BrandFinance® Brandirectory

Brands have long been recognised inside the marketing profession as important intangible assets. Brands can confer considerable advantages, such as building customer loyalty and enabling a price premium for the branded product. As such, the valuation of brands is an important function, to provide tangible, financial evidence of their status as assets.

The Australian Marketing Institute’s involvement in the promotion of the role and value of brands is central to its overall aim of the promotion of marketing. Thus, when the ISO established a brand valuation Working Party, the Institute was pleased to accept an invitation from Standards Australia to nominate an Australian representative, then-Institute Chairman Roger…

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