Why brands are valued

Michael Birkin

The accounting practice of incorporating brand values into company balance sheets is now the subject of a comprehensive review by the Accounting Standards Board.

Why brands are valued

Brands are significant corporate assets and their licensing is more than a formality

Michael Birkin

The accounting practice of incorporating brand values into company balance sheets is now the subject of a comprehensive review by the Accounting Standards Board. Meanwhile, brand evaluation techniques have been redeveloped for a variety of purposes. This article focuses particuarly on brand licensing and brand measurement.

DURING THE 1980s the publicity surrounding the subject of brand valuation was stimulated primarily, by the decision of certain branded goods businesses (such as Guinness, Cadbury Schweppes, UB, Grand Metropolitan, Danone, Pernod Ricard,...

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