Research by many organizations has established that intangible assets now account for more than 80% of the value of major corporations. Among the largest and most important of these assets are brands.
“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” ~ John Stuart, Chairman of the Quaker Oats Company
Recently on Branding Strategy Insider, Mark Ritson wrote about the wild and concerning variances across different brand valuations.
A few years ago I wrote about the wild and concerning variances across different brand valuations.
