Marketing & Brand Management: Brand value, valuation

 

This article describes the proprietary Y&R brand equity model, BrandAssetTM Valuator (BAV), and how it is used to diagnose brand health. As well as diagnosis, it delivers prescription: what should be ...

This article discusses the value of developing strong brands. The strength of a brand's relationship with consumers can be shown in two dimensions: presence (how many know about the brand) and voltage ...

The brand-customer relationship model, which sees the brand as an intangible asset with a value (as a kind of property) is flawed, but it can be useful provided advertisers remember that it is only a ...

This report details some of the findings of The BrandFinance250 Report (BF250), which provides a ranked index of the world’s 250 most financially valuable brands. It lists the top global brands across ...

BrandAsset® Valuator research has demonstrated that consumer perceptions of ‘Energy’ offer new insight into shifts in market value – adding to the case that brand building is best viewed as a strategi ...

Andy Farr, global head of research and development at Mindshare Worldwide, shows how a value can be put on the thoughts and feelings that consumers have about brands. He describes how brand valuations ...

Identifying the world's biggest brands is a complicated process, but there are a number of global rankings released annually which try and achieve just that aim. This report looks at three of the most ...

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and le ...

Thayne Forbes, joint MD at Intangible Business, looks at how marketers can calculate an advertising campaign's contribution to the brand's future earnings (or equity) over the short and long-term. He ...

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communication effects. It describes an integrated brand value chain management model and a practical means to ...

Television advertising is important for maintaining the value of a brand in a way we can control, yet marketers are increasingly being required to justify the value gained for TV spend. This article s ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Jon Montgomery, partner in the Hudson Group in New York, and Michael Lieberman, founder and president of Multivariate Solutions, discuss brand equity and a number of quantitative techniques to measure ...

Establishing whether a brand is an asset should be more important for marketers than short-term ROI. To qualify as an asset, a brand must be able to generate future cash flow, and this depends on cust ...

This article discusses the benefits of the 'brand scorecard' for marketing control and accountability. It is recommended as a separate but linked portion of the overall marketing dashboard: whereas th ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) ...

Describes what UK stock market analysts are looking for when they evaluate fmcg companies. The increase in foreign equity ownership and the activity of hedge funds (with their interest in short-sellin ...

Describes how Orange monitors its global brand positioning, comparing consumer perceptions with performance in each country. Reasons for valuing brands are summarised: not just for accountancy but als ...

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative. ...

This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality o ...

David Muir, group development director of Ogilvy and co-author of 'The Business of Brands', argues that the proper place for the value of the brand is not on the balance sheet, as an asset, but as a d ...

This article argues that 'brand valuation' is often misunderstood and misapplied. Merely valuing an asset, such as a brand, does nothing to improve its quality. Also, brand valuation for marketing pur ...

Six papers by graduate students, introduced by their supervisors. All are on various aspects of branding. They cover: branding in the pharmaceutical industry; how to achieve 'buzz'; 'retro' brands (i. ...

Stuart Agres, Bill Mount and Jim Spaeth, founding partners at Sequent Partners, show how marketing activities contribute to shareholder value – and describe how to measure it by bridging marketing and ...

Alexander Biel, president of his own California brand consultancy, argues that brands that fail to differentiate themselves in meaningful ways take on the characteristics of a commodity and will fade ...

Ian Ryder, vice-president brand and communications EMEIA for Unisys, is dismayed that though corporate governance and customer loyalty appear top of CEO’s attention lists, ‘brand reputation’ (the aspe ...

The goal of corporate leadership at any publicly traded company is to protect and improve the equity of the company. With this goal in mind, communicators interested in elevating the role of communica ...

This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the tru ...

Michael Lieberman, founder and president of Multivariate Solutions, describes ‘discrete-choice’ analysis and explains how this research technique can be used to measure and evaluate brand equity (the ...