Valuing Brand Equity

Donald E. Sexton

The author discusses definitions of brand equity and proposes a means of determining the value of brands using financial and marketing concepts.

Valuing Brand Equity

Determining the value of brands using finance and marketing concepts

Donald E. SextonColumbia Business School and The Arrow Group Ltd.Would you like an inexpensive way to value the equity represented by your company brands? An approach that you can use without the help of high-priced brand consultants? A method that gives you a result before you finish reading this page? Then try this.Sextons Short-Cut to Estimating Brand Equity: For companies with consumer products or services, the value of all their brands is typically 50 to 70 percent of the firms market capitalization. For companies...

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