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Brand Equity Ehab Dawoud

Brand Equity Ehab Dawoud



3rd Technology Commercialization Conferance Amman

3rd Technology Commercialization Conferance Amman
Brand Equity Ehab Dawoud



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    Brand Equity Ehab Dawoud Brand Equity Ehab Dawoud Presentation Transcript

    • Valuing Brand Equity in the Arab World Abu-Ghazaleh Intellectual Property Ehab W. Dawoud Amman , Jordan Nov. 2007
    • Contents
      • Defining Brand Equity
      • Brand Equity Element
      • Arab world Valuable Brands
      • When Brand Valuation Is Necessary?
      • Defining Brand Equity
    • Defining Brand Equity
      • “ The differential effect of brand knowledge on customer response”
      • “ A product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need”
      • Brand Equity Element
    • Brand Equity Element
      • Differential
      • Brand Knowledge
      • Customer Response
    • Differentiation
      • The most critical element
      • Price premium.
      • In some instances, differentiation is easy to create .
      • whereas in other instances this can be much more challenging (e.g., gasoline and bottled water)
    • Brand Knowledge
      • Customers should know about the differentiation.
      • Customers should be aware of it,
      • Customers should appreciate that
      • The differentiation is meaningful for them
    • Customer Response
      • Customers should respond favorably to this differentiation.
      • Product loyalty,
      • Pay a premium
      • Valuing Brand Equity
    • Valuing Brand Equity
      • Value is a function of three primary variables
      • Profitability (Level of cash flow )
      • Growth ( Increasing cash flow)
      • Risk (Volatility of cash flow)
    • Valuing Brand Equity (Cont’d.)
      • B rands create
      • Preference (the basis for profitability),
      • Permission (the basis for growth),
      • loyalty (the basis for stable revenues and profits).
    • Valuing Brand Equity (Cont’d.)
      • What is required is a methodology for quantifying the impact of brands in terms of the profit, growth and risk of the overall business.
    • Arab world Valuable Brands
    • Al-Jazeera
      • Voted the world 5th most influential brand.
      • Al-Jazeera came just behind
      • Apple’s iPod,
      • Google,
      • IKEA
      • Starbucks,
    • ?????? ( $ Mil) USD 4,156 Amazon.com Al Jazeera USD 2,576 Starbucks USD 7,817 Ikea USD 8,461 Google USD 7,985 Apple
    • The 100 Top Brands
      • Each brand must derive about a third of its earnings outside its home country.
      • Be recognizable outside of its base of customers
      • Have publicly available marketing and financial data
      • When Brand Valuation Is Necessary?
    • When Brand Valuation Is Necessary?
      • Tables of brand values such as the one in magazines like BusinessWeek and Forbes have helped to raise awareness of the economic significance of brands.
    • Necessary of Brand Valuation
      • Three situations in which a brand valuation may be necessary or desirable:
      • 1. It is required for accounting purposes.
      • 2. It will inform the terms of a prospective transaction.
      • 3. It will enhance the management of the brand.
    • Thank you Q & A