#274 How to Value Brand Equity in an M&A Deal, Stevey Arroyo, Founder & Partner, The Brand Exit

Episode notes

.entry-img img{ display:none !important; } .single .hentry .entry-img{ display:none !important; } In today’s M&A landscape, the businesses that achieve premium valuations are rarely those with the best numbers alone. They are the ones with brands that command trust, preference, and pricing power. Yet, brand equity is still one of the least understood and least quantified assets in most deals, often buried in a vague goodwill line and ignored in negotiation. For CFOs, founders, and deal professionals, learning how to value brand equity in an M&A deal has become essential to avoiding underpriced exits and capturing the full economic value of what has been built over years, if not decades. In this episode of The GrowCFO Show, host Kevin Appleby tackles a topic that is rapidly becoming mission-critical in corporate transactions: how to value brand equity in an M&A deal. Traditional deal models lean heavily on EBITDA multiples, revenue, and tangible assets, often sweeping brands into a vague “goodwill” bucket. Yet buyers are truly paying for demand, pricing power, and confidence in future cash flows, all of which are heavily influenced by brand equity.