- Acquisition activity around Rolls Royce and Manchester United has recently propelled the subject of brand valuation back to the top of the agenda for many companies, according to a new report from the Institute of Practitioners in Advertising.
The report, "Understanding the Financial Value of Brands" explores in detail how accounting for brands will affect the advertising industry over the next decade. It was written by Leslie Butterfield, Chairman of Partners BDDH, and David Haigh, Managing Director of Brand Finance.
It argues that brand valuation points the way forward for companies and their agencies in attempting seriously to quantify and monitor the actual financial value of their most prized assets.
The report has been published as part of the IPA's mission to demonstrate that brand valuation can be a key measure of advertising effectiveness. The authors argue that advertising agencies, with their intimate knowledge of brands and their research skills, are natural participants in this process.