APPENDIX TO CHAPTER 4
Brand Valuation
RECOGNITION THAT BRANDS ARE ASSETS HAS A long history, but interest in the financial evaluation of brands is a more recent phenomenon—an outgrowth of the wave of mergers and acquisitions that began in the 1980s and in which brands often played a prominent role.1 In addition to factoring into financial market transactions, economic evaluations of brands are frequently performed to serve other purposes, such as setting royalty rates in licensing brands, evaluating debt levels and risks, and estimating damages in trademark disputes.2
A variety of methodologies have been proposed and developed to meet this demand, and brand valuations are among the services regularly performed by several consulting firms.3 One ...
Get What Is Marketing? now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
