Brand survey 2019 published

22 October 2019, by Sabine Meyer

The PwC Markenstudie 2019 - Brands and Brand Evaluation in the Age of Digital Transformation - was once again produced in collaboration between PwC and Prof. Dr. Henrik Sattler, University of Hamburg. PwC and Prof. Dr. Henrik Sattler first published a study on the practice of brand valuation in German companies in 1999. Further studies followed in 2005 and 2012. Over time, the three studies provide important insights into central topics of brand valuation, in particular the general significance of brands, the purposes of brand valuation and the instruments used for brand valuation.

The current study ties in with the tradition of earlier brand studies. On the other hand, the PwC Markenstudie 2019 also takes a look into the future: How will the relationship between immaterial and material value creation change, at what speed will this be the case and what does this mean for the brand management of the future? Accordingly, the increasing importance of digitalization and social media for brand building will be examined in a separate chapter of this study. Further information and the complete study can be found on the PwC website.