Three business metrics that show your brand is driving business performance

David Haigh

Three business metrics that show your brand is driving business performance.

There are many definitions of brand ranging from the whole branded business, referring to the whole enterprise trading under a specific brand name, through to the specific bundle of trademarks and associated intellectual properties that CFOs recognise as one accounting asset called ‘brand’ and now regularly record in balance sheets and tax returns.

Accountants regard ‘brands’ as accounting assets so long as they are protected by legal rights, can be separated from the business, elicit a favourable behavioural response from their stakeholders, leading to measurable economic benefits now and in the future that can be reliably valued. The valuations are...

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