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what is brand valuation
Understanding Brand Value
Understanding Brand Value. A Review of Price, Performance, Equity, and. Category Dynamics. John Hallward. Director, Global Research and Development ...
A Chapter from Brands and Branding. An Economist Book. Brand Valuation. Interbrand. 130 Fifth Avenue. New York, NY. 10011. Telephone 212 798 7500 ...
Valuation of brands and intellectual capital
In this paper, we revise several methods used for valuing brands. Among ... identifying brand value drivers, that is, the parameters influencing the brand's value.
Brand Valuation the methodologies
Brand valuation has come a long way from its beginnings as a niche practice says Sophie Roberts. Valuation is something we intuitively do on a daily basis.
Ten Principles of monetary brand valuation
is mostly less than transparent. Standardisation of monetary brand valuation ... the leading brand valuation experts ... The Brand Valuation Forum identified ten ...
Brand Valuation and ISO 10668 I
Brand Valuation exercises help in detecting the strengths and weaknesses of ... =brand valuation in the light of new ISO standard — 10668 which sets out the ...
Measuring brand value with scanner data *
scanner panel, we construct two measures of brand value which capture different ... component of brand value which cannot be directly attributed to the physical ...
The annual report on Europe's most valuable Football brands ...
need to understand brand value in order to make better strategic ... football brand with a brand value of £412m, pushing ... brand value for the league members.
Salinas_International_HiRes229 x 152 Jkt
discuss the possible uses of brand valuation, and examine the questions that ... years, brand valuation has often been misunderstood, and as a result, many ...
Don't Waste Time with Brand Valuation
S E V E N T E E N www. M A R K E T I N G N P V .com here is widespread accept- ance among senior manage- ment that strong brands represent significant ...
BRAND VALUATION AND LICENSING Brands and trademarks are ...
This chapter contains an overview of applicable brand valuation ... Brand valuation can also be used in the planning and structuring of mergers and acquisitions.
Chapter 26 MEASURING BRAND EQUITY What Is Brand Equity?
Similarly, there are also many different ways the value of a brand can be manifested or ... We then present a model of value creation, the brand value chain, as a ...
How Do Brands Cr
system is an understanding of how brand value gets created. Toward that goal ... s h a reholder value in general and brand value in particular. The model also ...
Measuring Brand Value in an Equilibrium Framework
value is defined as the difference in equilibrium profit between the brand in question and its ... brand's value to consumers as well as its impact on firm decisions.
Gitanjaii Gems Ltd announces the Brand Valuation for
The company undertook a major brand valuation eitercise during the last quarter. ... L.i.it. based lirm in marketing and brand valuation was commissioned to ...
HOTEL BRAND VALUATION SOURCE STRATEGIES' NEW ...
HOTEL BRAND VALUATION SOURCE STRATEGIES'. NEW MEASUREMENT SYSTEM. THE PRODUCT A new Source Strategies, Inc. system can now ...
Brand value at risk from climate change
Foreword from Tom Delay. 1. Executive Summary. 3. Main Report. 1. Introduction and Methodology. 4. 2. Valuing Intangibles. 5. 3. Carbon in the Context of ...
Finding sources of brand value Developing a stakeholder model of ...
as a tool for brand managers to assess the value of multiple stakeholders in relation ... brand. A stakeholder brand value model is then developed to strengthen ...
The Role of Brand Affiliation in Hotel Market Value
that brands added value beyond the usual contribu- ... certain brands added significantly more value to their ... Keywords hotel valuation; brand management ...
Brand Value and Growth Options Value
by HW Waninge
In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.
Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following:
• Brands are underleveraged
• The business strategy is at risk because of inadequate brand platforms
• The business faces a relevance threat caused by emerging subcategories
• The firm's brands are tired and bland
• Strategy is paralyzed by a lack of priority among the brands
• Brands are cluttered and confusing to both customers and employees
• The firm needs to move into the super-premium or value arenas to create margin or sales volume
• Margin pressures require points of differentiation
Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Term Sheets & Valuations - A Line by Line Look at the Intricacies of Term Sheets & Valuations (Bigwig Briefs)
Term Sheets & Valuations is the first ever in-depth look at the nuts and buts of terms sheets and valuations. The book, written by leading venture capitalist Alexander Wilmerding of Boston Capital Ventures, covers topics such What is a Term Sheet, How to Examine a Term Sheet, A Section-by-Section View of a Term Sheet, Valuations, What Every Entrepreneur & Executive Needs to Know About Term Sheets, Valuation Parameters, and East Coast Versus West Coast Rules. In addition, the book includes an actual term sheet from a leading law firm with line by line descriptions of each clause, what can/should be negotiated, and the important points to pay attention to. A must have book for any executive, entrepreneur, or financial professional.
Praise for Term Sheets & Valuations:
"This primer should be required reading for every entrepreneur. It is short, authoritative and worth its weight in gold." - Murray Low, Executive Director, Columbia Business School, Eugene M. Lang Center for Entrepreneurship
"An invaluable resource for executives and financial professionals." - Graham D.S. Anderson, General Partner, EuclidSR Partners
"A valuable resource for entrepreneurs..." - Jeffrey Donohue, Esq.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.
A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.
Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Learn to analyze commercial real estate from an investment perspective with COMMERICAL REAL ESTATE ANALYSIS AND INVESTMENTS and its accompanying CD-ROM! Presenting the essential concepts, principles, and tools for the analysis of commercial real estate, this real estate text provides you with the tools you need to understand real estate investments in today's dynamic economy. Studying is made easy with the CD-ROM that provides expanded coverage as well as spreadsheet examples of methodologies, data used in exhibits, lecture slide notes, and answers to study questions.
Valuation Methods and Shareholder Value Creation provides a comprehensive examination of valuation tools and guidance for analyzing and valuing a business. It covers the basics of valuation methods and shareholder value creation in addition to rigorous approaches to discounted cash flow valuation and real options for valuing a company.
By examining eight different methods of discounted cash flow valuation and discussing the pros and cons of each method, Fernández offers thorough, accessible coverage of corporate valuation. With examples and case studies from international markets, this book provides well-structured guidance for students and executives alike.
* Highlights quantitative analyses of firm value
* Emphasizes qualitative management assessments
* Integrates data from international companies
Why do some companies exhibit long-term financial growth while their competitors show erratic or declining performance? Value Creation: The Power of Brand Equity is a framework for success that empowers CEOs, CFOs, CMOs, investors, and other stakeholders to better understand and manage their firm's most valuable asset--their brands. Everyone who reads this book will develop a much deeper understanding of brands and brand equity, how they create meaning and value, and how they can be leveraged to improve long term financial performance. When a firm's values are in alignment with their brand's promise, value is created in the form of brand equity, and that brand equity can be leveraged to drive sustainable competitive advantage and superior financial performance. Measurement and brand performance tracking are key. The authors demonstrate a measurement system that allows the brand owner to measure brand value and brand equity and diagnose a brand's strengths and weaknesses in the marketplace. Ron Strauss and Bill Neal each bring 35-plus years of in-the-trenches marketing and marketing research observations and experiences with some of the world's leading companies. Their ideas and concepts are new and powerful, and are sure to stimulate much thought and discussion on the part of practitioners, academics and students. Best of all, Neal and Strauss show the reader how to improve performance in a way that is understandable and actionable.