The international brand valuation manual: a complete overview and analysis of brand valuation techniques, methodologies and applications
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester
Wiley
2009
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Physical Description: | XXVIII, 420 S. Ill., graph. Darst. |
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| 245 | 1 | 0 | |a The international brand valuation manual |b a complete overview and analysis of brand valuation techniques, methodologies and applications |c Gabriela Salinas |
| 264 | 1 | |a Chichester |b Wiley |c 2009 | |
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Record in the Search Index
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| adam_text | Contents
LIST OF FIGURES AND TABLES
xiii
FOREWORD
xix
ACKNOWLEDGEMENTS
xxiv
INTRODUCTION
xxvi
1
THE CONCEPT AND RELEVANCE OF BRAND
1
1.1
The concept of brand
1
1.1.1
The accounting perspective
2
1.1.1.1
The brand as an intangible asset
2
1.1.1.2
Non-recognizable intangible assets:
Internally generated brands
4
1.1.1.3
Trademark, brand and branded
business
5
1.1.2
The economic perspective
7
1.1.2.1
Economic vs. accounting criteria
7
1.1.3
The management perspective
8
1.1.3.1
Brand and corporate reputation
8
1.1.3.2
Brand and visual identity
11
1.1.4
Brand, intangible assets and intellectual
capital
-
Everyday vocabulary and
conflated terms
12
1.1.4.1
Brand equity and intangible assets
12
1.1.4.2
Brand, intangible assets and
intellectual capital
14
1.2
Brand value
18
1.2.1
What is brand value!
18
1.2.2
How do brands create value!
19
1.3
The growing importance of the economic
value of brand
20
1.3.1
Business evidence
20
1.3.2
Social evidence
22
1.3.3
Economic evidence
22
1.3.4
Normative and institutional evidence
24
1.3.5
Academic evidence
30
1.4
Conclusions
31
2
THE ORIGIN AND EVOLUTION OF VALUATION
METHODS
33
2.1
The Origin and evolution of valuation
methods
33
2.1.1
Origins: The series of acquisitions in
the
1980s 33
2.1.2
The first brand valuation: Rank Hovis
McDougall
35
2.1.3
The accounting conflict generated by brand
capitalization
36
2.1.4
Rapid development and applications
37
2.1.5
Who values brands today!
38
2.1.6
How do corporations use this tool!
40
2.1.7
How do investment analysts use this
information!
41
2.1.8
How do other players use this information!
43
2.2
Conclusions
45
3
BRAND VALUATION METHOD AND PROCESS
47
3.1
Brand valuation process
47
3.1.1
What is brand valuation!
48
3.1.2
The current debate: Why bother with
brand valuation!
48
3.1.3
The purpose of brand valuation
50
3.1.3.1
Brand management
51
3.1.3.2
Accounting purposes
52
3.1.3.3
Internal or external transaction
purposes
52
3.1.4
Defining the scope of valuation and the
concept of brand
54
3.1.5
Choosing an appropriate methodology
54
3.2
Conclusions
56
4
GENERAL APPROACHES TO BRAND VALUATION
57
4.1
Cost approach
58
4.2
Market approach
61
4.3
Income approach
63
4.3.1
Price premium
65
4.3.2
Royalty savings
70
4.3.3
Demand drivers/brand strength analysis
82
4.3.4
Comparison of gross margin with that of
relevant competitors
89
4.3.5
Comparison of operating profit with that
of relevant competitors
91
4.3.6
Comparison with theoretical profits of a
generic product
92
4.3.7
Cash flow or income differences with a
benchmark company ( subtraction
approach )
94
4.3.8
Present value of incremental cash flow (the
company s value with and without
brand)
95
4.3.9
Free cash flow (FCF) less required return
on other non-brand-related assets
96
4.3.10
Excess earnings
96
4.3.11
Company valuation less value of net
tangible assets
102
4.3.12
Real options
103
5
BRAND VALUATION METHODS AND PROVIDERS
109
5.1
AbsoluteBrand
110
5.2 AUS
Consultants
112
5.3
BBDO
117
5.3.1
Brand Equity Evaluation System (BEES)
118
5.3.2
Brand Equity
Evaluator®
121
5.3.3
Brand Equity Valuation for Accounting
(BEVA)
126
5.4
Brandient
129
5.4.1
Brandienťs
model based on demand
driver analysis
129
5.4.2
Brandienťs
model based on royalty
savings
131
5.5
BrandEconomics
132
5.6
Brand Finance
144
5.6.1
Royalty savings
145
5.6.2
Earnings split
147
5.7
BrandMetrics
151
5.8
Brand Rating
158
5.9
Consor
164
5.9.1
Royalty savings model based on
Valmatrix® analysis
165
5.9.2
ValCALC® model (excess earnings)
167
5.9.3
BVEQ™ model (core brand value plus the
value of incremental efficiencies)
168
5.9.4
Residual approach (market cap less the
value of tangible assets)
170
5.10
Damodaran s valuation model
171
5.11
Financial World
174
5.12
FutureBrand
179
5.13
GfK-PwC-Sattler: Advanced Brand
Valuation model
184
5.14
Herp s model
192
5.15
Hirose model
193
5.16
Houlihan Advisors
207
5.17
Intangible Business
209
5.18
Interbrand
215
5.18.1
Interbrand
s
multiplier model ( Annuity
model)
216
5.18.2
Interbrand
s
discounted cash flow
model
222
5.19
Kern s
х
-times model
232
5.20
Lev s Intangibles Scoreboard
234
5.21
Millward Brown Optimor
236
5.22
Motameni and Shahrokhi s Global Brand
Equity Valuation model
250
5.23
Prophet
257
5.24
Repenn s brand valuation model (System
Repenn)
260
5.25
Sander s Hedonic brand valuation method
262
5.26
Sattler s model
265
5.27
Semion
267
5.28
Simon and Sullivan s stock price movements
model
270
5.29
The Nielsen Company: Brand Balance Sheet
and Brand Performance
274
5.29.1
The Nielsen Company: Brand Balance
Sheet
275
5.29.2
The Nielsen Company s Brand
Performance
277
5.30
Trout
&
Partners
281
5.31
vlllafañe
&.
associates competitive
Equilibrium model
284
5.32
Other brand valuation providers and models
289
5.33
Conclusions
293
6
A TAXONOMY OF BRAND VALUATION METHODS
295
6.1
By use of financial or non-financial
indicators
295
6.2
By application or possible objectives
296
6.3
Classification proposed by BBDO
297
6.4
Classifications based on mixed criteria
299
6.5
By intended universality of the
calculated value
300
6.6
By its nature or origin (academic vs.
commercial)
301
6.7
By approach employed (cost, market and
income)
303
6.8
By method of determining the proportion of
income or revenues attributable to brand
307
6.8.1
Demand driver analysis
309
6.8.2
Ratio of loyal consumers to total
consumers
309
6.8.3
Price premium
309
6.8.4
Excess earnings
309
6.8.5
Royalty rates
312
6.8.6
Operating profits comparison
312
6.8.7
Comparison with theoretical earnings
yielded by a generic product
316
6.8.8
Comparison of the cash flows of branded
and unbranded companies
316
6.8.9
Difference in price to sales ratios
316
6.8.10
Economies of scale
316
6.8.11
Differences in cash flow with a
benchmark company
316
6.8.12
CVH (Conjoint Value Hierarchy)
318
6.8.13
Free cash flow less required return on
assets other than brand
319
6.8.14
[Arbitraryconstant coefficients
319
6.8.15
Competitive
equilibrium analysis
319
6.8.16
Equations based on accounting data
321
6.9
By method of representing brand risk
321
6.9.1
Comparison of models by representation
of brand risk
321
6.9.2
Classification by representation of
brand risk
322
6.10
By method of representing the brand s
growth and useful life
327
6.10.1
Classification by representation of the
brand s useful life and long-term growth
330
7
THE CURRENT SITUATION
331
7.1
General trends in brand valuation
331
7.1.1
Proliferation of proprietary methods and
brand valuation firms
333
7.1.2
Lack of understanding and credibility
among brand valuation users
335
7.1.3
Commercial and academic concentration
in Anglo-Saxon countries
337
7.1.4
Increasing professionalism in the sector
and sophistication of brand valuation
techniques
338
7.1.5
Growing convergence between marketing
specialists and corporate finance experts
338
7.1.6
Widespread use of certain models among
practitioners
339
7.1.7
Financial validity vs. widespread usage of
models among practitioners
341
7.1.8
Worlds apart: the academic and
practitioners realms
343
7.1.9
The third world: black box methods
343
7.1.10
Vast inconsistency in the application of
various brand valuation techniques
344
7.1.11
Differences in implementation
345
7.1.12
Diversity and divergence of results yielded
by different methods
346
7.1.13
Determining useful life
34 7
7.1.14
Determining discount rates
348
7.2
Common errors and misconceptions in brand
and intangible asset valuation
350
7.2.1
Conceptual errors
350
7.2.2
Errors in management
356
7.2.3
Errors in interpretation
358
7.3
Conclusions
359
IS CORPORATE BRAND VALUATION POSSIBLE?
363
8.1
What is corporate brand, and is it the
same as corporate reputation?
364
8.2
Why value corporate brands?
365
8.3
Methodological options proposed for
corporate brand valuation
366
8.4
Models based on the concept that corporate
brand or reputation adds value to
product brands
369
8.4.1
Association-Affinity Model
369
8.4.2
Critique
372
8.4.3
Model based on demand analysis
373
8.4.4
Critique
374
8.5
Model based on the company value s
sensitivity to variations in corporate brand
or reputation value
376
8.5.1
Assumptions
376
8.5.2
Empirical development
379
8.5.3
Theoretical model
381
8.5.4
Critique
386
8.6
CoreBrand s model for measuring the
percentage of market capitalization
attributable to corporate brand
388
8.6.1
Brand Power™ Analysis
389
8.6.2
ROI
Analysis
390
8.6.3
Brand Equity Valuation Model
390
8.6.4
Stock performance forecast
391
8.6.5
Critique
392
8.7
Conclusions
395
THE FUTURE OF BRAND VALUATION
397
9.1
The prospect of methodological consensus:
Standardization vs. affinity of applications
and methods
397
9.2
Future trends in the supply and demand of
brand valuation services
399
9.3
Accounting users: financial officers
discomfort
402
xii / CONTENTS
9.4 Marketing
specialists: using valuation
prudently and founding a new language
compatible with finance
403
9.5
Regulators: behind the scenes, but with great
confidence
404
REFERENCES
406
INDEX
414
This book provides:
•
a thorough overview of all the tools available for the brand
valuation practitioner: this brand valuation manual
provides precise tools for practitioners to implement
different valuation approaches in practice. It offers
extensive coverage of a vast range of brand valuation
methodologies and providers that exist in the market in
order to provide guidelines for practitioners needing to
implement different methodologies.
•
an in-depth analysis of a broad myriad of methodologies,
which allows practitioners to understand potential flaws
and pitfalls derived from the application of such methods:
It is crucial that specialists be familiar with their options
before advising clients on which methodology to employ,
or adopting one themselves.
•
a one-stop source of reference to solve practical
implementation doubts for the practitioner: the book
efficiently and meaningfully introduces all valuation
professionals to the various methods developed and
practiced all over the world.
•
an informed view on the appropriate usage and suitability
of each methodology in relation to different types of
applications: Currently, with the issue of the new IFRS3,
it is essential to understand the advantages.disadvantages
and suitability of different methods in order to estimate
fair value.
The International Brand Valuation Manual by
Gabriela
Salinas
is a detailed worldwide overview of valuation methodologies.
She sees considerable growth but little consistency. She
finds the royalty Savings method the one that presents the
fewest weaknesses relative to others, even though said
weaknesses are not small nor minor.
She says that one of
the greatest sources of conflict is in choosing discount
rates. She concludes that the vast
majority
of valuation
specialists views the choice of a discount rate as more of an
art than a science, and therefore uses various mechanisms
to reflect the brand-specific risk in the discount rate.
The book is a worthwhile read for anyone interested in
brand valuation.
|
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| indexdate | 2024-07-09T21:31:30Z |
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| language | English |
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| spelling | Salinas, Gabriela Verfasser aut Valoracion de Marcas engl. The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications Gabriela Salinas Chichester Wiley 2009 XXVIII, 420 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Brand name products / Valuation Produktimage stw Theorie stw Brand name products Branding (Marketing) Valuation Markenwert (DE-588)4346474-9 gnd rswk-swf Markenwert (DE-588)4346474-9 s DE-604 Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138090&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138090&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Salinas, Gabriela The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications Brand name products / Valuation Produktimage stw Theorie stw Brand name products Branding (Marketing) Valuation Markenwert (DE-588)4346474-9 gnd |
| subject_GND | (DE-588)4346474-9 |
| title | The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications |
| title_alt | Valoracion de Marcas engl. |
| title_auth | The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications |
| title_exact_search | The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications |
| title_full | The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications Gabriela Salinas |
| title_fullStr | The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications Gabriela Salinas |
| title_full_unstemmed | The international brand valuation manual a complete overview and analysis of brand valuation techniques, methodologies and applications Gabriela Salinas |
| title_short | The international brand valuation manual |
| title_sort | the international brand valuation manual a complete overview and analysis of brand valuation techniques methodologies and applications |
| title_sub | a complete overview and analysis of brand valuation techniques, methodologies and applications |
| topic | Brand name products / Valuation Produktimage stw Theorie stw Brand name products Branding (Marketing) Valuation Markenwert (DE-588)4346474-9 gnd |
| topic_facet | Brand name products / Valuation Produktimage Theorie Brand name products Branding (Marketing) Valuation Markenwert |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138090&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138090&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT salinasgabriela valoraciondemarcasengl AT salinasgabriela theinternationalbrandvaluationmanualacompleteoverviewandanalysisofbrandvaluationtechniquesmethodologiesandapplications |