Brand Valuation Pill

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Brand Valuation: Objective

The objective of this pill is to have an in-depth understanding of the brand valuation and rankings’ differences among the top valuation providers. After a short intro on valuation for intangible assets, we look at each of between Interbrand, Kantar’s BrandZ, and BrandFinance methodologies, before concluding by comparing them side-by-side.

Brand Valuation: Examples

In this 10 min. pill, we look at real-life methodologies and try to make sense of them, to understand why their outputs differ so much, by assessing the implications of collecting financial data from the brand owners or third-party providers. Moreover by looking at the role of proprietary consumer research, or research in general.

Pill Structure

  1. Valuation Techniques: Definitions, segmentations, and Examples
  2. Deep Dive Top Methodologies: Interbrand, BrandZ and BrandFinance
  3. Conclusions: Comparisons and differences side-by-side

Why now?

Strong brands drive loyalty, but also play a role in attracting and retaining talent. Valuation is a way to quantify all of these benefits. According to P. Kotler and K. Keller in their book Marketing Management:

It is “an estimate of the total financial value of the brand”

We might as well measure the type of return we are delivering to investors.




The Brand Postioning Database offers a convenient and easy-to-access collection of brand audits specifically designed by marketers to improve the value of client services based on years of consulting and marketing experience.
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