Brand valuation: a bridge over troubled water

Discusses the relationship between marketing and finance, who have different priorities, and currently fail to communicate with damaging results for both.

Brand valuation: A bridge over troubled water

Shailendra Kumar

Marketing and finance have different priorities. The author argues that integrating the process of brand valuation more centrally into the organisation provides a common language. As such, it provides a framework for assessing the contributions of individuals, agents and functions to a brand's value.

'If this company were split up, I would give you the property, plant and equipment and I would take the brands and trademarks and I would fare better than you.'

John Stuart, Former CEO at Quaker

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