Thanks for the explanations. On the transaction front, what about share trading activity based on Value statements or actions that impact Brand/Goodwill etc?

Thanks for the explanations. On the transaction front, what about share trading activity based on Value statements or actions that impact Brand/Goodwill etc? Though the sale of shares is a future transaction, a company could reasonably conclude something like: We will make X and Y the value statements of our company/brand. If our actions reduce the value of X and Y statements, what will that cost us? This at least would provide a 'rough' starting value, to be reviewed/measured against market response. Do companies already do this? I'd think it important for service/advertising based companies (but I am guessing, I have only couch-potato knowledge).