Brand valuation

Brand valuation is the job of estimating the total financial value of the brand. Like the valuation of any product, of self review, or conflicts of interest if those that value the brand also were involved in its creation. The ISO 10668 standard sets out the appropriate process of valuing brands, and sets out six key requirements:

Brand valuation is distinguished from brand equity.

Brand value

Traditional marketing methods have examined the price/value relationship in terms of dollars paid. Some marketers believe customers perceive value to mean the lowest price. While this may be true for commodities, some branding techniques are moving beyond this evaluation.

Brand valuation emerged in the 1980s. Early firms involved in providing brand valuations included British branding agency, Interbrand led by Michael Birkin, who is credited with leading development of the concept and laid out a brand earnings multiple model of brand valuation in the 1991 book Understanding Brands.