Methodology of evaluation |
Technique for estimating the value of the brand
is based in the financial performance and the level of economic
viability of doing business in this market segment. |
Method of calculating brand value is based on an
estimate of value added, produced through a brand for each item
and the related production of goods under the brand name appraised.
Final result of the amendment take into account the saturation and
competition of businesses, as well as the indicator of investment
attractiveness, the coefficient of geographic distribution and the
coefficient of "freedom" of the brand. |
The total cost of the brand is the sum of many factors
which can be roughly summarized in three sections: |
1) The profitability of enterprises using the brand
|
2) The positions of product in the market relative
to competitors |
3) The level of investment attractiveness of the
industry |
Brand value includes only the cost of the brand
(name), excluding production facilities, infrastructure, patents,
inventions and other tangible or intellectual property. |
|
For more detailed advice on assessing the value
of the brand consult the
experts of MPP Consulting agency |
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