Principle

Like all assets, a brand is an asset whose value depends on the amount of income it will generate.

Depending on the context, the expected return approach can be completed by other brand valuation methods such as constitution costs as well as market value with reference to transactions and stock exchange data.

Applicability

 Acquisition or handover of a brand.
 Internal restructuring.
 Purchase Price Allocation (PPA).
 Specification or justification of brand’s licence fee rate.
 Follow-up on strategic decisions concerning the evolution of the value of the brand.
 Prejudice of the damage to brand image.

Method

Our approach to brand valuation is by giving the utmost attention:

• To the relation between the brand’s SWOT analysis as well as the choice of the financial valuation parameters,
• To the identification of the results specifically attributable to the brand.

Results

 Clarification of value added sources directly imputable to the brand. Results
 Clarification of value added sources directly imputable to the brand.
 Recommendations to optimise the financial value of the brand.
 Brand value follow-up methodology.
 Separation of the brand value from the company’s other intangible assets.

We helped them
Groupe Pernod-Ricard, Adidas, Buffalo Grill, Smalto, Nescafé, JCB Biguine, Leroy Somer