When we talk about brand awareness, consciously or not, we correlate “brand” with one specific phase in the marketing funnel. Many have defined brand as a set of expectations and experiences.
These in turn generate stories we identify with as we develop our relationship with the brand and the company and people who represent it in our minds and interactions over time. Brands that set themselves apart command a premium.
Brand impact in valuation has been a challenging, but not impossible, feat to measure. It’s a mixture of qualitative and quantitative data collected about the brand’s public profile, its present role in creating demand, and its future strength as an asset.