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What is a brand's worth? It depends on who is measuring it. For example, in 2017 Google was valued to be worth $245 billion by one brand valuation company but only $142 billion by another. While this variation is extreme, it is not uncommon to find valuations of the same brand differ by $20 to $30 billion. Interbrand and BrandZ publish global brand value rankings each year, but a comparison of these two companies' 2017 rankings reveals an overlap of only six of the top ten brands.
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1) Compare and contrast the methodologies used by Interbrand (https://www.interbrand.com) and BrandZ (https://www.brandz.com/) to determine brand value. 2) Based on your learnings from this course thus far, can Advertising Strategy (and related activities) increase brand value? Why or why not?
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