MONETARY BRAND VALUATION

Possible applications

For more than 20 years, Konzept & Markt has used tailor-made, scientifically sound approaches to assess brand value. Auditor-certifiable and meaningful appraisals of brand value offer you

• the basis for negotiations on purchase price and licensing
• finance-oriented brand controlling
• objectification of due-diligence processes
• determination of the value in dispute in court proceedings
• brand accounting

Download: "20 years of monetary brand valuation" (in German)

Brand valuation is a matter of experience

• Choosing the ‘right’ approach depends on the type of brand, the reason for the valuation and the base of available data.
• A wealth of experience rooted in 20 years of valuation practice ensures valid results.
• Konzept & Markt is a founding member of the Brand Valuation Forum and of the DIN/ISO 10668 Committee for Standardisation on ‘Brand valuation’.
• Ottmar Franzen was a lead participant in the drafting of the Principles of Fair Brand Valuation of the Federal Association of German Management Consultants [BDU].

Brand Census^® by Konzept & Markt:

• In the Brand Census^®, the brand purchase funnel forms the point of departure for measuring brand strength.
• The number and relevance of the funnel stages are specified individually for the brand.
• The empirically validated brand strength permits systematic benchmarking relative to the competition.
• In addition to a client’s own brand, competitor brands can be valued in monetary terms as well.

Nielsen Brand Performance System

• Konzept & Markt is an exclusive provider of the Nielsen Brand Performance System.
• This approach permits brand valuation using secondary and retail-panel data. This enables valuation of historical brands as well.
• The system calculates brand strength based on a causal model that links demand-side and market data.
• With over 500 brands valued, Nielsen Brand Performance is one of the most commonly used methods in German-speaking countries.

Value of Success

• With Value of Success, you can measure the value that marketing contributes to your company.
• This makes the performance of marketing and company management calculable.
• This is based on the trend in brand value – as estimated using a simplified valuation approach spanning the past few years.
• This makes investments in the brand verifiable – in some cases, we have used this instrument to demonstrate a tripling in brand value over a few years’ time.
• Thanks to a standardised approach, this method permits a cost-effective entry to brand valuation.