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Printable Handouts
Navigable Slide Index
- Introduction
- Valuing brands
- Corporate brand as an intangible asset
- Disconnect between marketing and finance
- How GAAP measures brand equity value (BEV)
- The way brand equity is actually created
- Why brand valuation matters
- Does the value of an intangible asset matter?
- Intangible assets come in many forms
- A better way to account for brand value?
- Building tangible accountability
- Corporate Branding Index
- The audience
- Linking to financial performance
- Corporate brand creates incremental value
- 80% of what drives stock performance is financial
- Explaining the additional 20%
- Identify brand’s direct impact on market cap
- Communications ROI
- Aflac: a case study in brand equity
- Building BEV: familiarity & favorability
- Building BEV: communications spending
- Building BEV: premium income per share
- Equity value favorability attributes: Aflac
- Equity value favorability attributes: Aflac & industry
- CoreBrand equity value
- Isolating brand impact from market noise
- Measuring the impact of brand investment
- Model inputs (balancing size, market cap & brand)
- Calculating BEV
- A steady measure (Isolating the brand’s impact)
- Valuing brand’s impact (Translating to dollar value)
- Benefit analysis (Investment versus added growth)
- Putting your brand in context
- CoreBrand wrote the book on corporate branding
- Helping global brands
- Thank you
This material is restricted to subscribers.
Topics Covered
- Complexity of valuing brands
- Corporate brand as an intangible asset
- Why brand valuation matters
- Building tangible accountability for intangible assets
- Identifying the brand's direct impact on market cap
- Aflac: a case study in brand equity
- Isolating brand impact from market noise
- Putting your brand in context
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Talk Citation
Gregory, J.R. (2014, December 11). Valuing Corporate Brands [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 26, 2024, from https://doi.org/10.69645/PQIY5019.Export Citation (RIS)
Publication History
A selection of talks on Strategy
Transcript
Please wait while the transcript is being prepared...
0:00
Hello my name is James Gregory.
I'm the CEO of CoreBrand in New York City.
I'm here today to talk about
global branding strategies and specifically valuing corporate brands.
0:15
The issue of valuing brands is very complex.
First you have the issue of whether you're talking
about product brands or corporate brands.
Our focus has always been on
the corporate brand and I'll explain why little bit later on.
It's also complicated by the fact that
global brand standards and measurement standards are changing.
In the US FASB
the Financial Accounting Standards Board has
been addressing this issue for quite some time.
They punted over to
the Australia Accounting Standards Board
who is working with the International Accounting Standards Board.
All working on an issue of obtaining International Financial Reporting Standards IFRS.
Everybody's working towards the same goal.
How to account for brands in a way that makes sense.
The difficulty is the brand whether it's
the corporate brand or product brand is an intangible asset.
Intangible assets generally can't be accounted for on the balance sheet
unless the company has been bought or sold or the product line has been bought or sold.
As marketers we all know that that's not the way brand value is created.
It's created over time.
We're investing marketing dollars into building a brand and
the brand value should be able to be accounted for in some way so that
you can make decisions on your investment strategies whether you should invest
more in your brand building activities or
less and what the return on investment is for that effort.
Valuation experts are all thinking about this process in a little bit of a different way.
You have companies that work in the black box and don't
talk about their methods such as Interbrand and Millward Brown and Brand Finance.
CoreBrand believes in really focusing on
one particular aspect of brand building which is the corporate brand.
Now the valuation standards that I'm talking about today are not gap compliant.
They are not part of the generally accepted accounting principles.
I'll describe why on the following slides.
But our process is a hugely valuable process in terms of creating
a practical marketing and management tool that
measure the value of the brand as it is being built over time.