· Brand Finance abre oficina en la Ciudad de México
· Desde México, Brand Finance atenderá los mercados de habla hispana de la región latinoamericana
· La valuación de marcas es un elemento fundamental en la planeación estratégica y la gestión de marca
Ciudad de México y Londres, 16 de mayo de 2016 – Brand Finance, la principal firma independiente especialista en valuación y estrategia de marca, dio a conocer el día de hoy el inicio de sus operaciones en la Ciudad de México. La firma consultora, que cuenta con oficinas en más de 15 países del mundo, consolida así su presencia en el mercado mexicano y en los países de habla hispana de América Latina.
Brand Finance en México estará a cargo de Laurence Newell, un experto local en materia de branding, con más de 20 años de trayectoria profesional en la creación, desarrollo y valuación de marcas para así satisfacer las necesidades de consumidores en México y América Latina.
En este sentido, el director general de Brand Finance en Londres, David Haigh, dijo: “a nuestra firma se le conoce por el seguimiento que le ha dado al valor de miles de las marcas más importantes del mundo por cerca de 20 años. Nos sentimos muy entusiasmados de aportar ahora nuestra experiencia al mercado mexicano y de todo Latino América”.
Brand Finance fue fundada en 1996 con el objeto de cerrar la brecha entre las disciplinas del marketing y las finanzas. Durante casi 20 años, la firma a ayudado a compañías a conectar sus marcas directamente a su balance final, y de esta forma ha sido un apoyo para robustecer los decisiones, estrategias e inversiones en torno a marcas.
El trabajo de valuación de marca ayuda al experto financiero a entender el valor de los programas de marketing, a la vez que apoya al experto en marketing a exponer su caso ante la junta directiva. Como parte fundamental de la planeación estratégica y la gestión de una marca, entender el valor que ésta tiene sirve para dimensionar presupuestos de marca y marketing, así como también para entender mejor una cartera de marcas, realizar análisis de arquitectura de marcas y en general, a estar mejor preparados para planear actividades como extensiones de marca.
Laurence Newell, director de la oficina de Brand Finance México explicó, “las empresas mexicanas entienden bien la importancia de desarrollar sus marcas con el fin de impulsar las preferencia de los distintos stakeholders de la organización, y en general para mejorar el desempeño de la empresa. En México estamos ante una gran coyuntura para introducir los servicios de expertos independientes e imparciales en materia de valuación de marcas”.
Para comunicarse con Brand Finance México, entrar a la página https://brandfinance.com/who-we-are/our-offices
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Contactos:
Robert Haigh,
Marketing & Communications Brand Finance
M: +44 (0)7762211167
r.haigh@brandfinance.com
Erika Eyl
Marketing & Communications
Brand Finance Mexico
M: (55) 1401 8596
e.eyl@brandfinance.com
Adriana Ramos
Dextera for Brand Finance Mexico
M: (55) 1957 9150
adriana.ramos@dextera.com.mx
Acerca de Brand Finance
Brand Finance es la firma consultora más importante del mundo dedicada a la valuación y estrategia de marcas. Cuenta con oficinas en más de 15 países, y recientemente, abrió sus operaciones para América Latina desde la Ciudad de México. Brand Finance ofrece claridad a expertos en marketing, propietarios de marcas e inversionistas, al cuantificar el valor financiero de una marca. Brand Finance cierra la brecha entre el marketing y las finanzas. Por su experiencia en estrategia, branding, investigación de mercados, identidad visual, finanzas, aspectos fiscales y propiedad intelectual, apoya al cliente a tomar decisiones acertadas que optimizan el valor de una marca y de toda la empresa.
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Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.
Brand Finance is a regulated accountancy firm, leading the standardization of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
