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Brand evaluation is to examine or judge a brand and make a systematic determination of its merit. This proactive plan is created to help an owner achieve superior value by improving the predictability of future performance. The evaluation process addresses whether a brand can either create or sustain profitable growth, which is the determination of real value.[1] Not to be confused with the terms "brand value" or "brand valuation."


  1. ^ Burke & Schindler. Valuation vs. Evaluation. <> (cited 1 June 2015).

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