A Q&A with Joel Steckel The immediate economic impacts of the COVID-19 pandemic extend beyond their most visible manifestations in the shutting of businesses and the dramatic rise in unemployment. A more subtle consequence that has arisen in the marketplace pertains to companies’ reputations. Brands and the public’s perception of them are impacted not only by a firm’s own actions but also by the actions ...

and How Can You Make it Work for You? In this article, Dr. Frederiksen discusses branding and the value and importance of maintaining and creating a brand. ...

Acquiring Companies Need to Conduct a Brand Valuation Post-Acquisition to Comply with IFRS.  Here's Why it Makes Sense to Do it Before the Acquisition.   As all companies complying with IFRS must carry out a brand valuation post acquisition for compliance, there’s a strong argument for carrying out the necessary due diligence and valuation beforehand, explains the marketing director of Intangible Business, ...

Valuing Trademarks When Diamond Foods bought Kettle Foods, nearly 40 percent of its purchase price of $616M was paid for “brand intangibles.” How are such valuations determined and what are the drivers? ...