Quick — what’s the most valuable brand in the world? Interbrand says it’s Coca-Cola, valued at $71.8 billion. Eurobrands say it’s Apple, valued at $96.6 billion. And Brand Finance says it’s Google, valued at $44.3 billion. Interbrand, Eurobrands, and Brand Finance are the three most prominent brand evaluation companies in the world. They all use the same ISO standard for calculating the value of a brand. Yet, they wind up with wildly divergent views on brand value. Why is that? It’s because brand value is in the eye of the beholder and that is completely subjective.