Brands – the backbone of Fast Moving Consumer Goods (FMCG) valuation William Shakespeare once said “What's in a name?” For FMCG companies, it’s all about the product names that consumers identify from the TV advertisements or trips to the supermarket. It is critical to your business because: It’s a marketing tool; brand recall leads to greater sales and profitability It strengthens your licensing opportunities and therefore revenue from distributors/partners It increases your company’s valuation, leading to…