Brand valuation: from marketing department to boardroom

The article discusses the importance of brand valuation to company management. Through development of brand value metrics, the precise economic benefits the brand has on every aspect of the business can be understood.

Brand valuation: from marketing department to boardroom

Rita CliftonInterbrand

This idea of brands functioning as corporate assets, rather than expenses, might seem obvious now, but was the basis for some revolutionary thinking. The breakthrough was to express the value of brands in financial and accounting language – the language of the board-room – and to integrate marketing frameworks within that.

The challenge now and into the future is ensuring that brand valuation is done properly in the first place so that it can be used as a fundamental and consistent piece of management and measurement information throughout an organisation....

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