Product and Brand Management

Methods of Brand Valuation

by | Jun 13, 2022

As a product or brand manager, it’s crucial to know the value of your brand in the market. This blog will take you through the various methods of brand valuation and their significance in measuring your brand’s worth.

Brand valuation is a crucial aspect of brand management that helps you measure the value of your brand in the market. It’s essential to understand the different methods of brand valuation as they help you determine your brand’s worth and make informed decisions. In this blog, we’ll be discussing the various methods of brand valuation and their significance in brand management.

Market-Based Valuation

One of the most popular methods of brand valuation is the Market-Based Valuation. This method uses the brand’s financial performance to determine its value. In this method, you compare your brand with other similar brands and evaluate its worth by analyzing its market share and financial performance.

Cost-Based Valuation

Another method of brand valuation is the Cost-Based Valuation, where you evaluate the cost of building and establishing the brand. This method calculates the cost incurred in building a brand from scratch and evaluates its worth based on that. It considers the expenses incurred on advertising, marketing, research, and development, among other factors.

Income-Based Valuation

The Income-Based Valuation method is another popular approach to brand valuation. This method measures a brand’s value based on its potential to generate future income. It evaluates the brand’s cash flow, profit margins, and revenue, among other factors, to determine its worth.

Interbrand Method

The Interbrand Method is a popular approach to brand valuation used by brand managers worldwide. This method calculates a brand’s worth based on the brand’s financial performance, brand strength, and the role of the brand in driving consumer choice.

Conclusion

Brand valuation is an essential aspect of brand management that helps you measure your brand’s value in the market. In this blog, we discussed the different methods of brand valuation, including Market-Based Valuation, Cost-Based Valuation, Income-Based Valuation, and Interbrand Method. Each method has its significance, and you can choose the most appropriate method based on your brand’s needs and goals. Remember that brand valuation is an ongoing process, and it’s crucial to evaluate your brand’s worth regularly to make informed decisions.

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Product and Brand Management

1 Product Management Basic Concepts

  1. Product Management – Meaning and Scope
  2. Product Management: An Overview
  3. What is a Product?
  4. Product Classification, Differentiation
  5. Product and Brand Relationships, Product and Brand Systems
  6. Product Planning
  7. Role and Responsibilities of a Product Manager

2 Product Life Cycle (PLC)

  1. Product Life cycles Implications of Product life cycle
  2. Product Life Cycle (PLC) an aid to Product Planning
  3. Operationalising the Product Life Cycle
  4. Product Life Cycle as a Guideline for Marketing Strategy
  5. Product Life Cycle as a Guideline for framing Market Share Strategy
  6. Summary of PLC Objectives, Characteristics and Strategies
  7. Evidence and Critique for the Life Cycle Concept
  8. The Diffusion of Innovation Theory – A Parallel theory

3 Product Line Decisions

  1. Product Line Analysis
  2. Product Line Extension
  3. The Disadvantages of Line Extension
  4. Factors Influencing Product Line Decisions
  5. Category Factors Influencing Product Line Decisions

4 Product Portfolio

  1. The Portfolio Concept
  2. The Logic of Portfolio Approach
  3. Types of Display Matrices
  4. The BCG Growth-Share Matrix
  5. GE’s Strategic Business Planning Grid
  6. Shell’s Directional Policy Matrix
  7. PIMS Model
  8. Arthur D Little Co. Matrix Model
  9. Hofer’s Market Evolution
  10. Utility of Display Matrices

5 Organizing for New Product Development

  1. Setting Responsibility for New Product Development
  2. Structural Units for New Product Development
  3. Function of the New Product Development Units

6 Generation, Screening and Development of New Product Ideas

  1. Innovation and the New Product Development Process
  2. Generation of New Product Ideas
  3. Sources of New Product Ideas
  4. Methods of Generating New Product Ideas
  5. Screening of New Product Ideas
  6. Criteria for Screening New Product Ideas
  7. Development of New Product Ideas

7 Concept Development Testing and Physical Development of the Product

  1. Introduction to Concept Development
  2. New Product Development
  3. Business plan: A tool to fetch financial assistance for new product development program

8 New Product Launch

  1. Types of New Products
  2. New Product Launch the Marketing Plan
  3. Defining and Selecting the Target Market
  4. Product Strategy and Positioning
  5. Pricing the New Product
  6. Promotion of the New Product

9 Branding Concepts and Evolution

  1. Branding
  2. Strategic Relevance of Branding
  3. Branding Policy Decisions
  4. Brand Name
  5. Brand Name Selection Process
  6. How to Build a Brand?
  7. Brand Image
  8. Branding of Commodities

10 Brand Equity

  1. The Concept of Brand Equity
  2. Measurements of Brand Equity
  3. Composite Measure of Brand Equity
  4. Customer Based Brand Equity
  5. How Brand Equity is created?
  6. Building Brand Equity

11 Brand Building Blocks: Identify, Image and Positioning

  1. Introduction to Brand Building
  2. Brand Building Blocks

12 Brand Architecture and Brand Extension

  1. Developing a Brand architecture strategy
  2. Brand Architecture guidelines
  3. Brand Portfolios
  4. Rationalizing the Brand Portfolio
  5. Brand Hierarchies
  6. Levels of Brand Hierarchy
  7. Brand Hierarchy Decisions
  8. Corporate Branding
  9. Brand Extensions
  10. Types of Brand Extension
  11. Advantages and Disadvantages of Brand Extension
  12. Launching a Brand Extension

13 Enhancing Brand Equity

  1. Brand foundation-authenticity and believability

14 Managing Brands Over Time and Across Geographies

  1. Expanding to International Markets
  2. Global Marketing: Standardized vs Customized Approach
  3. Planning the Global Marketing Strategy
  4. Factors Impacting Customization
  5. Developing the Global Branding Strategy
  6. Managing Brands Over Time
  7. Levers for Sustaining Brand Value
  8. Augmenting the Brand Offering
  9. The Pricing and Distribution Levers
  10. The Communication Lever

15 Measuring Brand Equity

  1. Measuring Elements of Brand Equity
  2. Frameworks for Brand Equity Measurement
  3. Brand Report Card
  4. Need for Brand Valuation
  5. Methods of Brand Valuation