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One simply has to look at the premium pricing for luxury clothing, jewelry and automobiles to understand that brand impacts value. Join Chris Mellen and Ed Hamilton, both of Valuation Research Corporation, in this deluxe discussion of what underlying attributes drive brand value. Go beyond the frills and elegance with concrete examples of the different approaches to brand valuation, and acquire a wealth of knowledge that will get you comfortable for any brands valuation engagement.
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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