BrandMetrics offers a range of services and applications for its methodology. The main ones are listed below. While we are a South African company we have associates in most major markets and due to the web based nature of our methodology can operate anywhere in the world.

Brand valuation .

Because our valuation methodology is based on sound accounting and corporate finance principles it is used for, among others, these applications:

Metrics: Connecting with the boardroom is the current cry. Treating a brand as an asset with a method that incorporates a marketing variable (BKS) enables our valuations to be used, inter alia , for:

• Benchmarking marketing achievement
• Evaluating relative marketing expenditure levels
• Calculating Return of Marketing Investment (ROMI)
• Setting and measuring Payment by Results (PBR)

Accounting: Accounting standards require brand valuations when they are part of a business combination. The brand is recognised as an acquired asset. As yet internally generated brands are not recognised as assets The BrandMetrics' approach will pass the test for use for this purpose. Valuations and value trends can be used in the narrative and statistical section of the annual report and can be used as a management accounting-reporting tool.

Mergers and Acquisitions: The methodology can be user to establish the value of a brand or a portfolio of brands that are part of a proposed business combination. The method can be used as well to establish the price that should be paid for a brand or collection of brands that are being sold/bought.

Taxation. Brand valuations are used in numerous tax structuring schemes where, for example, the brand is sold to a third party and then leased back to the original owner. In South Africa a key use currently is to calculate base costs for the purposes of Capital Gains Tax (CGT) which was introduced in October 2001.

Investment: Brands are assets that have implications for fund managers and investment analysts. Brand values are therefore used in presentations to the investment community.

Brand research . Since a critical variable in our model is Brand Knowledge Structure (BKS) we offer a market research service (design, fieldwork, data capture and analysis and interpretation). While we will use existing survey data from other sources if it is suitable, our preference is to use our associate company bi5. (www.bi5.co.za)

Brand Consulting . Most companies wish to, at least, maintain the brand value they have created and, most often, increase it. Brand valuation is extremely sensitive in conducting what-if assessments of new brand and brand extensions. The alliance with TBWA and The Disruption Consultancy, is to ensure that the brand valuations translate into strategic direction for the brand.