Questions? Email us about your brand health check issue
Send Stuart Whitwell an email
Brands can be very resilient to adversity and can withstand a barrage of mismanagement, unfortunate macro incidents and unexpected disasters. However, in order to be so resilient they need to be in good health. Intangible Business checks brand health using brand valuation methods to understand the drivers of value and the health of the brand in the eyes of the consumer. By identifying the drivers of value, resource can be allocated to support these functions and they can also be monitored to improve the brand's position.
Brands are frequently a key driving force behind mergers and acquisitions. Ensuring that these brands are healthy prior to acquisition is an important step to ensuring value creation. Intangible Business helps companies identify brand health prior to acquisition and monitor brand equity on an ongoing basis, looking at the brand from both a financial and a marketing perspective. It helps being qualified accountants and marketers.
Areas of focus include competitive and market analysis, gross margin evaluation in total, by channel and by product line, consumer research, historical and future sales, brand investment and net brand contribution (NBC). This, along with knowledge of brands and markets in a competitive context, paints a clear picture of the health of the brand in the eyes of both consumers and shareholders and is presented simply and clearly.
Well targetted and focussed research is an important tool, in identifying areas of strength and weakness which resource can be deployed to analyse, rectify or exploit. Research is an important due diligence process, for example, to investors in assessing the state of brands and other intangible assets being acquired or invested in. Rather like employing a structural engineer to carry out a survey on a property prior to purchase, Intangible Business is engaged to carry out a similar process for brands and other intangible assets.
If you have any questions, or if you would like us to carry out a brand health check for you, please call Stuart Whitwell or send him an email.