Brand Valuation - Knowledge Pills

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Brand Valuation - Knowledge Pills

Filiberto Amati
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Brand Valuation: Objective

This pill aims to understand the brand valuation and rankings differences among the top valuation providers. After a short intro on valuation for intangible assets, we look at Interbrand, Kantar's BrandZ, and BrandFinance methodologies before concluding by comparing them side-by-side.

Brand Valuation: Examples

In this 10 min. Pill, we look at real-life methodologies and try to make sense of them to understand why their outputs differ so much by assessing the implications of collecting financial data from the brand owners or third-party providers and looking at the role of proprietary consumer research or research in general.

Pill Structure

  1. Valuation Techniques: Definitions, segmentations, and Examples
  2. Deep Dive Top Methodologies: Interbrand, BrandZ and BrandFinance
  3. Conclusions: Comparisons and differences side-by-side

Why now?

Strong brands drive loyalty and play a role in attracting and retaining talent. Valuation is a way to quantify all of these benefits. According to P. Kotler and K. Keller in their book Marketing Management:

It is “an estimate of the total financial value of the brand"

We might measure the type of return we deliver to investors.

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Ever wondered why Brand Valuations and rankings differ so much from each other? How can the valuation of the exact brand change by billions of dollars in the same year? A 10 min pill to learn through examples and models, explained to non-finance managers, with examples and comparisons among top methodologies. Knowledge pills because you need to know!

39.9 MB
11 minutes
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