Brandometry® Debuts Its First Brand Value Quilt Chart

Similar to asset classes, top brands rotate leadership on an annual basis, making a strong case for diversification.

Brandometry Quilt Chart: A Decade of Capturing Undervalued Brands (Graphic: Business Wire)

NEW YORK--()--Brandometry has created a new infographic chart, which should look familiar to most financial advisors and investment professionals. Similar to the famous quilt chart demonstrating the changing of the guards among asset classes each year, Brandometry’s chart depicts a similar rotation among undervalued strong brands tracked by the EQM Brand Value Index.

Each year, utilizing Tenet Partners’ proprietary Brand Power Score methodology, the Index selects the top 50 brands in terms of market timeliness and investment potential. Over the last decade, this approach has consistently beaten the market relative to the S&P 500 Index and most major U.S. indices.

The list of top ten brand performers varies each year, arguing for a diversified approach. In 2018, some of the top contributors of performance to the EQM Brand Value Index were Netflix, +85.42%, Mastercard, +41.63%, Target, +39.49%, and Keurig-Dr. Pepper, +36.21%.*

As Brandometry’s CEO Larry Medin explains, “While brand leadership varies each year, the Index has consistently identified the best brands to own and when to own them.”

The EQM Brand Value Index (.BVAL), powered by Refinitiv, holds U.S. large cap companies and U.S. exchange-traded ADRs $1 billion in market cap and above. The index methodology is rules-based and equally weights the top 50 companies exhibiting both a discount of brand and intangible asset value to market capitalization and a positive return on invested capital (ROIC).

To download your personal copy of the infographic “A Decade of Capturing Brand Value” visit

* Brand performance is for the time period held in the Index and not annual performance.

About Brandometry

Brandometry provides research for advisors and clients striving for alpha performance by signaling when to own leading brands. Brandometry has pioneered a new, non-traditional index based on “Brand.” The Brand Value Index identifies companies worthy of investment that share high value potential and positive brand resonance. The Index uses a rules-based methodology to identify strong brands that maintain brand equity value not reflected in share price.

About Tenet Partners

The underlying analysis of the EQM Brand Value Index includes a cross reference to historical brand value metrics provided by Tenet Partners, a highly recognized authority on brand measurement and valuation that currently analyzes over 1,000 US publicly traded companies comprising the Tenet℠ CoreBrand® 1000. Tenet uses a highly stable, quantitative benchmark tracking system with a proprietary model correlating corporate brand to market capitalization. Tenet has been compiling quarterly brand data for US companies consistently since 1994.

About EQM Indexes

EQM Indexes LLC is a woman-owned firm dedicated to creating and supporting innovative indexes that track growth industries and emerging investment themes. Co-founded by Jane Edmondson, a former Institutional Portfolio Manager with more than 25 years in the investment industry, our index design expertise spans a wide range of asset classes and financial instruments. We partner with issuers and work jointly with other index firms to provide benchmarks for Exchange Traded Products (ETPs) such as Exchange Traded Funds (ETFs), Exchange Traded Notes (ETNs), and other similar products. EQM Indexes LLC also assists firms on a fee basis to design and implement their index ideas.
See additional disclosure.

EQM Brand Value Index

The EQM Brand Value Index (“.BVAL” or the “Index”) utilizes a proprietary methodology that seeks to provide exposure to brand companies whose intangible brand assets have not been fully appreciated by the market. The index holds U.S. companies and U.S. exchange-traded ADRs with a minimum market capitalization of $1 billion. The index methodology is rules-based and equally weights the top 50 companies exhibiting both a discount of brand and intangible asset value to market capitalization and a positive return on invested capital (ROIC). The Index was co-developed and remains the exclusive property of Brandometry. EQM Indexes makes no express or implied warranties or representations with respect to the Index.

It is not possible to invest directly in an index. Exposure to an asset class represented by an index is available through investable instruments based on that index. EQM Indexes does not sponsor, endorse, sell, promote or manage any investment fund or other investment vehicle that is offered by third parties and that seeks to provide an investment return based on the performance of any index. EQM Indexes makes no assurance that investment products based on the Index will accurately track index performance or provide positive investment returns. EQM Indexes is not an investment advisor and makes no representation regarding the advisability of investing in any such investment fund or other investment vehicle. A decision to invest in any such investment fund or other investment vehicle should not be made in reliance on any of the statements set forth in this article. Prospective investors are advised to make an investment in any such fund or other vehicle only after carefully considering the risks associated with investing in such funds, as detailed in an offering memorandum or similar document that is prepared by or on behalf of the issuer of the investment fund or other vehicle. Inclusion of a security, nor is it considered to be investment advice.


Sue Huss


Sue Huss