Monday, 5 June 2017 00:00
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A business valuation is the total financial figure that reflects the price at which the entire entity will be sold.
The business valuation is the sum of the constituent parts of a business. This includes both the physical assets (e.g. land, building, machinery) and the intangible assets (e.g. supply chain, agencies, licenses, patents, people/management, distribution, retailing, reputation, brand name).
So, what is the definition/scope of a brand – in the context of valuation? How do you really separate the brand from the other intangible assets (above)?
As much as marketers take credit and put a value on the brand, what if the custodians of the other intangible assets also start placing a financial value on theirs?
