Calculating Brand Equity for Investor Relations – Corporate Brand Contribution to Stock Valuation

Gulf Research is now working with CoreBrand, a brand strategy consultancy, to provide the CoreBrand Analysis specifically for oilfield service companies. CoreBrand measures the direct link between a company’s brand image and its market valuation. CoreBrand’s full analysis isolates factors that are common to stock price and brand image, such as advertising, investor relations, size and general reputation.

In this special Gulf Research report, each oilfield service company’s Brand Power (based on familiarity and favorability ratings) will be presented along with equity data (the value of the brand as a percentage of market cap and the dollar amount that percentage represents). Brand Power is a single-score measure of the size and quality – familiarity and favorability - of a company’s reputation. This information is presented in a competitive context to provide insight on your brand’s strengths and vulnerabilities. Once Brand Power has been defined and quantified, the Brand Equity Valuation Analysis identifies its contribution to the equity value of a company.

Companies measured:

Halliburton
Baker Hughes
BJ Services
Cameron
FMC
Schlumberger
Smith
Weatherford

January 2007