Brand Valuation

EverEdge are The Intangible Asset Specialists™

A company’s brand is among the most visible and valuable assets it owns

However, despite being so important, the value of most brands doesn’t appear on the balance sheet.

This stands in contrast to tangible assets such as plant and equipment, which despite being far less valuable are regularly valued and studiously recorded in financial accounts.

Many Australian investors, advisors, boards, and management teams believe brands cannot be valued at all. But this is incorrect: brands can be valued but the methodology and factors that need to be considered are very different than for fixed assets.

Intangible asset categories

Types of Intangible Assets

Building value in your brand

At its inception a new-born brand has little or no value. However, as a company establishes itself and becomes known for providing quality products or services, the brand grows in value. This is largely due to the growing strength of the company's underlying intangible assets, which over time build and add value to the overarching brand.

Think about Coca-Cola. When it started, there was no value in the brand. It was just another carbonated drink sitting in a fridge. However, over time Coca-Cola built its reputation and brand through the development of innovative products, strong supplier and customer relationships, customer loyalty and its ability to keep its recipe (and other trade secrets) under wraps. This was coupled with Coca-Cola’s investment in marketing and protecting (via legal recourse) its brand as it built it into one of the most recognised – and valuable – brands in the world.

How to value your brand

Valuing a brand is not a simple exercise.

It is imperative to not simply deal with the brand itself, but to also understand the strengths and risks associated with the intangible assets underlying the brand, and how these contribute (or detract) from its value.

EverEdge will help you understand:

  • How much value (if any) sits in the brand as a distinct entity independent of the company’s other assets
  • What the brand’s current value is alongside an assessment of its potential to generate future value, and
  • Where in its evolution the brand is and what level (up or down) of brand velocity it is experiencing.

At EverEdge we work with both companies and investors to identify hidden value and hidden risk.

With offices in Australia, New Zealand, Singapore and the United States, our clients include Fortune 100 corporations, institutional investors, governments, research institutes and ambitious start-ups. We deliver an average return on fees of over 10x.

We can help you to:

  • Identify and prioritise your Intangible Assets.

  • Assess the strengths and risks associated with your Intangible Assets.

  • Develop a clear intangible asset strategy to protect your Intangible Assets.

  • Develop a clear intangible asset strategy to monetise your Intangible Assets.

  • Understand the monetary value of your Intangible Assets.

  • Unlock the value of your Intangible Assets to drive competitive advantage, growth and value.

Register for a Free Consultation

Testimonials

We really enjoyed working with Michael and his team and learning more about the Intangible Assets within our Business.

George Gregan, Director

PTP Fitness

We engaged EverEdge to prepare a technical valuation report of a portfolio of patents. The team at EverEdge demonstrated technical expertise and were responsive in the preparation of the report.

Mark Petrucco, Partner

Hall & Wilcox

The EverEdge team brought perspective, context and rigour to the table. This resulted in a valuation report of great value and utility.

Chris Donegan, Partner CRO

Hywin Wealth LLP

Any organisation that is future focused and smart should engage.

Greg Jolly, CEO

Tuapeka Gold Print Ltd

Very professional and focused on our business to find and provide the right outcome

Geoff Wood, Director

East Coast Traffic Control

The EverEdge team we worked with hit the ground running providing great insights into our business and the market we work within – they have added a lot of value to our planning process as we rapidly grow our business.

Mark Maddren, CEO

Ideqa Ltd

The EverEdge Foundation methodology, content and pace were spot on. We found the engagement very rewarding with great insights and takeaway actions from the report.

Mark Maddren, CEO

Ideqa Ltd

During the sale process I was working closely with Craig and the team. Selling a business is always a tough time and I found the EverEdge team extremely professional during the whole process. Nothing was a problem for them and for me this made it a much easier process. They guided me and my team through the whole process and we achieved an excellent outcome.

Ross Pratt, CEO

RAILBLAZA LTD & NTD PLASTICS LTD

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