The Brand Report, authored by Andrew Goldstein and Sonja Popovich, provides a practical and actionable understanding of the drivers of brand value along with a comprehensive approach to understanding the linkages between your brand and its value. It is important to note that the concepts described in the report are general guidelines and principles. Ultimately, each brand and the context surrounding its use are unique and there are exceptions to every rule. Therefore, it is critical that businesses, appraisers, litigators, and others take such unique considerations into account when dealing with brands.
Every product, service, business, and brand is unique, and therefore, the set of qualitative elements and contextual factors you choose to focus on and capitalize on will be unique. We hope, however, that our framework will shed light on the most important factors in order to communicate value to customers, marketers, and board rooms and to quantify the financial value of a brand.