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Business 52 views Nov 16, 2020
How to Calculate your Brand Value Complete Guide?

What is the real value of a brand? In companies with tight budgets, how do you explain the importance and fairness of the brand? A brand can be viewed as intangible, and it's hard for people to understand the value it brings to a business. It's important to take a step back to create a brand review to determine what your brand understands. It could be your trademark, logo , packaging, marketing strategy, your digital assets, your brand colors, etc. It's really all that consumers associate with your branding. Strong brands have a lot of value, as evidenced by the five most valuable brands in the world recognized by Forbes magazine, as of 2018:

Apple: $ 182.8 billion
Google: $ 132.1 billion
Microsoft: $ 104.9 billion
Facebook: $ 94.8 billion
Amazon: $ 70.9 billion

Brand development and promotion
Developing a brand takes money and is essential to being able to predict brand value for executives and investors. Brands help identify and differentiate products and services from the competition. But how can value be recorded on the balance sheet? There are many ways to approach brand evaluation, and many of them are questionable. The concept of value can often be a difficult concept to understand. This is because value means different things to different people, so it is not an objective concept. The rating is determined by the use of the mark. The most common assessment methods and approaches are as follows:

Brand evaluation based on costs
The brand is valued using the sum of the individual costs or the value of the brand's assets and liabilities. It is the accumulation of costs that have been incurred to build the brand since its inception. Items you should include when costing include advertising history, promotion expenses, campaign creation cost, licensing and registration costs. You can use this method whether you have just created a brand or have gone through the brand redevelopment process. Using cost-based assessment requires you to assess the cost of the brand and restate actual expenses based on current costs. The same method could be used if you were just recently working on redeveloping and launching your brand. One thing to keep in mind, while costs can be collected and used, the number does not necessarily represent the current value of a brand. Market-based brand valuation. This method uses one or more valuation methods by comparing similar brands that have been sold. You would use comparable market transactions such as a specific brand sale, comparable company transactions, and / or stock quotes. Market-based brand valuation is the reason a brand can be sold. The value of the brand according to this method is equal to the price of a transaction, an offer or a market offer for identical or reasonably similar brands. In terms of real estate, it's like researching the selling prices of similar homes in the same neighborhood before pricing your own home.

Brand assessment using the revenue approach
This method is often referred to as the “in use” approach. It takes into account the assessment of future net profit that can be attributed directly to the brand to determine the value of the brand in its current use. The brand value under this method is equal to the present value of income, cash flow or cost savings actually or hypothetically attributable to the asset. Brand equity is one of the few assets of a business that can provide sustainable competitive advantage. There are many methods that can be used which means that it is not difficult to manipulate the results of measuring brand value. In order to avoid any abuse, It is important to identify the objective of the measurement and to use the appropriate method and assumptions to determine fair value. It's fair to say that brand valuation can be more of an art than a science, but it can help identify and develop the value proposition behind your brand.


Tags: #business