Is it possible to gauge happiness, joy, and gifts? Nowadays, you can request for anything, and analysts, experts, and rating agencies will make a precise assessment and present you their report. Interestingly, Santa Claus has been also assessed. To begin with, a few years ago Forbes ranked him first regarding a value of his wealth among other fictional characters as Santa’s fortune was acknowledged as infinite. However, a year later Santa was removed from the list because Forbes’ editors gave up the idea of considering him “a fictional character”. So, specialists from American recruitment agency Insure estimated that his income for 2013 amounts to merely $138,000. Though, 27% of the polled economists believe that the grand old must have earned $1.8 billion or $1 per every child on the Earth. Moreover, marketing consultants from the U.K. designated Santa Claus as the generally accepted benchmark among famous brands. According to Brand Finance’s estimates, it is the most costly brand worth $1.6 trillion, while Apple is ranked second and valued at $87.3 billion. In this case, the brand’s value directly depends on its distinctive features such as a bushy beard and puffy belly. The most recognized image in the world has been used in advertising since 1915. It is White Rock Beverages that used it first. But, the old fellow acquired his recognizable look in 1931. As specialists highlight, artist Haddon Sundblom painted exactly Santa, not a guy dressed up in Santa’s costume. However, even such a widely promoted brand encounters problems. Marketing experts think that one of the main difficulties is a seasonal business because this brand is in demand only few days in a year. Meanwhile, the Russian counterpart Ded Moroz has not been able to gain such high financial results despite his popularity. Last year, the brand was valued at merely RUB 30 billion. Real estate appraisers assessed the manor and sleigh of Ded Moroz at €1.7 million. Thus, the Russian wizard has a rather modest legal property and income. Though, as the tradition demands, the rest of the real estate could belong to his granddaughter Snegurochka (Snow Maiden) by the right of ownership.
