"It was messy and a bit odd, " says Raymond Perrier, head of brand valuation at Interbrand.

FORBES: Look out, Sony

It takes a scientifically tested, research-led approach to brand valuation in to quantify brand popularity and relevance within the real-life cultural interests of consumers.

FORBES: Move up http://i.forbesimg.com t Move down

Segregate the potential of the brand from assumptions that can short-circuit intelligent valuation.

FORBES: Brand Management: No Plug-and-Play Proposition