http://www.type2consulting.com/2009/10/18/the-earnings-split-method-of-brand-valuation/ Brand Strategy and Business Value Tue, 31 Jan 2012 01:14:21 +0000 hourly 1 http://wordpress.org/?v=3.1.4 http://www.type2consulting.com/2009/10/18/the-earnings-split-method-of-brand-valuation/comment-page-1/#comment-15 Jonathan Knowles Fri, 30 Oct 2009 04:19:46 +0000 http://www.type2consulting.com/?p=472#comment-15 Nigel - thank you for making an important observation that the credibility of Millward Brown's league table is definitely enhanced by its use of the BrandDynamics/BrandZ market research data as the foundation for its judgements about the proportion of earnings to be attributed to the brand. The "earning split" approach is based on judgement calls, but at least Millward Brown has access to a richer set of data on which to make their calls. Nigel – thank you for making an important observation that the credibility of Millward Brown’s league table is definitely enhanced by its use of the BrandDynamics/BrandZ market research data as the foundation for its judgements about the proportion of earnings to be attributed to the brand.
The “earning split” approach is based on judgement calls, but at least Millward Brown has access to a richer set of data on which to make their calls.

]]> http://www.type2consulting.com/2009/10/18/the-earnings-split-method-of-brand-valuation/comment-page-1/#comment-14 Nigel Hollis Thu, 29 Oct 2009 18:20:06 +0000 http://www.type2consulting.com/?p=472#comment-14 The fundamental difference between Millward Brown's ranking and the others is that we use survey research to establish the proportion of current intangible earnings which are due to the brand and to help define the brand earnings mulitple. More on this here: http://www.mb-blog.com/index.php/2008/04/23/the-brandz-top-100-physician-heal-thyself/ The fundamental difference between Millward Brown’s ranking and the others is that we use survey research to establish the proportion of current intangible earnings which are due to the brand and to help define the brand earnings mulitple. More on this here: http://www.mb-blog.com/index.php/2008/04/23/the-brandz-top-100-physician-heal-thyself/

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