David Haigh, fundador e CEO da Brand Finance Plc, compartilhou recentemente informações sobre como a avaliação da marca se transformou desde meados dos anos 90. Falando no podcast "Brand & New", Haigh descreveu como a prática foi vista com ceticismo como uma "caixa preta" ou "arte escura" com metodologias opacas e subjetivas. "Houve uma falta de transparência em torno de como a força e o valor da marca foram determinados."
"When we started Brand Finance in the mid-90s, brand valuation was regarded as rather mysterious," Haigh explained. "There was a lack of transparency around how brand strength and value were determined."
No entanto, Haigh observa que o campo evoluiu significativamente nas últimas décadas. A avaliação da marca tornou -se cada vez mais padronizada e aceita como uma ferramenta de negócios estratégica. Os principais desenvolvimentos incluem:
- Maior transparência nas metodologias
- Adoção de padrões consistentes do setor
- Integração com avaliação mais ampla da propriedade intelectual
- Increased use by C-suite executives for strategic decision-making
- Growing recognition of brand value's impact on company performance
"Today, brand valuation provides organisations with a way to quantify, assess, and benchmark their intangible assets," Haigh stated. "It allows companies to make more informed decisions about brand investments and communicate value to stakeholders."
Haigh, who has worked in brand valuation since 1991, has played a key role in developing industry standards through his work with the British Standards Institution. He emphasized that as brand valuation techniques have matured, they've become an essential tool for companies looking to leverage their intellectual property and drive growth.
The increased prominence of brand valuation reflects a broader shift towards recognizing intangible assets as critical drivers of business value in the modern economy. As markets evolve, Haigh predicts brand valuation will continue to grow in importance for strategic planning, investor relations, and economic analysis.