NPR brand evaluation $400 Million?

[:en]In brand evaluation we follow the income approach. Often the market approach isn’t feasible for lack of comparable transactions and the cost approach is plain wrong for brands. It rewards a big spender regardless of the return on investment.

NPR published an interview here, with a so-called brand evaluation expert, Oscar Yuan, a Vice President at the brand consulting firm Millward Brown Optimor. And this expert valuates the brand NPR at roughly $400 Million. His evaluation is based upon the size of the audience and the budget of NPR. In his expert opinion, the more NPR spends the higher its brand value. And I guess, that is just what NPR wants to hear.[:]