Brand Valuation

The great importance of brands for a company’s success is well-known today. It is widely accepted that brands are therefore of great value to their owners. Nevertheless, a quantitative and monetary assessment of this value, namely a brand valuation, is conducted in only very few cases.

This fact is even more surprising, as there is simultaneously a constantly growing demand for a valid and reliable statement to determine this value factor. Value-oriented brand management and valuation are no longer just a topic of marketing and brand management. Other business units, such as controlling, have a growing interest in a valuable brand, because it ultimately has a direct impact on their area of work.

Batten & Company’s BEVA model (Brand Equity Valuation for Accounting) enables companies to determine their brand value and thus has a lasting impact on the accomplishment of our clients’ project goals.

FIELDS OF APPLICATION FOR BRAND VALUATION

• Brand management and controlling
• Optimization of the brand portfolio and architecture
• Brand budget allocation
• Brand as financing instrument
• Price determination for mergers & acquisitions
• Value assessment for brand purchases
• Determination of royalty rates

The BEVA model is a combination of finance-oriented and behavioral brand equity assessment and brand valuation. This enables the disclosure of all value-maximizing control levers. The concept was developed by an interdisciplinary team consisting of brand equity valuation experts focusing on marketing and auditing during the cooperation between Batten & Company and Ernst & Young. The procedure guarantees that both the strategic marketing perspective as well as the financial perspective are included in the best possible way.

YOUR SPECIFIC BENEFIT

Top management, as well as brand managers, benefit from a (regular) determination of the monetary brand value:

A brand creates value for your company and contributes to the company’s success. Knowledge about the monetary value of your brand guides questions about brand architecture and is an important decision criterion for allocating the overall budget to the brands. Moreover, knowing your brand value strengthens the negotiating position and price determination for mergers & acquisitions and provides guidance in calculating an objective royalty fee for the brand in case of internal or external licensing.

Our consulting approach

Batten & Company unites the best out of three worlds for our customer: For the determination of your brand value, we combine our know-how in brand management, market research, and brand valuation from more than 500 brand management consulting projects. As a member of the Brand Evaluation Forum, we set the standards for brand valuations together with other experts and continuously develop our approaches.

Would you like to find out more about brand valuation, or do you have any questions? We are happy to present our approaches and tools to you at a joint appointment and answer all other questions directly.