Stage 5: Hang Ten Singapore Brand Value

In the last stage we use the future brand earnings, calculated from % of future sales per segment and RBI, to derive net present value of future earnings and discount the earnings with discount rate found from brand strength. The resulting figure gives the final estimate of Hang Ten Singapore's brand value.

Brand value is relatively low, mainly due to the belief that Hang Ten, as a brand, has not yet fully reached its potential to influence consumers. This shows us that there are plenty of areas to improve on, for example, Hang Ten's international image, trend and support from the Group.

Conclusion
Through the brand valuation process we realize that although it is essential to financially analyze the brand and its contribution to the business, it is equally vital not to merely slap digits on brands and conclude whether it is a failure or not based on absolute numbers. A comparison between initial and future valuation of the brand or that of competitors' could be a good indicator of the brand's real position. Ultimately, the branding process is a long-term relationship building with consumers and therefore it remains a challenge to standardize valuation. After all, it is every marketers dream to hear a consumer say, I love this brand! which might or might not be translated wholly into brand valuation.

With the brand valuation, we are coming close to the end of our branding journey project with Hang Ten. Keep your mouse on this page all you Hang Ten-lovers!!