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historically brain values actually been assessed in unfortunately ways that are not as precise as they should be well we really look at brand value as what does a brand contribute to revenues and the way we get at that is really looking at how do people make choices what really makes somebody buy a product versus another product and how much is brand contributing to that choice versus the price of the product or the qualities or specs of their product an example of how our methodology works and informs the contribution of brand and versus other dimensions is looking at the Apple watch when you think of why people first bought the Apple watch they werent buying the Apple watch because they were comparing it to other wearables looking at specs or even looking at price they were really buying it because that was the only wearable that they would consider buying an Apple was the only brands they would consider buying them from so that decision was actually purely based on the brand now as