Widening the lens: How to modernize brand valuation

The traditional method of assessing brand value is becoming inadequate in today's fast-paced, digitally connected world.

Brand valuation is at a crossroads. For decades, we’ve relied on traditional metrics that gave us a linear path from brand investment to brand value – invest in marketing; measure the impact on consumer awareness, perceptions, affinity and loyalty, as well as market performance; correlate to business or shareholder value. However, in today's digital, media-fragmented, real-time brand landscape, this linear model is increasingly inadequate.

The pace of change, the complexity of consumer interactions and fragility of public sentiment, and the proliferation of new touchpoints necessitate a more dynamic, non-linear approach to understanding brand value. At the same time, the myopic...

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