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....