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Brand valuation the methodologies
[April 11, 2010 – 02:15 pm]
Brand valuation the methodologies

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…

Brand Valuation the economy of Brands
[February 18, 2013 – 01:38 pm]
Brand Valuation the economy of Brands

Ferrari is the world’s most powerful brand. And not simply in the opinion of millions of Prancing Horse enthusiasts all over the world or, indeed, the clients that continue to buy the cars built at Maranello year after year, but according to the annual list compiled by leading brand valuation experts, Brand Finance. Ferrari took the number one spot of the top five most powerful brands in 2013 ahead of the likes of Google, Coca-Cola, PwC and Hermes on a list that includes the 500 most famous companies in the world. Because of its size, the Maranello company cannot compete with…

Brand valuation terminal value
[February 12, 2013 – 01:53 pm]
Brand valuation terminal value

By Sam Ramadan: Date: February 10, 2013 Under Armour, Inc. Symbol: UA Listing: NYSE Industry: Apparel/Accessories Sector: Consumer Cyclical Market Capitalization: $5.1 Billion SIC Code: 2300 Sector: Consumer Cyclical Apparel & Other Finished Products of Fabrics & Similar Material 52 Week Price Range: $35.13 - $60.96 Beta: 1.23 12 Months Price Target: $47 - $49 Recommendation: Market Weight Comparable Companies: Nike Incorporated (NKE) Deckers Outdoor Group (DECK) G- Apparel Group (G) Lululemon Incorporated (LULU) Sam Ramadan, CFA Analyst Assessment We upgraded…

Brand valuation research
[November 13, 2011 – 01:41 pm]
Brand valuation research

Turkey ranked 19th in a global list of countries with most valuable brands with a total value of 373 billion U.S. dollars, according to a global brand valuation research. Turkey ranked 19th in a global list of countries with most valuable brands with a total value of 373 billion U.S. dollars, according to a global brand valuation research. The country ranked 10th in a similar list for European countries. Brand Finance said the brand value of Turkey increased 19.8 percent over a year earlier to move up the country to the top 20 list for the first time in the world and to the…

Brand Valuation Process
[January 10, 2013 – 05:38 am]
Brand Valuation Process

The International Organization for Standards (ISO) released a new standard in the year 2010 which gives the requirements for monetary brand value measurement. The standard can be used for valuation of brand for strategic planning, accounting, legal transaction, MIS, etc. Prior to the release of the new standard by ISO, the valuation of any brand was always a questionable as the valuation outcome depended on the specialist choosing the methodology for the valuation. Brand could be a  name, sign, symbol, logo and design or a combination of one or more of these to identify goods…

Brand Valuation Principles
[February 19, 2013 – 10:53 am]
Brand Valuation Principles

The brand valuation model values this economic impact according to the principles of net present value (NPV) of future earnings streams.

Brand Valuation of Pepsi
[December 4, 2012 – 04:05 pm]
Brand Valuation of Pepsi

With global FMCG major PepsiCo bagging the title sponsorship rights for the Indian Premier League (IPL), the brand value of the cricket extravaganza is expected to shoot up in the following seasons. While advertiser interest remained lukewarm during the fifth season, experts anticipate a slew of advertisers and sponsors to queue up in the sixth edition after the league's association with the global consumer brand. The contract is for five years.  PepsiCo pipped Airtel, which had offered Rs. 316 crore, to win the title sponsorship for the Twenty20 tournament for Rs. 396.8…

Brand Valuation of Airtel
[February 13, 2013 – 08:30 am]
Brand Valuation of Airtel

BlackBerry Z10 Leading telecommunications service operator, Airtel Nigeria has provided Nigerians opportunity to own the latest BlackBerry Z10 smartphone by pre-ordering for the device via or through its shops across the country. The company says customers who pre-order for the latest BlackBerry® Z10 smartphone would be provided with the opportunity of having the device delivered to the nearest sales point of their choice for pick up. For N100, only, Airtel customers would have the privilege of owning the latest device from BlackBerry complete with smart features that would…

Brand valuation Measuring and Leveraging your
[February 18, 2013 – 04:50 pm]
Brand valuation Measuring and Leveraging your

Market research is the key to quantifying brand efficacy. Implementing analytics and metrics across your brand strategy and marketing campaigns will deliver insight into the relative strength of your brand in the marketplace – and will allow you to better control your brand’s performance in future campaigns. Measurement in action Before setting up your brand measurement tools, clarify your goals. For example, when you ascertain the general strength of your brand (name, logo, color, concept, etc.), you should outline the answers you want to obtain before the measurement process…

Brand valuation marketing
[October 15, 2009 – 04:00 pm]
Brand valuation marketing

Gabi Salinas (with whom I had the pleasure of working at Brand Finance), now global brand manager at Deloitte Touche Tohmatsu, has just published her magnum opus on the topic of brand valuation. The book is very thorough and a surprisingly easy read – a testament to Gabi’s ability to focus on the essential details of what is potentially a very dense topic.  It removes much of the mystery that currently surrounds the topic of brand valuation by outlining the core concepts and profiling the different methodologies in use. Gabi’s obvious passion for the topic shines through.  Most…

Brand Valuation ISO Standard
[September 14, 2012 – 05:21 am]
Brand Valuation ISO Standard

Lets face it, the “branding profession” has not had the most credible journey thus far, nor enjoys the top position on the board. On career day at schooI, I certainly don’t remember telling anyone that I wanted to be a professional branding consultant, especially since my peers wanted to be doctors, lawyers, astronauts or marine biologists!   Why’s the branding brand so weak?   Perhaps there is limit understanding of the profession – We can stop any doctor, lawyer, accountant etc in the street and ask them what they do, and with four words, (“I am a doctor”), understand what…

Brand Valuation ISO 10668
[October 20, 2011 – 05:00 pm]
Brand Valuation ISO 10668

I thought i would take this opportunity of highlighting a couple of changes that are coming up in April 2012. With many businesses coming to the point where they can’t hold off any longer the need for capital investment, real consideration needs to be given to the timing of such investment. Perhaps it might encourage some to do it sooner rather than later? Annual Investment Allowance The amount of capital allowances AIA is being reduced from £100K pa to only £25K with effect from 1 April 2012 for companies and 6 April 2012 for non-corporates. The rules will again contain a restriction…

Brand Valuation Interbrand method
[July 5, 2010 – 07:52 pm]
Brand Valuation Interbrand method

A couple of days ago, Forbes posted a presentation created by Interbrand, analyzing the economic value to LeBron James of signing with four possible teams.  The content of the presentation was analyzed by CBS Sports and Black Sports Online, but I haven't yet seen any analysis of the presentation design itself.  So here goes:   Slides 2 and 3 are pure text; better to have just spoken this part, without text slides to distract the listener. Slides 4, 5, and 6 are well laid out--they pass the squint test--but the question is whether you should be dragging the audience through…

Brand Valuation Income Approach
[February 19, 2013 – 10:55 am]
Brand Valuation Income Approach

The starting point to the brand management process is a brand valuation. Income Approach The most accurate valuation of a brand is the present value of.