[1] The ISO 10668 standard specifies six key requirements for the process of valuing brands, which are transparency, validity, reliability, sufficiency, objectivity; and financial, behavioral, and legal parameters.
Traditional marketing methods examine the price/value relationship in terms of dollars paid.
The cost of building a brand minus any expenses is reflective of market value.
[5] One critic, Mark Ritson, writing in Marketing Week in 2015, said he had previously suggested that "despite the power and prestige of big valuation firms Interbrand, Millward Brown and Brand Finance, there was a possibility that much of what they do was bollocks".
[20] It has been suggested by Tony Juniper that factoring the effects companies have on the environment into brand valuation may support better understanding and addressing of environmental risks.