Dates                                                               

26 November 2008

Course Overview

This course will provide participants with a comprehensive education in the various methods of valuing brands, a subject which is fraught with controversy.
It begins by examining the exact definition of a brand and gives examples of successes and failures before examining in detail how branding works in practice.
Valuation techniques are then considered and emphasis is placed on the application and relevance of the different techniques in practice.
To be effective, this topic demands the use of many different examples of brands in practice: their development, purchase and sale and the outline below refers to many of the different cases that have happened in the real world.

Each participant will be required to bring a laptop running Microsoft Office with a USB Port to the seminar.
 

Course Content

 What is a brand?
Defining characteristics
Examples of successful and unsuccessful brands
Case Study: Smart Goods – The Evolution of the Luxury Brands
How have brands evolved?
What industries are covered now?

 Brands in practice
Differences between industries
What cross-industry brand usage is there?
Case Study: Value Added: The Armani Hotel Decision
Brand recognition technologies
State of brand management in industries
Case Study: Iconic Status: Market leader Futurebrand analyses
 the branding of Dubai real estate
Interrelationship between brands and intellectual property
Brand issues in corporate finance transactions
Case Study: Cherry Picking: The significance of the brand in the
 acquisition of Rover cars

 Potential relevant corporate valuation techniques
Accountancy methods
Discounted cash flow
Multiple comparisons
Asset valuations
Rules of thumb
Case Study: Review and Comparison of corporate valuation models

 Application to brands
The historical cost method
Case Study: Failed brands
The royalty method
Case Study: Valuing the Virgin brand
The percent of revenues method
Case Study: branding in retail sales
The premium profits method
Case Study: McDonalds brand value & the Interbrand study
The projected marginal profits method
Case Study: Prada’s great brand sale
The Economic Value method
Case Study: Interbrand overall valuation view
Combining methods
Available general evidence on brand valuation