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Brand Valuation of Happydent

Brand Valuation of Happydent

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Published by: gm.kayal on Oct 18, 2009
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01/12/2013

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BrandValuation:Happydent 
PBM
 
Project,
 
Part
 
III
 
Submitted
 
to
 
Prof.
 
S.
 
Govindrajan
 
Submitted
 
By:
 
Anton
 
Babu
 
U108009
 
Ayan
 
Das
 
Gupta
 
U108014
 
Gaurav
 
Kayal
 
U108019
 
Ishita
 
goel
 
U108020
 
"If 
 
this
 
business
 
were
 
split 
 
up,
 
I
 
would 
 
give
 
you
 
the
 
land 
 
and 
 
bricks
 
and 
 
mortar,
 
and 
 
I
 
would 
 
take
 
the
 
brands
 
and 
 
trademarks,
 
and 
 
I
 
would 
 
 fare
 
better 
 
than
 
you." 
 
 
John
 
Stuart,
 
Chairman
 
of 
 
Quaker
 
(ca.
 
1900)
 
 
3
5
6
6
6
7
7
8
8
&
e
 
 
Executive Summary
With
 
brands
 
playing
 
an
 
important
 
role
 
in
 
generating
 
and
 
sustaining
 
the
 
financial
 
performance
 
of 
 
businesses,
 
especially
 
with
 
the
 
high
 
levels
 
of 
 
competition
 
in
 
every
 
industry,
 
it
 
becomes
 
imperative
 
for
 
every
 
company
 
to
 
come
 
up
 
with
 
credible
 
ways
 
to
 
value
 
its
 
brands
 
The
 
key
 
challenges
 
in
 
Brand
 
Value
 
measurement
 
include
 
measuring
 
the
 
importance
 
of 
 
"brand"
 
in
 
the
 
consumer’s
 
product
 
selection
 
process,
 
and
 
to
 
dissect
 
that
 
measure
 
of 
 
"brand"
 
and
 
determine
 
its
 
key
 
contributing
 
components.
 
Having
 
tracked
 
Happydent
 
over
 
the
 
last
 
two
 
phases
 
of 
 
this
 
project
 
in
 
valuing
 
brand
 
imagery
 
and
 
brand
 
equity,
 
we
 
adopt
 
various
 
methodologies
 
to
 
arrive
 
at
 
a
 
figure
 
for
 
Brand
 
Value
 
for
 
Happydent.
 
We
 
evaluated
 
various
 
brand
 
valuation
 
methods,
 
namely,
 
the
 
following:
 
 
Gross
 
Profit
 
Differential
 
Method
 
 
Unbranded
 
Profit
 
Method
 
 
AC
 
Nielsen
 
Brand
 
Balance
 
Sheet
 
method
 
 
Brand
 
Performance
 
Model
 
 
Semion
 
Brand
 
Value
 
Approach
 
 
SDR’s
 
Brand
 
Value
 
Method
 
One
 
of 
 
the
 
constraints
 
we
 
faced
 
while
 
choosing
 
an
 
appropriate
 
model
 
in
 
determining
 
the
 
brand
 
value
 
for
 
Happydent
 
was
 
the
 
unavailability
 
of 
 
financial
 
data
 
pertaining
 
to
 
Perfetti
 
Van
 
Melle’s
 
India
 
operations
 
for
 
the
 
year
 
2008.
 
This
 
effectively
 
meant
 
that
 
approaches
 
such
 
as
 
Brand
 
Performance
 
Model
 
and
 
Semion
 
Brand
 
Value
 
Model
 
which
 
are
 
highly
 
quantitative
 
and
 
use
 
the
 
balance
 
sheet
 
numbers,
 
cannot
 
be
 
utilized
 
for
 
the
 
purpose
 
of 
 
our
 
calculations.
 
We
 
made
 
use
 
of 
 
three
 
models
 
for
 
the
 
purpose
 
of 
 
calculating
 
the
 
Brand
 
Value
 
for
 
Happydent
 
Interbrand’s
 
Brand
 
Valuation
 
Model,
 
the
 
Discount
 
Model
 
for
 
calculating
 
the
 
present
 
value
 
of 
 
future
 
“brand
 
earnings”
 
(for
 
Happydent),
 
and
 
the
 
Sales
 
and
 
Premium
 
(S&P)
 
Model
a
 
model
 
we
 
developed
 
on
 
our
 
own
 
which
 
is
 
a
 
modification
 
of 
 
the
 
Gross
 
Profit
 
Differential
 
approach.
 

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