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When the Australian firm Goodman Fielder Watts (GFW) mounted a bid for a hostile takeover of one of Britain’s best known branded goods businesses, Rank Hovis McDougall (RHM), RHM came up with a brilliant, game-changing defense strategy. They had all their brands, including Hovis sliced bread, valued financially and included their value in their balance sheet. GFW could no longer afford the acquisition.

RHM had invested in their brands, just as companies invest in buying car fleets or building factories, and now this investment was reflected in their balance sheet. Others followed suit and the brand officially became a financial asset.

A brand is an asset not only because it takes an investment to build it up but also because the result generates revenue. A brand also acts as a barrier to entry to the competition. It’s easy to make a soft-drink, but competing with Coca-Cola isn’t.

Our goal with Brand Capital is to help maximize the return companies get from the brand building investment. By providing easy access to every and any digital asset that relates to the brand the rollout of a new brand or the application of a classic brand becomes easy, consistent, reliable and measurable.