What are the difficulties in measuring brand equity?

If you are trying to barrow money, the lender wants to figure your
bussiness is worth more than your total debt. Buildings and machinery
and inventory value can be estmated for various senarios, but what are
your skilled employees worth, your patents, copywrites, connections
with venders, suppliers, and the brand name of the products worth.
These are sometimes called intangibles, and even top experts will put
a wide variety of values on them. ie Is the name twinkies worth more
than the name Little Debby's Snack cakes? Your opinion and mine will
vary depending on which we think tastes best, and other hard to latch
onto considerations.   Neil

Hi,

You may find following links useful:

http://www.upenn.edu/researchatpenn/article.php?378&bus

http://www.research-int.co.nz/products%20&%20services/products__services.htm