Brand Management Study Notes
Brand Management Midterm
Study Guide
January 23, 2013 * Inter Brand’s Valuation Approach * The increasing recognition of the value of intangibles came with the continuous increase in the gap between companies’ book values and their stock market valuations, as well as sharp increases in premiums above the stock market value that were paid in mergers and acquisitions in the late 1980s. * The brand is a special intangible that in many businesses is the most important asset. This is because of the economic impact that brands have. They influence the choices of customers, employees, investors and government authorities. In a world of abundant choices, such influence is crucial for commercial success and creation of shareholder value. * How much the brand is likely to earn for the company in the future? * Inter Brand Uses * Analyst’s projections * Company financials * Quantitative/ qualitative * To capture value of a brand * Market Segmentation * Financial Analysis * Demand Analysis * Competitive Benchmarking * Brand Value Calculation * 10 Principles of Brand Strength * Commitment – organization’s support * Protection – legal & proprietary * Clarity - articulation * Responsiveness – evolve & renew * Authenticity – heritage, consistency * Relevance – target alignment * Understanding – 24/6 x 365 * Consistency * Presence – consumer “buzz” * Differentiation – distinct/ unique * Brand Strength * Gainers * Innovation * Emotional Connection * Investment * Value Proposition * Losers * Not In Tune * Unclear Brand Identity/ CVP * Lack of Investment * Lack of focus on core * Conjoint Analysis * What features a
Study Guide
January 23, 2013 * Inter Brand’s Valuation Approach * The increasing recognition of the value of intangibles came with the continuous increase in the gap between companies’ book values and their stock market valuations, as well as sharp increases in premiums above the stock market value that were paid in mergers and acquisitions in the late 1980s. * The brand is a special intangible that in many businesses is the most important asset. This is because of the economic impact that brands have. They influence the choices of customers, employees, investors and government authorities. In a world of abundant choices, such influence is crucial for commercial success and creation of shareholder value. * How much the brand is likely to earn for the company in the future? * Inter Brand Uses * Analyst’s projections * Company financials * Quantitative/ qualitative * To capture value of a brand * Market Segmentation * Financial Analysis * Demand Analysis * Competitive Benchmarking * Brand Value Calculation * 10 Principles of Brand Strength * Commitment – organization’s support * Protection – legal & proprietary * Clarity - articulation * Responsiveness – evolve & renew * Authenticity – heritage, consistency * Relevance – target alignment * Understanding – 24/6 x 365 * Consistency * Presence – consumer “buzz” * Differentiation – distinct/ unique * Brand Strength * Gainers * Innovation * Emotional Connection * Investment * Value Proposition * Losers * Not In Tune * Unclear Brand Identity/ CVP * Lack of Investment * Lack of focus on core * Conjoint Analysis * What features a