Brand valuation methods and strategies

BRAND VALUATION METHODS AND STRATEGIES Presented By, Karthik.R Kirthika.A Manikandan.V

BRAND VALUATION METHODS ,[object Object],[object Object],[object Object],[object Object]

COST BASED METHODS ,[object Object],[object Object],[object Object]

1.Book value method ,[object Object],[object Object],[object Object],[object Object]

2. Replacement value method ,[object Object]

3. Liquidation value method ,[object Object],[object Object]

INCOME BASED METHODS ,[object Object],[object Object]

1.Earnings capitalisation method ,[object Object],[object Object]

2.Applicability of DCF method ,[object Object],[object Object],[object Object],[object Object]

Limitations ,[object Object],[object Object],[object Object],[object Object]

MARKET BASED METHOD ,[object Object],[object Object],[object Object],[object Object]

Applicability ,[object Object],[object Object]

Limitations ,[object Object],[object Object],[object Object]

Brand Strategy Step of brand strategy’s success is to check “Where Brand CAN & CANNOT Go”.

Steps in Brand Strategy ,[object Object],[object Object],[object Object]

Types of Branding Strategy ,[object Object],[object Object],[object Object],[object Object]

Integrated Communications Strategy Current Beliefs Current Actions Message Desired Belief Desired Actions

Points of Parity and Difference ,[object Object],Consumers Competition Our PODs POPs Their PODs .

Brand Strategy and Marketing Strategy ,[object Object],Brand Strategy is an integral part of the overall strategic marketing process. It helps to bridge the gap between business strategy and marketing strategy. I. Corporate Objectives & Brand Portfolio II. Marketing Objectives III. Brand Strategy Communications Strategy Product and Pricing Strategy Channel and Distribution Strategy IV. Marketing Execution & Monitoring Strategic Marketing Process

Brand Pyramid The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement. Identity Relationship Response Meaning Resonance Consumer Judgments Consumer Feelings Brand Imagery Brand Performance Salience

Brand Personality The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in order to increase its appeal and create greater affinity with its target. Brand personality can also help to differentiate a brand’s imagery relative to competitors.

Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand valuation methods and strategies

Brand valuation methods and strategies

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Brand valuation methods and strategies

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