Is brand valuation a threat to branding?

Dominic Moseley

Brand valuation has been taken as welcome evidence that brands have an economic value as company assets.

Is Brand Valuation A Threat To Branding

Dominic MoseleyMCL

Over the past three decades, much of the most insightful thinking about marketing has been driven by the role of the brand. Before that period, in most businesses, sales and marketing were virtually inseparable, and the former generally dictated what happened to the latter.

The separation, empowerment and maturity of marketing as a separate business function coincided with the growth in the 1970s of planning departments, or their precursors, in a few of the major advertising agencies. These attracted talented people who began to ask questions about brands: what are...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands