Brand Evaluation

Services

Brand Evaluation

At Vision Consulting, we offer brand valuation services in accordance with the latest global methodologies, and in compliance with the requirements of the Saudi market and the standards of the Saudi Authority for Accredited Valuers.

Who Is The Brand Evaluation Service For?

  • Only existing companies and institutions.
  • It does not apply to startups or companies that have not yet been established, due to the lack of an effective market record.

When do you need to evaluate your brand?

  • When selling a trade name or trademark, whether to an exclusive or non-exclusive agent.
  • It is not used to determine the overall value of the establishment.

Indicators Quantitative Aid

Indicators of awareness and perception:

Sign awareness rate - mental perception - memory power.

Loyalty and preference indicators:

Customer loyalty - Net Promoter Score (NPS) - Preference compared to competitors.

Market performance indicators:

Market share - Sales growth - Geographic reach.

Methods Evaluation Brand

  • Relief from Royalty Method:
    Estimating the royalties that ownership provides instead of leasing. (Usually 2%–8% of sales).

    Excess Earnings Method:
    The difference between total earnings and returns from other assets is attributed to the brand.

    Market Comparison Method:
    Comparison with previously sold brands and analysis of similar transactions.

  • Economic value added (EVA):
    Calculating added value and the brand's share of it.

    Discounted cash flows (DCF): Forecasting future revenues associated with the brand and discounting them to the present value.

  • Premium Price Analysis:
    Comparing the brand's product prices with generic products.

  • Replacement Cost:
     Estimating the cost of building a similar sign from scratch.

  • Adjusted replacement cost:
    The cost of recreating the brand today, taking into account inflation and risks.

  • Adjusted replacement cost:
    The cost of recreating the brand today, taking into account inflation and risks.

  • Interbrand Model: Combining financial performance with brand strength and risk.

  • Brand Finance model:
    Revenue analysis, Brand Strength Index (BSI), and royalty rate.