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
It is no...