MONETARY BRAND VALUATION
Procedural guidelines for monetary brand valuation
The monetary brand valuations we perform are based on the following foundations:
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
The benefits to you
- We develop valuation approaches tailored to suit your brand.
- Compliant with standards of the Federal Association of German Management Consultants [BDU], DIN/ISO and of the Brand Valuation Forum.
- Valid measurement of brand value through empirically proven procedures.
- Valuation approaches that combine demand-side perception of the brand with principles of financial valuation.
- Certifiable by auditors.
- Here you will find a comprehensive brochure you can download.
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.
- Konzept & Markt is a Partner in the BrandTicker (ADWIRED AG) and will advise you in its use
- The BrandTicker is a unique platform for use in monitoring brand value in real time.
- Positive and negative echoes in the press and in social media are processed to determine a brand’s contribution to its company’s overall value.
- This makes the BrandTicker perfectly suited for use as a tool for management and controlling!
- Its data basis makes the BrandTicker the ideal complement to the Brand Census, which is based on survey data.
- We advise you in the use and installation of the system – use our decades of expertise in dealing with brand values.