Branding For Dummies®

Chapter 15. Valuing Your Brand

In This Chapter

• Appreciating the good economics of a great brand

• Evaluating the value of your brand

• Understanding brand equity and how to build it

It seems almost too good to be true that a name, a promise, and a great reputation can be worth thousands, millions, or even billions of dollars, but it's a fact you can bank on when you build and manage a great brand.

Often, when companies are bought and sold, as much as half of the money that trades hands covers the purchase of the brand name and all it means in the marketplace. That means that roughly fifty cents out of every dollar exchanged in many business sales goes not for inventory, buildings, physical items, business contracts, accounts receivable, or other tangible assets but for the purchase of the brand — something no one can actually see or touch, which is why brand equity is called an intangible asset.

Brand equity is so important that, in the world's most successful businesses, the most valuable single intangible asset is the brand.

This chapter defines what it takes to build the value of your brand, how to convert brand value to brand equity (and how to protect that equity), how to measure and enhance your brand's worth, and how to leverage the strength of your brand for greater business, financial, and community good.

Great brands are great assets. This chapter helps you get your money's worth.

The Brand Value–Brand Equity Connection

When it comes to the value of a brand, you have two elements to ...