Germany: Increasing importance of brand valuations

The study "The practice of brand valuation and brand management in German companies" by the consulting firm PricewaterhouseCoopers shows that four out of five companies carried out brand valuations in 2005. In 1999 it was only one in two. During this period, the share of the brand in the total company value rose from 56 percent to 67 percent. Over 80 percent of the managers surveyed stated that they considered brands and brand licenses to be important or very important for the success of their company. In the opinion of almost 90 percent, brands are among the most important assets. The study also shows that half of those surveyed are convinced of the importance of brand valuation, but do not trust the available monetary valuation methods. Only 23 percent of companies had the monetary value of their brands determined.