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- Why bother?
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1. The value of brands to shareholders
- Mr. David Haigh
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2. Managing reputation in a transparent world
- Mr. Christopher Satterthwaite
- Creating a brand
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3. Advertising, big ideas and the power of participation
- Mr. Simon Clemmow
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4. Design builds business
- Mr. Andy Knowles
- Promoting a brand
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5. Media choice: "Traditional media", "Online Pic' n' mix" & "Sponsorship"
- Mr. Dan Hagen
- Mr. Kieron Matthews
- Mr. Rob Mason
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6. Building brands with effective shopper marketing
- Mr. Chris Masterson
- Measuring marketing effectiveness
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7. Measuring the effectiveness of marketing expenditure
- Mr. Tim Ambler
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8. Measuring the impact of promotional activity
- Mr. Martin Wheeler
- Maintaining momentum
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9. Modern brand management: innovation
- Mr. Jonathan Banks
Printable Handouts
Navigable Slide Index
- Introduction
- David Haigh, CEO, Brand Finance plc
- Brand Finance mission
- Brand Finance network
- Brand Finance services
- Brand Finance clients
- Technical scrutiny
- Media interest in brand evaluation
- Who are the stakeholders?
- Branding benefits all stakeholders
- All ownership models benefit from strong brands
- Maximizing shareholder value
- Understanding the value of intangible assets
- Global intangible asset values - trend chart
- Change in value 2007-2008
- Intangible value differs by sector
- International Financial Reporting Standard 3
- IFRS 3 - intangible asset types
- IFRS 3 - specific intangible assets
- Procter and Gamble acquisition of Gillette
- What are brands?
- What do we mean by 'brand'?
- Definition of brand by Phillip Kotler
- Brand is a bundle of legal rights
- Brands are built on secure trademarks
- Trademarks leverage the value of other IP rights
- Apple managed to leverage other IP
- Definition of brand by John Murphy
- Functional and emotional attributes of a brand
- Power brands - functional and emotional equity
- Brand equity attributes drive brand preference
- Brand attributes - Pepsi vs. Coca Cola (1)
- Brand attributes - Pepsi vs. Coca Cola (2)
- Pepsico - emotional connection with consumers
- Revenue growth of Pepsi and Coca Cola
- Drivers of consumer choice change
- The Marlboro example of shifting brand attributes
- Managing the process
- Brand equity affects all business value drivers
- Pepsi vs. Coca-cola PE ratio
- How do we measure brand value
- Brand value - incremental uplift
- Brand finance approach
- Impact of brand change on business value
- Understanding brand value by segment
- Engaging with the CFO
- CFO: an increasingly pivotal internal role
- CFO: an increasingly pivotal external role
- The significance of the CFOs role
- BrandFinance global 500 top 10
- The Wal-Mart brand
- Orange - brand case study
- The Orange brand building
- Brand value analysis
- The value that the brand made to the company
- The future's bright the future's Orange?
- Conclusion (1)
- Conclusion (2)
- The Sage of Omaha - optimistic about the market
- The Sage of Omaha - investment criteria
- Marketing spend in recession - PIMS research
- 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
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Talk Citation
Haigh, D. (2010, April 1). The value of brands to shareholders [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 8, 2024, from https://doi.org/10.69645/KGGR5849.Export Citation (RIS)