Brand valuation: an ROI measurement tool

Thayne Forbes, joint MD at Intangible Business, looks at how marketers can calculate an advertising campaign's contribution to the brand's future earnings (or equity) over the short and long-term.

Brand valuation: an ROI measurement tool

Thayne Forbes

Advertising agencies struggle. They struggle to prove their worth for the limited resource marketing directors have at their disposal. Marketing directors, too, are demanding more transparency and are...