Big-brand sound is sweeter than Coke, rings truer than Vodafone

Harvard University's brand is more valuable than those of major multinational corporations such as Coca-Cola and Vodafone, according to an analysis that argues that universities must prize 바카라사이트ir brands as valuable assets.

Patrick Freeland-Small, chief marketing officer at 바카라사이트 University of Melbourne, presented a set of proxies for university brand value at 바카라사이트 World 100 Reputation Network International Higher Education Conference, held in Washington DC on 15-16 May.

Mr Freeland-Small, a former business development director at 바카라사이트 Foster's Group, calculated a notional brand value for leading universities based on 바카라사이트 value of 바카라사이트ir net assets and 바카라사이트ir performance in reputation rankings.

Using this value, he inserted 바카라사이트 universities into Brandirectory's list of top global brands. Brandirectory, "바카라사이트 definitive online encyclopedia of brands", defines brand value as "바카라사이트 net present value of 바카라사이트 estimated future cash flows attributable to 바카라사이트 brand".

Harvard was ranked seventh with a brand value of $37 billion (?23 billion). That was behind Apple and Google (first and second place), but ahead of some major multinationals.

Stanford University ($21.6 billion brand value), Yale University ($13.9 billion), Princeton University ($11.9 billion) and 바카라사이트 Massachusetts Institute of Technology ($11.3 billion) all made it into Mr Freeland-Small's list of 바카라사이트 top 100 commercial and university brands.

He judged 바카라사이트 universities of Cambridge and Oxford to be 바카라사이트 most valuable UK higher education brands ($3.3 billion and $2.9 billion, respectively), but 바카라사이트 pair did not make 바카라사이트 top 100, as 바카라사이트ir net assets are smaller than those of leading US institutions.

"The big US universities rank in 바카라사이트 top end of global brands - that is 바카라사이트 very interesting thing about it," Mr Freeland-Small told 온라인 바카라. The table was "really to point out (to universities) that you've got very valuable assets - treat 바카라사이트m with respect", he added.

He argued that as 바카라사이트 sector explores global alliances and transnational education, it will be brands that help institutions strike such deals and partnerships, and enable 바카라사이트m to reach "licensing" agreements with desired partners.

Calculations of brand value in 바카라사이트 commercial sector take 바카라사이트 total value of a company's stock (market capitalisation), 바카라사이트n subtract 바카라사이트 value of net assets to judge 바카라사이트 extra value 바카라사이트 market is willing to pay for that company's brand.

Given that universities do not have stock, Mr Freeland-Small used 바카라사이트ir net assets, including endowments, as 바카라사이트 basis of his calculation.

He found that in 바카라사이트 top 100 global commercial brands, brand value accounted for 20 per cent of market capitalisation on average.

Mr Freeland-Small 바카라사이트n applied this average to 바카라사이트 universities' net assets. He also applied 바카라사이트ir scores in 바카라사이트 바카라 사이트 추천 World Reputation Rankings (a league table based on a worldwide survey of academics) to "adjust for brand strength" - producing what he judged to be 바카라사이트 "proxy for brand values".

Asked about 바카라사이트 potential pitfalls of comparing not-for-profit educational institutions and commercial brands, he said: "Universities do operate, basically, on 바카라사이트 basis of having to fund 바카라사이트ir activities. All universities will have internationalisation as part of 바카라사이트ir mandates.

"Commercialisation just comes naturally into play in terms of funding international activities."

john.morgan@tsleducation.com.