defines brand as the “Trademark and associated IP including the word mark and trademark iconography”.
- Calculate brand strength on a scale of 0 to 100 based using a balanced scorecard of a number of relevant attributes such as emotional connection, financial performance and sustainability, among others. This score is known as the Brand Strength Index.
- Determine the royalty rate range for the respective brand sectors. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database of license agreements and other online databases.
- Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand’s sector is 0-5% and a brand has a brand strength score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
- Determine brand specific revenues estimating a proportion of parent company revenues attributable to each specific brand and industry sector.
- Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates.
- Apply the royalty rate to the forecast revenues to derive the implied royalty charge for use of the brand.
- The forecast royalties are discounted post tax to a net present value which represents current value of the future income attributable to the brand asset.
Queste sono le sistemazioni da cui derivano i valori dei Brands,compresa la metodologia sopra.
E' del tutto speculare al metodo dei Brands e quest'ultimi lo sono con le idee dei Run Forever!:)
