By Mindi Chahal

In his “What is the point of brand valuations if those doing the valuing are so off target?” column about brand valuation 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”.

He found that the average brand valuation was as likely to overstate a brand’s value by more than 500% than it was to get within 20% of the actual price paid.

Ritson’s analysis, in particular, focused on the valuation for Apple – the world’s most Read full story ›

Source: Marketing Week