01 · CEO, CFO, board
Selling, buying or raising capital
Know the brand's share of the price before the other side puts a number on it.
Brand valuation · ISO 10668 · ISO 20671
Your brand is an asset. Do you know what it's worth?
Three factors decide it. Move them below and see which one moves the value most. Every dot is brand earnings in today's money.
A brand's true monetary value is only proven when someone pays for it, in an acquisition or a licence deal. Every other figure, including ours, is an estimate. Ours shows its assumptions.
See the full calculation ↓Illustrative example company. The demo explains the model; it does not value any real company.
For management
Your brand is on every invoice, but not on your balance sheet.
That makes it easy to underinvest in, hard to defend in a budget meeting and easy to undersell in a deal. Putting a number on it changes four conversations.
02 · CMO
Defending the marketing budget
Show what the spend builds in euros of asset value, not in clicks and impressions.
03 · Management team
Choosing the next investment
See whether protection, pricing power or recognition moves the value most, before the money is spent.
04 · Board
Tracking it year on year
Same model, same assumptions, every year. You see whether the brand is growing or wearing out.
In the boardroom the question is rarely only "what is the brand worth?" It is "what should we do next?" The model answers both.
Value my brandWhat you get
From a first estimate to a report you can defend
Lite estimate
From public data. Methods and assumptions are agreed and shown; not every input is verified.
- A value range, with data strength per factor
- Your biggest lever
- The one input that would narrow the range most
Use
First discussion, screening, comparison
Full valuation
From your own data, for a company operating in one market, reported following the structure of ISO 10668.
- A value with sensitivity analysis
- Where each factor's data comes from, and how strong it is
- A baseline to repeat year on year
Use
Management decisions, financing, marketing budgets
We work strictly to the standards and show every assumption. The result is an estimate; its use in a transaction, licence or tax matter is for the parties and their advisers to decide.
The model
Three questions, multiplied
Each factor is a ratio, not a single digital metric. Because they are multiplied, the weakest one limits the whole value.
Earning potential
How much can the business earn when mature?
Market size × market share × target margin. A growth company may run at a loss today and still hold a valuable brand, so the model uses the margin the business can sustain, not this year's result.
Brand contribution
How much of that is earned because customers choose the brand?
The relationship between the brand and its audience, measured from observed behaviour rather than surveys: recognition, preference and pricing power. How these combine depends on the industry.
Durability
How long, and how safely, do those earnings last?
Market growth, brand protection, risk and the years counted, shown as one multiplier: how many years of brand earnings the brand is worth in today's money.
Why multiply?
A loss today does not erase a brand. But a business that can never earn has no brand value, a profitable business that customers do not choose for its brand has none either, and an unprotected brand lasts less. Set any factor to zero in the demo and the whole value goes to zero.
Data
Where the numbers come from
The factors are not equally certain. Every report says how strong the data behind each one is.
Factor
Lite: public data
Full: the company's own data
Data strength
Earning potential
Financial statements, market statistics
Financial statements, segment results, business plan
Strong
Brand contribution
Branded vs. category search demand, public prices (the data benchmark depends heavily on the sector)
Win rates, lead sources, price premium, branded search (the required data depends heavily on the sector)
Moderate
Durability
Trademark and domain registers, sector cost of capital
Registered rights, contracts, risk assessment
Moderate
Contact
See what your brand is worth
Tell us what the value is for: a transaction, financing, a marketing budget or a management decision. We start with a short call.
SoonWe are soon launching a self service estimator.