phisheep on 24 May 2009
This needs to be treated with a whole lot of caution, if not outright scepticism.
Here's an extract from page 11, which describes their 'methodology'.
The brand value published is based on the intrinsic value of the brand — derived from its ability to generate demand. The dollar value of each brand in the ranking is the sum of all future earnings that brand is forecast to generate, discounted to a present day value.
What that highlighted bit means is, they GUESSED how much it will sell in the future, then divided it by something. WTF? We could all do that, but we'd all come up with different numbers. This just means that they are American, and hence expect Microsoft to win and Sony to not win.
