Some transactions point to the impressive equity that brands can build. But they also raise the question of how those brand values were arrived at by the bidders. How does one measure the value of a brand? How do you know if you are getting a good deal or a bad one? There are many answers to those questions but none that is fully satisfactory.

How do you put a dollar amount on values and commitment? You can't! For that reason, determining the value of a brand is usually a combination of direct and indirect processes. A direct measurement process is one that arrives at a price based on the communication investment made behind the brand. An indirect measurement will value the brand based on what it can add to the bottom line.