The International Brand Valuation Manual (eBook)

Author Information Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation. As Global Brand Manager of Deloitte Touche Tohmatsu, Gabriela advises internal and external clients on brand valuation and evaluation related issues. She has a broad international experience, having worked in New York, Buenos Aires, Singapore, London and Madrid for clients such as the Bank of America, Repsol YPF, Telefónica, Terra Networks, Bausch & Lomb, Johnson & Johnson, Roca, GM and Great Eastern Life and other international companies on projects involving brand evaluation, brand architecture, brand positioning and brand valuation projects. Early in her career Gabriela specialized in corporate valuation, receiving a Master in Corporate Finance and lecturing on 'Valuation of Financial Assets'. Later on, she focused on the valuation of intangible assets, developing a sound professional career in the field. As she enjoys the academic work, she led several research projects on the field and is now teaching 'Brand Valuation' at the Institute of Intangible Assets in Spain. Gabriela is now a member of the international initiative for the standardization of brand valuation methodologies, ISO/PC 231 International Committee and of the Brand and Valuation Committees of the Institute of Analysis of Intangible Assets.

LIST OF FIGURES AND TABLES.

FOREWORD.

ACKNOWLEDGEMENTS.

INTRODUCTION.

1 THE CONCEPT AND RELEVANCE OF BRAND.

1.1 The concept of brand.

1.2 Brand value.

1.3 The growing importance of the economic value of brand.

1.4 Conclusions.

2 THE ORIGIN AND EVOLUTION OF VALUATION METHODS.

2.1 The Origin and evolution of valuation methods.

2.2 Conclusions.

3 BRAND VALUATION METHOD AND PROCESS.

3.1 Brand valuation process.

3.2 Conclusions.

4 GENERAL APPROACHES TO BRAND VALUATION.

4.1 Cost approach.

4.2 Market approach.

4.3 Income approach.

5 BRAND VALUATION METHODS AND PROVIDERS.

5.1 AbsoluteBrand.

5.2 AUS Consultants.

5.3 BBDO.

5.4 Brandient.

5.5 BrandEconomics.

5.6 Brand Finance.

5.7 BrandMetrics.

5.8 Brand Rating.

5.9 Consor.

5.10 Damodaran's valuation model.

5.11 Financial World.

5.12 FutureBrand.

5.13 GfK-PwC-Sattler: Advanced Brand Valuation model.

5.14 Herp's model.

5.15 Hirose model.

5.16 Houlihan Advisors.

5.17 Intangible Business.

5.18 Interbrand.

5.19 Kern's x-times model.

5.20 Lev's Intangibles Scoreboard.

5.21 Millward Brown Optimor.

5.22 Motameni and Shahrokhi's Global Brand EquityValuation model.

5.23 Prophet.

5.24 Repenn's brand valuation model (System Repenn).

5.25 Sander's Hedonic brand valuation method.

5.26 Sattler's model.

5.27 Semion.

5.28 Simon and Sullivan's stock price movements model.

5.29 The Nielsen Company: Brand Balance Sheet and BrandPerformance.

5.30 Trout & Partners.

5.31 Villafañe & Associates' CompetitiveEquilibrium model.

5.32 Other brand valuation providers and models.

5.33 Conclusions.

6 A TAXONOMY OF BRAND VALUATION METHODS.

6.1 By use of financial or non-financial indicators.

6.2 By application or possible objectives.

6.3 Classification proposed by BBDO.

6.4 Classifications based on mixed criteria.

6.5 By intended universality of the calculated value.

6.6 By its nature or origin (academic vs. commercial).

6.7 By approach employed (cost, market and income).

6.8 By method of determining the proportion of income orrevenues attributable to brand.

6.9 By method of "representing brand risk".

6.10 By method of "representing the brand's growth anduseful life".

7 THE CURRENT SITUATION.

7.1 General trends in brand valuation.

7.2 Common errors and misconceptions in brand and intangibleasset valuation.

7.3 Conclusions.

8 IS CORPORATE BRAND VALUATION POSSIBLE?

8.1 What is "corporate brand," and is it the same as "corporatereputation?"

8.2 Why value corporate brands?

8.3 Methodological options proposed for corporate brandvaluation.

8.4 Models based on the concept that "corporate brand orreputation" adds value to product brands.

8.5 Model based on the company value's sensitivity tovariations in "corporate brand or reputation" value.

8.6 CoreBrand's model for measuring the percentage ofmarket capitalization attributable to corporate brand.

8.7 Conclusions.

9 THE FUTURE OF BRAND VALUATION.

9.1 The prospect of methodological consensus: Standardizationvs. affinity of applications and methods.

9.2 Future trends in the supply and demand of brand valuationservices.

9.3 Accounting users: financial officers' discomfort.

9.4 Marketing specialists: using valuation prudently andfounding a new language compatible with finance.

9.5 Regulators: behind the scenes, but with greatconfidence.

REFERENCES.

INDEX.