Brand valuation-not just an accounting issue.
John Murphy
A leading expert describes the essentials of 'brand valuation' - ascribing a clear value to assets that had always been regarded as intangibles. It originated because brand acquisitions penalised buyers with 'goodwill write-offs' that immensely depleted their asset values, but now also has a substantial place in licensing, fund-raising, and brand management. John Murphy explains, with other examples, the background to Reckett's capitalisation of newly acquired Airwick, Grand Met's Heublein (Smirnoff) and Pillsbury acquisitions, and particularly the massive revaluation of RHM in 1988 in the face of a hostile predator. Methodologies for...