Brand valuing venture set up

New York identity specialist Diefenbach Elkins has set up a worldwide joint venture to build the financial value of brands.

The group has teamed up with London consulting firm Brand Finance to form Brandfutures.

“We put this venture together in response to demands from our clients… who want to know the returns on their corporate brand, service brand and product brand investments,” says Diefenbach Elkins chairman and chief executive officer John Elkins.

“We have created a unique set of worldwide services designed to maximise the value of branding,” adds Brand Finance managing director David Haigh.