Valuation of brands and intellectual capital Pablo Fernández IESE Business School Camino del Cerro del Aguila 3 28023 Madrid, Spain Telephone 34-91-357 08 09 e-mail:
[email protected] ABSTRACT In this paper, we revise several methods used for valuing brands. Among them, those of Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young & Rubicam and CDB Research & Consulting. In particular, we analyze in depth the valuations of Kellogg’s and Coca-Cola performed by Damodaran and the method proposed by Interbrand. Damodaran valued the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a lot has been spoken about the value of companies’ intellectual capital. However, almost all of the studies on the subject are highly descriptive and a long way from obtaining a quantitative valuation. It is by no means clear what the company's intellectual capital is, and even less so if we intend to value the company’s brand and intellectual capital separately. Our goal is to show the limitations of a number of the methods proposed for valuing brands and intellectual capital and, within the limits imposed by the brand’s intrinsic reality, establish guidelines for value creation through the study of brands and intellectual capital. We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brand’s value. JEL Classification: G12, G31, M21 Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation process December 21, 2001 1 Valuation of brands and intellectual capital ABSTRACT In this paper, we revise several methods used for valuing brands. Among them, those of Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young & Rubicam and CDB Research & Consulting. In particular, we analyze in depth the valuations of Kellogg’s and Coca-Cola performed by Damodaran and the method proposed by Interbrand. Damodaran valued the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a lot has been spoken about the value of companies’ intellectual capital. However, almost all of the studies on the subject are highly descriptive and a long way from obtaining a quantitative valuation. It is by no means clear what the company's intellectual capital is, and even less so if we intend to value the company’s brand and intellectual capital separately. Our goal is to show the limitations of a number of the methods proposed for valuing brands and intellectual capital and, within the limits imposed by the brand’s intrinsic reality, establish guidelines for value creation through the study of brands and intellectual capital. We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brand’s value. 2 The consulting firm Interbrand valued the Coca-Cola brand at 72.5 billion dollars and the Microsoft brand at 70.2 billion dollars. The ratio between brand value and market capitalization ranged between 1% for Pampers, 2% for Shell, and 77% for Apple and Nike. For Coca-Cola it was 59%, 14% for Pepsico and 52% for Kellog. On