Generally, most brand analysis done by the business press is biased toward dollar valuations and contributions to corporate earnings. Obviously, financial success is one factor that demonstrates how well a brand is regarded by consumers. But brand valuation is a financial view and not one that relies entirely on consumer perception.
Based on analysis performed by brand expert company CoreBrand, 24/7 Wall St. wanted to see brands through the eyes of the consumer. CoreBrand looked at the largest brands where both favorability and familiarity increased, measured by overall reputation, perception of management and investment potential. 24/7 Wall St. then ranked the six brands with the greatest increases in favorability from the fourth quarter of 2010 to the fourth quarter of 2011.
One of the most notable results of the analysis is the high ranking of brands not normally present on most highly valued brands list. When they are evaluated through consumers’ eyes, however, brands that belong to companies that are struggling financially can still be high on a consumer-perception weighted list. These brands, naturally, are used by a large number of people. More than that, the consumer interaction with the product and services associated with the brand is positive.