xxx新x10 bfj iso brand valuations.pdfVIP

october 2011•issue 1 | BRANDFINANCE JOURNAL | 3 Editorial David Haigh CEO Brand Finance plc “The ISO standard requires that brand valuation appraisers must be independent and be seen to be independent” Brand valuation began life in 1988 when interbrand to this end, we are now launching the Campaign for weighed into the bid battle for ranks Hovis Mcdougall. independent Brand valuation to promote best practice in the consultancy invented the discipline of brand valuation brand valuation techniques, transparency, independence and overnight but left many ragged edges in the methodology, professionalism. We hold no grudge against anyone in the which others have subsequently smoothed out. to its credit field. But we feel strongly that it is time for those who care interbrand made the point that brands are highly valuable about the integrity of the brand valuation profession to speak assets that are often invisible and undervalued. But in 1988 up and speak out. interbrand was entirely independent and everyone listened transparency and independence (both actual and to its point of view — long live John Murphy, the voice of perceived) have become major issues. the fact that interbrand independent dissent. and Millward Brown publish league tables of purported brand Scroll forward nearly 25 years and interbrand has been values, yet fail to define ‘brand’, fail to state the valuation subsumed into a massive global advertising agency. and date and persist in using opaque proprietary brand valuation although brands are now widely recognised as massively methods, is a ma