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What is a brand?

Brands can be defined as trademarks plus associated goodwill. They are a combination of physical, functional and emotional attributes. 

  • Physical attributes are elements such as names, colours, logos, typefaces, advertising, packaging, smells, tastes and descriptors.
  • Functional elements include elements such as ensuring recognition, simplifying the selection process, quality conformation or origin guarantee.
  • Emotional elements include associations, self-expression, aspiration and reassurance.

The combination of these elements generates equity around a trademark which creates the brand. These intangible values can be extremely powerful and consequently extremely valuable. Defining what constitutes a brand or what is required in order for a brand to maintain its value is critical. Every brand valuation starts by defining what the brand is and what it is comprised of. 

To request a quote for a brand valuation, simply fill in the ‘Request a Quote’ form. Alternatively, please contact us for a no obligation brand valuation consultation or ASK us a question.