With several available methods and approaches to measure brand value with the most prominent among them being proprietary (Interbrand and Young & Rubicam), BrandChannel.com has a debate going about what is the best method to measure brand value.
Join the debate over at BrandChannel.com.
One of the best discussions of the topic that I've seen is in a presentation over at The Chartered Institute of Marketing website at:
http://www.cim.co.uk/mediastore/Brand_eGuides/eGuide7.pdf#search=%22measuring%20brand%20value%22
I believe that every brand is unique with emotional components that are difficult to measure using any standardized approach. I further believe that in any brand valuation it is important to define a model or equation where all the factors to be measured are clearly identified along with the weighting factor applied to each.
Just like any economic model, once all the players agree to what gets measured, how the measures interact with one another and what weighting gets applied to each factor, then the parties know what goes into the model and can reach a value that they agree on.
When anyone states the value of a brand, the first question asked should always be, "How was it measured?" If you agree with the method and measures used then you can agree on the value.
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