Brand valuation

Brand valuation is the job of estimating the total financial value of the brand. Like the valuation of any product, or self review, a conflict of interest exists 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 the job of estimating the total financial value of the brand. Like the valuation of any product, or self review, a conflict of interest exists 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. 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 John Murphy and Michael Birkin, who are credited with leading development of the concept. In 1989, Murphy edited a seminal work on the subject: Brand Valuation – Establishing a true and fair view and in 1991, Birkin laid out a brand earnings multiple model of brand valuation in the book Understanding Brands. Charles Hoskinson and Kartik Hegadekatti, who have worked extensively on Brand Tokenisation and Blockchains have stated that it will be possible to monetize brand values through cryptocurrencies. Tokenization can allow brands to control the vital information. It also creates a safe baseline around Brand's products for their community to build. It can empower dedicated users to build out the communities around those brands. All of this can generate more information for the brands about their product’s lifecycle. It has also been shown that companies can monetize their brands using cryptocurrencies without the need to give away equity. There are three main types of brand valuation methods: