X (formerly Twitter) was acquired by billionaire Elon Musk in 2022 and has since been the subject of ongoing debate.

This chart, using data from Brand Finance, illustrates the decline in X’s brand value following Elon Musk’s acquisition in 2022.

Methodology

Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach, a brand valuation method compliant with the industry standards set in ISO 10668. This method estimates the likely future revenues attributable to a brand by calculating a royalty rate that would be charged for its use, resulting in a ‘brand value’ defined as the net economic benefit a brand owner would achieve by licensing the brand in the open market.

It is important not to confuse brand value with the value of the company as a whole.

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