How to estimate the value of a brand? As long as it is related to several factors?

First, brand value.

The calculation is divided into three steps:

1. Brand benefits.

What percentage of the company's earnings are generated "under the banner of the brand"? First, determine the percentage of the company's total revenue generated by each business that uses the brand. Infrastructure investment is deducted from brand revenue.

This ensures that the calculated value is exactly what the investor is asking for to earn from investing in Renshan and Changhe for the brand, i.e., the value that the brand adds to the business. This provides a bottom-up view of the brand's business revenue.

2. Brand contribution.

How much of the above brand revenue is generated by the brand's close relationship with its customers?

Only a portion of these gains can be considered driven by brand equity. This is known as "brand contribution", which reflects the extent to which a brand plays a role in generating revenue. This is based on an analysis of the results of country, market and brand-specific customer surveys in the Brandz database.

3. Brand multiple.

What is the growth potential for brand-driven revenue?

In the final step, the growth potential of these brand earnings will be taken into account. Financial** and consumer data are used. We use the methodology used by the analyst community to derive the return multiples.

The metric also takes into account brand-specific growth opportunities and obstacles. The Brand MomentumTM measure, which represents the growth of each brand, is based on this assessment. The indicator is displayed as an index on the scale of 1 to 10 (highest).

Second, the market structure model method:

The value of any brand must be reflected through market competition, and the value of different brands is positively correlated with the brand's market share, market profitability and market development ability, and the impact of uncertainties in the market on brand value should be considered to accurately evaluate the value of the brand.

Extended Information: Methods of Brand Valuation:

Agricultural product brand shed value valuation as an example:

1. Market law.

Brand agricultural products will inevitably be the best advantage. Therefore, a simple way to evaluate brand value is to directly observe the best level of the market. How much is the difference between branded agricultural products and non-branded agricultural products, and how much is the difference between different brands of agricultural products, and what is the relationship and internal law between them?

For example, there is a typical survey that the supermarket has green food, organic food and pollution-free agricultural products certification marks of agricultural products are 50 100% higher than ordinary agricultural products, and well-known brand green food** is about 30% higher than general brand green food, and this price difference is acceptable to consumers.

Actually, a housewife.

When going to the supermarket to buy milk, eggs, and other daily produce, it is often a general decision to make a general decision about whether or not you are willing to pay more for branded produce. This method can also be called the "surplus method", that is, the brand value is measured by the difference between the branded agricultural products and ordinary agricultural products. This approach is simple and intuitive, but it struggles to reflect the intrinsic value-added potential of a brand driven by technological advancements and management improvements.

Summary. There are four main methods of brand value evaluation, namely market structure model method, Kemin model method, interbrand value evaluation model, and 1000 brand value evaluation model.

There are four main methods of brand value evaluation, namely the market structure model method, the Kemin model method, the Interbrand value evaluation model, and the price surplus destruction value evaluation model of the thousands of brands.

In addition to financial indicators such as sales and profits, Interbrand also comprehensively evaluates the value of the brand from the perspective of the brand's intrinsic perspective. Interbrand divides brand strength into two aspects: internal and external.

The value of the brand is mainly reflected in the following two aspects:

Personality value: From the perspective of the product, the brand personality is the source of the product's life, and the product without personality will lose its character and cannot make a deep impression. In the context of fierce market competition and product homogeneity, consumers' perception of brands is no longer limited to the level of functional value, but pays more attention to the personality value or symbolic value contained in the product.

Brand personality is the embodiment of the comprehensive quality of an enterprise, and it is also its core competitiveness.

Credit value: The value of the brand is not only reflected in the product itself, but also in the influence and attractiveness of the brand to consumers. The credit value of a brand is a key factor in what makes a brand a brand.

If a brand has been deeply rooted in the hearts of the people and trusted by consumers, then this brand will bring sustainable competitiveness to the enterprise and enable it to go further.

I am the brand planner of Judao, and the value of the brand is reflected in many aspects, but I think there are two main aspects that are the most important.

First and foremost, the value of a brand lies in its popularity and recognition. A well-known and popular brand is able to attract more of its target customer base while also gaining more market share. When consumers are familiar with and trust a brand, they are more likely to choose to purchase that brand's products or services.

This high level of recognition can help brands build a good reputation and word-of-mouth, which in turn can improve sales and market competitiveness.

Secondly, the value of the brand is reflected in its uniqueness and differentiation. In a highly competitive market, brands need to differentiate themselves from other competitors so that consumers can remember and choose it. A unique and differentiated brand can bring freshness and a unique experience to consumers, which can attract more potential customers.

In addition, the uniqueness of the brand can create a long-term competitive advantage for the company and help it maintain its continued success in the market.

In short, a strong brand is able to embody its value through its visibility and recognition, as well as its uniqueness and differentiation. Hope this helps! If you have any other questions, feel free to ask me.

First of all: brand value is the most core part of brand management elements, and it is also an important symbol that distinguishes the brand from similar competing brands. Michael Porter has mentioned in his brand competitive advantage:

The equity of the brand is mainly reflected in the core value of the brand, or the core value of the brand is also the essence of the brand.

Market share: enterprise sales revenue Total sales income of the industry and market profitability = return on net assets - average return on equity of the industry market development ability; Sales growth last year's sales.

The range of calculations is wide, and there are also a series of methods such as the interbrand value evaluation model, the determination of the average profit, the determination of the strength coefficient, the replacement of the weighted average profit with the expected cash inflow, and so on.

There are four main methods of brand value evaluation of popular brand value evaluation agencies, namely market structure model method, Kemin model method, interbrand value evaluation model, and 1000 brand value evaluation model.