Florida's biggest brands

Brand Finance, the world’s leading brand valuation and strategy consultancy headquartered in London, UK, is proud to announce US 500 2015 Brands – Florida Addendum. Florida ranked 18th by total brand value across all states.

• 16 Florida brands were featured in the US 500 this year.
• The total brand value of Florida brands in the US 500 for this year was $32 billion, an increase of 2% from the previous year. This makes up 1% of the US 500, which stands at $2.6 trillion this year.
• Royal Caribbean International, Raymond James, and Hertz Global Holdings were the biggest winners, with 23%, 10%, and 9% respective brand value growth from last year.
• The highest brand rating in Florida was AA+, achieved by the following companies: Bacardi, Norwegian Cruise, Grey Goose, Burger King, Royal Caribbean International, and Carnival Cruise Lines.
• Tourism, Retail, and Logistics sectors accounted for 52% of the total brand value in Florida.
• New entrants in Florida this year include: Bacardi, Norwegian Cruise, Grey Goose, and Burger King.

The Brand Finance Methodology

Under the royalty rate approach, brand is valued based on the incremental after-tax cash flow accruing to the owner by virtue of the fact that the owner does not have to pay a fair royalty for using the brand. Therefore, a portion of the company's earnings, equal to the after-tax royalty that would have been paid for use of the brand, can be attributed to the company’s ownership of the brand / trade name.

Brand Finance takes a 3 step approach to brand valuation. First, we calculate the brand strength of a company by benchmarking it against its industry competitors based on a number of attributes, including: awareness, loyalty, emotional connection, market share, marketing spend, financial forecasts, and so on. These attributes are measured by leading third party global data providers, such as Bloomberg (consolidated financials, forecast financials, and key performance metrics), CSRHub (ratings on corporate social responsibility), and BAV (BrandAsset® Valuator database – the largest study of consumer and brand behaviour covering 50,000 brands in 50 countries), and many more. The brand strength of a company displayed as a score out of 100.

Then the brand strength score applied to the sector royalty range (provided by ktMINE, an intellectual property database that has over 15,000 actual royalty rates and license agreements) to determine the company’s royalty rate. Once the royalty rate is determined, we use it to derive the net present value (NPV) of the estimated future revenue attributable to the brand – which would be the brand value.

Every company registered in the US, or with over 50% of its revenue generated in the US, regardless of the sector, is considered in our ranking.

Brand Finance tracks over 2,000 US brands over 70 industry groups including Retail, Technology, Banks, Oil & Gas, Media, Cosmetics, Insurance, and many more.

This press release is also available in PDF format.