Another day, another city, but the song remains the same.
I am presenting at the Schulich Executive Education Center at York University in Toronto tomorrow. I tried to define the remit of my presentation as brand and customer equity measurement but was asked to focus more narrowly on brand valuation.
Readers of this blog will be familiar with the approach I will take to the topic, and the caution I will sound about thinking of brand valuation as anything other than fodder for cocktail party conversations or a specialist tool to support limited and well-defined transactional needs (most of them having nothing to do with marketing).
Given that the participants are all marketers, I thought I would prepare a workbook that will allow us to generate in class a brand valuation based on the earnings split approach. It should be a great way to illustrate the variables to which a brand valuation is most sensitive. I will report back.
