brand glossary: brand strength

An integral part of Interbrand’s brand valuation methodology, brand strength is a detailed assessment designed to decide if the brand’s forecast earnings will be realized. Brand strength analysis measures the ability of the brand to create continuity of demand into the future and its potential to reduce risk. It takes both internal (management and employee) and external (customer) factors into account. Finally, these inputs are combined with an in-depth financial model of the business to measure the brand’s current and future ability to create economic value for its owner.

See also: brand valuation, brand value, role of brand