This document discusses three methods for measuring the value of a brand's equity: cost-based valuation which looks at marketing spending, market-based valuation which analyzes comparable brand sales, and income-based valuation which calculates the price premium of a branded product versus an unbranded generic. It emphasizes that brand equity represents an important portion of a company's overall value and that understanding brand valuation can help companies increase their brand worth over time.

1. What's
your Brand
worth?

2. 's
brand alone is worth
$263
BILLION

3. So how do we
measure brand
equity?

4. It's not easy...
Combine these
3 methods...

5. Cost-based
Valuation
1
How much money have you
spent building your brand?

6. 2
Market-based
Valuation
Like in real estate, find comps
Sale price - asset value

7. 3
Income-based
Valuation
"Pringles method"
(branded price - generic
price ) * sales volume

8. "You give consumers two containers of chips
of identical quality. One says Pringles, and the
other is a no-name brand. And you see how
much more consumers are willing to pay for
the Pringles."
Pringles???
- Kyu Lee

9. Without brand
equity, you ignore a
Why Care?
Big chunk
of your value

10. To increase your
brand value
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