In his column “What is the point of brand valuations if those doing the valuing are so off target?” for Marketing Week earlier this year, Ritson argued that if the industry experts can’t agree on the value of something within $100bn then “it’s time to declare the value of valuation to be nil”.
Brand Finance, Interbrand and Millward Brown joined Ritson on stage to argue their case for why there are such major differences in their valuations.
All three also explained why the delegates in the room should ignore Ritson’s analysis as putting a value on a brand is vital for the marketing industry to be seen to drive business growth.
Mark Ritson, associate professsor and Marketing Week columnist
Michael Rocha, global director of brand valuation at Interbrand
Doreen Wang, global head of BrandZ at Millward Brown
David Haigh, founder and CEO of Brand Finance
Who do you agree with? Let us know below.