DCF Brand valuation model
David Haigh
The Discounted Cash Flow (DCF) brand valuation model includes six elements:
Segmentation: Brands only have value in the context of specific markets, both in terms of product category and geography.
Market analysis: To understand the market and competitive conditions.
Brand business analysis: A calculation of the earnings of the branded business (economic value added).
Brand analysis: To determine what proportion of earnings is attributable to the brand.
Brand risk analysis:To determine an appropriate discount rate, the risk that the performance of a brand will deteriorate has to be estimated....