Brand Value · Valuation · Component
The method
Which approach was used, with its inputs and assumptions — because the number is entirely a function of them.
The deliverable
What it is
Brand valuations vary by multiples depending on method. The recognised standards require the method and inputs to be disclosed alongside the number for exactly that reason.
The sensitivity analysis is more informative than the valuation. Knowing which assumption the number depends on tells you how much weight it can carry.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The sensitivity
How much the answer moves when each input changes.
3 attributes: Input · Effect on value · Priority
Learn
The sensitivity analysis is more useful than the valuation. It says how much weight the number can carry.
The other components in valuation
The price premium
What customers pay for the same thing with the brand on it — the least arguable evidence of brand value that exists.
LearnThe valuation
The resulting figure, held with the decision it was produced for — because a valuation with no decision attached is a number nobody uses.
Learn