CMO/CFO Forum held on Interbrand best Sri Lankan brands valuation methodology

From left: Interbrand India Brand Strategist Rahul Bansal, Interbrand India Senior Client Director Ameya Kapnadak, DailyFT Chief Executive/Editor Nisthar Cassim, Interbrand India Managing Director Ashish Mishra, Interbrand Sri Lanka MND/Partner Director Anisha Dharmadasa, and Interbrand Sri Lanka CEO MND/Partner Michel Nugawela

Interbrand, the world’s largest and most influential brand consultancy, will introduce Best Sri Lankan Brands, an extension of its world renowned Best Global Brands to local Corporates at a glittering ceremony graced by Prime Minister Ranil Wickremesinghe, recently  at the Hilton, Colombo.

The ranking – which will identify the most valuable Sri Lankan brands – is modeled on Interbrand’s prestigious annual Best Global Brands report, the definitive guide to the world’s 100 most valuable brands. Now in its 18th year, Best Global Brands is based on a combination of attributes that contribute to a brand’s cumulative value: the financial performance of the branded products and services, the role the brand plays in influencing customer choice, and the strength the brand has to secure earnings for the company.

A CMO/CFO Forum for invitees only held on November 30th at the Hilton Colombo was organized by Interbrand in association with the DailyFT to explain their brand valuation methodology. Interbrand India Head Ashish Mishra, Senior Client Director Ameya Kapnadak and CEO MND Sri Lanka Michel Nugawela spoke while the session was moderated by Daily FT Chief Executive and Editor Nisthar Cassim.

“The qualifying criteria are: First, a brand’s country of origin must be Sri Lankan. The Best Sri Lankan Brands table recognises the most valuable Sri Lankan brands, not those of other country origins. Second, to maintain reputational integrity and avoid conflicts of interest, Interbrand does not levy or accept payments to list brands in its table. This is – categorically – not a practice Interbrand accepts. Third, there must be substantial publicly available financial information, either printed and circulated or published online to ensure transparency and comparability, and in turn enhance the usefulness of the valuations to wider stakeholder groups,” said Mishra.

Interbrand’s brand valuation methodology is recognised to be the most robust in the world. It is based on a unique combination of attributes that contribute to a brand’s cumulative value: An analysis of the financial performance of the branded products and services, the role the brand plays in influencing customer choice or Role of Brand, and the strength the brand has to command a premium price or secure earnings for the company or Brand Strength. Each brand’s financial performance, role, and strength are valuated through an Economic Value Added methodology.

Sri Lanka partner for Interbrand,  Michel Nugawela, said that the launching of Best Sri Lankan Brands was an indication of the strength of Sri Lanka’s homegrown corporates. “Interbrand Best Global Brands is the most prestigious brand ranking table globally and the definitive guide to the world’s 100 most valuable brands. The Best Brands list is Interbrand’s compilation of brand tables that valuate the world’s top country brands. Starting this year, we’re delighted to showcase Sri Lanka’s most valuable brands to the world as Best Sri Lankan Brands takes its rightful place among Best Japan, Best China, Best Korea, Best Swiss, Best German, Best Spanish, Best Canadian, Best Brazilian and Best Indian Brands.”