Brand Valuation

Brand Valuation: Measuring and Leveraging your Brand
by David Haigh Chief Executive Brand Finance plc

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Brand Valuation: Measuring and Leveraging your Brand
A report prepared for the Institute of Canadian Advertising

Prepared by David Haigh Chief Executive Brand Finance plc

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B r a n d V a l u a t i o n : Me as ur i n g a n d L e ve r a g i ng y o u r B r a n d

Foreword
“It is now uniformly accepted that companies which are good at marketing produce better results over time for their shareholders than those which aren’t. It is our firm belief that the essence of good marketing is the development and promotion of long term brands.Brands add intangible value to products and businesses and redefine the value of their company owners. A new recognition of the financial value of brand assets is now emerging in company boardrooms and on Bay Street.While the brand owner must take ultimate responsibility for brand fortunes, and the role of the advertising agency in creating and sustaining brand power should not be underestimated. The debate around brand valuation is a healthy one, in so far as it puts brand discussion firmly on the Boardroom agenda. It can also serve as a useful background to strategic and brand planning and control.In exploring these issues, we are sure that this new ICA booklet will prove invaluable.

David Harrison, Chairman ICA

Rupert Brendon, President ICA

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Contents
Foreword Brand Finance: an introduction The Author - David Haigh, Chief Executive, Brand Finance plc 1. 2. 3. 4. 5. Intangible assets: driving corporate value in the 21st Century Recent developments in brand valuation Brand economics: how brands add value Best practice in brand valuation Applications of brand valuation 5.1 Strategically orientated brand evaluations • Portfolio review and brand architecture • Resource allocation •... [continues]

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