The trouble with brand valuation

Brand valuation is an important and rapidly growing tool for assessing marketing performance. Before considering some conceptual shortcomings, language needs to be carefully defined, notably ‘brand’ and ‘brand equity’. The lack of consistency in the literature has contributed to the confusion. The writers conclude that one or more valuations are useful components in a set of brand equity (the marketing asset) measures but they should be seen as a whole. Brand valuation methodologies are too flawed for brand valuation to be used on its own.