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is to examine or judge a
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.
Not to be confused with the terms "
" or "
Burke & Schindler.
Valuation vs. Evaluation.
> (cited 1 June 2015).
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