What approaches would you use to estimate the value of brands? What assumptions underlie these approaches? As a financial analyst, what would you use to assess whether the brand value of £8.3 billion reported by consumer goods company Reckitt Benckiser plc in 2017 for its health and hygiene brands such as Strepsils, Nurofen, and Clearasil was a reasonable reflection of the future benefits from these brands?

What questions would you raise with the firm’s CFO about the firm’s brand assets?