Excerpt of further issues topics:
Brand Equity and Brand Strategy,
Brand Equity and Brand Diffusion, Brand Equity
and Company Success, Brand Equity and Sales and
Acquisition of Brands or Companies, Brand Equity
and Marketing Investment
Consumption or finance
oriented approach toward fiscal brand assessment
- Is this really of significance?
Well, for all intents and
purposes we often hear that those in charge of
businesses and brands are interested in knowing
the equity of their brands. However, once you
deal with the question of the financial value of
one’s brand you come across two separate worlds:
For one, there is the world of the consumption
oriented approach and secondly the world of the
financially oriented approach.
Inevitably, this is going to lead to different
results and thus to a dilemma: Brand assessment
is basically viewed as important, but currently,
nobody really believes in its significance. The
consequence being that fiscal brand equity might
not be calculated at all.
With all due respect, we think this is a mistake.
Brands, if they are true brands and not just
names, labels or markers, often account for more
than half of all company assets. Yes, there are
even cases where the whole company value
consists of brand equity. And these could be
amounts in the millions.
And when it comes to significance does it really
play a role if a process is approached from a
consumer oriented or more a financially oriented
perspective? Isn’t it rather essential that this
process ensures requirements for transparency
and traceability, so it becomes apparent to
anyone interested, which aspects have been
included in the assessment and which variables
possibly differ from others in this brand equity.
In the SchmidPreissler Brand Equity+Performance®
Program developed by us, we have bundled
knowledge, expertise, concepts and tools that
have proved to be of value to us and our clients
over many years to a holistic approach for
projects of companies in varying industries,
nationally, internationally and globally. Out of
approximately 120 assessment criteria the market
position plays an equal role to the distinct
positioning of the brand, the origin and the
history as well as the international or even
global presence, the clear message of what a
brand offers and brand specific targeting. Of
course, the other elements of our brand
definition also contribute, such as profile,
image and awareness.
For us it is the emotional and rational
appreciation of a brand that distinguishes the
brand. This means that the psychological brand
strength minimizes the risks for future success
and thus secures the conservation of value for
the brand. Only brands which are attractive and
convincing to the consumer are going to be
bought in the long run.
We also value the relationship with human
resources, a stable and trusting relationship to
the procurement market, pecuniary circumstances,
a responsible handling of topics such as
Corporate Social Responsibility (CSR) and
sustainability, a respectful relationship to the
customer and other partners, truthfulness,
candidness and solidity, and of course the
business development of the past few years, the
medium and long term corporate strategy as well
as investment policy for the procurement market,
the sales market and job market and many more.
If you would like to find out more about the
SchmidPreissler Brand Equity+Performance®
Program, we are at your disposal. You can reach
us at +49 8022 91 78 0.