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Without doubt creativity in product design, naming, branding and marketing a product plays a great role in developing Brand Value. If apple® laptops were suddenly to come without this brand name and in a rather old-fashioned design then for sure the attractiveness of the brand would be reduced. Price world gain greater relevance in consumers minds.

In fact, creativity can even destroy Brand Value. New Marketing Managers and newly appointed ad agencies sometimes fall into the trap of throwing out campaigns or campaign elements that had helped building Brand Value historically. It is obvious that this does not work in the interest of shareholders, investors and ultimately managers and employees.

The challenge though is, particularly for international brands, M&A's and IPO's to judge creative work appropriately and to know what adds value.

Mai Asia has developed brands in numerous industries and countries. Today, we largely focus on the identification of creative capital, provide advisory and suggestions. If needed and requested by a client we also provide creative directions for use in research or for consideration.


	BRAND CREATIVITY IN M&A

M&A situations often require the assessment of Brand Value of an acquisition target in a short time.

A short-cut to value a brand is to look at the financial contribution certain brand signals deliver. By doing so, the acquiring firm can easily obtain a rough estimate of a brand's creative strength.

By benchmarking these values to industry or internal own parameters one can determine the maximum price to pay for these intellectual properties and estimate the potential that might exist.

With estimates for intellectual property value as part of market capitalization reaching 80%, acquiring companies must put high emphasis on measuring the Creative Capital in brands they plan to acquire. This applies particularly to consumer goods.

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