SchmidPreissler Strategy Consultants at The Lion's House
D-83703 Gmund am Tegernsee. Represented in Berlin, Istanbul, Mumbai, New York, Shanghai and Tokyo
www.schmidpreissler.de
www.briefletter.de

 

Our philosophy: Successful corporate strategies are market strategies and market strategies are always brand strategies.

 

SchmidPreissler is the avant-garde among strategy consultants. We serve business leaders worldwide.

 

With this site we present our brand equity and performance program in the scope of the
subject-matter 'turn of an era and paradigm shift in brand marketing' as a key to safeguarding
brand marketing investments and expenditures. This program is a new norm.
We regard this program to be a milestone in brand marketing already today.

 

 

 
 

SchmidPreissler Brand Equity+Performance©  Programm

 
 

Issue: 05/200

Next Issue: Week 22/2006

 

 

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

 

 

 

 

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The Sale- and Lease or Rent-Back of brands frees up Capital and makes the Monetary Brand Equity transparent
Christina Schmid-Preissler, SchmidPreissler International Strategy Consultants GmbH

What has prevailed successfully for years when it comes to real estate, machinery and the car pool, is slowly but surely gaining a foothold in regards to treating immaterial assets such as patents, licenses and trademark rights, namely sale and lease or rent back procedures.

One advantage is obvious: The sale and lease or rent-back of brands is a good way to remove brands from their shadowy existence as secret reserve and to develop new sources of financing which are going to improve the structure of the balance sheet lastingly.

But this is by far not all. It seems to be much more vital that a spin-off of brands makes it transparent, what a brand is able to achieve.

Up till now, marketing budgets acted mostly in accordance with turnover and profit results. If business is booming, budgets are stocked richly. However, are turnover and profits weak, the red pencil is applied. First the brand is praised then it is degraded to a means to an end.

Future oriented brand marketing has to orient itself on the brand equity and has to earn interest on this value. Only then is there going to be enough money in the future to finance brand marketing. Brands should no longer be viewed as a secret reserve. Particularly since they are the most valuable asset of a business whose core are brands.

Of course, sale and rent-back leasing are more sophisticated than leasing of values such as real estate, machinery or car pools, predominantly due to the assessment of brands.

Should the net asset value be applied and should it be accepted, that future growth potential and cash flow are not taken into consideration? If you chose the liquidation value you also pass on including the future development of the brand. Should you concentrate on the capitalized earnings value and risk the danger of manipulation. Would you agree on the mean-value method, knowing that, in general, it is not an objective value? Or do you chose a combination of finance and behavioural approach that results in cooperation of people in research and development and those responsible for finance and marketing as well as distribution and service?

With the SchmidPreissler Brand Equity+Performance Program we have developed a program, which calculates monetary brand equity in terms of a working capital and aims at putting monetary brand equity in the center of corporate activities. If you do have further questions, we are at your disposal at +49/8022/9178-22, Dipl. Vw. Christina Schmid-Preissler.

 

 

Corporate Strategies

 

Market Strategies

 

Brand Strategies

 

Brand Development

 

Brand Diffusion

 

Brand Leadership

 

Brand Equity + Performance

 

Brand Positioning

 

Brand Protection

 

Brand Rating

 

Brand Rules

 

Brand Net-Added Value

 

Brand Driven Selective Distribution

 

The Waisted Rectangle©- The new picture of the consumer goods markets

 

Global Branding

 

Knowledge Society as Target Group

 

 

Editor: Dipl. Vw. Christina Schmid-Preissler - Assistant Editor: Regina Seago

Copyright © 2005 SchmidPreissler Strategy Consultants. All rights reserved.

© 2005 SchmidPreissler

 

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