Is Brand Value Best Calculated by Deducting and Capitalizing Franchise and Management Fees?  Or by Weighing Brand Value as a Factor of Revenue?   A debate is swirling in the appraisal community regarding the value of intangibles, most notably brand affiliation, reports Patrick Maycock at HotelNewsNow.com.  While one party holds to a more traditional viewpoint that calculates such intangibles by deducting and capitalizing a property’s franchise and management fees, the other is looking toward a newer approach that weighs brand value as a factor of revenue: