What’s It Worth? Valuing Your Brand
Chapter Overview
Valuing a brand is a natural follow-on consideration from establishing and owning a brand. But how is it done, and what are the options? This chapter explores the rationale for financial brand valuation and the conditions for brand value growth, and introduces a range of popular international methods and proprietary measurement approaches. The challenges and complications of valuing a brand are acknowledged, including the ongoing fluctuation in a brand’s business and market circumstances, as well as the sheer multitude of possible measurement methodologies. Four published approaches by global brand agencies are examined to provide high-level insight and understanding, namely those ...
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