How marketers should use brand valuation

The techniques and methodologies of brand valuation have had a dramatic impact on business. Generally, this has been positive, with vastly increased interest in the value of intangibles leading to the disclosure of the value of acquired brands on the balance sheet.

How marketers should use brand valuation

Janet HullIPA

Anecdotal evidence suggests that, in the weeks leading up to the Business Weekissue of Interbrand's annual brand league table, bets are placed among the biggest US brand owners on who will be top, and who will have moved up most places. Putting aside any cynicism about the mechanics of the calculations behind the brand valuation, the league table itself has entered the boardroom psyche, and, for a moment in time, occupies the attention of CEOs. Perhaps this level of interest is understandable given that, typically, half of the top...

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