Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 23

Brand equity. Several sources compile lists each year of the world's most valuable brands. Two are Bloomberg Businessweek magazine and a consulting firm called Brand Finance. Visit both websites and review the most recent lists of the world's most valuable brands. How many firms are represented on both lists? Where are these firms located? What criteria do Businessweek and Brand Finance use in determining brand equity? Which brands have improved their values the most over the past couple of years? www.businessweek.com www.brandfinance.com