Brand valuation: the best thing to ever happen to market research

David Haigh

Examines the growing interest in brand valuation, outlines some methodology (`brand equity monitoring'), and points out the implications for market research.

Brand valuation: the best thing to ever happen to market research

David Haigh, managing director of Brand Finance Limited, examines the growing interest in brand valuation, outlines some methodology, and points out the implications for market research

David Haigh

The 1996 WPP annual report estimates that while $836 billion was spent world wide on marketing services in 1995 only one per cent of this was spent on market research. Approximately 54 per cent was spent below the line and 43 per cent above the line with two per cent on public relations.

One might expect a sophisticated market like...

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