brand value

brand value

the money value attached to an established BRAND name by consumer goods companies. The valuation attached to a brand name reflects past advertising by the company to create public awareness of the brand and gives the brand a value to the company and to a potential takeover bidder. Valuation of brands and their incorporation in a company's accounts serves to create an INTANGIBLE FIXED ASSET. See GOODWILL.

brand value

the money value of an established BRAND name. The valuation of a brand reflects the BRAND LOYALTY of consumers towards it, built up by cumulative ADVERTISING. See TAKEOVER.
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