Making and Measuring Value: Comparison, singularity and agency in brand valuation practice

Moor, Liz and Lury, Celia. 2011. Making and Measuring Value: Comparison, singularity and agency in brand valuation practice. Journal of Cultural Economy, 4(4), pp. 439-454. ISSN 1753-0350 [Article]

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This paper explores the use of three different forms of valuation and measurement by or on behalf of brands and branded organizations: financial brand valuation; brand equity measurement; and internal social or environmental evaluations. These systems, it is argued, are sites at which possible relationships between economic and other values are explored, and at which understandings of what is valuable emerge in tandem with the means for acknowledging and measuring it. By tracing the contexts and workings of these systems the paper shows how they allow aspects of the social world, including relationships and affects, to be partially absorbed into the brand as values. We argue that in an environment in which ‘value’ is imagined to be diffuse but omnipresent, the proliferation of valuation systems evidences both a requirement for new forms of measurement (capable of capturing multiple forms of value) and a search for novel ways of linking measurement and valuation. The paper concludes with an exploration of how these new ways of linking measurement and valuation may allow economic agency to be recognized and distributed.

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Departments, Centres and Research Units:

Media, Communications and Cultural Studies
Research Office > REF2014


November 2011Published

Event Location:

World Congress of Sociology, Sweden

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Date Deposited:

15 Nov 2011 13:21

Last Modified:

27 Jun 2017 14:46

Peer Reviewed:

Yes, this version has been peer-reviewed.


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