GfK’s Advanced brand valuation (ABV) model

Oliver Hupp and Ken Powaga

GfK's Advanced Brand Valuation (ABV) Model combines a measure of the brand's strength in the mind of consumers with accepted accounting practices to determine its true financial value.

GfK's Advanced Brand Valuation (ABV) model

Oliver Hupp & Ken Powaga

The Advanced Brand Valuation (ABV) Model of the GfK Research agency combines a measure of the brand's strength in the mind of consumers with accepted accounting practices to determine the brand's true financial value. ABV is a modular approach that integrates common brand research metrics into financial calculations and meets international legal standards for tax and financial reporting. Basically a variant of the Discounted Cash Flow (DCF) Model, it uses GfK's Brand Potential Index (BPI) as a key metric of mental brand equity. BPI is measured in...

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