Evaluating the degree to which Brand Equity lies with a target company versus with individual sales and service reps of the company should be a key exercise in Commercial Due Diligence - for both the benefit of valuation and for value gen opportunity assessment. Determining the clues that enable methods for institutionalizing the relationships drives strength of recurring/repeat revenue, enterprise brand equity, and the valuation multiple.

In this video, GRAPH Senior Partner Jeff Merkle explains de-risking and leveraging Brand Equity as well as how to determine where the Brand Equity lies (i.e., the ratio of enterprise vs. personal brand equity).

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