Brand evaluation is now a top concern of many Vietnamese businesses,especially as more merger and acquisitions (M&A) occur, said Vu ThuHang, Deputy Director of Ho Chi Minh Ctiy branch's Vietnam Chamber ofCommerce and Industry.
Hang said at a seminar held in Ho Chi MinhCity on November 26 that analyzing challenges and opportunities wouldhelp businesses assess their brand value in M&A deals and reducepressure from competitors.
Richard Moore, Chairman and GeneralDirector of Richard Moore Associates (RMA), said that local companies'brand value could deteriorate if the firms did not evaluate theeffectiveness of their brands.
Vietnam has seen a rising numberof M&A deals, including one from the Japanese Unicharm Group, whichbought all Diana Vietnam Company shares worth about 128 million USD.
MasanConsumer has acquired Vinacafe Bien Hoa, while Highlands Coffee hasbought the chain Pho 24 for an estimated 20 million USD.
Manybrand values are assessed at tens of million of dollars, and thoughasset value and revenue can be measured, the brands have an invisiblevalue that is not easily evaluated.
This can confuse both buyers and sellers when they attempt to assess brand value.
NguyenDuc Son, brand strategy director of RMA, said for big brands, the brandvalue accounted for 40-60 percent of the company's value.
Hesaid that RMA's programme helped assess invisible values of brands,using 11 factors including market, customers, market share, brandculture and brand recognition.
The seminar was organised by theVietnam Chamber of Commerce and Industry in collaboration with RichardMoore Associates, LeBros Communications Co. and Nielsen Vietnam MarketResearch.-VNA
Hang said at a seminar held in Ho Chi MinhCity on November 26 that analyzing challenges and opportunities wouldhelp businesses assess their brand value in M&A deals and reducepressure from competitors.
Richard Moore, Chairman and GeneralDirector of Richard Moore Associates (RMA), said that local companies'brand value could deteriorate if the firms did not evaluate theeffectiveness of their brands.
Vietnam has seen a rising numberof M&A deals, including one from the Japanese Unicharm Group, whichbought all Diana Vietnam Company shares worth about 128 million USD.
MasanConsumer has acquired Vinacafe Bien Hoa, while Highlands Coffee hasbought the chain Pho 24 for an estimated 20 million USD.
Manybrand values are assessed at tens of million of dollars, and thoughasset value and revenue can be measured, the brands have an invisiblevalue that is not easily evaluated.
This can confuse both buyers and sellers when they attempt to assess brand value.
NguyenDuc Son, brand strategy director of RMA, said for big brands, the brandvalue accounted for 40-60 percent of the company's value.
Hesaid that RMA's programme helped assess invisible values of brands,using 11 factors including market, customers, market share, brandculture and brand recognition.
The seminar was organised by theVietnam Chamber of Commerce and Industry in collaboration with RichardMoore Associates, LeBros Communications Co. and Nielsen Vietnam MarketResearch.-VNA
