Measure the economic value of your brand
Corebrand is the first platform that unifies ISO 10668 — aligned brand valuation methodology, AI-powered reputation intelligence and strategic foresight — built by the practitioners who spent decades proving that brand drives shareholder value.
Built on the Corporate Branding Index® • Four-Method Valuation Aligned to ISO 10668
500+
Corporate brands in library
35
Years of brand survey data
5
Integrated intelligence modules
2
Pending patents on platform architecture
Five intelligence modules. One integrated view of brand value.
Corebrand goes beyond a number. Each module delivers a distinct dimension of brand intelligence — from defensible financial valuation to forward-looking strategic foresight — and synthesizes them into actionable recommendations for every member of the C-suite.
Module 01 • Financial Valuation
Brand Valuation
Deterministic valuation implementing four methods within the ISO 10668 framework, spanning the income and market approaches: Capital Premium, Royalty Relief, Earnings Attribution and Demand Driver. Each approach generates an independent estimate. The triangulated result produces a defensible range — the kind of output that withstands CFO scrutiny and board-level review. Inputs can be overridden with live SEC EDGAR data via Financial Modeling Prep.
Module 02 • AI-Powered Analysis
Brand Intelligence
Growth driver identification that answers the question every CMO asks: where is brand value being created and where is it at risk? The module identifies the highest-impact drivers of brand growth, sizes the potential impact on valuation and generates a deep-dive implementation roadmap with phased actions, KPIs, competitive benchmarks and executive ownership for each driver.
Module 03 • Stakeholder Perception
Reputation Intelligence
Seven-dimension reputation assessment — Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership, and Performance — triangulated across media sentiment, employee feedback, analyst perception and customer advocacy data. Surfaces the say-do gaps that erode stakeholder trust before they appear in financial results.
Module 04 • Scenario Planning
Strategic Foresight
Structural force mapping and probability-weighted scenario generation that moves brand strategy from reactive to anticipatory. Identifies the forces — technological, regulatory, competitive, societal — with the highest exposure for your brand, then generates distinct scenarios with early warning signals and strategic response playbooks.
Module 05 • Executive Action
C-Suite Briefing Room
Synthesizes valuation evidence, intelligence levers, reputation signals and foresight scenarios into tailored strategic briefs for four C-suite roles: CEO, CFO, CMO and CTO. Each brief frames brand as a strategic enabler of enterprise priorities — growth, capital allocation, competitive positioning and technology investment — not just a marketing metric.
Brand Valuation Methodology
Four approaches.
One triangulated truth.
The ISO 10668 standard for brand valuation requires that financial, behavioral and legal dimensions be addressed through rigorous, documented methodology. Corebrand implements four methods across the standard's recognized approaches and synthesizes them into a weighted, defensible valuation.
Market-based view
Capital Premium
Isolates the brand's share of intangible premium implied by the spread between enterprise value and book equity, calibrated against peer transaction multiples and Brand Strength Score.
Income-based view
Royalty Relief
Estimates the present value of hypothetical royalty payments the brand owner is relieved from paying, using sector-benchmarked rates and a BSS-calibrated brand-specific discount rate.
Earnings Attribution
Isolates the portion of future earnings that would not exist without the brand, applying a Role of Brand Index to forward EBIT projections and discounting at a risk-adjusted rate.
Demand Driver
Bridges financial valuation with behavioral economics, weighting brand contribution through consumer demand generation, loyalty dynamics and purchase influence analysis.
Why Corebrand
Brand intelligence, engineered for decisions.
For decades, brand valuation has been a once-a-year consulting exercise — expensive, slow and disconnected from the strategic decisions it should inform. Corebrand changes the equation.
From annual exercise to continuous intelligence
Traditional brand valuation delivers a report. Corebrand pulls live SEC filings and runs real-time AI analysis on demand — replacing a months-long consulting engagement with a valuation you can run, revise and stress-test whenever a strategic question arises.
From opinion to ISO 10668–aligned methodology
Every calculation is grounded in ISO 10668 standards, with documented methodology, transparent inputs, and auditable outputs. The four-method triangulation produces defensible ranges that withstand institutional scrutiny.
From number to strategic action
A valuation number is a starting point, not a conclusion. Corebrand connects the financial model to the highest-impact actions for growing brand value, reputation analysis, scenario planning and role-specific executive briefings — so the valuation becomes the foundation for boardroom decisions, not a footnote in an annual report.
From marketing metric to boardroom asset
The C-Suite Briefing Room frames brand through the lens of enterprise value creation — capital allocation, M&A, competitive positioning, technology investment — so that brand intelligence informs business decisions, not just marketing plans.
From black box to transparent model
Every input is editable. Every method's weighting is documented. Built-in sensitivity analysis shows how changes in royalty rate and Role of Brand Index propagate through the triangulated valuation. No hidden assumptions, no proprietary opaqueness.
Intelligence
Deep insights into the brands making news and setting trends.
SpaceX
The brand portfolio powering the IPO.
A forward-looking brand valuation published ahead of the IPO. The portfolio includes Starlink, Falcon, Dragon, Starship, Starshield and xAI.
Anthropic
The $136 billion brand inside the AI IPO race
A forward-looking brand valuation report ahead of the Anthropic IPO.
Consulting Services
Human expertise, scaled by AI.
Results from advanced analytics rarely come from software alone. They come from experienced professionals applying proven methodologies to real business problems — fast enough to matter, deep enough to withstand scrutiny. Corebrand pairs an institutional-grade platform with a consulting practice rooted in data science, machine learning and decades of brand analysis experience. Clients use the platform for speed and self-service, and bring in our team when complexity demands it: custom modeling on proprietary data, deeper competitive intelligence or translating valuation evidence into boardroom decisions.
01
Brand Measurement & Benchmarking
Continuous brand health programs that go beyond the platform's standard outputs: custom measurement frameworks, competitive benchmarking tailored to your category and integration of proprietary research with platform intelligence.
02
Advanced Analytics & Forecasting
Tactical data science engagements that go deeper than the platform: churn and lifetime value modeling, sentiment analysis across unstructured data, predictive forecasting, and segmentation and marketing ROI work that connects brand investment to business outcomes.
03
Strategic Advisory
Senior counsel for the decisions where brand value and business strategy intersect: M&A positioning, board-level brand health reviews, competitive response, pricing power assessment and brand-led value creation programs.
The Founders
Built by practitioners shaping the future of brand intelligence.
Hampton Bridwell
Managing Partner, CEO
Hampton Bridwell is Co-founder of Corebrand and CEO of Tenet Partners. He has spent over three decades as one of the foremost practitioners connecting brand strategy and innovation to financial performance. Hampton's work spans strategy, design, brand management, digital, innovation, and for the past six years, a deep dive into AI. He led the formation of Corebrand seeing an unfolding opportunity to transform how brand valuation, brand intelligence, reputation intelligence and foresighting could be brought together in a single AI-driven platform. Building on the seminal work of Dr. James Gregory — the creator of market-based brand valuation — Hampton has led the effort to carry the Corporate Branding Index® and its 35-year history forward, making it a core foundation of Corebrand. With two patents pending to his credit, Hampton is transforming the field of brand valuation and insights.
Kellan Williams
Senior Partner, Data Science
Kellan Williams is the architect behind the analytical engine that powers CorebrandAI. A data scientist with deep expertise in machine learning, natural language processing, and predictive modeling, Kellan built the platform's ability to synthesize financial data, market signals, and AI-driven intelligence into a coherent brand valuation and strategic foresight system. His work bridges the gap between traditional brand valuation methodology and the possibilities of modern AI — ensuring that the platform's mathematical rigor meets the standards required by ISO 10668 while its intelligence capabilities push well beyond what manual analysis can achieve. Kellan also leads the consulting practice, working closely with clients to translate insights into actionable strategies that drive growth and value. His career and client experience includes Safelite, L Brands, Huntington Bank, IBM, CME, Gore, Dow, and many other leading corporate brands.
The Corporate Branding Index®
A 35-year foundation for the future of brand valuation.
The Corporate Branding Index® is the longest-running continuous study of corporate brand equity in the world. Developed by Dr. James Gregory beginning in the 1980s, the Index has measured the familiarity, favorability and reputation of the largest publicly traded companies in the United States for over three decades — an unbroken longitudinal record with no peer in the field.
At its core, the Index pioneered a radical idea: that corporate brand strength is not a marketing abstraction but a measurable economic asset, directly linked to shareholder value. Gregory's methodology quantified the relationship between brand perception and market performance, demonstrating through years of empirical evidence that strong corporate brands command premium valuations, attract cheaper capital, retain talent more effectively and deliver superior returns to shareholders.
Over its history, the Index has become the industry standard for measuring corporate brand equity across the Fortune 1000 — relied on by institutional investors and used by CMOs and CFOs to defend brand investment at the board level. The market-based valuation model built on the Index — the foundation of what Corebrand implements as its Capital Premium method — was independently validated by Fischer and Hornig (2014), who found it to be the only one of nine leading brand valuation methods to demonstrate reliability, convergent validity and predictive validity in stock returns across a 22-year, 4,879-brand dataset.
Corebrand is the next chapter of that work. By bringing the Corporate Branding Index® together with ISO 10668 valuation methodology, AI-powered intelligence and modern data science, Corebrand transforms a 35-year research asset into a living platform — continuous, institutional-grade and built for the decisions today's leadership teams actually have to make. Two patents are pending on the Corebrand platform, covering how brand valuation, AI intelligence and decades of research data are synthesized into a single decision system.
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