Brand Evaluation

Evaluating your brand with Batten & Company´s BEVA model

Nowadays, the contribution of brands to corporate success is commonly appreciated. Moreover, it is generally accepted that brands account for a significant value for their owner. However, a quantitative monetary brand equity calculation can only rarely be observed. This is a surprising finding since interest in a well-founded and reliable statement about this value increases. Meanwhile, value-based Brand Management not only is part of marketing and Brand Management but also arouses interest in other corporate departments such as controlling, since valuable brands immediately affect their fields of action as well.

Batten & Company's BEVA-Modell (Brand Equity Valuation for Accounting) enables corporations to evaluate their monetary Brand Equity and thus sustainably contributes to achieving our clients’ project objectives. 

Fields of application:

  • Brand Management and Brand Controlling
  • Brand Portfolio and Architecture optimisation 
  • Brand budget allocation
  • Brands serving a funding instrument 
  • Price determination for mergers & acquisitions
  • Equity determination for brand purchase
  • Trademark license rate determination 

The BEVA model is a combination of finance oriented and behavioural Brand Equity valuation and thus reveals all the value maximising key levers. It was developed by an interdisciplinary team consisting of Brand Equity valuation experts focusing on marketing and auditing in the course of the cooperation between Batten & Company and Ernst & Young. This procedure guarantees that both the strategic marketing and the financial perspective is optimally included.


Top management as well as brand managers benefit from a (regular) determination of the monetary brand equity: 

Brands create value for your company and contribute significantly to the company's success. Knowledge of the monetary value of your brand supports e.g. questions about brand architecture and is an important decision criterion for allocating the overall budget to the brands. In addition, knowledge of brand equity strengthens the negotiating position and price determination for mergers & acquisitions and provides guidance in calculating an objective usage fee for the brand in the case of licensing.


Batten & Company brings together the best on three worlds for our customers: In order to determine your brand value, we combine our know-how in brand management, market research and brand evaluation from more than 500 brand management consulting projects. As a member of the Brand Evaluation Forum, we set the standards for brand evaluations together with other experts and continuously develop our approaches. 

You would like to know more about brand valuation without obligation or you still have any questions? We are happy to present our approaches and tools to you at a joint appointment and answer all other questions in person.