What value brands?

Dr Angela Pirrie, brands director at charteredbrands, argues that, following the publication of the International Financial Reporting Standards (IFRS) description of an intangible asset and the launch of Millward Brown Optimor BRANDZ™ study, the importance of brand valuation is more important than ever.

What value brands?

Dr. Angela Pirrie

Historically, there has been an expectation of brand management to deliver immediate results despite the protracted nature of brand-building. Yet two recent developments in the world of brand valuation have once again...