brandXpress blog

Interesting article on brand valuation on 4hoteliers.com website. First off all the author is corectly placing the brand as a independent category among the intangible assets of a company:
Brand and relationship intangibles: these include trade names, trademarks and trade symbols, domain names, design rights, trade dress, packaging, copyrights over associated colours, smells, sounds, descriptors, […]

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Value has different meanings to different people. The objective of the valuation is determined by its use. Some of the more common valuation approaches are market based/direct measurement method; brand communication investments based method; awareness and franchise valuation method; finance based/indirect measu- rement method; excess-earnings method and relief-from-royalty method.
The simplest direct measurement is to […]

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Brand equity is that incremental value that accrues to a product when it is branded. Simple brand awareness is one source of brand equity. If you can get your name to pop up in people’s minds when they think of the product category, you’ve won a big part of the battle.
[There are] two other sources […]

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Despite its dominance, Interbrand/BusinessWeek global brand league table has inherent weaknesses. This is not news to anyone who works in branding: most marketers accept that the Top 100 is an imprecise but important approximation of global brand equity.
But all this is about to change. Next month global agency group WPP will launch an alternative brand […]

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Consumers love brands because they offer an extra value—that is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product.
How precisely is this value being added and incorporated into the brand? Advertising professionals say it is advertising. Consumers love the ad—so […]

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Professor David Jobber identifies seven main factors in building successful brands:
Quality
Quality is a vital ingredient of a good brand. The core benefits must be delivered well, consistently. Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability that their inferior competitors.
Positioning
Positioning is about the position a brand occupies in a […]

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The [tag]Interbrand[/tag] model of brand strength is a useful framework to consider the performance of your own brand. Consider these seven points and you should get a better sense of the strength of your own brand, as well as some ideas on how to move forward.
Market: 10% of brand strength. Brands in markets where […]

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Brands are the most valuable assets that many companies have, representing a substantial portion of a consumer company’s overall market value or equity. Also, because it is becoming increasingly more difficult to sustain competitive product or technological advantages, it is likely that brands will continue to grow in importance and significance.
This is the introduction […]

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