While most investors look to specific metrics — be they fundamentals such as earnings growth or technical indicators such as moving averages — to pick stocks, some companies boast qualities that aren’t quite as quantifiable. These are intangibles like customer loyalty, a deep moat or a strong brand.
Of course, that’s where corporate identity and brand consulting company Interbrand comes in: It takes the vague term “brand” and looks at it as an asset — and thus something you can stick a number on.
Interbrand releases brand rankings every year, with its 2013 list of “Best Global Brands” stealing headlines last week. For this particular list, Interbrand uses markets, brands, competition and financial data to analyze brands it considers “truly global.” (The full methodology can be found here, and is worth a read).
The bottom half of the top 10 for Interbrand’s Best Global Brands of 2013 include Toyota (TM), No. 10, $35.3 billion; Intel (INTC), No. 9, $37.3 billion; Samsung (SSNLF), No. 8, $39.6 billion; McDonald’s (MCD), No. 7, $42 billion; and General Electric (GE), No. 6, $46.9 billion.
Now, let’s take a closer look at the big-name brands making up the top five: