The business purpose for brand valuation
品牌价值评估的目的不仅仅是榜单排名
• Extending the business based on the
brand’s equity 从品牌资产延伸业务机会
• Assessing the economic impact on
branding decisions, legitimizing
brand investments and supporting
risk management 从财务角度看品牌决
策的影响，帮助在投资和风险方面的决策
• Setting performance metrics for
controlling purposes 设定管理量化指标
• Providing a fair opinion and
investment advisory 提供另一种角度的
观点和投资建议
• Reporting, litigation and taxes 相关报
告、诉讼和税务的支持材料
• Financing projects and businesses,
defining royalty rates 品牌财务计划预
算，加盟、品牌授权等业务的金额计算