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Definition


Brand value refers to the price (premium) a consumer is willing to pay for a specific brand, over and above a baseline. For example, "when people are asked in brand value surveys to place a monetary value on a car (the same car is used in the photographs but different badges are superimposed on the bonnet to suggest it is a different brand) the Volkswagen brand is seen to be worth more than that of Ford while the Mercedes brand has a value above both."[1]


Not to be confused with the terms "brand valuation" or "brand evaluation." However, note that this term is often used in brand finance to mean the "present value of the estimated future cash flows attributable to the Brand."[2]




References

  1. ^ B2B International. Measuring Brand Value—How Much Are Brand's Worth? <https://www.b2binternational.com/publications/value-of-brands/> (cited 2 June 2014).
  2. ^ Brand Finance. Brand Value–Definition.// <http://brandirectory.com/glossary/definition/brand_value> (cited 2 June 2014).

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