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Valuation |
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Brand valuation is controversial. Putting a precise financial value on such a great intangible is impossible, although there are plenty of brand experts who are prepared to make an estimate, and plenty of corporate leaders who take the results very seriously. On the one hand, how can a lawyer put a dollar figure on his reputation? Why do some companies "retire" popular brands if they are worth money? Can we measure precisely how much customers "love" Honda more, or less, than Toyota? On the other hand, it could be argued that the respected law firm is able to charge higher fees because of its good name. Campbell's soup sells for more than the generic brand, representing a return on the brand for every can sold.
Basically, formal methods of brand valuation try to separate the abstract "thing" that is a brand from the more concrete assets whose value is easily measurable in a company, including factories, equipment, and know-how such as patents. The different approaches to brand valuation, and the accounting rules in various countries that allow for recording brand value as an item in a company's financial statements, have the same aim: to provide tools for businesses to plan investments, |
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