Avaliação líder da marca e consultoria de estratégia, financiamento da marca, tem o prazer de anunciar a nomeação de três novos diretores; Anne Bahr Thompson, Brian Buss e Doug Bania. Nós e em todo o mundo. ”
Commenting on the new appointments, Brand Finance CEO David Haigh stated, “I am delighted to welcome Anne, Brian and Doug to the Brand Finance team. Between them, they bring an exceptional array of expertise in strategy, valuation, branding, tax and litigation, strengthening Brand Finance’s capabilities both in the US and around the world.”
Para comentários especializados sobre qualquer história relacionada à marca, não hesite em entrar em contato com Anne, Doug, Brian ou nossa equipe central de comunicações em Londres. Nossas pesquisas e informações mais recentes sobre as implicações do valor da marca para consumidores, investidores, contadores, advogados e profissionais de marketing podem ser encontrados em nychain.top.
biografias
Anne Bahr Thompson, Diretora Gerente - Estratégia (Nova York)
Anne has more than 25 years’ experience as a global brand strategist, accomplished researcher, writer and speaker. Anne was formerly executive director of strategy and planning and the head of consulting at Interbrand. Prior to this, Anne spent several years in the banking sector in strategic planning and research and began her career at Grey Advertising.
Anne brings the knowledge and understanding that only comes from interacting with a lengthy list of the world’s most prestigious brands including: Aegon, Adidas, American Cancer Society, Citibank, Course Horse, Emerson, Hard Rock Cafe, IBM, ING, JPMorgan Chase, Kingfisher, Merck Medco, Microsoft, Pearson, Pepsi, Prudential, Quaker Oats, Roche, Save the Children, Scandinavian Airlines, STA Travel, Stolichnaya, Symantec, Thomson Reuters, Tri-Star Entertainment, UNICEF and the Waitrose/John Lewis Partnership.
Anne holds an MBA from the Darden Graduate School at the University of Virginia and has been an adjunct professor at New York University Stern School of Business’s London campus. Her writings have appeared in Brands and Branding (Economist Books), hbr.com, Brand Quarterly, Journal of Brand Strategy, Bloomberg News, The Guardian, PR News, and many other industry publications. Anne is the author of ‘Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit’, which will be published in Fall 2017.
Doug Bania, Diretor Gerente - Avaliação (San Diego)
Doug has more than fifteen years’ experience as an intellectual property and brand licensing strategist and IP valuation professional. Doug is an accomplished writer, speaker, and is part of the International Trademark Association’s (INTA) Internet Committee, the ICANN Compliance and Domain Name Industry Subcommittee and is a Certified Licensing Professional (CLP).Doug is a branding, licensing and IP damages expert and has been a named in approximately 50 cases, has been deposed ten times and has provided trial testimony five times. Doug has managed hundreds of projects related to brands, intellectual property and the related intangible assets. He has assisted clients in intellectual property matters related to acquisitions, litigation, bankruptcy, tax, estate and licensing.
Doug holds an MA in Television Film and New Media with an emphasis on marketing from San Diego State University and a BA in Cinema from San Francisco State University. His writings have appeared in peer-reviewed journals such as the Journal of Intellectual Property Law and other publications such as The World Trademark Review and a book chapter in Calculating Economic Damages in Intellectual Property Infringement Cases published by Business Valuation Resources (BVR).
Brian Buss, Managing Director – Valuation (San Diego)
Brian é um analista financeiro fretado (CFA) com mais de 20 anos de experiência em avaliações, análise financeira e finanças corporativas nos EUA e no exterior.
Brian fornece consultoria estratégica sobre carteiras e transações de propriedade intelectual, orientação para determinar os danos econômicos e a repartição dos lucros em litígios civis e realiza avaliações de marcas comerciais, patentes, direitos autorais, cartões de comércio, segredos, consultas tecnológicas, patentes de celebridades e outros assassinatos. Brian se baseará em sua extensa experiência, aumentando os serviços de avaliação principal da Brand Finance, fornecendo aos clientes conselhos estratégicos sobre seus portfólios e transações de IP, medindo o impacto das estratégias de IP, construindo oportunidades de licenciamento e otimizando os preços dos produtos.
Experiência de trabalho anterior inclui consultorias de tecnologia e marca, Westpac Institucional Bank e Grupo de Serviços Financeiros da Deloitte & Touche na Nova Zelândia e em São Francisco. Brian se formou no Claremont McKenna College e possui um MBA da Universidade Estadual de San Diego.
termina
Sobre o financiamento da marca
Finanças da marca, com a sede em Londres. Ele fornece clareza aos profissionais de marketing, conselhos e investidores, quantificando o valor financeiro da propriedade intelectual. Usando essas informações, a Finance da marca se baseia em especialização em estratégia, marca, finanças, impostos, direito, pesquisa de mercado e identidade visual para alavancar o IP para obter retornos financeiros máximos. Contatos
Downloads
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Financeiros de marca é uma empresa de contabilidade regulamentada e um líder comprometido na padronização do setor de avaliação da marca. O financiamento da marca foi o primeiro a ser certificado por auditores independentes como compatível com a ISO 10668 e a ISO 20671 e recebeu o endosso oficial do quadro de padrões de responsabilidade de marketing (MASB) nos Estados Unidos. Destinado a identificar bens, serviços ou entidades, criando imagens e associações distintas nas mentes das partes interessadas, gerando benefícios econômicos. O financiamento da marca avalia a força da marca em um processo compatível com a ISO 20671, analisando o investimento em marketing, o patrimônio líquido e o impacto daqueles no desempenho dos negócios. Os dados utilizados são derivados do programa de pesquisa de mercado proprietário da Brand Finance e de fontes publicamente disponíveis. Com base na pontuação, cada marca recebe uma classificação de marca correspondente até AAA+ em um formato semelhante a uma classificação de crédito.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve Ao licenciar a marca no mercado aberto. A força da marca é expressa como uma pontuação do índice de força da marca (BSI) em uma escala de 0 a 100.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine a faixa de royalty para cada setor, refletindo a importância da marca para a compra de decisões. Em luxo, a porcentagem máxima é alta, enquanto na indústria extrativa, onde as mercadorias são frequentemente comoditizadas, é menor. Isso é feito revisando contratos de licenciamento comparáveis provenientes do extenso banco de dados da marca Finance.
3 Calcule a taxa de royalties. A pontuação do BSI é aplicada à linha de royalties para chegar a uma taxa de royalties. Por exemplo, se a faixa de royalties em um setor for de 0 a 5% e uma marca possui uma pontuação BSI de 80 de 100, uma taxa de royalties apropriada para o uso dessa marca no setor especificado será de 4%. Analista prevê e as taxas de crescimento econômico. Os valores derivados e as opiniões apresentadas neste estudo são baseadas em informações disponíveis ao público e em certas suposições de que o financiamento da marca usou quando esses dados eram deficientes ou pouco claros. A marca Finance não aceita nenhuma responsabilidade e não se responsabiliza no caso de as informações publicamente disponíveis ser consideradas imprecisas posteriormente. As opiniões e análises financeiras expressas no estudo não devem ser interpretadas como fornecendo conselhos de investimento ou negócios. O financiamento da marca não pretende confiar no estudo por qualquer motivo e exclui toda a responsabilidade a qualquer corpo, governo ou organização.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
