Brand Equity Measurement and Brand Control
The IfM is not only involved in monetary brand evaluation, but is also very active in the development of new standards for brand evaluation (e.g.: DIN/ISO). For each strategic questions regarding monetary brand evaluation, we offer three different approaches to achieve an evaluation. These approaches are based on a basic logic of legal, investment-oriented derivative of the brand value.
- IfM Brand Equity Estimator: brand rating using brand appreciation/valuation indices.
- IfM Brand Valuation: brand rating using the latest statistical techniques.
- IfM Premium Brand Valuation: brand rating using the latest statistical techniques and the expertise of a globally renowned audit firm.
We frequently perform monetary brand ratings for companies in the following circumstances: value-based brand management, brand sale & lease back, licensing, legal transactions and property rights, safeguarding of loans as well as financial communication.
With each brand value inquiry, we consider the standards of the brand estimate as well as general performance criteria of market research. In particular, with our IfM Premium Brand Valuation, we meet the highest level (excess profit method) of the IDW-Standards S5 for Brand Evaluation.
This is achieved by matching the data from financial accounting to the business plan (isolating brand-specific expenses) and data from a methodical and secure market survey using Premium Conjoint (isolating brand-specific revenues in the form of price and amounts premiums). Our evaluations distinguish themselves as they do not contain any so-called “Black-Boxes” as well as arbitrary score values. We guarantee our customers a transparent documentation regarding all the assumptions and calculation steps thanks to our established brand value expertise.
Brand Controlling
To ensure a successful value-based brand evaluation, a whole selection of indices will be used in addition to the monetary value of the brand. In this regard, the IfM has developed various instruments to control brand management including:
- Measuring and tracking of brand strength
- Brand score card to regulate brand
- Brand controlling using an integrated information system (KPIs)
- Long-term efficiency analysis with IDKAM (Image-Dimension-Communication-Activities-Matrix).