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  • February 2018 (Revised October 2019)
  • Technical Note
  • HBS Case Collection

The Art and Science of Brand Valuation

By: Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are long-lived assets that can contribute significant value to firms over time, there is no consensus on how to value them. This note outlines several different methods for valuing brands and exposes readers to the commercial methods most used by firms. It discusses the opportunities associated with valuing brands as well as the challenges.

Keywords

Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry

Citation

Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • February 2018 (Revised October 2019)
    • Faculty Research

    The Art and Science of Brand Valuation

    By: Jill Avery
Related Work
  • The Art and Science of Brand Valuation By: Jill Avery
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