BrandFinance® Brandirectory

CEMEX

We were appointed by the world's largest building materials supplier and third largest cement producer, to prepare a valuation of the CEMEX corporate brand following the launch of a major global corporate re-branding campaign, which had changed consumer perceptions and resulted in a strong turn around in market value.

To better understand, manage and leverage the value of its corporate brand and corporate communication activities, we created a Brand Scorecard for use by different internal stakeholder audiences to track and measure returns on current and future marketing and communication investments. The exercise was used to enhance organisational reputation and increase shareholder value – globally.  

The brand valuation was conducted using the Relief from Royalty methodology, incorporating a review of profitability in each business unit, comparable transactions and the relative importance of corporate versus product branding. The Brand Scorecard comprised individual scorecards for each corporate communications audience which was rolled up into a top level Corporate Scorecard for senior management.