ABSTRACT
This chapter introduces brands are seldom traded at public prices. Where such transactions do exist, however, the "potential price" calculated by the valuer can be compared with the expectations of other economic agents. It describes valuation models are based on discounting the future benefits derived from an asset. The chapter argues with the aid of a simple case study, the basic notions of intrinsic or fundamental valuation using the discounted cash flow method. It presents an overview of the different types of valuation approaches and methods and followed with a discussion of the various contexts in which brand valuation takes place. There are four main types of brand valuation approaches: Fundamental approach, Market approach, mixed approach and Cost-based approach. At one end of the spectrum, the intrinsic valuation approach requires reliable and relatively detailed information. At the other end of the spectrum, the cost-based approach pays little or no attention to forecast information.
