Brand Valuation

EverEdge are The Brand Valuation 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.

Types of Intangible Assets

Types of Intangible Assets

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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. In short: great products or service build great brands.

As the strength of the underlying intangible assets grow, so does the value of 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.

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I approached EverEdge to do a high level valuation on the RAILBLAZA business to clearly outline the value of intangible assets. After receiving the valuation and working closely with Craig Margolius and his team, I was so impressed that I approached Paul Adams to see if EverEdge could handle the sale of the company. Again 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. I would thoroughly recommend EverEdge to anyone wanting to sell a business that has hidden intangible assets to ensure they get the best outcome for their sale.

Ross Pratt, CEO


We engaged EverEdge to provide us with a specialist valuation that reflected the true value of our business and the intangible assets we had developed through many years of R&D.

EverEdge’s valuation will be a critical tool as we look to grow our business and seek further investment.

Mark Roe - CEO


I strongly recommend EverEdge to any company involved in M&A or capital transactions that call for valuation or assessment of intangible assets.

Their advice was insightful, professional and decisive.

Grant Webster - CEO

Tourism Holdings Ltd (NZX: THL)

We engaged EverEdge to assist us in developing an intangible asset strategy that would complement our existing operations and business plan… EverEdge delivered a framework, tools and invaluable advice that will no doubt have a material change on our valuation when we seek to exit the business.

Tim Fussell - Founder and CEO


EverEdge helped us identify how we could strengthen our intangible asset position to unlock value and drive revenue from our assets.

We are now working on a clear intangible asset strategy to continue building our business.

Nikhil Joshi - COO


…We needed to understand what constitutes Intellectual Property and Intangible Assets and develop a clear strategy to be able to protect these in the future… we gained valuable insights into areas that needed to be looked at within our overall Business Strategy

Nikki Tse - Co-founder & Director


We recently completed the ‘Foundation – Intangible Asset Strategy’ program.

There is no question that if you are wanting to understand the true value of your business, then recognising what your intangible assets are and how to protect them, is critical.

The final report we received is of high quality and has given us a clear roadmap to follow.



Chris Baird - CEO


We engaged EverEdge to help us unlock value and mitigate risk around our intangible assets.

EverEdge conducted an audit of our assets and then helped us to develop an action plan to ensure our intangible assets are driving value, are correctly and cost-effectively managed, and that any risks relating to these assets have been identified and mitigated.

We would highly recommend EverEdge to any company that wants to better utilise and manage their intangible assets.

Geoffrey Heber Founder and Director


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