Business Exchange
How to Value a Brand
Publication: Lodging Hospitality
Date:Tuesday, March 15 2005
Subject: Valuation, Corporate culture, Customer satisfaction, Return on investment
Profits, ROI key measures
THE ASSIGNMENT: measure brand value. THE METHOD: ask top executives, brand specialists and consultants to define it. It's clear from our e-mail responses that the key value is profits and/or return on investment. Here are the questions and a sampling of responses.
1 How do you measure brand value?
2 In measuring brand value, how do you rank the following on a scale of 1-10, with 10 being the top rank?
* Reservation contribution of brand.com
* Profits
* ROI
* Purchasing programs
* Technology
* Support services
3 How does a company's culture affect brand value?
We begin with World Hotels
1 We measure our relative value in two very distinct manners. The first is the hookers and guests; second is our owners and operators. We have organized ourselves to insure that travel agents, meeting planners and corporate travel managers have confidence when recommending our hotels. For owners and operators, we measure our value through our Membership Services team, creation of partnerships and delivery of revenue through our sales teams and reservation processes.
In addition, make sure to read these articles:
- Will Any Management Theory Do?
- Determining Your Company's Corporate Culture
- Establish the Primary Objective of Your Sales...
- How Many Printers Does Your Office Need?
- Distinguishing a Brand
- Creating a Brand on a Budget
- Defining a Brand
- How Long Will My Brand Last?
- How Do Cyclical and Noncyclical Stocks Differ?
- How Can I Learn Whether a Person Has Any Criminal...
- Building a Credible Brand for Your Small Business
- How to Establish a Referral Agreement with Clients
- How Involved Do VCs Get?
- Hiring an Appraiser to Help Value Your Business
- How to Avoid a Prolonged Close
In addition, make sure to read these articles:
- Will Any Management Theory Do?
- Determining Your Company's Corporate Culture
- Establish the Primary Objective of Your Sales Presentation
- How Many Printers Does Your Office Need?
- Distinguishing a Brand
- Creating a Brand on a Budget
- Defining a Brand
- How Long Will My Brand Last?
- How Do Cyclical and Noncyclical Stocks Differ?
- How Can I Learn Whether a Person Has Any Criminal Convictions?
- Building a Credible Brand for Your Small Business
- How to Establish a Referral Agreement with Clients
- How Involved Do VCs Get?
- Hiring an Appraiser to Help Value Your Business
- How to Avoid a Prolonged Close
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