BRAND EQUITY EVALUATOR

Brand value is becoming the most important capital of a company. But how much is a brand worth exactly? And how is the value of a brand increased? In this second volume of our four-part academic publication on BBDO Brand Equity Excellence© we present the brand evaluation model BBDO Brand Equity Evaluator©, with which any type of brand can be evaluated relatively quickly and easily. The BBDO Brand Equity Evaluator’s© distinguishing characteristic is its ability to take different evaluation approaches into account. In contrast to conventional models, this new approach allows the brand value to be weighted according to the evaluation situation.

Table of contents:
1. The brand is an intangible asset
2. Requirements of a brand evaluation model
3. BBDO Brand Equity Evaluator
3.1 Brand evaluation approaches
3.1.1 Brand controlling / Brand portfolio management
3.1.2 Acquisition and sale of brands / leading brand companies
3.1.3 Brand licensing
3.1.4 Brand infringements

3.2 Digression: Balancing brand values
3.3 BBDO Brand Equity Evaluator components
3.4 Evaluation sample for determining the non-monetary value of the brand
3.5 Evaluation sample for determining the monetary value of the brand