Abstract:

This paper discusses alternative techniques for the valuation of brands and concludes that a brand audit based approach provides the most realistic method of assessment. Brand valuation techniques have been in existence for around ten years. Their use as a means for facilitating balance sheet valuations helped emphasise the importance of brands as potent commercial assets. This in turn has led to the use of brand valuation as a way of measuring the impact of major marketing programmes for joint venture negotiations tax and internal licensing programmes brand portfolio management and mergers and acquisitions. Telecommunications companies have shown an interest in all of these applications as the use of branding techniques has become more widespread.