The financial value of a brand (FVB) refers to an assessment of a brand’s total monetary worth at a given moment in time. Unlike brand equity, it is only expressed in monetary terms.
The method chosen for the financial value calculation or estimate depends on whether the purpose of the valuation is to:
- acquire the brand
- sell the brand
- lease the use of the brand, or
- attribute its contribution to monetary returns.
The most popular monetary brand valuation methods are the cost approach, market approach and income approach.
- Common Language in Marketing Project, 2020.