April 3, 2018
Recently, on March 15th, British American Tobacco (BAT) filed their annual report for 2017, including the valuation of the assets purchased with their acquisition of Reynolds American on July 25th, 2017. With this report, accounting for brands experienced a historic moment with the reporting of a brand value of US$ 93.6 billion acquired with Reynolds American by BAT. The portfolio of acquired brands includes Newport, Pall Mall, Camel, Natural American Spirits, Grizzly and Kodiak. This is a new all-time high which more than doubles the previous record high of Kraft Foods (2015, US$ 41.3 billion).
Read our white paper on the history of the most expensive brand acquisitions ever.