Brand Asset Valuation


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How to reinvent BAV

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Brand Asset Valuation

  1. 1. Brand Asset Valuator Project Banzai Prepared for John Gerzema, Y&R, Global Insights Officer Submitted by Lee “Chappy” Chapman September 28, 2010
  2. 2. Brief Create a new revenue pipeline to amortize Brand Asset Valuator’s proprietary brand and financial database franchise. Create new demand for BAV modeling and client engagement. 1
  3. 3. Brand Challenge Separate the wheat from the chaff; distinguish BAV, the empirical model, from what the data can do - Energize Differentiation. Brand Asset Valuator’s brand proposition and its product offering occupy similar positionings. 2
  4. 4. Examining the BAV Value Proposition Many moving complex parts, introducing new language POSITIONING POINT OF DIFFERENCE VALUE PROPOSITION PRODUCT PORTFOLIO REASON TO BELIEVE 3
  5. 5. Applying the BAV Methodology Steep Learning Curve: Theory to System to Application 4
  6. 6. Current Brand Asset Consulting Product Portfolio is Extensive and Comprehensive 5
  7. 7. Situation Analysis - Hypothesis Universally, today’s business climate for brand and financial management suffers low visibility; decisions made today can appear as illusions tomorrow. How do managers assess brand value in uncertain markets? New metrics come and go as passing waves. Decision makers require easy-to-use, accurate and reliable tools, and systems more than ever. Confidence is achieved through market-proven strategic validation. 6
  8. 8. U.S. Consulting Market by Product Revenue - 2009 CORPORATE STRATEGY $26.2B CORPORATE ADVISORY $8.8B MARKETING/SALES: $1.8B BRAND INSIGHT: $1B Source: IBISWorld, 2010 7
  9. 9. Brand Advisory Category & Marketplace 2009 Brand Insight Revenue by Competitor, Millions Source: AAAA, $300 $225 $150 $75 $0 Interbrand Forrester Mintel Landor FutureBrand Futures Co Greenfield Iconoculture 8
  10. 10. Competitive Mapping Innovation Trefis BAV Franchise Iconoculture Interbrand FutureBrand FutureBrand Wolf Olins Agency Planning Consult Landor Advise Research BCG Greenfield McKinsey Mintel Prescription 9
  11. 11. Performance Sells Market-proven results and track record are technical benefits COMPETITIVE ADVANTAGE 10
  12. 12. Business Opportunity Create the only pipeline strategically connecting brand value to investment and capital markets, helping business decision leaders recognize future growth value. Young & Rubicam Brands introduces Brand Asset Index, the largest composite of the world’s leading brand values listed on one digital market space. 11
  13. 13. 12
  14. 14. Idea Use legacy data to build the foundation for the most powerful, online, real-time brand reference tool in business; index company and category data to exchanges around the world, establishing Brand Asset Index as the leading indicator and measure of intangible brand value. 1993 2010+ 13
  15. 15. An Authoritative Digital Brand Presence Powerful, rich content-driven applications and solutions • World’s Largest Brand Data Base • Most Powerful Brand Model • Brand Asset Index • Mobility - Blackberry, iPad • Stock Screening and Tracking • Analyst Earnings Models • Expert Bloging • News and Information • Decision Maker Community • BAV Analysis, Applications, Resources and Tools • Brand Asset Consulting • On-Demand Research and workshops • Partnerships: AAAA, CFA, CMO Council, FASB, NYSE , NYSSA, Wired 14
  16. 16. An Application to Modern Business Thinking User Interface 15
  17. 17. User Benefit The most accurate measure of brand value in the world. Access to the most powerful consumer-based and empirical brand valuation model, explaining how brands grow, decline and recover. 16
  18. 18. Young & Rubicam Brands Benefit New, Optimized and Scalable Revenue and CF Streams Incremental Growth Code: • Brand Asset Index Annual Listing Fee • Multi-faceted and scalable index format • Subscription service to access rich content • Ancillary advertising revenue • New penetration by Fortune rank, business, category, and brand value 17
  19. 19. Brand Asset Valuation Consulting Revenue Model A funnel of growth: List, Purchase, Retain LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 List on Brand Asset Measure with BAV Engage BAV Realize benefit - Long Index tools and studies Consulting for brand term relationship management 18
  20. 20. Strategic Approach Elevate the legacy of BAV from database to market space PRODUCT OFFERING Listing the World’s Most Powerful Brand Values PRODUCT PACKAGE PLACE PRICE PROMOTION Original Brand Valuation, B2B Digital, Wireless, Mobile Premium Public Relations, B2B Rich Content Community 19
  21. 21. Target Executive and Institutional Decision Makers, Leaders, and Managers who are fiduciaries of brand value and wealth Fortune 1000 •Domestic and Foreign-listed companies Level •C: Decision Makers in Brand, Corporate Coms, Finance, Innovation, Investment, Marketing Coms, Media, Sales, Strategy, Ventures, etc 20
  22. 22. High Profile Target Usage Energizing brand strategies that impacts business performance •Brand Management •Capital Expenditure Decision Making •Board-Level Corporate Strategy, Governance and Policy •Investment Thesis and Research •Product Marketing & Sales Strategy •Merger & Acquisition, Private Equity Buyout Suitor Identification •Brand Architecture, Portfolio Integration, Divestitures 21
  23. 23. Considerations How much more than $130M is Y&R willing to invest? What is the future of BAV and Brand Asset Consulting? Who will be responsible for new growth and development? 22
  24. 24. End BAV, Managing the World’s Brand Value. 23