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Whether it be a merger, sale, or acquisition, measuring brand value accurately is an involved and complex process. In most giant multinationals, the brand equity is worth more than the sum total of the company’s assets. In acquisitions or mergers, this becomes a key factor when calculating the true value of the company.
A combination of brand awareness, positioning, loyalty, and a bit of guess work doesn’t give the most accurate results. We believe that brand value needs to be looked at independently, as a separate entity first, and then dismantled into it’s individual components. Then the strength of each key driver needs to be assessed without making assumptions.
No matter which side of the sale agreement you are on, understanding the true brand value can be a distinct advantage. |
