Multi-Platform Ultra-SuperBrand Portfolio Introduction
Market Powerful Ultra-SuperBrand Digital Portfolio
It's no secret that a company’s ability to address its overall commercial objectives beyond pure financial performance is an important driver and indicator of future success. The impression of a company’s brand by those who buy from, invest in, or work for, can foster trust, drive innovation, increase margins, and scale persistent scalable growth in global market share.
Establishing a robust Ultra-SuperBrand Portfolio foundation allows a company the ability to thrive not only today but also tomorrow and into the future. Strong portfolio branding accelerates market performance, heightens barriers of entry for market competitors, and establishes the foundation upon which to build enduring consumer loyalty across cultures, generations, and markets.
Strong Ultra-SuperBrands enhance positive perceptions of a product’s quality, scale higher product awareness levels, underpin product and service pricing, and foster consistent top-of-mind brand portfolio attention. Moreover, the deployment of exceptional Ultra-SuperBrands minimizes multicultural market friction and converts existing and potential product/service customers into highly engaged brand advocates.
As new data-driven dynamics emerge and change the shape of business by the minute, it demands new ways for organizations to harness and channel that change. The strength and formidable market power of the iconic GlobalDigital.Com® Ultra-SuperBrand Portfolio provides a unique opportunity to drive relentless expansion into new digital markets - organically growing in global market relevance, consumer influence, price performance, and overall enterprise value.
Digital SuperBrands Soar In 2023
This past year of 2022 has been one of turbulence so seismic in scale and rapid in impact that the world is still computing the effects in 2023. In the face of highly disruptive market headwinds, digital brands continue to drive recovery in business asset values. Such brand-driven I.P. recovery is reflected in the latest Brand Finance PLC Global Intangible Finance Tracker, published Q4, 2022, "GIFT 2022 Report".
This report states that despite a turbulent year, global brand-driven intangible values have followed the trend seen in previous financial crises. It declined 25% year-on-year, from US$76 trillion in 2021 to US$57 trillion in 2022. However, global intangible values in the tech sector rebounded in January 2023, reversing a substantial amount of last year's losses and setting the table for substantial gains in 2023. To put global intangible values into perspective, US$57 trillion in intangible value exceeds the 2022 GDP for the top fifteen leading countries combined, according to this most recent International Monetary Fund, Global GDP Economic Report.
Over the next three years, intangible values will be driven by strong digital transformation tailwinds that are consistently more powerful and reliable value drivers than macroeconomic headwinds. According to the latest IDC report, digital transformation will be a 10.7 trillion dollar market by 2025. Drivers include 750 million net new cloud-dependent applications being built in the enterprise over the next three years; that's more than all applications built in the last half-century. AI will add dynamic optionality to these additional applications.
Clearly, in 2023, strong brands will become stronger through accelerated digital transformation trends, such as AI, cloud-based technology, and streaming, across market sectors, reinforcing the dominance of technology-first brands. In 2023, this transformed market gravitates towards the intuitive identity of Ultra-SuperBrands, which has proven to be persistently relevant and resilient.
Such persistent growth in Ultra-SuperBrand value is evidenced by the Brand Finance 2023 Global 500 Brand Valuation Report here and the Brand Finance 2022 Tech 100 Brand Valuatiuon Report found here.
Tech remains the most valuable industry. The Tech sector has once again remained the most valuable sector in Brand Finance’s Global 500 ranking, with an overall brand value of at least US$ 1.2 Trillion, accounting for around 15% of the total value of the rankings.
A New Decade Of Possibility
In 2023, a brand portfolio's fundamental role and value drivers will continue to evolve with the global normalization of market volatility and disruption. The new normal is not the old normal, and the primary role of an enterprise's brand portfolio in market leadership, business growth, and consumer engagement has never been more important.
Brimming with multi-cultural emotional strength and inspiration, the GlobalDigital.Com® Ultra-SuperBrand Portfolio naturally thrives by being globally relevant and immediately recognizable across markets, cultures, and languages.
This Ultra-SuperBrand Portfolio embraces both diversity and inclusion, highly valuable vital attributes to create immediate, inspirational engagement with customers and partners across the street, and around the globe.
The preexisting digitally-driven™ strength of the GlobalDigital.Com® Ultra-SuperBrand Portfolio dynamic matrix provides the opportunity to extend relentlessly into new sectors and geographies organically growing in global market relevance, consumer influence, and scalable value.
With these remarkable brand matrix power dynamics in play, it's no wonder that the GlobalDigital.Com® Ultra-SuperBrand Portfolio, virally accelerates growth across culturally diverse markets, naturally resonating with instinctual human understanding and exceptional global market power.
Global Digital Ultra-SuperBrands Are Super Assets
The role of the brand has never been more essential, acting as the core value-generating contributor to a company's IP value, while persistently contributing to an enterprise's overall revenue growth over the long term. You can have the most advanced products, systems, and services, but without a dynamic Ultra-SuperBrand portfolio, such enterprise assets and partnerships will never realize anywhere near their full revenue potential in any marketplace.
This is why it is vitally important to acquire a dynamic Ultra-Superbrand Portfolio that delivers the combination of leading fundamental financial drivers and powerful brand elements that best leverage your product, system, and service offerings now and over the long term.
It is also a top priority to optimally value acquired and existing brand portfolio assets in the balance sheet by leveraging ISO 20671 accounting policy. This accounting policy, introduced globally in 2018, is an International meta-standard that provides a valuation framework and set of core principles for conducting systematic brand and brand portfolio evaluations.
Until recently, it has been common practice for accountants to conservatively value brands in the balance sheet. Internal financial teams argued for the lowest valuation possible to reduce the risk of potential impairment at a future date. On the other hand, they push for a larger goodwill amount and a lower brand value in the balance sheet, traditionally amortizing brand portfolios over 5 to 7 years.
Leaders in the global professional accounting community realized that this short-sighted approach to brand valuation and amortization did not make economic or commercial sense. However, they lacked ISO brand valuation tools to implement much-needed change.
This change occurred in 2018 with the disruptive introduction of ISO 20671 accounting policies and ISO 10668. Now, a company's brand portfolio can be regarded as long-lived assets whose value is driven by several inputs, including marketing investments and aligned I.P. tied to enterprise revenue performance. This is further discussed in the section titled "Accounting Treatment Of Goodwill And Brands."
Value Drivers Of Native .Com Digital Brands
Priceless inspiration and a deep sense of emotional connection spark in the unspoken moment of .Com Superbrand engagement. These market-powerful .Com Ultra-Superbrands possess real-world virality and vitality that drive exponential commercial growth. With such a huge dynamic demand pull, it's no wonder that there is an increasing global scarcity in the supply of premium native digital.Com Ultra-Superbrand domains.
Unprecedented demand for .Com Superbrand domains are also driven by over 100 million new global company start-ups per year that include 1.35 Million tech start-ups. In addition, there is enormous demand for SuperBrands for strategic partnerships, corporate rebranding, platform, and portfolio expansion branding, and, M&A branding. Collectively, these market participants are applying persistent upward pressure on Native Digital .Com asset pricing.
Still, companies and investors around the globe are seizing this obvious competitive advantage by acquiring immediate market relevance with Super Premium Native Digital branded .Com domains. This hyper-accelerated market demand is driving unprecedented sales levels for these market-moving assets, with most high-dollar domain sales transacting in private.
The GlobalDigital.Com® Ultra-SuperBrand Portfolio is in a class by itself. The supply and scope of comparative Ultra-SuperBrand Portfolios are non-existent in the global brand market. No other turn-key global brand portfolio comes close.
There is sound reasoning behind the acquisition of Native Digital Super Premium .Com domain assets. Over the past 35 years, $Trillions have been invested across global digital advertising channels that have prompted increasing prioritization by individuals, groups, and corporations to seek the acquisition of Super-Premium Dot-Com domain addresses as part of their speed-to-global branding strategy.
In 2022, $667.30 Bn. was invested in digital advertising across global, mobile, and programmatic platforms, with 99% of advertised brands incorporating the dominant and globally understood .Com domain extension. AI-driven Global Digital ad spend is expected to grow by 10.5% in 2023. Globally, acceleration of multi-platform digital advertising will continue to dominate any other medium.
The massive growth in digital advertising investments has dynamically scaled the value of Super-Premium .Com Native Digital SuperBrand names. This is because these linguistically key SuperBrands have continued to grow in commercial importance, having evolved into integral and inseparable parts of the multi-cultural parlance of modern speech and expression uniting the vibrant global digital conversation.
Strong native digital brands that include Global Digital Superbrands are exceedingly valuable assets for any business. These momentum driven brands accelerate revenue growth, foster higher customer acquisition and retention, underpin product and service satisfaction, brand loyalty, and, brand advocacy, dynamically contributing to a given business's growth and profitability.
Ad Value Drivers Of Native .Com Digital Brands
GlobalDigital.Com® Superbrand Portfolio Is Positioned
At The Leading Edge Of Defensible Brand Value Creation
Supreme Court Rules That .Com Brands Can
Be Registered As Defensible TradeMarks
On June 30th 2020, the U.S. Supreme Court held in an 8-1 decision in United States Patent and Trademark Office v. Booking.com B.V. that Booking.com, N.V., one of the world’s leading digital travel companies, can now register as a distinguished trademark incorporating its .Com domain name - BOOKING.COM.
The Supreme Court rejected the United States Patent and Trademark Office’s (“USPTO”) proposed per-se rule that a generic term, when combined with the .com top level domain, must automatically be deemed generic and therefore ineligible for trademark protection.
For registrants of generic termed .Com and other top-level domains, this U.S. Supreme Court decision validates the distinctive right that .Com domain names are fully capable of trademark protection. This ruling adds enormous defensible and scalable value for Booking.Com and more importantly for the GlobalDigital Superbrand Portfolio that already includes the multi-national GlobalDigital.Com® registered trademark asset.
This registration acts as a defensible cornerstone for portfolio trademark filing opportunities adding scalable defensible I.P. asset value across the GlobalDigital.Com® Superbrand Portfolio.
I.P. Outperforms Any Other Corporate Asset Class
& SuperBrands Are Top Tier I.P. Asset Contributors
The Most Recent Ocean Tomo Intellectual Assets Market Valuation Report
Sets-Out The Persistent Growth of Brand Based I.P. Value Across Fortune 500 Companies
INTANGIBLE ASSET MARKET VALUE STUDY
Ocean Tomo has released its 2020 Annual Study of Intangible Asset Market Value (IAMV). This update captures the IAMV as of December 31, 2020, as countries around the world began to begin the process of opening up following the COVID-19 pandemic outbreak. Ocean Tomo Brand Valuation Analysis updated in 2022, here.
The study examines the components of market value, specifically the role of intangible assets across a range of global indexes. In this update, the IAMV "Intangible Asset Market Value" is calculated by subtracting net tangible asset value from market capitalization to arrive at the current value.
Ocean Tomo noted "As the COVID-19 pandemic has impacted economies across the globe, we have expanded our IAMV study beyond the S&P 500 to explore the components of value in several key international markets. Stock market indexes from Europe, China, Japan, and South Korea were selected and analyzed to determine the comparable role of intangible assets."
As the world went into lockdown, sheltering-in-place in response to COVID-19, Ocean Tomo began to examine if the coronavirus would have any impact on intangible asset market value. Ocean Tomo's experience spans more than three decades and suggests that Intellectual Property (IP) is a non-correlated asset whose value isn't tied to larger fluctuations in traditional markets
Ocean Tomo expects I.P. to remain persistently resilient in overall enterprise value as we enter "The Great Reopening". Please refer to the Ocean Tomo I.P. Report for a more detailed analysis of their findings.
Brands Are Long-Lived Productive IP Assets
That Drive Global Economic Growth Of An Enterprise
$28.92 Trillion & Counting
Total S&P Market Cap US $32.13 Trillion
(as of December 31, 2022)
As of December 31st, 2022 S&P companies corporate assets amounted to $32.13 Trillion combined. Based on Ocean Tomo's recent S&P IP valuation analysis, 90% of the aforementioned number amounts to $28.92 Trillion in S&P I.P. market valuation, which is growing at a persistently strong annual pace.
This expanding I.P. asset class underscores the disruptive shift in the global economy from hard, tangible assets to intangible assets. With over $27.5 Trillion, or 90 percent of the value of the S&P 500, being intangible, strategic investment in the development and deployment of IP is changing the global asset landscape across platforms, industries, countries, and regions.
GlobalDigital.Com® Ultra-SuperBrand Portfolio Drives Overall Enterprise Asset Valuation
Digital brands, products, services, and knowledge travels at lightspeed, and where they go, so goes intangible assets. Companies, industries, and brands that persistently scale intangible assets experience optimal growth. Since 1985, S&P 500 companies have steadily increased their I.P. holdings from 2X to more than 5X the number of intangible assets as tangibles. Assets like IP, data, and brand have surpassed real estate and physical inventory as primary drivers of business value.
What used to be about creating product and service differentiation in the global market, now requires the ability to pivot with a nimble and inclusive GlobalDigital.Com® SuperBrand Portfolio that dynamically outperforms in the unyielding turbulence of multi-cultural global markets. With so many directions to grow in, simplified brand flexibility and adaptability reduces friction and accelerates sector by sector and overall enterprise growth.
With the unavoidable acceleration of global commercial disruption, an enterprise's branded business Intellectual Property is destined to continually evolve and expand, thereby naturally increasing the importance of this top-tier diversified asset class of Super-Branded Intangible Assets.
Global Digital Landscape
January 2023 Report
The global digital landscape is constantly evolving, and this is driven by several factors, including advancements in technology, changes in consumer behavior, and shifts in market dynamics.
For context, Akamai reports that global internet traffic has grown by as much as 30 percent by Q4 2023 while research from GlobalWebIndex shows that we’re still spending considerably more time using connected tech than we were at the start of 2022. All of this increased activity has resulted in important milestones and trends emerging that are explained in the Global Digital 2023 Statshot Report.
These changes have been clearly evident as the behavior of billions of people has turned to connected devices to help them cope with socially distanced lifestyles and work habits.
GlobalDigital.Com® SuperBrands Organically Harmonize Across Markets
The dynamic strength and power of the GlobalDigital.Com® Ultra-SuperBrand Portfolio provides the opportunity to extend relentlessly into new digital sectors and geographies, organically scaling in market relevance, consumer influence, and extensible value.
With instinctual simplicity and genuine promise, the harmonized GlobalDigital.Com® Ultra-SuperBrand Portfolio is immediately understood, naturally resonating with dynamic global digital market power.
The GlobalDigital.Com® Ultra-SuperBrand Portfolio seamlessly reinforces aligned brand identities across strategic partnerships, products, service categories, and applications while naturally scaling intuitive digital brand equity. When your digital product and brand portfolio align, it creates the opportunity to tell a compelling, and cohesive digitally-driven story.
A good example of GlobalDigital.Com® Ultra-SuperBrand synergy is provided by the following examples of technology working in harmony across the spectrum of global, data, mobile, and local landscapes.
Valuing Domains In The Balance Sheet
Cars.Com G-Force Value Acceleration Is Driven
By Native Digital SuperBrand Market Value
Investing in .Com brands makes enormous sense and positions a company for scalable brand growth. The Cars.Com business sale to Gannett for $2.5 Bn in 2014 incorporated the sale of the Native Web SuperBrand domain Cars.Com which was valued at $872.3 MM as part of the overall commercial sale.
Through the new corporate entity, audited by Ernst & Young, the company realized the value of Cars.Com as an asset valued at $872.3 MM. In its 10-K filing, Cars.Com identifies the Cars.Com domain as an indefinite-lived asset. The .Com brand has become an integral and inseparable part of their enterprise identity.
Notes To Cars.Com 10-K Consolidated Financial Statements:
In connection with the acquisition by the Company’s former parent, the Company has an intangible asset with an indefinite life with its Cars.Com trade name. Intangible assets with indefinite lives are tested annually, or more often if circumstances dictate, for impairment and written down to fair value as required.
The discount rate assumption is based on an assessment of the risk inherent in the projected future cash flows generated by the trade name intangible asset. The results of the annual impairment test of the indefinite-lived intangible asset indicated that the fair value exceeded its carrying value; therefore, no impairment charge was recorded in the companies balance sheet. This impairment test is normally associated with goodwill.
Value of Native SuperBrand Domain Names can be increased substantially through the implementation of recently introduced ISO 20671 accounting practices that considers the valuation of marketing contributions plus current and future revenue attributed to the .Com brand. The financial advantages of ISO 20671 are discussed below in the section named "Accounting Treatment of Brands & Goodwill".
The discount rate assumption is based on an assessment of the risk inherent in the projected future cash flows generated by the trade name intangible asset. The results of the annual impairment test of the indefinite-lived intangible asset indicated the fair value exceeded its carrying value, and therefore, no impairment charge was recorded in the companies balance sheet. This impairment test is normally associated with goodwill.
Ultra-SuperBrand Platform Values
Voice.Com recently sold for $30 Million cash to Block.One. Multi-million dollar domain sales are common but subject to confidentiality agreements. However, the publicized sale of Voice.Com brand adds a very strong voice to the chorus in the sales of Native Digital Super-Premium .Com domains.
The launch of ISO 20671 – the new standard on brand evaluation - is already having a value acceleration effect on Premium and Super Premium domain name sales. Such asset valuations are also being driven by the reframing of marketing costs as asset contributions under the ISO 20671 brand valuation methodology.
Open AI Purchase Of Ultra-SuperBrand AI.Com - AI Platform Brand - Has Increased At Least IOX In Value Since Purchase
In 2021, Open AI bought AI.Com for $11 million prior to Microsoft purchasing 49% of Open AI for $10 billion. With the recent explosion in Chat GPT and generative AI, the value of AI.Com IP asset will continue to scale.
AI.Com redirects to Chat GPT. It has been reported that the AI.Com Ultra-SuperBrand will become the leading Open AI destination platform, ultimately incorporating many of Open AI & Bing.Com’s AI-driven features and plug-ins as part of a broader strategy to consolidate AI-driven features and technologies under one platform. Google’s BARD AI brand pales in comparison to the market power of the AI.Com UltraSuperBrand.
Satya Nadella stated, "At Microsoft, we believe that AI can transform how we live and work, and we're committed to making this technology accessible to everyone. By consolidating AI-driven features and technologies under AI.Com, we hope to create a powerful and user-friendly platform that will provide users with unparalleled levels of convenience, personalization, and efficiency.
We're working hard to develop AI.Com into a robust, AI-driven platform that will provide users with personalized recommendations, more intelligent search results, and more efficient communication. We plan to incorporate many AI-driven features currently available on Open AI and Bing.Com into the AI.Com platform to achieve this.
We're confident that AI.Com will become the go-to platform for anyone looking to leverage the power of AI in their daily lives. This platform can potentially be a game-changer in AI, and we're excited about the future."
Accounting Treatment Of Brands & Goodwill
Brands are among the most valuable assets that a company owns and are oftentimes undervalued and amortized to zero without cause, or durable financial logic. In truth, the value of an organically harmonized brand portfolio, creating it, maintaining it, or, even better, growing it, is of significant importance to any enterprise that aspires to realize market growth, margin expansion, and I.P. asset-driven performance.
Such brand portfolio value capture is of enormous importance for companies because brands overwhelmingly drive and influence customer choice, inspire employees, give meaning to commercial partnerships, and influence investors, and analysts.
A SuperBrand portfolio's collective commercial attraction influences pricing power today, and into the future. Brand Finance PLC has written an insightful analysis titled "Brands In The Boardroom" that sets out the commercial advantages and obligations of brand and I.P. optimization from a board perspective.
Brands in the Boardroom Excerpt: "The key role of the board can be summarised as oversight of the organisation's governance and performance, with the objective of maximising prosperity, while acting in the interests of shareholders and stakeholders.
Ultimately the board is responsible and accountable for the company's results. This includes ensuring the organization's assets are leveraged to maximize returns to create business and shareholder value while safeguarding against risk and impairment."
The introduction in 2018 by the International Organization for Standardization of ISO 20671 created a robust accounting standard for brand evaluation that provides corporate management with the tools to maximize the value of an enterprise's most important asset class - its Intellectual Property. ISO 20671 motivates companies of all sizes to start adopting new approaches to managing and valuing their brand portfolios in a manner that fully captures the value of brands and their dynamic I.P. portfolio.
This new ISO 20671 standard extends the scope of ISO 10668, Brand valuation – requirements for monetary brand valuation - that focus primarily on the financial valuation of brands. Ultimately, ISO 20671 aims to help resolve the differences of opinion around the conventional accounting treatment of a brand portfolio and market powerful I.P. assets.
Patents, trademarks, and other defensible I.P. assets are also factored in as brand revenue contributors. These inputs greatly improve overall enterprise value and manifest unaccounted shareholder value.
With the introduction of ISO 20671 Brand evaluation – Principles and fundamentals, Dr. Bobby J. Calder, Chair of ISO technical committee ISO/TC 289 on brand evaluation, explains how one covers the technical requirements and methods involved in measuring the strength of a brand.
His ISO opinion piece "What's In A Brand ? Quite A Bit Actually" offers relevant insight into the application of ISO 20671 accounting policy.
In other words, what is the actual price percentage difference between comparable margin compressed generic products/services, versus branded products/services, which can ideally be reinforced with I.P. differentiators, such as related patents pending, patents, domains, trademarks, and service-marks.
Any such product or service price comparison between generic and branded can also be contrasted and compared between generic branding and Native Digital Ultra-SuperBrands such as; GlobalDigital.Com®, DataDigital.Com™, MobileDigital.Com™ and, LocalDigital.Com™. These Ultra-SuperBrand domains create - an immediate globally relevant - clean, crisp, and clear brand identity that persistently increases in value and commercial importance from commercial activity outset and over time.
An entertaining example of Ultra-Superbrand strength is that of the $2.1 Trillion Apple Ultra-Superbrand. If Apple decided to come out with Apple-branded toilet paper, Apple consumers would rush out to buy a case. This is just one example of product margin expansion driven by compelling brand strength.
Under ISO 20671, Native Digital Ultra-SuperBrand Domains scale in value because of their vibrant preexisting market presence and brand equity, which has been built over decades, as being integral parts of the vernacular of the global digital conversation.
The vision behind such a straightforward and transparent evaluation process is that it should become part of the movement towards integrated reporting or (IR). This approach sets up the opportunity to add and grow currently unrealized asset value to an enterprise's balance sheets. Approaches to ISO 20671 brand valuation can be researched at BrandFinance.Com, the largest and well-respected global brand valuation authority.
Brand Finance PLC
Forbes ISO 20671 Analysis "Carpe Brand"
As reported by Forbes in its "Carpe Brand" blog post "Such financial reporting has a number of advantages. First, it provides marketing and finance with a common focus.
Second, treating the brand as a financial asset plays an important role in corporate asset valuation. An increase or decrease in brand value would be a matter of dynamic accountability rather than the traditional straight-line depreciation of brands over a short number of years. Evaluating brand value would also be useful for risk management in guarding against brand and reputation risks.
Third, investors would have access to an important piece of financial information that they presently can only guesstimate. Market caps might better reflect identified business assets. Over time, standards could be developed to make it easier for investors to compare companies with AI programs.
This sea change in I.P. asset valuation is of enormous importance for investors who can further distinguish between leading companies from those companies lagging behind the curve who are not investing in brands as crucial scalable business assets."
Restructuring Balance Sheets Dependent On Goodwill
Accountants have long resisted treating brands, as well as other intangibles assets, as growth assets because of the difficulty of relying on a justifiable NPV or “current fair market value” of such assets. Accountants have preferred to expense brand and marketing activities. On the other hand, they continue to rely upon the fragile value of “goodwill” as a rock-solid largely self-regulated asset class in the balance sheet.
Logically, goodwill values should be subject to ongoing change because of market sector shifts and disruptive innovations that are especially prevalent in the technology sector. Perilous non-impairment of tech goodwill can inflate an enterprise's consolidated balance sheet, leaving investors, supply chain stakeholders, employees, and entire economies vulnerable.
Hedge Funds, Corporate Raiders, and other potential adversaries have long been known to use overvalued aged goodwill as a pain point of leverage in aggressive corporate takeovers. However, this no longer needs to be the case because of the accounting advantages now provided by ISO 20671.
It is important to note that brands, at the very heart of an enterprise's goodwill, are oftentimes subject to aggressive amortization schedules between 5 to 7 years and are regularly not reflected in any such impairment calculation of corresponding goodwill. This can leave such companies with excessive levels of unsupported goodwill dangerously primed for an asset crisis.
The introduction of ISO 20671 is a welcome opportunity that allows companies the ability to reposition the value of their brand portfolios as long-lived assets. ISO 20671 provides the opportunity to include the value-add of I.P., marketing, and commercial investments as brand building assets, that persistently scale asset value accelerated growth of an enterprise's brand portfolio over time.
Furthermore, ISO 20671 in combination with ISO 10668, companies have a unique opportunity to re-set and reduce under-impaired goodwill by recognizing the true value of their existing brands and potential value emanating from acquired brands and existing brand portfolios.
It is preferable to resolve any overexposure of goodwill through a combination of fully realizing brand value along with other undervalued I.P. assets. This is best achieved by employing the leading royalty relief brand comparative valuation methodology.
As previously stated, this approach determines the value a company would be willing to pay to license its brand as if it did not own it. It involves estimating the future revenue attributable to a brand or brand portfolio and calculating a royalty rate that would be charged for the use of such I.P. brand assets.
Changing the long-standing culture differences between finance and marketing relative to brand value is challenging. However, the forces compelling change can’t be ignored. Brands will only increase in their importance to drive competitive advantage.
Those who ignore this I.P. asset class valuation opportunity will be asked hard questions by commercial stakeholders, analysts, and shareholders as to why they fell asleep at the switch and left behind.
SuperBrand Portfolio Summary
The Digitally Driven Hyper-Growth Decade
Digital Is Already A $100 Trillion Market That Is Hyper-Accelerating Across The Transforming Global Landscape, Juiced By Global Digital™ Market Adoption And Investment In AI Technology.
The Digital Decade Of SuperBrand Development
Brands Are long-lived
Productive IP Assets That
Drive Global Economic
Growth Of An Enterprise
The Most Recent Ocean Tomo
Intellectual Assets Market Valuation
"IAMV" Report Sets-Out The Persistent
Growth of Brand Driven I.P. Value
Across Fortune 500 Companies
Supreme Court Rules That
.Com Brands Can Be Registered
As Defensible TradeMarks
GlobalDigital.Com® SuperBrands Organically Harmonize Across Markets
Cars.Com G-Force Value
Acceleration Is Driven By
Native Digital SuperBrand
Global Market Value
SuperBrand Portfolio Creates
A Super "SPAC-TACULAR"
When employees take pride in being associated with a companies SuperBrand Portfolio, they’re motivated to work harder as a team and more engaged in the execution of roadmap objectives that beneficially support a company's strategic vision and commercial objectives.
This is especially important in a Post-Covid world, where remote and in-house-based employees are best served by a Digital SuperBrand Portfolio identity that unifies and inspires a multicultural global team.
Such brand portfolio enthusiasm and pride are foundational in building a robust consumer-facing brand relationship across products, digital platforms, and vertical markets to achieve the ultimate goal of persistent top-line growth, innovation, and outperforming market share.
AI-Driven Decade Of Customer Engagement
There has been an undeniable shift in how customers buy. Today’s customers have more access to product information earlier on in the buying journey, and digital interactions and self-service channels are steadily replacing the need for non-essential calls and meetings.
Covid challenges have created a multi-year acceleration of a digital selling shift. Companies have swiftly leveraged enhanced digital selling practices to drive growth. These companies are using better data, channels, and tools to increase sales productivity and deepen relationships with their customers, and accelerate scalable cost effective business growth across global markets.
Digital transformation is entering a new phase. As companies aim to perfect their digital strategy, those that succeed with brand optimization and digital business transformation will rapidly respond to changing digital environments and embrace new digital technologies and processes.
According to Gartner, 84% of consumers are disappointed with the digital services and products they encounter with businesses. In light of rising consumer expectations, it’s clear that exceeding expectations with your adapted brand portfolio and product and service digitization will define businesses’ success immediately and into the future.
A Decade Of Accelerating Possibility
Global business leaders foresee a highly disruptive decade fueled by innovation that creates new markets and eventually disrupts existing markets, swiftly displacing established incumbents that fail to adapt.
The founding values of the GlobalDigital.Com® SuperBrand Portfolio focus on accelerating digital innovation. The Portfolio is built around being innovative, collaborative, and open – attributes that are increasingly important in the constantly innovating global tech market.
A Decade Of Data Center Evolution
The decade will witness an explosion of data due to increased levels of technology deployment across the globe; this will drive the need for processing and storing data and therefore requires the construction of both large and small edge data centers.
The Global Digital SuperBrand Portfolio is optimally primed and positioned to effectively identify Data Center Service innovation, competitiveness, and transformational leadership from the core to the edge and all corresponding end-points.
Such brand flexibility is crucial to tap into leading Asia-Pacific (APAC) and North American markets that are experiencing robust growth as companies in these regions invest in hyper-scale and edge data centers. China and the United States will vie for global leadership in this technology space, which will drive demand for and construction of smart data center technologies in both regions.
The Global Data Center Market size is predicted to reach $418 billion by 2030, growing at a CAGR of 9.6% during the forecast period 2023-2030; according to the latest market research report published by IndustryARC. Increasing digital transformation across all industry verticals, the sheer volume of internet data traffic, adoption of hybrid cloud architecture, and demand for multi-cloud solutions are poised to propel the market growth. With the explosive global acceleration of AI, digital currency, FinTech, trading, and commercial transactions, these data center growth forecasts will prove conservative.
A Decade Of Brand-Driven Financial Growth
Portfolio Drives Overall
Enterprise I.P. Asset Valuation
I.P. Portfolio Summary
I.P. Portfolio Summary
In today’s ever-changing world, strong brand-led communication skills are of the utmost importance. If you don’t clearly articulate your strategy, investors — and even your own people — won’t understand why they should trust your roadmap and position of leadership.
So business leaders need to convince all stakeholders that their brand-driven vision of the future is commercially compelling — and that they have established a market-powered roadmap to get there.
Such branded command and control roadmaps are growing in importance because savvy shareholders are gravitating towards foundationally strong companies that are ideally underpinned by differentiating intellectual property assets that foster scalable commercial opportunities.
Large global institutional investors, including leaders at Blackrock and Bain, are voicing quite reasonable concerns about shallow short-termism meme stock investments transpiring in the marketplace.
Blackrock’s CEO Larry Fink has even urged all companies to communicate “a strategic framework for long-term value creation” for shareholders each year. This viewpoint is gaining strong traction in the general investing community, especially with major institutional and mutual fund investors.
In 2016, S&P Dow Jones Indices launched its Long-Term Value Creation Global Index. CEO Alex Matturi called it a response to “intensifying investor demand for a reliable benchmark that makes it easier for long-term investors to find and track companies that share their long-term approach to value creation. "
The main foundation of long-term value creation is Intangible Assets, driven by scalable brand equity, composed of brand loyalty, brand awareness, perceived quality, brand recall, and other brand assets (such as competitive advantage) collectively creating scalable value both for customers and firms and, ultimately providing persistent pricing power and market share.
The GlobalDigital.Com® Superbrand Portfolio provides immediately deployable I.P. assets that uniquely position an enterprise in the global digital marketplace, not only today and tomorrow but over the long term.
Information, examples, and third-party advice set-out throughout this GlobalDigital.Com® website underscores the enormous importance brand portfolios play as business assets, and as commercial leverage.
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