Brand valuation the methodologies

 April 11, 2010 – 02:15 pm
A posting back in June 2010

We shall now see briefly the various valuation methods that are adopted in arriving at the value of brands and dwell more in detail about the methodology suitable to the Indian conditions.

The methodologies adopted for valuation of brands can be distilled into three broad strands:

  • Cost-Based
  • Market-Based
  • Economic-Based

Any method chosen should necessarily satisfy the criteria of credibility, objectivity, reliability, cost effectiveness and consistency.

Cost-Based Methodologies:  The two main cost-based methodologies for valuing brands are Historical Cost Approach and Replacement Cost Approach.  The Historical Cost Approach measures the actual cost incurred in creating the brand; the Replacement Cost approach, on the other hand, quantifies the estimated cost of replacing the brand or recreating an equivalent brand.  Even assuming that historical cost data of the brand is available and/or the replacement cost can be estimated with a reasonable degree of reliability and confidence, these approaches are generally inappropriate.  The reason is that cost is not relevant for determining the value of a brand, which, is derived from future economic benefits.  There is no direct correlation between expenditure on an asset and its value.  Probably one of the few occasions where cost can be a relevant benchmark is one where the brand has been recently acquired.

Source: Actuary Krishnaswamy

Palgrave Macmillan The Economy of Brands
Book (Palgrave Macmillan)

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Public Nuisance at the New York Times

Monty Pelerin--
"I have refrained from bashing Paul Krugman of the NY Times. Indeed, I barely mention him because I found him embarrassing to be included in the economics profession. He has become such a Public Nuisance,appearing in print and on TV expounding his particular brand of nonsense, that it is difficult to ignore this political opportunist any longer.
Mr. Krugman is ...radictory positions. Most people are unaware that he was paid by Enron. Few understand the contradictions of his past positions with his present ones. A particularly egregious example, for someone who presumes to provide advice as to how to solve today's economic crisis, is his part in its creation. Pogoprinciple reveals how Mr. Krugman advocated the creation of a housing bubble back in 2002..."

You aren't entitled to a new car

The other driver is liable for the actual damages caused to you.
If you weren't driving a brand new car, he didn't destroy a brand new car, and doesn't owe you a brand new car. You are owed the value of your used car, which is generally determined from the actual sales prices of similar used cars in similar condition in your area.
This will generally be less than the asking price a...ppearance. Check the comparable vehicles they list to make sure they really are comparable, not rustbuckets or older model years.
If you want a brand new car, you have to pay the upcharge from your used car. That can be steep -- the "thump thump" when you drive a new car off the dealer's lot is the sound of thousands of dollars falling on the ground when your car goes from "new" to "used."

If you upgrade your car with .. change in value

If you upgrade your car with 4 brand new Michellin tires that cost $500, what kind of change in value can you expect - for Book valuation purposes only - not for resale.

Totaled loss claim on car

Hi i'm going through the insurance company of another party who was responsible for totalling my car, and am running into some issues:
1) i had put in a brand new battery one month prior to the car being totalled and they are giving 20% of its value. does that sound ridculous or what?
2) i had also put in new tires about 1.3 years ago, with only 6000 miles on it. originally they had ...ll and keep the money, and that they will be able to get a lot more than that for the brand new battery and tires. she claims that they don't do that and insists that they pay whatever CCC Valuescope says; that the value assigned are non-negotiable.
does anyone have insight into how this works or recommendations on how to get them to give a fair value for my now totalled car?

Methodology: How the Latin America rankings were compiled  — Financial Times

Brand valuation is a metric that enables brand owners and the investment community, and others, to evaluate and compare brands. Further, brand valuation enables faster and better-informed decision-making because it helps identify where value is derived.

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