What value brands?

Angela Pirrie

Dr Angela Pirrie, brands director at charteredbrands, argues that, following the publication of the International Financial Reporting Standards (IFRS) description of an intangible asset and the launch of Millward Brown Optimor BRANDZ™ study, the importance of brand valuation is more important than ever.

What value brands?

Dr. Angela Pirrie

Historically, there has been an expectation of brand management to deliver immediate results despite the protracted nature of brand-building. Yet two recent developments in the world of brand valuation have once again recognised the importance and longevity of the brand asset. The importance of this asset in creating shareholder value is evident. On the basis of this, brand management can rightly take its place at the top table. It is only through measurement and evaluation that it can keep this place, however.

INTRODUCTION

If the past few months are anything to go by, it...

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