Brand Valuation Methodologies and Practices

Abstract

There are few companies that act in the market of brand management; they offer ranking lists for top brands in certain industries, activities, countries, regions, or just global brands. The rankings of the best global brands are different, depending on the company which elaborated them. The brand valuation methods are subject to a standard and some guideline notes, but they represent rather a niche for these companies of brand rankings. The brand value which contains future aspects, combined with difficulties in the valuation of the intangible assets of brands, analyzed in a dynamic and complex global framework, becomes very difficult to be estimated. Brand owners and investors are interested in the brand's potential value, considered to be the creative value force on markets. The paper brings forth some common aspects and some criticism of brand valuation methodologies and practices. Some questions about the credibility of the ranking lists of best global brands arise.