Abstract:

In this paper we examine the alternative methods possible for valuing brands, their advantages and disadvantages. We conclude that as brands are essentially marketing properties and owe their success to the skill with which they are nurtured and developed by marketing experts, the most logical starting point is to make an assessment of 'brand strength. This is because brand strength is a direct determinant of the reliability of income flow and, therefore, brand value. As research is of fundamental importance to the assessment of brand strength, we also conclude that researchers who understand brands and the process of branding, will find their skills increasingly in demand as the valuation of brands becomes more and more widespread.