November 12, 2019
PwC Germany has recently released Markenstudie 2019, in collaboration with Hamburg University. The study discusses the importance of brands and brand valuation in the digital age. A total of 219 executives from marketing, accounting, tax and management provided their inputs. This is the fourth release of the study, after 1999, 2005, and 2012.
Respondents named as reasons to conduct brand valuations: internal reporting (56%), M&A/transactions (42%), budgeting (39%), licensing (35%), financial reporting (32%), and taxation 29%). 70% of respondents believe that the value of brands will grow in the future relative to other intangible assets. Today, customer relations are perceived to be the most important intangible asset, followed by technology and brands.
You can add the full study here (in German language).