Brand Finance Brand Evaluation April 2019 is a report on the importance of strong brands for businesses and the need for an independent and objective system for evaluating brand performance. The report notes that while most larger companies conduct some sort of brand evaluation, the scale and sophistication of the practice varies widely between companies. The report emphasizes the importance of fit-for-purpose brand assessments that deliver data relevant to improving business performance, delivered in a timely fashion, and for an audience that can act on the information. Brand evaluation is the measurement of the strength of a brand and its impact on stakeholders' actions, and is also an input into brand valuation.
