March 25, 2013 at 8:38 AM

Understanding Brand Valuation

Smart Monday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are going to discuss brand valuation.

How much is your brand worth? For most small businesses that's a tough question to answer. For Apple, brand valuation is estimated at $34 to $184 billion dollars. Coke-Cola is estimated at $72 to $74 billion and Nike between $15 and $16 billion.

The brand valuation process is both an art and a science. In valuing a brand, one factor experts consider is how much a consumer would be willing to pay for the product when measured against a similar product. Take Coca-Cola for example, its product is comprised of a syrupy brown liquid and carbonation but people pay far more for Coke than they would a generic brand. Financial performance is another factor along with forecasts and public opinion.

Despite being hard to determine it is a fact that your ongoing branding efforts will increase the valuation of your brand. Deploying the 7Ps of Marketing, providing an overt benefit to your customers, and delivering on your brand promise will all contribute to an enhanced brand and its valuation.

Watch our Once a Day Marketing™ video to learn more: Valuing Your Brand

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email

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