Brand Strategy

Cities, governments, not-for-profits, celebrities, professional associations and many other organizations can benefit from powerful brands. While many of these brand owners permit their brands to be used by others through licensing, these brands are unlikely to be acquired in the traditional sense that a corporate brand might be the target in a corporate acquisition. So how does the owner of a brand that won’t be acquired understand the value of their brand assets?

Brian Buss of Nevium led a discussion with the Provisors Branding, Licensing and Intellectual Property affinity group in Los Angeles on this very topic. The key to valuing these brands is quantifying how the brand contributes to the organization’s financial performance. Nevium has applied a profit apportionment model to answer this and similar questions for brand owners outside the classic corporate world. With an understanding of the brand’s contribution to financial performance and the value achieved from leveraging brand assets, brand owners have been able to update revenue models, optimize prices charged for their services, diversify funding sources and enhance operations. Leveraging brand assets often identifies opportunities for organizations to achieve their missions more efficiently and effectively.

The attached slides led the discussion and introduce Nevium’s approach to brand valuation using a profit apportionment model.