Strong 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 a 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 to management.
A brand valuation identifies areas of strength and weakness enabling management to deploy resource to rectify or exploit. This due diligence process illustrates to investors the state of the intangible assets being purchased. Rather like employing a structural engineer to carry out a survey on a property prior to purchase, Intangible Business is employed to carry out a similar process for brands and other intangible assets.