Brand Valuation For More Effective Marketing (part 1 of 2)

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What is Brand Valuation?

Over the years, brand valuation is being recognized as an important factor to be used in the analysis of marketing and finance efforts involved in the company. It falls under the intangible business assets category and is being closely looked into for ways to expand market share. Hence, many are undertaking new approaches that will boost efforts to increase the value of a given brand.

Since brand is a potent factor in every business, business owners are more interested in being able to translate that into financial terms. This is where brand valuation comes in. It is closely associated, if not directly related, to consumer perceptions about a brand and its list of products or services. However, aside from monetizing that value, business owners also utilize the impact of brand valuation as a way to determine areas that need to be improved to boost performance.

Determining Value of Brand

As a corporate asset, a brand is essential in helping increase the company's bottom line. If you can create a solid brand that increases your company's value to shareholders or consumers, then it will help increase your business potential. The concept of brand value remains quite hazy though, given the fact that no clear method has been established to measure exactly the value and worth of a given brand, especially because it is an intangible asset.

Still, there are a few who remains unconvinced as to what a brand really means. It could be the symbol that represents your company such as a name or logo. This then becomes a symbol for what the company stands for and promise to deliver. That definition of the brand is where value comes in as a brand is expected to deliver the expectations it has created to the consumers. To be able to do that takes commitment from the internal operations of the brand.