A business valuation is not about what a company is worth in the current owner's hands, it's about the company's transferable value. It's about the probability that the business will sustain its profitability and continue to grow with a new owner at the helm. Therefore, the factors that contribute to the company's stability and consistency will be examined by prospective buyers to determine the risks associated with taking over the business. A strong brand, which is an intangible asset and an element of goodwill, is a desirable attribute to have in the business-for-sale marketplace.

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