Brand Valuation
Brand valuation is the process of estimating the total financial value of a brand. This involves assessing a brand’s worth based on various factors such as market position, customer loyalty, financial performance, and brand strength. Here are some key aspects of brand valuation:
Factors affecting Brand Valuation
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- Brand Strength: Includes brand loyalty, market share, reputation, and customer satisfaction.
- Market Position: Involves the brand’s position relative to competitors in the market.
- Financial Performance: Includes revenue, profitability, and growth potential associated with the brand.
- Legal Protection: Involves trademarks, copyrights, and other legal protections that safeguard the brand.
- Geographic Reach: The extent to which a brand is recognized and accepted in different markets.
Why Brand Valuation
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When does the need arises
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- Business Buying and Selling decisions
- Legal Transactions
- Management Information
- Raising funds
- Liquidation
- Investor presentation/ shareholder report
- Value Reporting
- Management Information
Methods for Valuation
Income Based Method
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- Relief from royalty method: This brand valuation method is based on how much the brand owner would have to pay to use its brand if it licensed the brand from a third party. It uses discounted cash flow analysis (DCF) to capitalize future branded cash flows.
- Excess-earnings method: This brand valuation methodology calculates the earnings above the profits required to attract an investor – which uses the estimated rate of return based on the current value of the assets employed. These excess earnings are assumed to be attributable to the intellectual property, or brand.
- Price premium method: This brand valuation method is based on a capitalization of future profit stream premiums attributable to a business’ brand above the revenues of a generic business, without a brand.
- Capitalization of historic profits method: The brand valuation method is based on the capitalization of profits earned by the brand.
- 25% EBITDA Rule: – It is presumed that 25% of EBITDA is generated from your Brand. Hence 25% of EBITDA is considered for valuation purpose and is discounted at an appropriate discount rate to arrive at the Brand Value.
Market Based Method
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- P/E ratios method: the P/E (price to earnings):- This brand valuation method multiples the brand’s profits by a multiple derived from similar transactions of profits to price paid based on the value of reported brand values.
- Turnover multiples method: This brand valuation method multiplies the brand’s turnover by a multiple derived from similar transactions.
Cost Based Method
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- Creation costs method: This brand valuation methodology estimates the amount that has been invested in creating the brand.
- Replacement value method: This brand valuation method estimates the investment required to build a brand with a similar market position and share.