
Brand Analysis In Advance Of A Merger
Brands have economic value. In fact, the market places a premium on strong brands. The world’s foremost evaluator of brand assets is Brand Finance. They’re headquartered in London but they have offices all over the world. (Sidebar: Brand Finance recently contracted with San Diego-based Nevium to manage their US business. Nevium principal, Brian Buss, CFA, is a friend and Brandtalk reader.) Brand Finance does routine, annual evaluations of every brand in the S&P 500, finding the brand value there to be, on average, around 65–70% of overall company value. That means, if you’re thinking of selling off a brand asset, or of buying one, you have to give a great deal of consideration to its current value. More importantly, you have to consider what should be done about it. Read more.
