Premium valuations in M&A rarely come from strong numbers alone, they come from brands that create trust, demand, and pricing power. In this episode of The GrowCFO Show, Kevin Appleby speaks with Stevey Arroyo, Founder & Partner at The Brand Exit, about why brand equity is often buried in “goodwill” and overlooked in negotiations, even though it drives future cash flows. Drawing on ISO 10668 and methods like relief-from-royalty and replacement cost, they explain how CFOs and founders can turn brand strength into measurable value that holds up in due diligence and justifies higher deal multiples.