Download - brand managemnt
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BRAND VALUATION
UNIT - V
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BRAND VALUATION• Methods for valuing brands differ from one
another.
• Result these leads to significantly different
brand valuations.
• Companies wished to value brands in order to
exhibit their strength through balance sheet
despite having undergone the process of
goodwill write offs.
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• Though the brand valuation has led to a major
controversy in accounting circles.
• Important thing to be considered is in the context
of brands is that they are different from other
intangible assets.
• Brands are legally protected and identifiable
assets.
• They are bought and sold as property.
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METHODS OF BRAND
VALUATION• Cost Based Valuation
• Market based approach
• Royalty approach
• Discounted cash flow method
• The interbrand approach
• Brand strength analysis
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FACTORS OF BRAND STRENGTH• Market Characteristics
• Stability
• Leadership
• Internationality
• Trend
• Support
• Protection
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CHOICE OF VALUATION
METHOD• Brand consultancy firm interbrand arrives at this
valuation.
• To arrive at the best possible valuation, it would
be wise to use as many methods as possible.
• This can be the right way to add robustness in
the results.
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EXCESS OPERATING
PROFIT METHOD• Value of brand is determined by capitalizing
excess profits generated by a business.
• Calculated in many ways .
• The calculated excess profits are then
discounted to the present day to determine the
brand value.
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CAUTION
• The excess profit so calculated should not
be attributable to anything other than the
brand.
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PREMIUM PRICING METHOD
• Shadow of the excess profit method
• Both the branded and unbranded fast
moving consumer goods are being sold.
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CHALLENGE
• Finding the true generic or commodity
product.
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ROYALTY SAVING METHOD
• Guides the valuation.
• Charge imposed on the user of brand name.
• Business owning the brand does not have to
take it royalty basis or the business would have
to in – license it to earn the same returns.
• Royalty rate is critical.
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MARKET APPROACH
• The market transactions involving sale and
purchase of comparable assets guide the
brand valuation.
• Valuation figure arrived at market value a
similar asset fetches in the market.
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BRANDING INDUSTRIAL
PRODUCTS• In many b2b markets 25,15,or even just 10
customers account for 80% of sales.
• Companies which serve different segments of
industrial buyers can maximize their sales by
slotting prospective customers into a needs
based segmentation scheme.
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STEPS FOR BRANDING
INDUSTRIAL PRODUCTS• Carving up the market
• Differentiate
• Bundle
• Deliver
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CARVING UP THE MARKET
• Knowing who will pay for differentiation ?
• How much can be invested in the differentiation
process?
• What benefits are of value to their customers are
building blocks for a brand?
• This involves the following :
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a) Gold Standard Customers
b) Potentials
c) Incorrigibles
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GOLD STANDARD CUSTOMERS
• Concerns exceed a narrow fixation with rock
bottom price.
• Pays a premium for offerings that deliver the
true value in terms of process enhancement ,
cost reduction or benefits to end users.
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• The true gold standard commodity customers will
consider long-term,strategic partnerships with multiple
levels of client interaction.
• Example :
Australian Wheat Board scans the global markets
looking for buyers who are seeking high quality wheat
with very specific characteristics.
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POTENTIALS
• A Larger segment of the market
generally ranging from 30 to 45 percent
places a higher emphasis on pure price
but is occasionally willing to entertain
the notion of selective relationship
involving certain products or services.
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• Customers in this segment have
some degree of interest in partnering
although they shy away from long
term commitments.
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INCORRIGIBLES
• Customers not going to love one.
• They are not strategic thinker.
• Tightly focused on single goal.
• Marketers need to analyze the extent to which customers
truly contribute to their profitability rather than eating
up profits by failing to pay the true cost to serve.
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DIFFERENTIATION
• Must be tangible,robust and capable of
withstanding intense scrutiny.
• The marketed offering must significantly
enhance some element of the customers value
chain in ways other competitors cannot match.
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• Value is created in commodity
products through improving the
consistency of the offerings making it
more convenient or aggressively
customizing it to the customers
operation.
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6 WAYS TO DIFFERENTIATE• Quality Control : value from product consistency.
• Reliability : value from consistent service
• Packaging : value from product convenience.
• Taking Responsibility : value from convenient service.
• Matching : value from product customization.
• Knowledge based applications : value from customized
service.
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BUILDING BRANDS ONLINE• Establishing brand on internet now more
important than before.
• Without the well recognized brand the site will
remain one among the thousands of other sites
offering same services.
• Brands that are already well established offline
face a similar problems in online.
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• Consumers that were loyal customers offline
usually have very different loyalties online.
• Brand building services develop a strong
online presence for business through multiple
forms of placement in various media formats
on the internet.
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TIPS TO CARVE A
FOCUSED IDENTITY
• Define Brand Up Front
• Lead with what we do , not who we are
• Use a real person as a figure head
• Develop a fan club mentality
• Make good use of words
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DEFINING BRAND UP FORNT
• When visitors arrive at website they should know
immediately what we do and why they should care.
• For too many websites shroud their identity in
flashy graphics and ambiguous slogans without
telling people what the company or person actually
does.
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EXAMPLE
• Terri Lonier’s working solo site at
www.workingsolo.com does a good job of
establishing her as a resource for free
lancers
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LEAD WITH WHAT WE
DO ,NOT WHO WE ARE
• It may defy logic, but making the company
name more visible element on home page may
not be the most effective way to reinforce
brand.
• A web-based or email marketing message
should state a benefit right-off the bat.
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USE A REAL PERSON AS A FIGURE HEAD• The online world can be a cold mechanic place
• Branding efforts are more effective when the
recognizable, consistent human element is added.
• If the company has a CEO or a spokes person who is
closely identified with the company offline should
make sure that the connection carries to the
cyberworld.
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• If a business is run by oneself, by all means
has to put his name , photo an personal
message on his website.
• Nothing creates mystery and distrust more
than a site that is void of a human contact and
asks visitors to send e-mail to the web-master.
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DEVELOP A FAN CLUB
MENTALITY
• Most online marketers try to generate readers,
visitors or users.
• Encourage to switch gears and create fans.
• “Users” are people who visit website, subscribe
to newsletter or buy the products and services.
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• “Fans” on the otherhand cheer on rave about
this to their friends and eagerly follow
everything that is done.
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MAKE GOOD USE OF WORDS
• Verbal users are not only king, it’s
the entire kingdom.
• Even though designers decide to
squeeze as much graphic impact as
they can out of limited brand widths.