2010 yılında yazdığım ve 2012’de Comtalks.com sitesinde yayınlanan yazım. Aradan geçen 10 yılda değişen bir şey yok.
If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you.”John Stuart, Chairman of Quaker (ca. 1900)
In the top 500 world’s most valuable brands list of Brand Finance, there are brands from 38 different countries. At the top of the list we find Walmart which is an American retail company. Here is a table of countries which have a brand or brands on the list.
A brand acknowledged as an intangible asset, lives in the consumer’s mind and for some companies it’s the most important asset. From the establishing of a company all communicational investments have been done for this image. It can be a variable value for different industries, but at the same time lots of financial data can affect it; the net present value.
According to the report of Brand Finance; there are two kind of brand valuations; the first technical one which contains some financial elements like balance sheet reporting, tax planning, liquidity, and licensing. The second one is commercial valuation, related with marketing strategy, brand architecture or portfolio management.
For an investors approach profitability, growth and risk about cash flow are primary variables.
No Turkish brand…
When looking at this table I felt as i was looking at a medal list after an Olympic Games. As, obviously we do not see Turkey’s name in the Olympic tables regularly. And, here is the question; can there be a correlation between these two tables?
I think there are some resemblances between these issues. Both of them are directly related with the performances of individuals or teams; one in economy and one in sports. Companies have CEO’s, sport teams have coaches. They both have goals, plans, and economies.
Here is the Vancouver 2010’s medal list;
Yes, as you can see the countries in both lists are similar with a few distinctions. We can say that maybe more than 10 medals or more than 10 companies meanthere is some serious work behind the success; substructure, background, culture, economy, point of view and maybe more. For us I believe the most important missing ingredient is a well planned program (as we said in Turkish; (planlı-programlı) in both the mid and long term.
Brand Finance Global 500 Summary Report