As new markets spring up in emerging territories around the world, the development of local brands is a given. Multinational consumer goods companies have the resources to develop specific products and strategies closely geared to local markets. Smaller, national companies though, that appeal to a targeted market segment, can react very quickly to local conditions and shifts in consumer trends. This fragmentation of brands is leading multinationals to re-assess their brand portfolios.
Consolidation and diversification – extending a successful brand to other products or services – are the common answers, but they present a number of challenges to any company acquiring a brand.
Valuation at initial recognition needs to capture all of the brand intangibles, corporate brand, core brands and brand extensions.
How PricewaterhouseCoopers can help you
PricewaterhouseCoopers can help you develop a comprehensive strategy for your brands, including,
- Measuring and monitoring the value of your brand assets
- Understanding the return on investment of your marketing activities
- Reviewing poor performers and identifying new acquisition targets
- Protecting the value of your intellectual property through legal monitoring, auditing of royalty movements
- Optimisation of legal and tax schemes for your intangible assets
