In Chapter 25 of the Pablo Fernandez e-book on valuation (Valuation and Common Sense), titled Valuation of Brands and Intellectual Capital, he reiterates seven Interbrand-developed factors that increase the value of a brand:
- Does the brand exhibit market leadership? Market leadership gives the brand competitive influence and the power to set prices, etc.;
- Does the brand exhibit stability? Market stability leads to high scores in customer loyalty;
- Is the market in which the brand operates stable or growing?
- Does the brand have global reach? “Brands operating in international markets are considered more valuable than national or regional brands.”
- Does the brand remain current? A brand’s ability to stay relevant for the consumer increases its value;
- Has the brand received continual investment?
- How protected, legally, is the brand?