Amazon

Traditional brand valuation metrics may be as valid or relevant as connecting the bird droppings on your windshield to plot Twitter’s flight path. As a brand, it has catapulted into the wild blue yonder, having captured users around the word with instantaneous access and response to news posts. Brand equity, or “good will toward a brand,” a measure of the differential between book value and perceived value, is off the charts. So far off the charts that it has us scratching our heads.