Brands And Shareholder Value

How Brands Create Value for Customers and Shareholders Presented by: Adnan Galabhai 21077819

Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object]

But first…What is a brand? ,[object Object],[object Object],[object Object]

I. How do brands create value for customers? ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Kapferer (2004)

1. Identification ,[object Object],[object Object],Source: Adapted from Keller (2008)

2. Promise of Quality HALO EFFECT Source: Adapted from Kapferer (2004)

3. Brand Image Ralph Lauren = SUCCESS Physique = Energetic, Proud Reflection = Young, rich men of good social standing Relationship = Social Distinctiveness, Exclusive Personality = American Way of Life, Elite Culture= American, Luxury Self Image= I belong to my time, I am fashionable Source: Kapferer (2004)

4. Brand Relationships Source: Adapted from Fournier (1998)

5. Experiential Value ,[object Object],[object Object],[object Object],Apple Macbook Laptop Fashion Statement/ Stylish Design Source: Adapted from Schmitt (1999)

II. Brands and Shareholder Value ,[object Object],[object Object],[object Object],SHAREHOLDER VALUE = CORPORATE VALUE – LONG TERM DEBT CORPORATE VALUE= FUTURE CASH FLOWS OF THE FIRM Let’s see how brands create shareholder value…

1. Increasing Cash Flow ,[object Object],[object Object],[object Object],[object Object]

Relationship between Brand Strength and Cash Flow ,[object Object],Source: Whitwell et al. (2003)

2. Increasing the residual value of the business ,[object Object],[object Object],[object Object],[object Object],[object Object]

3. Reducing the risk associated with cash flow ,[object Object],[object Object],[object Object]

Concept of Brand Value ,[object Object],[object Object],Source: Pahud de Mortanges and Van Riel (2003)

Brand Valuation: Interbrand Method Source: Interbrand (2007) World’s Most Valuable Brand in 2007 was Coca Cola with a brand value of $65.3 billion

Linking Brand Value to Shareholder Value Brand Value 1.Branded Revenues 2.Intangible Earnings 3.Brand Earnings Present and Future Cash Flows Corporate Value Shareholder Value

Conclusion: Brand Value Chain Product Communications Awareness Associations Attitudes Attachment Pricing Power Market Share Cost Structure Profitability Cash Flow Intangible Assets Residual Value ,[object Object],[object Object],Source: Adapted from Keller (2008)

Brands And Shareholder Value

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