Brand Identity & Valuation

Concept
Brand Identity Perspectives (Brand as a Product, an Organization, a Person & a Symbol), Brand Identity Levels (Inner & Outer Core & Brand Value Proposition), Kapferer’s Brand Identity Prism, Aaker model

Brand Recognition(Direct & Indirect), Brand Recall (Aided & Unaided), Brand Image, Brand’s Primary Association
Brand Association, Simple Association Inventory, Relative Brand Image Profile Analysis, Attitude to The Brand Analysis(Tri-Component Attitude Model & Multi-Attribute Attitude to the Object Model)

Cost Based Method, Historical Cost, Replacement Cost, Market value method, Discounted cash flow method, Brand contribution method, Inter brand method, Royalty Approach Method

Price Based Method, Price premium, Market-share equalization
Price-premium at indifference, Consumer Based Method, Brand knowledge, Attribute rating, Blind test

Factors of decline, ageing of brands, rejuvenating a brand,
Brand Elimination- Systematic approach, Strategies (Merger, Sale, Milking & Outright Elimination)