“Brand valuation” may seem like a vague, subjective concept, but as I learned after speaking with Ron Zwerin, Executive Vice President of Marketing, Communications & Brand at the National MS Society, it’s anything but. 

In fact, a brand’s valuation is a specific dollar amount — a mathematically quantifiable and calculated figure — and it’s one every marketer should know when it comes to their brand.

What we discussed:

• What brand valuation is and why it’s important

• How brand valuation can help you create an effective marketing road map

• What you need to do to get started on brand valuation

• How to use 10 key brand factors to raise your brand valuation