Developing a Brand Management Tool for a Telecom Company

The Situation
A large telecommunications company in need of brand management engaged Duff and Phelps to develop a tool for quantifying and managing brand value.

The Solution
To assess the brand, we calculated its financial value through existing valuation methods and a custom, value-driver-based tool.  We also assessed the non-financial value drivers through a rating system to determine the client and competitors’ overall brand value and strength.  From this assessment we developed a “brand cockpit,” an integrated tool to conduct scenario analysis that links the financial valuation model to advertising impact models for quantifying the influence of media spending on net ads.

The Result
The client uses the brand cockpit to develop recommendations for effective media planning and brand management.

The Duff & Phelps Difference
Duff and Phelps designs comprehensive brand management tools that provide insight into the elusive drivers behind the most recognized brands.

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