Marketing in the COVID-19 recession
This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.
Definitions
Brand value
Brand Finance defines brand value as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand Finance calculates brand values using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668, which involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be...