quarta-feira, 16 de setembro de 2015
Brand valuation - why the big discrepancy in the amounts different rankings report?
Everyone is familiar with the annual brand valuation rankings that various organisations produce. Probably the most well-known is the one done by InterBrand. On IAM, and also on our sister publication World Trademark Review, we have tended to concentrate on the survey produced by each year. is another company that publishes tables in this area.
You can get a bit more info on the campaign mentioned in the last line , but it looks like we are going to haveto wait for a little longer to see the full details. Obviously BrandFinance has an agenda here, but I do think it is fair enough to questionwhether potential links between those being valued and those doing the valuinghave an effect – even if subliminal – on the worth being assigned to brands.There are a lot of people out there who are very cynical about valuingintangibles, and they are often right to be so, but valuation is also a vitalunderpinning of any business transaction which involves them. As a result,transparency in how figures are arrived at is paramount, as is ensuring trustin the process. Let’s see if we get any response to Brand Finance’s salvo fromInterBrand and Millward Brown.