Valuing brands and brand investments: Key learnings and future expectations

摘要

The paper discusses the most recent learnings from the brand valuation and marketing ROI work at Millward Brown Optimor. It emphasizes brands as a collection of perceptions that lead customers to be more likely to buy a branded product. The paper looks at the various business issues that brand valuation can address. It also discusses the different valuation approaches available, with a particular emphasis on the intrinsic value provided by the economic use approach. The three fundamental questions at the heart of our economic use approach are articulated, bringing the financial, market insight and strategic brand valuation issues together in a coherent single framework for valuing brands. The relationship between brand valuation and marketing ROI is also explored, with an emphasis on the need to measure all effects of marketing through a 'Total ROI' approach in order to fairly trade-off effects across different marketing activities. Finally, there is a look at what future trends for brand valuation and marketing ROI may look like.