Brand Valuation

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of brand valuation.

Brand Valuation

Jill Peled

Brand Valuation became popular in the early 1990s as a way to illustrate the value of the brand to the company. Noted academics wrote on this topic including David Aaker, Kevin Lane Keller and Philip Kotler. Recently, the discrepancies between the brand value listings have induced more writing and critiques on the subject.

"Valuation methods measure brand equity by its cost or value as an intangible asset for a particular owner and intended use" (Keller 2003).

Journal of Brand Management published a special issue on Brand Value and Valuation in September 2009. Of the articles in...

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