Assignment 5 aims to identify the economic value of the Hang Ten brand to the business by measuring the extent to which the brand helps to drive sales in the respective market segments.
To gain a complete understanding of the brand's value, we employed a 5-stage valuation process. These are:
Stage 1: Identify Hang Ten Singapore's consumer segments based on current sales contribution.
Stage 2: Estimate each segment's expected growth in the near future based on the proposed changes in Hang Ten's marketing program, described in Assignment 4.
Stage 3: Determine how much each segment's purchase decisions are affected by brand-name (as compared to other factors such as price) using the RBI (role-of-branding index) measure.
Stage 4: Evaluate Hang Ten's brand strength through the Brand Strength Analysis to calculate the discount rate on the Hang Ten brand.
Stage 5: Based on each segment's size, expected growth, RBI and Hang Ten's discount rate, we finally calculate future brand earnings per consumer segment, which gives us Hang Ten's current brand value.
Follow the links above to find out Hang Ten's current brand value!
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