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A difference of opinion. Choose wisely, and a brand valuation exercise can help you unlock growth for your business. But with so many differences in brand. Applications for brand valuation. Interbrand’s brand valuation methodology seeks to provide a rich and insightful analysis of your brand, providing a clear picture. Brand. Brand Name. Region/Country. Sector. Change in Brand Value. Brand Value. Apple. The Americas. United States. Technology. +3%. , $m.

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In situations where the brand is used across a variety of businesses, the Role of Branding figure was assessed for each core business segment. Treat valuatipn as you wish to be treated Criticize ideas, not people Stay on topic Avoid interbranx use of toxic and offensive language Flag bad behaviour Comments that violate our community guidelines will be removed.

I’m a print subscriber, link to my account Subscribe to comment Why do I need to subscribe? In the case of Shoppers Mart people grand not only because of the brand but also because of the location of the stores. This should only take a few moments. Through our proprietary analytical framework called Role of Branding we can calculate the percentage of Intangible Earnings that are entirely generated by the brand.

How Interbrand measures brand value

The following is an excerpt from Best Canadian Brands The discount rate represents these factors as it provides an asset specific risk rate. Interbrand identifies the revenues from products or services that are generated with the brand.

Using the edition of Report on Business’ Top list of the largest publicly traded Canadian corporations, Interbrand formed an initial consideration set of brands owned and operating in the country. Commenters who repeatedly interrand community guidelines may be suspended, causing them to temporarily lose their ability to engage with comments. If it is 10 per cent, we take only 10 per cent of the earnings.


In some businesses, e. We hope to have this fixed soon. Toronto-area woman at centre of court fight over brain death has died, family says. Follow us on Twitter globebusiness Opens in a new window.

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How Interbrand measures brand value – The Globe and Mail

A Ranking by Brand Value. The assessment of Brand Strength is a structured way of assessing the specific risk of the brand. There are three key elements and they are detailed below: We have for each of the brands and categories assessed the Role of Branding.

From these Branded Revenues we deduct operating costs, applicable taxes and a charge for the capital employed to derive Intangible Earnings. The Role of Branding is a per cent – thus if it is 50 per cent, we take 50 per cent of the intangible earnings as Brand Earnings.

The higher the risk of the future earnings stream the higher will be the discount rate. Thank you for your patience. Due to technical reasons, we have temporarily removed commenting from our articles. This is a prudent and conservative approach as it only rewards the intangible assets after the tangible assets have received their required return. Published July 24, Updated April branf, This valuation approach is a derivative of the way businesses and financial assets are valued.


For deriving the NPV of the forecast Brand Earnings, Interbrand uses a discount rate that represents the risk profile of these earnings. The ideal brand is virtually ‘risk free’ and would be discounted at a rate almost as low as government bonds or similar risk free investment.

The report was published by Interbrand, in conjunction with Report on Business. It fits with current corporate finance theory and practice.

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There are two factors at play: Log in Subscribe to comment Why do I need to subscribe? Hrand, in other businesses in particular b2b the brand is only one purchase driver amongst many and the Role of Branding is therefore lower. Brand value is the Net Present Value NPV or today’s value of the earnings the brand is expected to generate in the future.

We aim to create a safe and valuable space for discussion and debate. Comments that violate our community guidelines will be removed. If you are looking to give feedback on our new site, please send valuatin along to feedback globeandmail.

Since Intangible Earnings include the returns for all intangibles employed in the business, we need to identify the earnings that are specifically attributable to the valuuation.

Based on reports from financial analysts we prepare a forecast of Intangible Earnings for 6 years.