What is the objective of brand valuation? Is it possible to accurately express the value of relations between a brand and the economic impact of its values? How can one relate the indicators that express intangible capital with the generated tangible value? How can a brand contribute to business growth?
Although brand evaluation does not lead to an improvement in its quality (valuation can only justify past achievements, but cannot create or revive brands in the future, according to the leading expert Wally Ollins), every day new reasons emerge for evaluating the intangibles, especially the brands.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Gabriela Salinas (Deloitte’s Global Director for Brand) during the event titled Branding Days, held by the Complutense University in Madrid on January 17 and 18, 2012.