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所在平台: Udemy |
课程主页: https://www.udemy.com/course/brand-valuation-with-practical-examples/
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课程名称：品牌估值 课程概述： 品牌估值是一个重要的过程，企业在多种情况下可能需要对品牌进行评估，包括无形资产的出售、购买价格分配、减值、抵押担保、与侵权、合同违约或其他商业诉讼相关的经济损失和利润损失的计算，以及财务报告等。在进行品牌估值时，确定“估值的对象”至关重要，因为品牌的价值对于拥有该品牌的公司、与之竞争的公司或在同一行业中没有直接竞争的品牌公司而言，可能会有很大差异。 品牌估值的应用相当广泛，主要包括以下几个方面： 1. **并购**：企业在收购其他公司时，通常不会以账面价值支付收购价格，收购价格与账面价值之间的差额被称为商誉。通过品牌估值，可以帮助确定买方应支付的溢价。 2. **许可**：通过扩大或授权品牌，企业可以利用强大品牌的价值，许可方通过授权获得额外收入，而被许可方则可降低市场开拓和广告成本。 3. **融资**：尽管公司不在财务报表上将品牌列为长期资产，金融市场却承认品牌对股东价值的贡献。拥有强大品牌的公司通常能获得更优的融资条件，品牌估值越高，融资条件越好。 4. **品牌评估**：品牌投资评估通常涉及对不同品牌及其竞争者的硬性指标（如销售额和市场份额）及软性指标（如声誉和品牌认知度）进行比较。品牌 valuation 使企业能够评估品牌投资的回报，并为品牌组合制定适当的投资策略。 5. **预算分配**：品牌估值在营销组合中占据重要位置，帮助企业决定如何分配预算和资源，精确评估所需的营销手段，以提高支出效率和营销效果。 请在购买前仔细阅读课程内容。
Brands may need to be valued for a variety of reasons; some of them are listed below:Sale of intangiblesPurchase price allocationImpairmentCollateral securityEconomic damages/lost profits related to infringement, breach of contract, or other commercial litigationFinancial ReportingWhen valuing a brand, it is particularly important "for whom" that value is being determined for. The value of a particular brand is not the same for the company that owns the brand as for a company with a competing brand or for another company operating in the industry with a brand that does not compete directly with it.Brand valuation has been by far used for many purposes by companies.1. Mergers and Acquisitions: Usually, a company or an organization does not pay the book value while acquiring another business entity. Now the difference between the paid acquisition price and book value is known as Goodwill. Goodwill can be defined as the value of a business entity which is not directly attributable to its tangible assets and liabilities. Estimating the financial value using brand valuation of a brand helps us to determine the premium over book value that a buyer should be paying.2. Licensing: One of the approaches to take advantage of the value of a solid brand is by broadening or permitting the brand. It is feasible for both the licensor and the licensee to profit financially from an authorizing course of action. The licensor profits by another wellspring of income that requires minimal capital speculation. The licensee benefits by having a lower channel, publicizing and client obtaining costs3. Financing: While companies don't convey marks on their monetary records as long-term resources, money related markets perceive the commitment brands have on investor esteem. Organizations with solid brands consistently acquire preferable budgetary terms over organizations with poor brands. The higher the estimation of the brand through brand valuation, the better the terms.4. Brand Reviews: Usually, brand investment reviews entail the comparison, across brands and against competitors of hard measures, such as sales and market share, and soft measures, such as reputation and awareness. For some brands, it is also important to determine financial value. Brand valuations allow companies to gauge their return on brand investment and to develop appropriate investment strategies across a portfolio of brands.5. Budget Allocations: The marketing mix is utilized by advertisers who must settle on choices about the assignment of spending plan and assets. Organizations can now more precisely gauge the blend of promoting vehicles required to expand both spending proficiency and advertising viability. For a few organizations, brand valuations are a basic component of the marketing mix.Please read the contents of course before purchasing..
