Brand Finance

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Value-Based Approach to Brand Transition Decisions.

Published on 21.02.2019

  • Businesses should evaluate the effect of brand transition, based on demand as well as cost efficiencies.

  • In some cases, poor planning has led to over 20% loss of customers following a transition and no significant increase in acquisitions.
  • The stakes are high but so are the opportunities - a structured evaluation of the benefits to business value is key when deciding on a brand transition.

"Elevating the discussion above cost to an understanding of how changes impact customers and demand, then weighing everything up to understand overall shareholder value can be done by all brands. It should. Bringing brands and marketing to the boardroom is good news for everyone."

Alex Haigh, Valuation Director, Brand Finance


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