Brand Valuation: The Method, The Madness, and The Marketer
/📢 In my latest piece on The Currency, I dive into “Brand Valuation: The Method, The Madness, and The Marketer,” sharing insights from an in-depth conversation with David Haigh, CEO of Brand Finance.
𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬 👇
🔍 Haigh explains Brand Finance’s approach to quantifying brand value, following ISO standards, and the royalty relief method.
💡Ireland’s advantages for leveraging IP tax-efficient strategies, with an untapped potential to lead in IP-backed financing.
📉 The pitfalls of sidelining brand investment – a look at Nike’s recent challenges in balancing performance marketing and brand loyalty.
🌍 Future trends – why Chinese brands are poised to dominate the global market in the coming years.
🧠 The dual role of marketers as both analysts and strategic creatives, with predictions for the future of marketing professionalisation.
This article was published on The Currency News, a reputable online news publication focused on in-depth business, finance, economics, and public policy. Read the full article on how brand strength can shape business success and economic value.
Brand valuation: The method, the madness and the marketer
David Haigh, the CEO of Brand Finance, talks about the methodology of brand valuation, the madness that is the missed IP financial services opportunity by Ireland and his predictions for the marketing profession.
Led by David Haigh, Brand Finance specialises in quantifying one of the most powerful but elusive assets in the business world: a company’s brand. With nearly three decades of experience in the field, Haigh has been instrumental in shaping how businesses and investors understand the financial value of brands and intangible assets. He started his career as a chartered accountant with PwC and then became director of brand valuation at Interbrand, roles that provided him with deep insights into corporate finance and brand strategy. In a globalised economy where intangible assets such as brand reputation and intellectual property can contribute…..continue reading on The Currency.
