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JCDecaux SA, is included among the 25 French brands
worth in excess of 1 billion EUR this year
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JCDecaux SA, market leader in outdoor advertising in Europe and in the Asia/Pacific region, and the second largest player in this industry worldwide, entered the Interbrand ranking system for the 1st time in 2006. This year once again, the Group is included among the 25 French brands worth in excess of €1 billion.
JCDecaux comes in 24th position in the ranking this year, with a value of €1.019 billion. Once again, the Group is the only media and B2B company included in the league table.
Interbrand, an Omnicom Group subsidiary specializing in consultancy and brand creation services, has organized this league table for the 5th year in succession. To calculate the financial value of a brand, it adopted a “Brand Valuation” method using a 4-phase approach:
-The 1st phase consists in “analyzing financial data to identify the added value generated by the brand.”
-The 2nd phase “identifies the contribution of the brand to the determination of the company’s revenues and measures the role played by the brand.”
-The 3rd phase measures the “strength of the brand, its ability to secure future demand in its competitive environment.”
-Lastly, the 4th phase consists in “measuring the gap between the brand under consideration and an ideal, fictitious brand achieving maximum performance with all the criteria.”
Jean-Charles Decaux, Co-CEO of JCDecaux, took advantage of this event to make the following statement: “The drive to innovate is a constant requirement in our line of business. We are both proud and satisfied to be included in the Interbrand ranking for the second year in succession and to be the only media and B2B company listed.”
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