1) Konzept & Markt is a consulting firm that specializes in determining the monetary value of brands through scientifically validated valuation methods. They have valued over 1,000 brands. 2) Their brand valuation approaches combine perceptions of brands from consumers with principles of financial valuation. Valuations provide a valid measurement of brand value and can be relied upon for legal or business purposes. 3) Key services include the Brand Census tool for measuring brand strength in the consumer's mind and the Brand Performance System for analyzing secondary market data to assess a brand's market strength.

1. KONZEPT & MARKT
DETERMINES THE VALUE OF YOUR BRANDS AND CREATES THE BASES
FOR VALUE-BASED BRAND MANAGEMENT

2. Brands and trademarks represent a significant value that can
account for more than 50% of company capital.
Konzept & Markt has set itself the goal of opening this treasure
chest. We develop tailor-made valuation approaches for your
brand that comply with the standards of the Federal Association
of German Management Consultants [BDU], DIN/ISO and the
Institute of Public Auditors in Germany [IDW].
This ensures a valid measurement of brand value through
scientifically and empirically proven procedures. Our valuation
approaches combine demand-side brand perception with the
buyer with principles of financial valuation. They can be audited
by public auditors and relied upon in judicial proceedings.
FOREWORD
‘Brands are among a company’s key assets and often represent a large share
of total value. That’s why it’s important to know the value of a brand.’
Dr. Ottmar Franzen

3. Auditable and meaningful appraisals of brand value present
you with a variety of options for clearly documenting the value
of a brand. We have appraised the value of more than 1,000
brands within the scope of our consulting practice. Typical
questions in our work have been:
A medium-sized producer in the food and beverage sector was
in crisis. Lenders accepted the value of the corporate brand as
collateral for an investment loan. With this loan, the company
was able to modernise its production and logistics operations
and successfully reposition itself against the competition.
There were two founders of a company who could no longer
see eye to eye and decided to split the firm up. One of the
sub-companies made unlawful use of the traditional trademark.
As part of a court-ordered expertise, a brand valuation helped
determine the amount of the damages incurred.
A successful brand company was to be hived off from a large
corporation. The brand was its most valuable asset. A brand
valuation helped ascertain a fair market price for the company.
After a brand relaunch, a renowned industrial goods group
wanted to gain a reliable sense of the value of the new brand,
and communicate this to its employees, the general public
and the financial community.
OPEN THE TREA-
SURE CHEST OF
BRAND VALUES

4. Konzept & Markt does not use a standard model for brand
valuation. Instead, it adapts basic theoretical knowledge to
the individual situation of the brand. The KPIs relevant to a
valuation are selected, coordinated and weighted in consul-
tation with the client.
Choosing the right approach depends on the type of brand,
the reason for the valuation and the base of available data.
Our wealth of nearly 30 years of valuation practice and more
than 1,000 financial valuations of brands ensures valid results.
Konzept & Markt is a founding member of the Brand Valuation
Forum and of the DIN/ISO 10668 Committee for Standardi-
sation ‘Brand Valuation’.
Dr. Ottmar Franzen was a lead participant in the drafting of the
Principles of Fair Brand Valuation of the Federal Association
of German Management Consultants [BDU].
OUR EXPERTISE
FOR YOUR BRAND
The work that Konzept & Markt performs is rooted in science
and ensures that the following standards are met:
• Standards for the valuation of intangible assets
of the Institute of Public Auditors in Germany
[IDW] (IDW S5)
• DIN/ISO Standard 10668, published in September 2010
(ISO) and in September 2011 (DIN)
• BDU Principles of Proper Brand Valuation
Appraisals of brand value by Konzept & Markt are thus audi-
table and compliant with court standards.
STANDARDS
AND STANDARD
SPECIFICATIONS
FOR USE IN
VALUATION OF
BRANDS

5. Markenwert-Entwicklung
Brand strength (brand equity)
Brand Census
Analysis of primary data
using the purchase funnel
Brand Performance System
Analysis of secondary data
using a causal model
Brand earning power
Transformation of brand strength
to a monetary brand value
Monetary brand value
Value of Success
Contribution of marketing investments
towards increased brand value
Trend in brand value
The purpose of the valuation and the value concept decide
the approach we take to determine brand value.
Of our Konzept & Markt Tools deployed in the context of
brand valuation, the primary focus is upon three processes
that ensure a procedure that complies with DIN/ISO Stan-
dard 10668.
The figure on the left shows the scope of Brand Census,
Brand Performance System and Value of Success within the
evaluation process.
Level 1:
Determining
brand strength
Level 2:
Monetising brand
strength to brand
value
Level 3:
Strategic
derivatives
BRAND VALUE
BUILDS ON
STRONG BRANDS!

6. 1.
Isolation of brand
performance
2.
Measurement
of brand strength
3.
Determination of
brand earning
potential
4.
Determination of
the brand life span
5.
Present-value
determination
calculation
The original brand performance is isolated on the basis of brand
strength (Steps 1 and 2). This reveals the annual cash flows
attributable exclusively to the brand and that constitute the
earning potential for the brand (Step 3). Financial assessment
of the brand is based on the discounted cash flow method
favoured by public auditors (calculation of present value, Step
5); for this, a realistic life span of the brand must be determined
first (Step 4).
The discount rate also takes the weighted average cost of
capital (WACC) of the brand company into account. This is
how the underlying financial data meet the requirements of
the IDW S5 Standard of the Institute of Public Auditors in
Germany [IDW].
METHODOLOGY
OF BRAND
VALUATION:
SEQUENCE AND
WORKSTEPS
The point of departure for a determination of monetary brand
value is a brand’s strength. This is translated into a financial
figure in the following steps.
How strongly
anchored is
the brand in
the consumer’s
mind?
What aspects
of brand perfor-
mance are due
to the brand
strength?
What are the
annual payment
flows that corre-
spond to the
brand’s perfor-
mance?
How long will
the brand last in
future?
What is the
present value of
future payment
flows?

7. The proven brand-purchase-funnel approach forms the point
of departure for measuring brand strength. The number and
relevance of the funnel stages are specified individually for
the brand. The empirically validated brand strength permits
systematic benchmarking relative to the competitor.
This is based either in individually designed surveys or in
existing market-research data in your company.
This is what makes the Brand Census® universally deployable:
• for every brand type
• for every industry
• for every regionally defined market
The Nielsen Brand Performance System is particularly well-sui-
ted for brands that are offered in clearly defined markets and
for which market data – ideally panel data – are available.
Brand Performance assesses the most important brands
within a specific market based on a causal model-based sco-
ring system. The core indicators for brand value are: market
attractiveness, market penetration, consumer acceptance
and the degree of dissemination of the brands in question.
These indicators are selected and weighted as a result of the
empirically validated causal model.
BRAND CENSUS®
:
BRAND STRENGTH
MEASUREment
WITH THE BRAND
PURCHASE FUNNEL
Brand
Performance:
Measuring
market
strength with
market data
}
Aware-
ness
Familiar-
ity
Shortlist Purchase Loyalty
Brand strength in the brand purchase funnel
Funnel
levels
Transfer-
rates
Brand
strength
Relevance
}
Aware-
ness
Familiar-
ity
Shortlist Purchase Loyalty
Brand strength in the brand purchase funnel
Nielsen Brand Performance System
Funnel
levels
Transfer-
rates
Trend in market
share (quantity)
Trend in market
share (value)
Market share
(quantity)
Market share
(value)
Brand
awareness Relevant Set
Numerical
distribution
Weighted
distribution
Brand
strength
Relevance
Trend in the
brand
End customers
Position of the
brand
Brandstrength
Retail

8. With Value of Success, you can measure the value
that marketing contributes to your company.
This makes the performance of marketing and com-
pany management calculable. The basis for this
is the value trend of the brand itself. This is either
based on an existing assessment of brand value or
estimated using a simplified valuation approach for
the past few years.
This makes investments in the brand verifiable. Using
this tool, we have managed to document a tripling
in brand value within a few years’ time. Thanks to
a standardised approach, this method permits a
cost-effective entry into the brand valuation.
If an appraisal of brand value is commissioned as
a follow-up, the fee for Value of Success is offset.
The process of pure brand valuation takes about 4 weeks to
complete. If an empirical study still needs to be carried out,
the time required for this must be added.
The basic fee for an expertise on brand value that is auditable
and compliant with court standards is EUR 20,000.
The fee for an estimate of brand value using the Value of
Success tool is EUR 8,000; in the event, it will be credited to
the cost framework for an expertise on brand valuation.
All prices are exclusive of statutory VAT.
Value of
Success:
THE PORT OF
ENTRY TO BRAND
VALUATION
Time and fees

9. Konzept & Markt GmbH
Dr. Ottmar Franzen
Michael Fuchs
Bischof-Blum-Platz 2
65366 Geisenheim (Rheingau), Germany
☎+ 49 (0) 6722 75034-11
+ 49 (0) 6722 75034-19
franzen@konzept-und-markt.com
fuchs@konzept-und-markt.com
For further information on the topic of brand valuation, go to
www.markenbewertung.de or
www.konzept-und-markt.com