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- Dr. RAMKI
VALUATIONS
HISTORIC VALUATIONS
Benefit of simplicity as it is easy to measure
Fails to capture the essential nature of the brand e.g.
Blue Pepsi was launched and died
Many brands which were supported by huge brand
building efforts but sank without a trace should be
also valued high.
e.g. Pastonjee Ice Cream
Contd..
HISTORIC VALUATIONS
Should the whole period be taken into consideration for
assessing brand value.
5
Contd
Contd
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Contd.
MARKET VALUATION
One difficulty with this approach
Market values are influenced by expectations of future
earnings and not all of those future earnings are
related to the inner strength and weakness of the
brand.
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