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Indonesia 2015 | Resources | BRANDZTM BRAND VALUATION METHODOLOGY

Introduction

The brands that appear in this report are the most valuable in Indonesia. They were selected
for inclusion in the BrandZTM Top 50 Most Valuable Indonesian Brands based on the unique and objective BrandZTM brand valuation methodology that combines extensive and on-going consumer research with rigorous financial analysis.

The BrandZTM valuation methodology
can be uniquely distinguished from its competitors by the way we obtain consumer viewpoints. We conduct worldwide, on- going, in-depth quantitative consumer research, and build up a global picture of brands on a category-by-category and market-by-market basis.

Globally, our research covers three million consumers and more than 100,000 different brands in over 50 markets. This intensive, in- market consumer research differentiates the BrandZTM methodology from competitors that rely only on a panel of 'experts', or purely on financial and market desktop research.

Before reviewing the details of this methodology, consider these three fundamental questions: why is brand important; why is brand valuation important; and what makes BrandZTM the definitive brand valuation tool?

Importance of brand

Brands embody a core promise of values and benefits consistently delivered. Brands provide clarity and guidance for choices made by companies, consumers, investors and others stakeholders. Brands provide the signposts we need to navigate the consumer and B2B landscapes.

At the heart of a brand’s value is its ability to appeal to relevant customers and potential customers. BrandZTM uniquely measures this appeal and validates it against actual sales performance. Brands that succeed in creating the greatest attraction power are those that are Meaningful, Different and Salient.

Importance of brand valuation

Brand valuation is a metric that quantifies the worth of these powerful but intangible corporate assets. It enables brand owners, the investment community and others to evaluate and compare brands and make faster and better-informed decisions.

Distinction of BrandZTM

BrandZTM is the only brand valuation tool that peels away all of the financial and other components of brand value and gets to the core – how much brand alone contributes to corporate value. This core, what we call Brand Contribution, differentiates BrandZTM.