[填空题] THE 100 TOP BRANDS
It was a tough year to build a brand -- or defend one against the corrosive effects of a bear market, financial scandals, and shifting consumer priorities. For proof, look no further than the fact that roughly half of the 100 global brands that Interbrand Corp. and Business Week ranked this year fell in value compared with a year ago. In this environment, just holding your own is an accomplishment.
To qualify for our ranking, brands had to have a value greater than $1 billion. They were selected according to two criteria: (8) They also had to have publicly available market and financial data on which to base the valuation. That excluded some big brands, such as Visa International, the BBC, and Mars.
How do you place a value on a brand (9) Business Week selected lnterbrand’s method because it values brands the same way analysts value other assets: on the basis of how much they’re l

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