Interbrand, one of the acknowledged leaders in assessing brands, measures brand value using 3 criteria: (source: http://www.interbrand.com/en/best-global-brands/best-global-brands-methodology/Overview.aspx)
Financial Performance
Financial performance measures an organization’s raw financial return to the investors. For this reason, it is analyzed as economic profit, a concept akin to Economic Value Added (EVA).
Role of Brand
Conceptually, role of brand reflects the portion of demand for a branded product or service that exceeds what the demand would be for the same product or service if it were unbranded
Brand Strength
Brand strength measures the ability of the brand to secure the delivery of expected future earnings
FIFA as Brand
Based on these criteria FIFA is a pretty strong brand. It makes more money every year, no football can take place any where on the planet without its approval and it’s only the brand strength that may have been tested in the past few weeks and months.
Maybe one day, like with cricket where the 5 day test is as desirable as a root canal, the 90 minute game will be seen as an eternity and there will be room for someone to come along and own the 20/20 of football. But even that FIFA has already been addressing through a product portfolio that includes babes in arms, youths, girls and women and all flavors like “beach football” and other variations on the traditional theme. So they have their 31 flavors.
FIFA is a strong brand and it looks like the shareholders, most of them any way, are happy with the Chairman of the Board.
