Analiza Interbrand, BrandZ i Brand Asset Valuator metodologija za vrednovanje marke*
Analysis of Interbrand, Brandz and BAV Brand Valuation Methodologies
Apstrakt
Vrednovanje marke predstavlja jedan od najznačajnijih izazova u teoriji i praksi savremenog marketinga, ali i drugih disciplina. Naime, kompleksnost ovog problema nameće potrebu multidisciplinarnog pristupa i kreiranja metodologije koja prevazilazi granice marketinga podrazumevajući znanja iz računovodstva, finansija i drugih oblasti. Ipak, u marketing i finansijskoj literaturi još uvek dominiraju uglavnom parcijalni pristupi zasnovani na proceni vrednosti marke ili isključivo na osnovu rezultata istraživanja ponašanja i stavova potrošača ili samo na osnovu pokazatelja finansijske uspešnosti marke. Paralelno sa ovim teorijskim metodologijama, konsultantske i marketinške agencije, kao i drugi subjekti, su razvijali svoje metode i modele za vrednovanje marki. Neke od njih se mogu podvesti pod sveobuhvatni pristup vrednovanju marke, kojim se prevazilazi pomenuti problem jednostranosti analize vrednosti marke. Takav pristup, naime, podrazumeva vrednovanje marke na osnovu korisnosti koje ona pruža i potrošačima i preduzeću koje je poseduje, odnosno na osnovu kvalitativnih i kvantitativnih merila koja se respektivno odnose na ponašanje i stavove potrošača, sa jedne, i procenjenu finansijsku vrednost marke, preciznije – kapitalizaciju vrednosti marke, sa druge strane. U skladu sa definisanim predmetom istraživanja, ovaj rad je struktuiran tako da se u uvodu razmatra značaj i problem vrednovanja marke, a zatim, analiziraju tri najšire prihvaćene metodologije za vrednovanje marke koje su razvile konsultantske agencije – Interbrand metodologija i modeli BrandZ i BAV. U daljim razmatranjima su predstavljeni rezultati uporedne analize ovih metodologija i predložene smernice za adekvatno vrednovanje marke.
Abstract
Brand valuation is considered for one of the most significant challenges of not only theory and practice of contemporary marketing, but other disciplines, as well. Namely, the complex nature of this issue implies the need for multidisciplinary approach and creation of methodology which goes beyond the borders of marketing as a discipline, and includes knowledge derived from accounting, finance and other areas. However, mostly one-sided approaches oriented towards determining brand value either based on research results of consumer behavior and attitudes or based on financial success of the brand are dominant in marketing and financial literature. Simultaneously with these theoretical methodologies, agencies for consultancy and marketing and other subjects have been developing their own brand valuation methods and models. Some of them can be appointed to comprehensive approach to brand valuation, which overcomes mentioned problem considering one-sided analysis of brand value. The comprehensive approach, namely, presumes brand valuation based on benefits which brand provides to both customers and enterprise that owns it, in other words – based on qualitative and quantitative measures respectively reflecting behavior and attitudes of consumers and assumed financial value of the brand, or, more precisely, brand value capitalization. According to the defined research subject, this paper is structured as follows: importance and problem of brand value are reviewed in the Introduction, and three most well-known brand valuation methodologies developed by consultancy agencies – Interbrand methodology and BrandZ and BAV models are analyzed in the next section. In the further considerations the results of comparative analysis of these methodologies are presented and implications for adequate brand valuation suggested.
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