Brand valuation

Brand valuation is the job of estimating the total financial value of the brand. Like the valuation of any product, or self review, a conflict of interest exists if those that value the brand also were involved in its creation. The ISO 10668 standard sets out the appropriate process of valuing brands, and sets out six key requirements:

1. transparency,
2. validity,
3. reliability,
4. sufficiency,
5. objectivity, and
6. financial, behavioural, and legal parameters.

Brand valuation is distinguished from brand equity.