Case study: Allied Domecq

Brief
Allied Domecq was seeking a listing on the NY Stock Exchange. To fulfil SEC and NYSE requirements, it needed to restate the value of historical acquisitions, which included significant brand value. As part of the brand valuations, market and brand insights into the individual brands were required.

 

Approach
Intangible Business reconstructed acquisition data and analyzed the historical market and competitor situation, in order to determine brand values at the times of acquisition. Over 300 separate brands were valued within the global spirits and wines portfolio. Licensing strategies and royalty rates were also analyzed to maximize brand value and returns. Intangible Business carried out marketing effectiveness analysis to assist further brand leveraging and development as well as forecasting future brand and market trends. The creation of a brand management tool produced a useable model from which brand strategies and performance could be measured into the future.

 

Results
Brand valuations were fully accepted by the SEC and Allied Domecq successfully gained listing on the NYSE on 31 July 2002. The brand value tracking system is still being used for on-going impairment reviews and brand portfolio management.

 Case_study_Allied_Domecq.pdf

Testimonials: Allied Domecq