Synergy Marketing Group recently published an interesting white paper that discusses the importance of thinking of brand building as an investment in an organization. The white paper is titled “Brand Equity Is a Business Asset.”
One topic the white paper brought up is that a business’s brand is a frequently overlooked part of a company’s worth when a business valuation is performed because brand doesn’t fall neatly into one of the value categories researched during a valuation, like products, property, and personnel. It can also be difficult to attach a monetary value to brand strength. When an appraiser determines the value of brand strength, things that will be taken into consideration are the public’s awareness of your brand and the level of credibility they attach to it, your organization’s reputation, and overall customer satisfaction.
This is another reason why it’s important to work with an experienced, reputable appraisal company that understands not only the more easily determined value of property or equipment, but how to attach value to aspects of your business that may fall into the gray areas.
