DP

To put it simple, what we are getting at, is that the company responsible dosen't know the calculation for Brand Value

for those of you who dont want to read the entire PDF which deals with differnet markets and such here is a copy of the gaming section:


47 Gaming Plays Well With
at-Home Trend
Sales of gaming consoles remain relatively
strong despite the troubled economy, with
2008 revenue up 13 percent in the U.S.
Drawn by product innovation and affordability,
consumers purchased gaming consoles as a
less-expensive home entertainment alternative
to an evening out.

The leading players in the home console
market are the Nintendo Wii, the Microsoft
Xbox 360, and the Sony PlayStation 3, with
total sales of 34.5 million units, 28 million
units, and 20 million units, respectively.
Nintendo Wii revolutionized gaming by
allowing the player to control the game
with body motion rather than the traditional
joystick. The console also encourages gaming
as a social rather than a solitary pursuit, often
crossing the generations in family groups.
And it delivers all of these benefits at a
competitive price.

This innovation was driven by the company’s
core strategy, which is to appeal to a wide
audience and to focus less on perfecting
high definition graphics and more on
revolutionizing the way people play games.
The relatively expensive Sony PlayStation 3
also reflects a corporate strategy. The console
comes with a Blu-ray device, which can be
used with a television to watch movies and
helps Sony distribute its proprietary
Blu-ray technology into the market.
The category’s leading brand, Nintendo DS,
with about 34 million units sold, is a hand-
held console. While it can be played at home,
its main advantage is its portability.
Portability poses a challenge to the gaming
console category. Many of the latest
mobile phones, such as the iPhone, come
with interactive screens that can provide a
portable console alternative.

The economy may challenge the industry,
too. Reduced disposable income could have
an immediate impact on sales. And any
layoffs among game producers could have
the long-term effect of reducing the supply
of new, compelling games in an industry that
depends on them.

Still, with more people spending time at
home with family, seeking security and saving
money, these difficult times could actually
drive sales.

With more people spending
time at home with family,
seeking security and saving
money, these difficult times
could actually drive sales
Gaming Consoles

# Brand Brand Value Brand Brand Brand Value
$M Contribution Momentum Change
1 Nintendo DS 9,659 2 3 N/A
2 Nintendo Wii 8,256 3 5 N/A
3 Microsoft Xbox 360 4,581 3 8 N/A
4 Sony PlayStation 3 341 2 4 N/A
5 Microsoft Xbox 313 1 6 N/A
6 Nintendo Game Boy 222 1 3 N/A
7 Sony PSP 144 2 3 N/A
8 Sony PlayStation 2 119 1 2 N/A
9 Nintendo GameCube 96 1 2 N/A

Source: Millward Brown Optimor (including data from
BrandZ, Datamonitor, and Bloomberg) 

or a company that does this every year for other things and has decided video gaming is legitimate enough market now that they will track it and put their information forth.   

personally I do not agree with it but until I find more on their methodology I will not blindly hate on them. I would encourage you to read their documentation I gave a link to the pdf, its not that long really

I will also say most of their other charts seem spot on. though i have not read them all yet 

source data for the project;


69 70
BrandZ Top 100 Most Valuable Global Brands 2009 70
BrandZ Top 100 Most Valuable Global Brands 2009
The BrandZ Top 100 Most Valuable
Global Brands is created using
data from BrandZ, Bloomberg
and datamonitor.

Bloomberg
The Bloomberg Professional service is the
source of real-time and historical financial
news and information for central banks,
investment institutions, commercial banks,
government offices and agencies, law firms,
corporations and news organizations in over
150 countries. www.bloomberg.com

datamonitor
The Datamonitor Group is a world-leading
provider of premium global business
information, delivering independent data,
analysis and opinion across the Automotive,
Consumer Markets, Energy & Utilities,
Financial Services, Logistics & Express,
Pharmaceutical & Healthcare, Retail,
Technology and Telecoms industries.
Combining our industry knowledge and
experience, we assist over 6000 of the
world's leading companies in making better
strategic and operational decisions.
Delivered online via our user-friendly web
platforms, our market intelligence products
and services ensure that you will achieve
your desired commercial goals by giving you
the insight you need to best respond to your
competitive environment.
www.datamonitor.com

BrandZ
The BrandZ study, commissioned by WPP
and conducted annually by Millward Brown,
measures the brand equity of thousands of
global “consumer facing” and business-to-
business brands, and has interviewed over
1 million consumers globally. Consumer
perception of a brand is a key input in
determining brand value because brands
are a combination of business performance,
product delivery, clarity of positioning, and
leadership. www.brandz.com

out side of ninendo their end of year numbers were very close to ours

"Nintendo Wii, the Microsoft
Xbox 360, and the Sony PlayStation 3, with
total sales of 34.5 million units, 28 million
units, and 20 million units, respectively. "


we have for that time right now wii 43.3 xbox 360 26.7 ps3 19.1  ending dec 27th... though i do not know when this reports numbers ended 

DP

matt247 said:

@ matt you should list that this is brandZ first year doing games, and that the list contains rankings for all kinds of markets not just gaming, and that these other markets effect the results listed here.

or you could go further into reading the source material rather then the sorry amount of time the article you linked to does in covering this data  

I feel the lack of information being  posted in regards to the report is doing it a disservice  however with two threads on this matter there is only so much time i can spend going back and forth adding the same material