Brand valuation comes of age

I just attended the Brand Finance Workshop at the lovely Arts Club on Dover Street. An odd juxtaposition of the latest hard-nosed financial analysis being presented in rooms decorated by and for creative artists of the past.

What was to me most interesting was the rather technical discussion of the new international standard for brand valuation, ISO 10668, which should come into force in the new year. It was interesting not so much in its detail, but because it took place. Brand valuation is no longer an esoteric tool, the validity of which is doubted by people who don’t understand it, but an accepted piece of analysis, with rules and definitions that have been argued and agreed by experts from around the world.

It was presented by David Haigh, the CEO of Brand Finance, who was the UK representative on the technical drafting group – so arguably the leading expert on brand valuation in the country. His presentation was very clear, but too comprehensive to go into here, so I would recommend to anyone interested that they contact him for more information or a brand valuation.