j320 paper 3

J320 paper 3 - Ashley Rosenbaum Paper#3 1 Business Week conducted its rankings by determining the future earnings of each brand and then taking

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Ashley Rosenbaum Paper #3 1. Business Week conducted its rankings by determining the future earnings of each brand, and then taking that number and placing it into a present value. This process is accomplished by estimating 5 years of earnings and sales for the individual brand, which will be based on reports by analysts. Operating costs, taxes, and the charge for the capital employed are all deducted from the projected number, resulting in the intangible earnings. The brand’s strengths and weakness are then compared to derive the potential risk at the forecasted future earnings. For a brand to become eligible to go through this progress, it must create a third of its earnings from outside its residing country, be distinguishable to those not affiliated with the brand, and make marketing and financial data accessible to the public. I find this system to be completely logical, mainly because the qualifications are imperative of large brands today, and the estimation of its future earnings determines the stability and quality of each brand. Interbrand’s protocol was the basis of ranking every brand into the
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This note was uploaded on 04/07/2008 for the course JOUR J320 taught by Professor Craigwood during the Spring '08 term at Indiana.

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J320 paper 3 - Ashley Rosenbaum Paper#3 1 Business Week conducted its rankings by determining the future earnings of each brand and then taking

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