|
Brand Valuation We take a market approach to this issue, and begin by asking two very simple and yet often overlooked questions: How much would you be prepared to pay for your media brand if you didn't already own it? How much of your media company's value is comprised of brand assets that need to be recognized? Brand valuation is often approached from a strictly financial perspective. This largely ignores consumers and markets. Senscape uses a dual approach towards brand valuation, employing financial rigor with market knowledge. Our method employs: • Customer Insight - What do customers think of your brand in relation to your competitors? How many customers does your brand have? What is your brand's awareness, familiarity, and relevance? What is your brand's strength and the loyalty to your brand?
• Market Analysis - How does your brand fit in the market? How large is the market and what is your brand's opportunity? What is your distribution capability? What is your brand's market share and what competitive threats does it face? How is your brand positioned? What channels does your brand sell into and through? Does your brand command a premium?
• Royalty Rate Analys
is - How much would you be prepared to pay for your brand if you didn't already own it? What royalty rate and/or licensing arrangement would increase your brand's value?
• Financial Performance Analysis - How profitable is your Company? How profitable is each of your product and service brands? Useful in litigation and for financial reasons, the process of brand valuation has its greatest impact on marketing.
| |
Sales & Marketing Strategy Using our brand valuation method as a basis for sales and marketing strategy is beneficial in a short- and long-term view. Opportunities are identified and rapidly exploited to maximize sales and ROA. Brand valuation highlights the value sales and marketing activities contribute to your Company's overall value. By combining brand valuation with sales and marketing strategy we fill the gap between current and planned direction. Sales & Marketing Execution We help companies develop go-to-market, strategies to achieve competitive advantage. Senscape develops, delivers, and manages compelling brand experiences while ensuring the effectiveness and efficiency of marketing spend. We optimize sales channels, sales forces, and key account management. We apply our broad sales experience to our client's individual needs, resulting in measurable growth and profitability.
| |
Distribution and Channel Strategy
It is important to understand how a brand intersects with different channels and distribution points. Senscape analyzes these relationships, helps strengthen them through the development of constant and relevant brand communications, and evaluates and recommends new avenues to market and their interaction with the brand. We bring extensive experience in developing business relationships with logistics service providers and marketing & sales organizations. Acquisitions & Divestitures Our brand valuation approach adds significant benefits to the processes of identifying, negotiating, and closing of mergers, acquisitions, strategic partnerships, joint ventures, and capital raise. Licensing We bring an extensive background in negotiating and concluding high-value media-licensing agreements. Licensing generates a new revenue stream for brands with no direct cost. Senscape evaluates brand licensing through detailed analysis so that informed decisions can be made as to which markets to penetrate and which partners to build relationships with. | |