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Brand value.

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shiva chegini
shiva chegini
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Lecturer: Dr. Samiee Prepared By: shiva chegini January2014
Brand value.
Initial research into the valuation of brands originated from two areas : marketing measurement of brand equity, and the financial treatment of brands.
? The first was popularized by Keller (1993), and included subsequent studies by Lassar et al (1995) on the measure of brand strength, by Park and Srinivasan (1994) on evaluating the equity of brand extension, Kamakura and Russell (1993) on single-source scanner panel data to estimate brand equity, and Aaker (1996) and Montameni and Shahrokhi (1998) on the issue of valuing brand equity across local and global markets.
The financial treatment of brands has traditionally stemmed from the recognition of brands on the balance sheet (Barwise et.al., 1989, Oldroyd, 1994, 1998), which presents problems to the accounting profession due to the uncertainty of dealing with the future nature of the benefits associated with brands, and hence the reliability of the information presented.
? Tollington (1989) has debated the distinction between goodwill and intangible brand assets. ? Further studies investigated the impact on the stock price of customer perceptions of perceived quality, a component of brand equity (Aaker and Jacobson, 1994), and on the linkage between shareholder value and the financial value of a company's brands (Kerin and Sethuraman, 1998).
Simon and developed Sullivan a (1993) technique for measuring brand equity, based on the financial market estimates of profits attributable to brands.
? The co-dependency of the marketing and accounting professions in providing joint assessments of the valuation of brands has been recognized by Calderon et al (1997) and Cravens and Guilding (1999).
? They provide useful alternatives to the traditional marketing perspectives of brands (Aaker, 1991; Kapferer, 1997; Keller, 1998; Aaker & Joachimsthaler, 2000).
The debate over the appropriate method of valuation continues in the literature (Perrier, 1997) and in the commercial world.
The commercial valuation of brands has been led by Interbrand, a UK-based firm specializing in valuing brands, Financial World, a magazine which has provided annual estimates of brand equity since 1992, and Brand Finance Limited, a British consulting organization.
These organizations utilize formulae approaches, and highlight the importance of brand valuation in the business environment.
Brand value.
Branding = Value
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?1? ????? ?????? ?? ????? ????? ?? ????? ???? ??? ?? ??? ???? ???? ???? ?????.? ????? ???????? ??? ?? ?? ???? ??????? ????? ????? ???? ?? ????? ?? ?????? ???????? ?? ?? ???? ????? ?????.? ?2? ???? ?????? ???? ???? ?? ????? ????? ????? ?????????? ????????? ???? ????? ???? ?? ??? ?????? ?3? ?4? ????????? ?? ???????? ? ?????? ????? ????? ??? ??? ????.?
????? ??????? ???? ???? ?? ?????? ? ???? ?? ?????? ???????? ? ????? ? ???? ? ????? ?? ??? ?????????? ??? ??? ?????????? ??????? ? ?????.? ??? ????? ???????? ????????? ???? ??? ?? ????? ?????? ???? ?? ???? ????? (????) ? ?????? ??????? ?????? ?????? ?? ??? ???? ????? ???? ??????? ??? ?? ?????.? ???
???? ????? ?? ?????? ?? ????? ???? ????? ?????? ? ????? ???? ? ?????? ???????? ????? ? ??? ?????? ? ?????? ?? ???? ????? ?? ?????? ?? ?? ???? ????? (???? ????)? ?????? ????.?
?????? ???? ????? ???? (????? ???? ????? ????? ????? ?????? ????????? ??? ?????? ????????? ???? ?????) ??? ????? ?? ??? 0102 ?? ?????? ?????? ????? ????? ?? ????? ??? ???? ? ???? ???? ?? ??? ???????? ??? ?????? ?????? ???? ???? ????? ? ?????? ???. ????? ????? ?????????? ??? ????? ????????? 3 ???? ???? ?ISO????? ?? ?????? ????? ?? ??? ???? ?? ??? 0102 ??? ???? ? ????? ??? ??? ??????? 0102 ???? ?? ?????? ????????? ?????????? ??????.?
?????????? ???? 86601 ?ISO?? ????? ? ???????? ????????? ????????? ???? ????????? ???? (??? ? ???? ?????) ???.? ????? ????????? ???? ?? ????? ????????? ???? ????? ????????? ??? ? ??????? ??????? ??????? ?? ????? ??? ????????? ?? ?????? ???? ? Intangible Business?????? ?? ??????????? ?????????? ???? ?? ???? ????????? 86601? ISO?? ????? ????????? ???? ?? ????? ????.? ????? ?? ??? ??? ?????? ???? ? Intangible Business???? ???? ????? ????? ?????????? ?86601? ISO??? ????? ? ISO???????? ? ????????? ???? ??? ?? ??? ??? ???? ?? ?????? ????? ????? ? ????? ????????? ????? ????.?
???????????? ??????????????????????? 86601 ???????? ??? ?????????????????????????????????????????????????? ???? ??????????????????? ?????.? ??? ??? ????? ????????? ???? ???????????? ????????????????? ???? ??? ???????????86601 ?????????????????????????????????? ?? Intangible Business???????????????????? ??? ??? ????????????????????? ?????????? GOA???? BSC??????? ?????.? ???
???????????????? ????????????????? ???????????? ????????? ??? ??? ??? ????????? ?????:? ??? ????? ???????? ????? ???? ???? ??? (???? ???????)? ????? ???????? ?????? ????? ?? ? EVA?? ?( MVA????? ???????- ????? ????????)? ????? ???????? ????? (???? ???????)?
??????????? ????????????????? ???? ???? ????????????? ???? ??? ????????? ??? ??? ??????????? ???? ???????????????????????? ??????? ??????????????????????? ?????? ??? ????????????????????????????????????? ???? ??????? ???? ????????? ?????.? ???
????? ?? ??? ??? ????? ? ????? ????? ?? ??????? ????? ???????? ?? ??????? ???? ??????? ??? ??????? ?? ??????? ?????? ? ?????? ????? ???? ?????????? ???????? ????? ? ?? ????? ???? ????? ??? ???? ???? ????? ?????? ??? ?? ??????? ???? ?????? ?? ??????.?
?????????????????????????????? ??? ????? ??? ? ????? ???? ?????????? GOA????BSC?? ??? ????????????????????? ?????????????????????????????????????????????? ??? ???????.?
???? ????????????????????????(????) ?????????????????????????????? ??? ?? ?????????????????????????????????:? ??? ?????? ??????? ????? ?? ?????? ? EVA?? ?MVA?? ?? ????? ???? ???? ?? ??????? ? ??????? ????? ?? ??????????? ???? ? ???? ?? ????? ?? ???????? ????????? ????????? ???? ???? - ????????? ???? 86601?
????? ????? ????? ????? ????? ????? ???????? ?? ????? ????? ?? ?????????????? ????? ????? ? ?????? ???????? ? ???? ???? ????? ???? ??? ? ??????? ?????? ??????????? ????????? ? ?????? ????? ??????? ?????? ???? ? ????????? ???????? ?? ????? ????? ? ??????
? ????? ????- ??? ????????????? ??? ???? ????????? ??? ??? ???? ?? ??????? ?????? ??????? ?????? ???????? ????? ?? ???????? ???????? ??? ????? ??? ?? ? ??? ??????? ??????? ? ???? ?????? ????? ??? ??? ?? ????? ???? ??????? ? ????? ???? ????? ???? ?? ??? ?????? ??? ? ????? ???? ?? ????? ?????? ????? ??? ??? ??????? ?? ???? ????? ???? ???.?
????????? ????? ? ??????????? ????? ?? ????? ?? ??????? ?????? ??? ?????? ?? ???? ?? ??????? ??????? ???? ?? ?? ??? ???????? ????? ????? ????? ??? ? ???????? ?????? ?? ????? ??????? ????? ???? ? ??? ?? ????? ????.?
BRAND PROPOSITION TOUCHPOINTS BRAND VALUE PERCEPTIONS CONTINUITY OF DEMAND GENERATION OF DEMAND HIGHER EXPECTED RETURNS LOWER RISK BRAND VALUE
Brand value.

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Brand value.

  • 1. Lecturer: Dr. Samiee Prepared By: shiva chegini January2014
  • 3. Initial research into the valuation of brands originated from two areas : marketing measurement of brand equity, and the financial treatment of brands.
  • 4. ? The first was popularized by Keller (1993), and included subsequent studies by Lassar et al (1995) on the measure of brand strength, by Park and Srinivasan (1994) on evaluating the equity of brand extension, Kamakura and Russell (1993) on single-source scanner panel data to estimate brand equity, and Aaker (1996) and Montameni and Shahrokhi (1998) on the issue of valuing brand equity across local and global markets.
  • 5. The financial treatment of brands has traditionally stemmed from the recognition of brands on the balance sheet (Barwise et.al., 1989, Oldroyd, 1994, 1998), which presents problems to the accounting profession due to the uncertainty of dealing with the future nature of the benefits associated with brands, and hence the reliability of the information presented.
  • 6. ? Tollington (1989) has debated the distinction between goodwill and intangible brand assets. ? Further studies investigated the impact on the stock price of customer perceptions of perceived quality, a component of brand equity (Aaker and Jacobson, 1994), and on the linkage between shareholder value and the financial value of a company's brands (Kerin and Sethuraman, 1998).
  • 7. Simon and developed Sullivan a (1993) technique for measuring brand equity, based on the financial market estimates of profits attributable to brands.
  • 8. ? The co-dependency of the marketing and accounting professions in providing joint assessments of the valuation of brands has been recognized by Calderon et al (1997) and Cravens and Guilding (1999).
  • 9. ? They provide useful alternatives to the traditional marketing perspectives of brands (Aaker, 1991; Kapferer, 1997; Keller, 1998; Aaker & Joachimsthaler, 2000).
  • 10. The debate over the appropriate method of valuation continues in the literature (Perrier, 1997) and in the commercial world.
  • 11. The commercial valuation of brands has been led by Interbrand, a UK-based firm specializing in valuing brands, Financial World, a magazine which has provided annual estimates of brand equity since 1992, and Brand Finance Limited, a British consulting organization.
  • 12. These organizations utilize formulae approaches, and highlight the importance of brand valuation in the business environment.
  • 15. ?* ???? ??????? ?? ????? ??? ?? ?????? ??? ???? ????? ???.? ?* ???? ??? ???? ?????? ????? ?? ??? ????? ?????? ??????? ???.? ?* ???? ?? ???? ?????? ?? ???? ???? ???? ?????? ?????.?
  • 16. ?1? ????? ?????? ?? ????? ????? ?? ????? ???? ??? ?? ??? ???? ???? ???? ?????.? ????? ???????? ??? ?? ?? ???? ??????? ????? ????? ???? ?? ????? ?? ?????? ???????? ?? ?? ???? ????? ?????.? ?2? ???? ?????? ???? ???? ?? ????? ????? ????? ?????????? ????????? ???? ????? ???? ?? ??? ?????? ?3? ?4? ????????? ?? ???????? ? ?????? ????? ????? ??? ??? ????.?
  • 17. ????? ??????? ???? ???? ?? ?????? ? ???? ?? ?????? ???????? ? ????? ? ???? ? ????? ?? ??? ?????????? ??? ??? ?????????? ??????? ? ?????.? ??? ????? ???????? ????????? ???? ??? ?? ????? ?????? ???? ?? ???? ????? (????) ? ?????? ??????? ?????? ?????? ?? ??? ???? ????? ???? ??????? ??? ?? ?????.? ???
  • 18. ???? ????? ?? ?????? ?? ????? ???? ????? ?????? ? ????? ???? ? ?????? ???????? ????? ? ??? ?????? ? ?????? ?? ???? ????? ?? ?????? ?? ?? ???? ????? (???? ????)? ?????? ????.?
  • 19. ?????? ???? ????? ???? (????? ???? ????? ????? ????? ?????? ????????? ??? ?????? ????????? ???? ?????) ??? ????? ?? ??? 0102 ?? ?????? ?????? ????? ????? ?? ????? ??? ???? ? ???? ???? ?? ??? ???????? ??? ?????? ?????? ???? ???? ????? ? ?????? ???. ????? ????? ?????????? ??? ????? ????????? 3 ???? ???? ?ISO????? ?? ?????? ????? ?? ??? ???? ?? ??? 0102 ??? ???? ? ????? ??? ??? ??????? 0102 ???? ?? ?????? ????????? ?????????? ??????.?
  • 20. ?????????? ???? 86601 ?ISO?? ????? ? ???????? ????????? ????????? ???? ????????? ???? (??? ? ???? ?????) ???.? ????? ????????? ???? ?? ????? ????????? ???? ????? ????????? ??? ? ??????? ??????? ??????? ?? ????? ??? ????????? ?? ?????? ???? ? Intangible Business?????? ?? ??????????? ?????????? ???? ?? ???? ????????? 86601? ISO?? ????? ????????? ???? ?? ????? ????.? ????? ?? ??? ??? ?????? ???? ? Intangible Business???? ???? ????? ????? ?????????? ?86601? ISO??? ????? ? ISO???????? ? ????????? ???? ??? ?? ??? ??? ???? ?? ?????? ????? ????? ? ????? ????????? ????? ????.?
  • 21. ???????????? ??????????????????????? 86601 ???????? ??? ?????????????????????????????????????????????????? ???? ??????????????????? ?????.? ??? ??? ????? ????????? ???? ???????????? ????????????????? ???? ??? ???????????86601 ?????????????????????????????????? ?? Intangible Business???????????????????? ??? ??? ????????????????????? ?????????? GOA???? BSC??????? ?????.? ???
  • 22. ???????????????? ????????????????? ???????????? ????????? ??? ??? ??? ????????? ?????:? ??? ????? ???????? ????? ???? ???? ??? (???? ???????)? ????? ???????? ?????? ????? ?? ? EVA?? ?( MVA????? ???????- ????? ????????)? ????? ???????? ????? (???? ???????)?
  • 23. ??????????? ????????????????? ???? ???? ????????????? ???? ??? ????????? ??? ??? ??????????? ???? ???????????????????????? ??????? ??????????????????????? ?????? ??? ????????????????????????????????????? ???? ??????? ???? ????????? ?????.? ???
  • 24. ????? ?? ??? ??? ????? ? ????? ????? ?? ??????? ????? ???????? ?? ??????? ???? ??????? ??? ??????? ?? ??????? ?????? ? ?????? ????? ???? ?????????? ???????? ????? ? ?? ????? ???? ????? ??? ???? ???? ????? ?????? ??? ?? ??????? ???? ?????? ?? ??????.?
  • 25. ?????????????????????????????? ??? ????? ??? ? ????? ???? ?????????? GOA????BSC?? ??? ????????????????????? ?????????????????????????????????????????????? ??? ???????.?
  • 26. ???? ????????????????????????(????) ?????????????????????????????? ??? ?? ?????????????????????????????????:? ??? ?????? ??????? ????? ?? ?????? ? EVA?? ?MVA?? ?? ????? ???? ???? ?? ??????? ? ??????? ????? ?? ??????????? ???? ? ???? ?? ????? ?? ???????? ????????? ????????? ???? ???? - ????????? ???? 86601?
  • 27. ????? ????? ????? ????? ????? ????? ???????? ?? ????? ????? ?? ?????????????? ????? ????? ? ?????? ???????? ? ???? ???? ????? ???? ??? ? ??????? ?????? ??????????? ????????? ? ?????? ????? ??????? ?????? ???? ? ????????? ???????? ?? ????? ????? ? ??????
  • 28. ? ????? ????- ??? ????????????? ??? ???? ????????? ??? ??? ???? ?? ??????? ?????? ??????? ?????? ???????? ????? ?? ???????? ???????? ??? ????? ??? ?? ? ??? ??????? ??????? ? ???? ?????? ????? ??? ??? ?? ????? ???? ??????? ? ????? ???? ????? ???? ?? ??? ?????? ??? ? ????? ???? ?? ????? ?????? ????? ??? ??? ??????? ?? ???? ????? ???? ???.?
  • 29. ????????? ????? ? ??????????? ????? ?? ????? ?? ??????? ?????? ??? ?????? ?? ???? ?? ??????? ??????? ???? ?? ?? ??? ???????? ????? ????? ????? ??? ? ???????? ?????? ?? ????? ??????? ????? ???? ? ??? ?? ????? ????.?