Yandex for the first time entered the TOP-10 rating of the most expensive brands in Russia according to the British consulting company Brand Finance. The Yandex brand value is estimated at 133.3 billion rubles.
Last year, the company was ranked 12 in the ranking, but over the year, the brand’s assessment increased by 14%.
The “covid” year also positively influenced the growth of brand valuation of such companies as Russian Railways (by 19.4%), Lukoil (by 14.2%), and Rosneft (by 11.2%).
The fastest-growing brand in the TOP-10 was Pyaterochka, showing growth of almost 100% and moving from 11th to 6th place in the ranking over the year. The rest of the TOP-10 companies showed a decline due to the COVID-19 pandemic. Including Sberbank, which has been holding the lead in the rating for the fifth year.
Brand Finance notes that in general, the total value of the 50 most expensive brands in Russia in 2020 increased by 4% and amounted to 4.8 trillion rubles, while in most countries there was a significant decline.
When assessing brand value, Brand Finance takes into account the strength of the brand: evaluates marketing investments, business performance, and recognition. Analysts also look at the range of rewards for the use of the intellectual property for each industry and apply it to a specific company, predict the range of revenue, and do other calculations.
Note that Yandex’s revenue in the second quarter increased by 70% – up to 81.4 billion rubles. The total revenue of the Yandex group of companies is expected to be 330-340 billion rubles for the full year of 2021.