IP-Manager

Brands are important value drivers of the company – this is something commonly agreed upon in academic circles and in actual practice. The Brand Rating brand value database encompasses more than 280 brand values from widest range of industries determined on behalf of the client. An analysis of the database revealed that the achieved brand value in the B2C environment on average constitutes 50 percent of sales. In B2B industries, this value continues to be approximately 20 percent.
This aim of the following analysis is to solidify understanding of the brand as a central asset.
Therefore, first the asset quality of the brand will be discussed in greater detail as well as its intrinsic value.
In the next step, there will be a discussion on the current state of monetary brand valuation which, in turn, forms the basis for numerous application areas. A recognized and reliable assessment process allows the use of the brand for capitalisation purposes, e.g. as a means of financing as part of credit insurance or safe as lease-back structures. Another major area of application of the monetary brand valuation constitutes value-oriented brand management. Here the brand management process serves as a guide for the structured and efficient safeguarding and appreciation of the brand value.