Brand Equity Drivers Analysis
The behaviour of each stakeholder group (consumers, customers, trade, retailers, staff, business partners and finance providers) is driven by brand preference. Brand preference is influenced by functional, emotional and conduct attributes associated with each product and corporate brand in the market place. By measuring how management actions affect brand attributes within each stakeholder group and by tracking brand preference we are able to predict changes in key value drivers within the business (customer numbers, trial, repeat, recommendation, share of wallet, share of market, staff loyalty, terms of business and cost of capital).
We are able to forecast better the performance of the business over the planning period to improve the accuracy of our valuations. This process is known as brand equity analysis. Brand equity can be measured as an index of individual brand attribute measures and overall brand preference.
Brand Finance is expert at briefing, managing and analysing brand equity research studies to better predict the behaviour of all the stakeholder groups and the effect of such behaviour on the financial valuation model.
- Connecting Brand to Business Performance
- Brand Equity Drivers Analysis
We help companies improve brand performance management and reporting by integrating market research, investment, market and financial metrics into a single insightful model to track performance over time and against competitors and to uncover the most important drivers of overall brand and business value.
- Brand Scorecards
- Intranet-based Solutions
We help clients make disciplined choices about how to maximise economic value, by providing a framework for optimal resource allocation and strategy selection. This helps identify the value optimising allocation of marketing investment, provides a strategic overview of the risks and returns associated with each market segment.
- Brand Strategy
- Brand Architecture
- Brand Extension
- Brand Migration
- Scenario Modelling
- New Market Entry
Brand Strength Analysis
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.
- 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.
- Product Brand Valuation
- Corporate Brand Valuation
Brand and IP Audits
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.
- Trademark and IP Audit
- Visual Identity Audit
- Marketing budget Audit
- Licensing and Franchising Audit
- Sustainability Audit
- Market Research Audit
Branded Business Valuation
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.
- Branded Business Valuations
Licensing and Franchising
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.
- Licensing / Franchising Strategy
- Licensing / Franchising Negotiation
- Royalty Rate Analysis
Brand Finance has worked with all the major global research firms and many small boutique reserarch agencies to commission qualitative and quantitative research for the better understanding of brand direction and value. The results of such research drive our valuation and evaluation models, populate our brand scorecards and are an essential part in determining brand strategy.
- Qualitative market research
- Quantitative and trade-off research
Market and Competitor 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.
- Market Sizing
- Demand Forecasting
- Competitor Benchmarking
We help clients improve decision-making by providing insights which assist with budget optimisation, resource allocation, brand performance and evaluation of marketing activities. We help improve the efficiency of brand campaign planning and targeting by isolating and quantifying the impact of different marketing activities. The model guides the mix and combination of future marketing activities.
- Marketing Mix Modelling
- Marketing Return on Investment
- Sponsorship Return on Investment
- Segmentation studies
- Budget Setting/ Optimisation
- Econometric Modelling
- Pricing / Price Elasticity Modelling
Brand Finance has developed an accelerated brand strategy and innovation process known as BrandGenius®.
This process involves a series of three or four management workshops (Insight, Strategy, Creation, Implementation) which are interwoven with on-the-ground research and analysis to feed the process. These are 1 or typically 2 day workshops with intense consulting activity between sessions to arrive at accelerated solutions to client problems. Projects have included market segmentation, brand positioning, brand vision and mission, product and service development, brand naming, product launch, licensing and franchising, market entry, sustainability planning, certification strategy, brand architecture, brand portfolio review and distribution/business model redesign.
- Brand Genius Workshops
In recent years conduct attributes have become more and more important to all stakeholder audiences. As a result brands need to consider the sustainability of all their actions and behaviours. This is not just a marketing and communications issue but a deep seated organisational review. It is necessary to audit all aspects of corporate behaviour and structure, make difficult policy decisions, search independent verification, obtain certification of best practice and then communicate Sustainability in an appropriate way.
Brand Finance is expert at all aspects of the Sustainability cycle from Audit to Implementation and Measurement.
- Sustainability Strategy
Trademark Registration Strategy
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.
- Trademark Registration Strategy