The purpose of the thesis is to propose a comprehensive literature review of past studies on value creation and value appropriation, with focus on the critical understandings of key factors impacting the two. A literature review provides critical understandings from the paradox on strategic choice between value creation and value appropriation to key factors influencing the mechanism of creating and appropriating values.

By reviewing 27 articles, this thesis concludes five top findings. First, value creation and value appropriation are closely related to innovation, which has an important influence on value creation and appropriation decisions. Second, the stock market prefers value appropriation, with industry and firm characteristics impacting strategic emphasis on creation or appropriation. Third, a firm’s decision on research and development influences value creation and appropriation. Fourth, marketing activities influence the firm's value and stock performance through value appropriation. Finally, competition within an industry determines a firm's decision on value appropriation.

World brand ranking is ranking brands and/or companies on a numerical scale. Emblem (denoted as MBLM throughout the thesis text) and Interbrand are two primary, world-leading brand ranking companies. In this research thesis, we explore (1) MBLM’ and Interbrand’s top 100 brand ranking companies for the year 2017, (2) methods, and strategies used in ranking these brands; and specifically, (3) scrutinize MBLM’s current brand ranking methods, presenting our rigorous quantitative finding and provide future brand ranking recommendations for MBLM. In 2017 brand ranking, MBLM predominantly based its rankings on Brand Intimacy, calculating average Brand Intimacy Quotient (BIQ) for brands across different industries worldwide, and ranking them in the descending order of BIQ score on a numerical scale when compared to average BIQ score. We propose that choosing BIQ as a sole measure for world leading brands may not be an optimal measure for assessing a brand’s rank, popularity, and ultimately its value, given its current conceptualization and operationalization. We chose to address this proposed research question by comparing current MBLM world ranking BIQ method in light of key financial performance variables for top 100 MBLM companies. The financial performance variables that we chose for this project include EPSFX -- Earnings per Share (Diluted) Excluding Extraordinary Items; MV -- Market Value; NI-L -- Net Income (Loss); REV-T -- Revenue – Total, and sales. We compared performance of these financial variables from two previous years, 2015 and 2016. In the first instance, we assessed how these variables performed when compared to BIQ component; and secondly, to specific subcomponents of BIQ including six Archetypes and three Stages. We found that BIQ component as a whole, as well as Ritual and Enhancement BIQ subcomponents showed statistical significance to all the chosen financial performance variables of interest (***p ≤0.001 or **p ≤0.01). In addition, we found that BIQ subcomponents Indulgence and Nostalgia further showed statistical significance to EPSFX financial performance variable for all chosen companies.