Scribd Logo
Upload

Welcome to Scribd!

  • 168 views

    Brand Valuation Methods and Strategies

    Uploaded by

    Pradeep Choudhary
    This document discusses various methods for valuing brands, including cost-based methods like book value and replacement value, income-based methods like earnings capitalization and discounted cash flow, and market-based methods. It also covers developing an effective brand strategy, including determining the brand's vision, positioning, and personality. An integrated communications strategy is recommended to align messaging with desired consumer beliefs and actions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Brand Valuation Methods and Strategies

    Uploaded by

    Pradeep Choudhary
    168 views23 pages
    This document discusses various methods for valuing brands, including cost-based methods like book value and replacement value, income-based methods like earnings capitalization and discounted cash flow, and market-based methods. It also covers developing an effective brand strategy, including determining the brand's vision, positioning, and personality. An integrated communications strategy is recommended to align messaging with desired consumer beliefs and actions.

    Original Description:

    brand valuation

    Original Title

    brand valuation methods and strategies-

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses various methods for valuing brands, including cost-based methods like book value and replacement value, income-based methods like earnings capitalization and discounted cash flow, and market-based methods. It also covers developing an effective brand strategy, including determining the brand's vision, positioning, and personality. An integrated communications strategy is recommended to align messaging with desired consumer beliefs and actions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    168 views23 pages

    Brand Valuation Methods and Strategies

    Uploaded by

    Pradeep Choudhary
    This document discusses various methods for valuing brands, including cost-based methods like book value and replacement value, income-based methods like earnings capitalization and discounted cash flow, and market-based methods. It also covers developing an effective brand strategy, including determining the brand's vision, positioning, and personality. An integrated communications strategy is recommended to align messaging with desired consumer beliefs and actions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    BRAND VALUATION METHODS AND STRATEGIES

    Presented By, Pradeep Choudhary Omkar Palsuledesai Vijay Gopalakrishnan

    BRAND VALUATION METHODS


    These can be broadly classified into:

    Cost based Income based Market based

    COST BASED METHODS

    Book value

    Replacement value Liquidation value

    1.Book value method


    Current cost valuation All assets are taken at current value and summed to arrive at value This includes tangible assets, intangible assets, investments, stock, receivables

    VALUE = ASSETS - LIABILITIES

    2. Replacement value method


    Cost of replacing existing business is taken as the value of the business

    3. Liquidation value method


    Value if company is not a going concern Based on net assets or piecemeal value of net assets

    INCOME BASED METHODS


    Earnings capitalization method.

    Discounted cash flow method (DCF)

    1.Earnings capitalisation method


    This method is also known as the Profit earnings capacity value (PECV) Companys value is determined by capitalizing its earnings at a rate considered suitable

    2.Applicability of DCF method


    Cash flow to equity
    Discount rate reflects cost of equity

    Cash flow to firm


    Discount rate reflects weighted average cost of capital

    Limitations
    Companies in difficulty
    Negative earnings May expect to lose money for some time in future Possibility of bankruptcy

    MARKET BASED METHOD


    Also known as relative method Assumption is that other firms in industry are comparable to firm being valued Standard parameters used like earnings, profit, book value Adjustments made for variances from standard firms, these can be negative or positive

    Applicability
    Simple and easy to use Useful when data of comparable firms and assets are available

    Limitations
    Easy to misuse Selection of comparable can be subjective Errors in comparable firms get factored into valuation model

    Brand Strategy
    Step of brand strategys success is to check Where Brand CAN & CANNOT Go.

    Steps in Brand Strategy


    Branding Vision Brand Positioning Brand Personality

    Types of Branding Strategy


    Product Branding Product-line Branding Product range Branding Corporate Branding

    Integrated Communications Strategy

    Current Beliefs

    Message

    Desired Belief

    Current Actions

    Desired Actions

    Points of Parity and Difference


    Consumers

    Brand

    Our PODs

    POPs

    Their PODs
    .

    Competition

    Brand Strategy and Marketing Strategy


    Brand Strategy is an integral part of the overall strategic marketing process. It helps to bridge the gap between business strategy and marketing strategy. Strategic Marketing Process

    Brand Strategy is separate from the 4Ps. It guides and inform decisions about every aspect of the marketing mix.

    I. Corporate Objectives & Brand Portfolio II. Marketing Objectives III. Brand Strategy
    Communications Strategy Product and Pricing Strategy Channel and Distribution Strategy

    IV. Marketing Execution & Monitoring

    Brand Pyramid
    The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy brand vision, brand positioning, and brand personality and brand measurement.

    Relationship

    Resonance

    Response

    Consumer Judgments

    Consumer Feelings

    Meaning

    Brand Performance
    Identity

    Brand Imagery

    Salience

    Brand Personality
    The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in order to increase its appeal and create greater affinity with its target. Brand personality can also help to differentiate a brands imagery relative to competitors.

    Brand Elements
    Brand Name Brand Logos and Icons
    Colors Symbols Music/Earcons

    Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations


    Co-branding Licensing Sponsorship Event Marketing Celebrity Endorsement Third-party Endorsements

    THANK U all Friends

    You might also like