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Cruises, cars and rum: Brands look good

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  • | 11:00 a.m. June 19, 2015
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Car rental giant Hertz, with a temporary corporate headquarters in Naples, has taken some hits in the financial press for its underperforming stock and leadership struggles.

But the company's brand is on the rise, at least according to data and anecdotal evidence gathered by Brand Finance, a London-based brand valuation and consulting firm. The brand value of Hertz, says the company, is $2.1 billion in 2015, up from $1.9 billion in 2014.

Hertz, with a headquarters facility under construction in Estero, is one of 16 Florida companies to make the 2015 Brand Finance U.S. 500. The total value of Florida brands in the top 500 is $32 billion, up 2% from 2014, according to a Brand Finance report. Tourism, retail and logistics sectors accounted for 52% of the total brand value in the state.

Brand Finance calculates brand strength of a particular company by comparing it on multiple attributes against others in its industry. Those attributes are a mix of tangible and intangible, and include awareness, loyalty, emotional connection, market share, marketing budget and financial forecasts. The brand strength, combined with other metrics, such as licensing agreements, is then used to derive the net present value of the estimated future revenues attributable to the brand. That dollar figure is what the company calls brand value.
Brand Finance also ranks companies with a letter grade.

Brand Finance tracks more than 2,000 U.S, brands in at least 70 industry groups including retail, technology, tourism banks and media. Below is a glance at the rankings of the top 10 Florida brands in the Brand Finance report.


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