One comment on “Brand Valuation: Measuring the Intangibles

  1. As rightly pointed out by one of the readers, some of the methods are not so ‘easy-to-use’ to compare interdisciplinary brands (both cases – across organizations as well as within a single organization). For instance, even within ITC, comparing Paperkraft and Sunfeast would be difficult.

    One way to do it could be multiplying the per unit price premium garnered with each of the brands with the total sales volume. This will yield an overall price premium garnered in absolute terms. Since they are interdisciplinary, I believe a factor should also be brought in about margins in different industries (a 5% margin might be great in some sectors and not so great in others)

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