INTRODUCTION
In this next assignment, the group would attempt to value and quantify SK-II and hence, achieve a better understanding and appreciation of the brand.
Brand Equity is a multidimensional concept, and various measures should be used to obtain a holistic understanding of the brand. Nevertheless, this assignment will focus on employing Interbrand’s Brand Valuation methodology.
By adopting the Interbrand’s Brand Valuation methodology, our brand valuation will be based on the assessment of the value of today’s earnings or cash flow the brand is expected to generate in the future. The 5 components of the valuation are as follows:
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Customer Segmentation
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Financial Analysis
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Role of the Brand
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Brand Strength
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Brand Calculation
In essence, we have estimated the brand SK-II to be approximately worth $26,449,484.71 in the Singapore market. Although many of our analysis are based on limited information from the primary and secondary researches conducted, these findings would still serve as an important platform for the team to appreciate the impact of branding.
