The Brand in the Boardroom: Making the case for investment in brand

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

The Brand in the Boardroom: Making the case for investment in brand

Joanna Seddon Ogilvy RED, New York

Contents

  1. Introduction
  2. The origins of brand valuation – Investment bankers – Accountants – Tax experts
  3. Brand valuation methods today– – Royalty relief – Cost-based approach – Rule-of-thumb approaches – The economic-use approach

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