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The Swedish Standards Institute, has formed a group of brand consultants, academics plus legal and accounting specialists to join an international project on developing common guidelines for brand valuation.

The goal is to create common guidelines that are open and comparable valuation processes and results. These will make it easier for companies and stakeholders to measure and understand the underlying factors of brand value.

As I think this in principle is a good idea and also interested in what the implications for the ad industry and my own work is, I’ve done a little backgrounder on the subject of brand valuation. In what types of business issues is it relevant to value brands? What are the different approaches to valuing brands? How is it done in practice? What are the current problems facing brand valuation as a concept?

I’ve visualised the approaches, applications, processes and challenges of brand valuation in an issue tree above. This will hopefully give you better overview of the topic.

Download issue tree as PDF

Links
Pressrelease from Swedish Standards Institute
Associate professor Micael Dahlén explains