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Google… Apple… Coca Cola… Business Valuation Resources… What is a brand name and what makes it valuable? What are some of the ways to value brand names, and what considerations must be made? Join Chris Mellen and PJ Patel, both of Valuation Research Corporation, as they answer these questions and more. Come away confident in your next brand valuation after walking through three methods during the expert guided case study.
Program Agenda
What is a Brand?
Reasons for Valuing Brands
Why Brands Have Value
Qualitative Assessment
Drivers of Value
Considerations for Multiple Brands
Valuation Approaches
Relief from Royalty Method
Multiple Period Excess Earnings Method
Residual Contribution Method
Other Methods
Example #1 – Relief from Royalty Method
Example #2 – MPEEM
Example #3 – Residual Contribution Method
Concluding Remarks and Questions
Learning Objectives
Identify various reasons to value brands
Assess which qualitative factors must be considered
Ascertain various drivers of brand value
Understand how to value brands after walking through three case studies applying three different valuation methodologies
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