Inter brand based on several factors including financial, customer, loyalty,sustainable demand
Brand Finance puts thousands of the world’s top brands to the test each year. They are evaluated to determine which are the most powerful — based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation — and which are most valuable.
Brand Finance calculates a value a company would be willing to pay to license its brand as if it did not own it. This approach involves estimating future revenue and calculating a royalty rate to be charged for the use of the brand.