6 reasons the brand value bubble is about to burst

The short version: when it comes to brand value, there is too much hot air in the balance sheets that is not guaranteed by any real value – you don’t need to be a banker to understand that this is a dangerous situation. 
Many brands are just not worth “off-the-paper” what they think they are worth “on-the-paper”. The commercial brand value on-the-paper, or what is stated on the balance sheets, is much greater than the commercial brand value off-the-paper,