Assessing the value of distressed brands

By Gabe Fried and David Peress

In assessing the value of brand-related assets, a number of fundamental steps must be taken. The picture becomes more complex depending on whether distressed or non-distressed assets are being assessed

Brands are used to communicate expectations to consumers. Brands such as Apple communicate innovation, user friendliness and dependability, among other attributes; while other brands communicate quality, style or value. Brands are used to differentiate what may otherwise appear to be commodity attributes among products and often signal attributes about both the product itself and the customer. Luxury brands may connote status and exclusivity; other brands may connote intelligence or wisdom for making safe or prudent choices. In many cases, brands take on multiple roles.

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Issue 71