or service that exceeds what the demand would be for the same product or service if it were unbranded.”
The final measurement, brand strength, takes into account the “ability of the brand to secure the delivery of expected future earnings. Brand strength is reported on a 0 to 100 scale, where 100 is perfect, based on an evaluation across 10 dimensions of brand activation”.
These are judged in comparison to other brands in the industry or to world-class brands in the case of exceptional brands.
The evaluation only took into account brands that are global (with at least 30% of revenues coming in from foreign markets and a presence in at least three major continents), highly visible and with a relatively high degree of transparency – i.e. being publicly owned.
Other alcohol brands that featured in the top 100 are Jack Daniels, Moët & Chandon, Corona, Smirnoff, Johnnie Walker and Heineken, all of which have experienced positive (or zero) growth – a sign that the recession’s grip on alcohol sales is loosening.
Marinel FitzSimons, 22.09.2010