Abstract
It has been suggested that the financial valuation of brands is of little relevance to the management of brands. The monitoring of various ‘brand equities’ is held to be a more subtle way of tracking performance and provides better predictive measures for future brand performance. This paper asserts that there is a place for brand valuation, a technique which uses both hard and soft measures in arriving at a ‘brand value’. However, such brand values must be accompanied by detailed assumptions and sensitivity analysis and are best seen within a broader brand equity monitoring framework.
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