BrandFinance® Brandirectory

We help businesses understand the relationship between brand attributes and key value drivers in the business model. This is achieved by creating a framework for measuring brand equity and connecting it to value driving behaviour in each stakeholder group. Resources can then be allocated and prioritised based on the overall impact on financial value.

Specific Offerings

• Brand Strength Analysis
• Brand Ratings
• ßrandßeta Analysis®
• Brand Value Added (BVA®)

Brand Finance uses one or more of three widely recognised Approaches to valuing brands, depending on the circumstances of the particular assignment.  Compliant with both IVSC and ISO standards we may apply a Market Approach, which determines value by benchmarking against transactions involving similar brands which may have been bought or sold.  Or we may apply a Cost Approach, which determines value by considering the cost to recreate a brand of equivalent economic utility. But more commonly we apply the Income Approach, which estimates the value of future income attributable to the brand and expresses this as a Net Present Value.  Within the Income Approach the most common method used for finance and tax brand valuations is the Royalty Relief method because it is transparent, based on commercial practice and is  more verifiable for audit and legal purposes.  However, we also frequently use the price premium, volume premium, margin uplift, cost savings, economic substitution and income split methods when appropriate.  

Our understanding of your business, the data available, and our technical expertise ensure that your brand will be robustly valued, using the most appropriate Approaches and Methods, whatever the circumstances.

Specific Offerings

• Product Brand Valuation
• Corporate Brand Valuation

We help clients by valuing branded businesses, brands and other intangible assets for purchase or sale providing reassurance to the investment and management teams. In addition, we assist in securing finance against brands by using a mixture of financial, legal, marketing and commercial due diligence.

Specific Offerings

• Trademark and IP Audit
• Visual Identity Audit
• Marketing budget Audit
• Licensing and Franchising Audit
• Sustainability Audit
• Market Research Audit

Branded business value (BBV) is the value of the entire business operating under a particular set of trademarks and associated intellectual property. Typically determining a BBV is the first step in a brand valuation exercise as calculating a brand value alone can lead to a narrow assessment of the impact that brand has on a business. BBVs give us a greater understanding of the business value as a whole as a starting point for more accurate valuations of the individual intangible assets, including brands.

Specific Offerings

• Branded Business Valuations 

We work closely with clients, internal and external counsel and courts to provide clear and objective expert reports relating to complex brand valuation and licensing issues.  We have frequently advised clients on the issues and assisted with mediation, arbitration and litigation.  Often the most satisfactory conclusion to a dispute is to reach a compromise in mediation or pre-court settlement. We assist all parties to understand the data, assumptions, technical valuation issues and risks under each of several scenarios.  We help to protect the commercial value of brands through a range of licensing and trademark disputes that have been settled both in and out of court.

Specific Offerings

• Loss or Damage Assessment
• Expert Witness

We help maximise earnings and provide greater brand presence and knowledge by identifying the best opportunities for licensing and franchising, both internally and externally. We also provide advice on best practice in licensing agreements.

Specific Offerings

• Licensing / Franchising Strategy
• Licensing / Franchising Negotiation
• Royalty Rate Analysis

We conduct a benchmarking study of the strength, risk and future potential of a clients brand relative to its competitor set. This helps understanding the strengths and weaknesses of the client brand compared with key competitor brands.

Specific Offerings

• Market Sizing
• Demand Forecasting
• Competitor Benchmarking

It is vital that the brand valuation includes an assessment of the legal protection afforded to the brand in each geographical jurisdiction and product or service registration category. These legal rights vary between legal systems and need to be carefully considered when forming the brand valuation opinion. For example, the legal rights protecting brands exist at a national (UK), supra-national (EU) and global (WIPO) level and have different characteristics.

Specific Offerings

• Trademark Registration Strategy