whats the value_of_a_brand_name
TRANSCRIPT
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L2 INNOVATION FORUM 2010Presented by: Nima Rahnemoon
WHAT’S THE VALUE IN BRAND NAME?
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Value
Dell Laptop 15”$800
Macbook Pro 15”$1200
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Value
Honda Acura$70,000
Ferrari$250,000
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Value
Rolex Oyster$10,000
Fake Rolex Oyster$10
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Value Conclusion
• Having a well-known/respected brand -> selling products at a higher price = higher profit margins
• Logically people should attribute value to product quality, styling, service and reliability instead of brand
• Brand name value is easy to compute
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Value Of Brand Name
Coca Cola$4/6 pack
RC Cola$2/6 pack
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Example Cont.
Margins Coca Cola RC Cola
Current Revenue $21,962,000 $21,962,000
Operating Margin 15.57% 5.28%
Sales/Capital (Turnover Ratio)
1.34 1.34
Return on Capital 20.84% 7.06%
Growth rate during period (g)
10.42% 3.53%
Cost of Capital during period
7.65% 7.65%
Value of firm $79,611,000 $15,371,000
Value of brand name = $29,611,000 – 15,371,000 = $64,240,000
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Proposition 1
•Brand is the most sustainable competitive
advantage
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Proposition 2
•Luck and serendipity are just as important as
advertising
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Proposition 3
•Brand Value is an Illusion
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Proposition 4
•Even Valuable Brand Names Lose Value
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Personal Application
•Understanding the importance of brand•Making a sustainable
company•Not being a smarter
consumer
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Classroom Application
•Fustec•Documents on LMES•Entrepreneurship