LONDON—Bridgestone is the world's most valuable tire brand, according to research from Brand Finance P.L.C., a London-based brand valuation and marketing firm.
Michelin ranks No. 2, and nearly at the same level as Bridgestone, the report said.
Brand Finance puts the global value of the Bridgestone brand at $4.45 billion and that of the Michelin brand at $4.36 billion. Bridgestone and Michelin rank ahead of Contintental, Goodyear and Pirelli, the rest of the top five, Brand Finance said.
The firm calculates a brand's value using a discounted cash flow technique, which discounts estimated future royalties at an appropriate discount rate to derive the present value of the trademark and associated intellectual property rights. The royalty relief methodology determines the value of the brand in relation to the royalty rate that would be payable for its use if it were owned by a third party.
The top five brands retained their relative positions from the 2012 rating, the company's data show