Based on your financial expertise, provide your response or viewpoint on the given financial question or topic. The response format is open.

How exactly could we rank or value how “rich” a company brand is?
Matt explains the study numbers in his answer, but those are the valuation of the brand, not the value of the company or how "rich" the company is.   Presuming that you're asking the value of the company, the usual way for a publicly traded company to be valued is by the market capitalization (1).  Market capitalization is a fairly simple measure, basically the total value of all the shares of stock in that company. You can find the market cap for any publicly traded company on any of the usual finance sites like Google Finance or Yahoo Finance. If by rich you mean the total value of assets (assets being all property, including cash, real property, equipment, and licenses) a company owns, that information is included in a publicly traded company's quarterly SEC filing and investor releases, but isn't usually listed on the popular finance sites. An example can be seen at Duke Energy's Investor Relation Site (the same information can be found for all companies on EDGAR, the SEC's search tool).  If you open the most recent 8-K (quarterly filing), and go to page 8, you can see that they have $33B+ in assets, and a high level breakdown of those. Note that the numbers are given in millions of dollars For a privately held company this information may or may not be available and you'd have to track it down if it is available. I picked Duke Energy because it's the first thing that popped into my mind.  I have no affiliation with Duke, and I don't directly own any of their stock.