Two Y&R employees published “The Brand Bubble“. It is Amazon’s 3rd best business book of 2008. Good PR for Y&R’s brand evaluation method.
We agree, that brand values published by various companies are mostly bogus. And companies like NexCen and Iconix are proof, how Wall Street misinterprets brand value.
We have been very skeptical about the various tools and methods of brand evaluation.
In our opinion only the income approach holds the water.