Brand & New
Brand & New is a podcast produced by the International Trademark Association (INTA) and focused on innovation. Published monthly, each episode consists of an open dialogue with experts, visionaries, and influential people from all over the world in order to learn more about the evolution of the legal and intellectual property ecosystem, its concepts, and all actual or potential consequences. Because we consider innovation as a pillar of INTA’s Strategic Plan, and because it is key to “walk the talk,” we invite you to follow Brand & New, to expand your knowledge about the transformation of this industry and to stay curious! Brand & New guests contribute to this podcast in their personal capacity and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or its members.
Brand & New
Pulling Back the Curtain on Brand Valuation (Originally Published August 2024)
Your brand drives consumer behavior, shapes purchasing decisions, and fuels economic growth, but can you prove it with numbers? While companies invest millions in logos, marketing campaigns, and brand positioning, most struggle to move beyond subjective descriptions like "strong brand recognition" or "customer loyalty" when communicating value to investors, lenders, or their own C-suite. Meanwhile, investors are increasingly scrutinizing intangible assets to assess future returns, and banks are factoring IP value into lending decisions. The question isn't whether your brand has value, it's whether you can quantify, benchmark, and strategically leverage that value for a competitive advantage.
Today’s guest is David Haigh, founder and CEO of Brand Finance, the world's leading brand valuation consultancy that values over 5,000 brands globally each year. With 30+ years of experience as a pioneer in brand valuation, Haigh shares how organizations can assess, benchmark, and strategically leverage their intangible assets.
Exclusive for INTA Corporate Members:
INTA is committed to providing brand professionals with a solid understanding of brand valuation to help them become key partners to their finance teams and effectively communicate the value of trademarks to both members of the C-suite and externally.
We are excited to announce our new partnership with Brand Finance. INTA Corporate Members can now access free brand valuation information and receive a no-obligation consultation call for guidance on brand management and strategy. Whether your brand is already in Brand Finance's global database at Brandirectory.com or needs initial assessment, this member-exclusive benefit provides direct access to the expertise you heard in this episode. Learn how your brand can become a strategic asset for business growth and financing decisions.
Resources:
- About David Haigh
- About Brand Finance
- Access your free Brand Finance brand valuation (INTA Corporate Members only)
- INTA's Integrating IP, Finance, and Valuation Workshop Series
- IP Reporting for Brands Presidential Taskforce Report (INTA, 2024)