A business’s success depends on its Personality Branding.
The acquisition value can be affected by the relative brand values. If a brand is trusted and credible, it increases consumer willingness to accept risk. A logo or symbol, along with the Personality Branding name, can help consumers recognize the product. The brand is often registered. It becomes the property and trademark of the company once it is registered. Trade marks are a valuable asset for a company. Companies spend considerable resources fighting to protect their trade marks and confusing symbols from competitors.
Because the Personality Branding is well-known, consumers are more likely to make better decisions.
Good brand names can extend the shelf life of products for many years. A well-respected brand will help the company gain a large market share. The company will be able to produce more products under the same brand name, and the company will be able to reduce promotion costs and time spent selling new products.
Personality Branding Valuation: Its Importance
Organizations must work hard to build strong brands and care for them. The brands that are created can generate revenue over a long period of time in the form sales, but also have an intangible name due to their “goodwill” in the marketplace. Personality Branding should be valued as other company assets. If the company is up for sale, the share price will be determined by the brand image and its value.
The valuation of brands is useful in accounting areas such as balance sheet reporting, tax planning and licensing and franchising. It also helps with investor relations, borrowing, legal protection, and tax planning.
Marketing perspective, Personality Branding valuation can be used to allocate budget and resources to high priority areas, track performance, and determine if marketing teams can value the product or not. It also allows for the evaluation of if strategies need to change.
The brand value of the organization increases the credibility of the top managers to motivate and retain their employees. This helps plan new products and determine what extensions should be made to maximize the brand’s value.
Different evaluators use different Personality Branding valuation methods
There have been many approaches to determining the brand value. Some well-known professionals, such as Interbrand and Deloitte, determine Personality Branding values and publish them to Business magazines. Every year, Business Week publishes a list of the top 100 brands. Here are some major differences in brand valuation.
1 Market Transactions-study the transactions comparable to the Personality Branding being value provided that there are enough transactions, and there is no tie up among the transactions.
2 Cost Method – This method considers the cost of brand recognition via advertising and marketing. This method is not suitable for established brands, where brand recognition and advertising costs are lower than those of new Personality Branding.
3 Income Method – This method uses the relief from royalty to estimate the brand’s value. The valuator will then determine the cost of renting the brand. This means that the valuator will determine how much another company would pay to rent this name. You can do this by comparing the licensing values of comparable brands on the market with the unique features of the brand to be valued. This method considers the future growth and sales of the company, as well as the expected lifespan of the brand. It also includes how the brand’s value will change over time.
- The Interbrand method involves assessing the brand’s future earnings, reducing them to present value, subtracting the cost of ownership to calculate the added value of intangible assets, and finally assessing the risk associated these earnings. The brand’s ability to dominate the market, stay stable on the market, and the likelihood of it breaking into international markets are all factors that affect the risk.
Brand Valuation: Who Would Be?
Each year, a list of the top 100 global brands is published. This list can be very useful in many ways. Many times, advertising agencies and chambers of commerce from many countries are interested in having the brand valued in their country. Many countries want to know which global brands are the most valuable. Interbrand publishes the top brands lists every year. The majority of brands that make it to the top ranks are American, with some Japanese and Finnish brands. Gains and losses can be used to evaluate Corporate Brand Management and may indicate Corporate performance review.
American brands dominate the global brand list, including brands from Japan, Germany and France. Despite their market growth, it is rare to see Chinese brands. Even though they are growing in popularity, the Chinese brands haven’t been able to capture a significant portion of the global market. The presence of Chinese brands in ASEAN markets is noticeable
There are many brands that excel in markets such as Malaysia, where the public sector is dominant. These include Petronas (Oil company), Malaysian Airlines and May Bank. Many private limited brands may not be included because of lack of reliable data. Some brands such as Shangri-la and UOB are prominent in Singapore.
India Reliance, Tatas and HUL are the dominant players in India. Reckit Coleman, Colgate Palmolive and others are the top brands. State Bank of India is another top brand. These brands are well-known on the international markets.
Brands have a great strategic value. Differences in brand values can indicate future revenue generation potential as well as competitive strength. Brand value may be more important than relative market share or market share in strategic analysis.
Skills in Personality Branding Valuation
A company’s brand is one of its most important assets. Brands cannot be equated with costs only. They must be considered from an intangible perspective. When there is an acquisition or merger, we are beginning to recognize that company value depends more on the intangible than the tangible assets. It seems that gut feelings play an important role. Share market investors, particularly those who view the value of the shares from a long-term perspective, tend to place more emphasis on the brand and ability to sustain that value.
It is a common practice to value branding iron. There are many methods that have been used, but they are not ideal. It is important to include the soft factors that are critical to brand valuation. These include brand values, brand relevance and brand identity. They also need to be considered. This is where brand managers and analysts must improve their skills.