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1. Introduction
2. David Haigh, CEO, Brand Finance plc
3. Brand Finance mission
4. Brand Finance network
5. Brand Finance services
6. Brand Finance clients
7. Technical scrutiny
8. Media interest in brand evaluation
9. Who are the stakeholders?
10. Branding benefits all stakeholders
11. All ownership models benefit from strong brands
12. Maximizing shareholder value
13. Understanding the value of intangible assets
14. Global intangible asset values - trend chart
15. Change in value 2007-2008
16. Intangible value differs by sector
17. International Financial Reporting Standard 3
18. IFRS 3 - intangible asset types
19. IFRS 3 - specific intangible assets
20. Procter and Gamble acquisition of Gillette
21. What are brands?
22. What do we mean by 'brand'?
23. Definition of brand by Phillip Kotler
24. Brand is a bundle of legal rights
25. Brands are built on secure trademarks
26. Trademarks leverage the value of other IP rights
27. Apple managed to leverage other IP
28. Definition of brand by John Murphy
29. Functional and emotional attributes of a brand
30. Power brands - functional and emotional equity
31. Brand equity attributes drive brand preference
32. Brand attributes - Pepsi vs. Coca Cola (1)
33. Brand attributes - Pepsi vs. Coca Cola (2)
34. Pepsico - emotional connection with consumers
35. Revenue growth of Pepsi and Coca Cola
36. Drivers of consumer choice change
37. The Marlboro example of shifting brand attributes
38. Managing the process
39. Brand equity affects all business value drivers
40. Pepsi vs. Coca-cola PE ratio
41. How do we measure brand value
42. Brand value - incremental uplift
43. Brand finance approach
44. Impact of brand change on business value
45. Understanding brand value by segment
46. Engaging with the CFO
47. CFO: an increasingly pivotal internal role
48. CFO: an increasingly pivotal external role
49. The significance of the CFOs role
50. BrandFinance global 500 top 10
51. The Wal-Mart brand
52. Orange - brand case study
53. The Orange brand building
54. Brand value analysis
55. The value that the brand made to the company
56. The future's bright the future's Orange?
57. Conclusion (1)
58. Conclusion (2)
59. The Sage of Omaha - optimistic about the market
60. The Sage of Omaha - investment criteria
61. Marketing spend in recession - PIMS research
62. Contact details

Topics Covered

• Who are the stakeholders
• How to maximize shareholder value through intangible assets
• Understanding International Financial Reporting Standard 3
• What are brands and how do you value them?
• Strategies for engaging with the Chief Financial Officer
• Case Study: Orange

Links

Series:

• Modern Brand Management

Categories:

• Marketing & Sales

Bite-size Case Studies:

• How Orange transformed shareholder value through brand marketing

Talk Citation

Publication History

• Published on April 1, 2010