Also known as a ‘Strategic’ or ‘Bottom-up’ Brand Valuation, Brand Contribution Analysis helps you understand the economic contribution that your brand bring to your business. Through the application of marketing scenario analysis, market research analytics and financial modelling we isolate the amount of your business value that is derived from your brand and its associated goodwill for strategic and technical purposes.
Barclaycard – Brand Contribution
Barclaycard, part of Barclays Retail and Business Banking, is a global payment business. Barclaycard approached Brand Finance to understand the uplift attributable to the Barclaycard brand. Specifically, Barclaycard engaged Brand Finance to design a dynamic brand impact model to analyse the relationship between ‘Information Based Customer Management’ (IBCM) and brand. The resulting model allowed Barclaycard to run iterative combinations of IBCM scenarios and, subsequently, to determine the profit impact and the effects on brand equity.