An Update on Brand Value and Brand Valuation: Reasons and Methods

Abstract

A brand is a name, term, symbol, or other distinguishing feature of a company's products or services in the marketplace. The positive feelings that customers develop about a brand are what make it a valuable commodity for the business that owns it. This paper discussed three following questions: (1) what is the value of a brand? (2) what does reasons need brand valuation? and (3) methods for valuating brand? The authors reviewed previous related research based on the literature and then explained these questions. As a result, the paper outlined twelve specific explanations for brand valuation, including compliance with International Financial Reporting Standards (IFRSs), conflicts, brand policy, optimising return on investment (ROI), due diligence, securitization, insolvency, selling, rebranding, brand management, tax purposes, and financing. The consumer approach, cost approach, and income approach are three of the most common methods for valuing a brand, according to the report. As a result, the paper's contribution is to include more information in order to better understand the subject in relation to branding.