Blackberry, Thomson Reuters Ranked Amongst the World’s Top Brands

Two companies with stocks that have struggled are still worth something according to this valuation metric.

| More on:
The Motley Fool

Every year, a company by the name of Interbrand posts their annual list of the world’s 100 most valuable brands.  As implied by the title, the only two Canadian companies that made the cut for the most recent list were Thomson Reuters (TSX:TRI,NYSE:TRI) and Blackberry (TSX:BB,NASDAQ:BBRY).

Interbrand, which labels itself as the world’s largest brand consultancy, works with many of the world’s best known companies to bolster their brand.  What was once thought of as no more than a logo, the concept of branding has steadily grown in importance as corporate executives, and investors, now understand the important role it can play in a business’s day-to-day success.

To value a brand, Interbrand uses 3 criteria.  The financial performance of the branded products or services are measured, the role of the brand in the purchase decision process is gauged, as is the overall strength of the brand.

The combination of these three items led Interbrand to determine that the Thomson Reuters brand was worth about $8.4 billion, good for 44th on the most current list.  Sandwiched between Heineken and MasterCard, Blackberry checked in further down the list in 93rd spot with a brand valued at $3.9 billion.

Both brands have slipped from their all-time highs.  Thomson peaked in 2011 when its brand was valued at $9.5 billion.  Blackberry achieved its pinnacle in 2010 at $6.8 billion.

Interbrand sighted a loss of market share to rival Bloomberg as well as some organizational turmoil as reasons for the decline in Thomson.  We probably need not go into the reasons behind Blackberry’s tumble.  Let’s just say, they’ve been well documented.

Foolish Takeaway

With a current market cap of $7.1 billion, Blackberry currently trades at a multiple to Interbrand’s brand value of just 1.8.  This compares to Thomson which trades at a multiple to its brand value of 3.3.  The world’s top 2 brands, Coca-Cola and Apple, trade at a multiple to their brand value of 2.3 and 5.3 respectively.  Especially when we consider Apple’s multiple, this is just one more metric that indicates Blackberry is cheap, if it can survive.  The results of this year’s Z10 and Q10 rollouts are likely to dictate whether or not this company moves up in next year’s ranking or disappears off the list for good.

The Canadian market is dominated by financial institutions and resource companies, none of which made it onto Interbrand’s top 100 list.  To help diversify your portfolio away from our relatively narrow market, the Motley Fool has created a special FREE report that you can download today by simply clicking here.  “3 U.S. Companies That Every Canadian Should Own” profiles 3 more companies that made the Interbrand list, one of which was ranked 4th overall.  Click here now and we’ll send you the report – FREE!

The Motley Fool’s purpose is to help the world invest, better. Click here now for your free subscription to Take Stock, The Motley Fool Canada’s free investing newsletter. Packed with stock ideas and investing advice, it is essential reading for anyone looking to build and grow their wealth in the years ahead.

Follow us on Twitter and Facebook for the latest in Foolish investing.

Fool contributor Iain Butler does not own any of the companies mentioned in this report.  David Gardner owns shares of Apple.  Tom Gardner owns shares of MasterCard.  The Motley Fool owns shares of Apple and MasterCard.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium service or advisor. We’re Motley! Questioning an investing thesis — even one of our own — helps us all think critically about investing and make decisions that help us become smarter, happier, and richer, so we sometimes publish articles that may not be in line with recommendations, rankings or other content.

More on Investing

Canadian stocks are rising
Dividend Stocks

1 Dividend-Growth Stock You Won’t Want to Miss in the Real Estate Sector

A growth-oriented REIT is a strong buy today after raising its dividend by more than 5% in each of the…

Read more »

Hand arranging wood block stacking as step stair with arrow up.
Investing

Retirement Investors: 3 TSX Stocks That Could Rally With the Economy 

Always buy stocks you are bullish on when they trade below their 52-week highs. A recovery rally can enhance your…

Read more »

some canadian stocks rose
Investing

3 Stocks I’ll Load Up on in 2023

Toronto-Dominion Bank (TSX:TD) is one stock I'll load up on in 2023. There are others, too.

Read more »

HIGH VOLTAGE ELECRICITY TOWERS
Dividend Stocks

Better Buy: Emera Stock vs. Hydro One

Higher-risk utility Emera should provide higher returns over the next five years, given the dip and its higher yield.

Read more »

Growing plant shoots on coins
Tech Stocks

3 Growth Stocks That Look Ready to Double in 1 Year

These three growth stocks are "sleeping giants" ready to blast off in 2023 and beyond for investors who pick them…

Read more »

Payday ringed on a calendar
Dividend Stocks

Passive-Income Hat Trick: 3 TSX Stocks to Buy for Monthly Cash

Investors seeking passive income can invest in these Canadian dividend stocks and earn attractive monthly passive income.

Read more »

A close up image of Canadian $20 Dollar bills
Dividend Stocks

Get Passive Income of $435/Month With This TSX Stock

Here’s how dividend investing in Canada could help you get reliable monthly passive income.

Read more »

Money growing in soil , Business success concept.
Dividend Stocks

2 Undervalued Growth Stocks to Buy Right Now

Once a growth stock becomes too heavily discounted or undervalued, investors begin to wonder about its ability to bounce back,…

Read more »