In filing papers to run for the US presidency, Donald Trump claimed that $3.3 billion of his $10 billion net worth is related to his brand equity.
Journalists and news organizations immediately began picking apart this claim. They had no trouble proving the value of his skyscrapers and golf courses, but they found his brand equity claim harder to prove.
In this situation, Trump is right. He reminds us that the brand valuation community – if it tried – could test or pilot a number of tools and techniques to codify a professional services or thought leadership brand. It doesn't have to be so hard to prove the value of an intangible brand!
It’s high time for the professional service industry to get serious about doing so.
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