Multi-Platform SuperBrand Portfolio Introduction

Market Powerful SuperBrand Partnership Portfolio

It's no secret that a company’s ability to address 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 it, can foster trust, drive innovation, increase margins, and scale market share.

Establishing a robust SuperBrand Portfolio foundation allows a company the ability to thrive not only today but also tomorrow and into the future. Strong portfolio branding creates opportunities for growth, command market share, heighten barriers of entry for competitors, and establishes the foundation upon which to build enduring consumer loyalty. 

Strong SuperBrands enhance positive perceptions of a product’s quality, scales higher levels of product awareness, underpin product and service pricing, and fosters consistent top-of-mind brand portfolio awareness. Moreover, exceptional SuperBrands effectively reduce market friction and convert potential customers into highly engaged brand advocates.

The formidable brand strength of the GlobalDigital.Com® SuperBrand Portfolio drives a market powerful sense of digital identity and purpose while acting as the center of gravity and highly effective corollary pivot point from which to build-out brand synergized portals, platforms, verticals products, and services. Such flexibility is key because a harmonized brand portfolio combination is the foundational constancy that accelerates scalable business growth.

As new 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 power of the iconic GlobalDigital.Com® SuperBrand Portfolio provides the opportunity to extend relentlessly into new digital sectors and geographies - organically growing in market relevance, consumer influence, and scalable enterprise value.

Digital SuperBrands Soar In 2020

A New Decade Of Possibility

2020 has been a year of turbulence so seismic in scale and rapid in impact that the world is still computing the effects as begin 2021. In the face of highly disruptive market headwinds, digital brands are continuing to scale in value across market sectors. Such escalation in brand-driven I.P. growth is reflected in the Brand Finance PLC Global Intangible Finance Tracker "GIFT 2020 Report". 

"Over US$ 10 Trillion of this intangible value resides in the top 10 - Apple, Amazon, Aramco, Microsoft, Alphabet, Facebook, Alibaba, Tencent, Tesla, and VISA." Such unprecedented growth in SuperBrand portfolio I.P. value is underpinned and driven by the market power of these digitally-driven SuperBrands. 

It is clear that in 2020, strong brands have become stronger as a result of the COVID 19 effect, which has accelerated digital transformation trends, such as cloud-based technology and streaming, across market sectors, reinforcing the dominance of technology-first brands. In 2021, this transformed market gravitates towards the intuitive identity of SuperBrands that have proven to be persitently relevant and resilient.

In 2021, a brand portfolios fundamental role and value drivers will continue to evolve with the normalization of market discontinuity, volatility, and disruption. The new normal is not the old normal and the primary role a brand portfolio plays in market leadership, business growth and engagement has never been more important.

Emotionally strong and inspirational GlobalDigital.Com® SuperBrands thrive in this new turbulent market being globally inclusive, immediately recognizable, and understood across markets, cultures, and languages. The portfolio embraces both diversity and inclusion, vital attributes to engage with customers across the street, and around the globe.

This report states that despite a turbulent year, global brand-driven intangible value is now at an all-time high of US$ 65.7 Trillion. To put this figure into perspective, this intangible value amount exceeds the 2020 GDP for the top 15 leading countries combined, according to the most recent IMF Global GDP report. 

The strength and power of the GlobalDigital.Com® SuperBrand Portfolio provides the opportunity to extend relentlessly into new sectors and geographies organically growing in market relevance, consumer influence and scalable value. With instinctual simplicity, the Global Digital SuperBrand is immediately understood  and resonates with exceptional global market power.

Global Digital 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 revenue growth over the long term. You can have the most advanced products, systems, and services, but without meaningful branding, these assets will never realize anywhere near their full potential in any marketplace. 

This is why it is vitally important to partner with or acquire a dynamic Superbrand Portfolio that delivers the combination of leading fundamental financial drivers and powerful brand elements that best leverage your products, systems, and service offerings now and over the long-term. It is also a top priority to optimally value acquired and existing brand portfolios in the balance sheet.

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. They push for a larger goodwill amount and a lower brand value in the balance sheet, traditionally amortizing brand portfolio valuations over 5 to 7 years. 

The global professional accounting community realized that this short-sighted approach to brand valuation and amortization did not make economic sense but they lacked brand valuation tools to implement much needed change.

This changed occured in 2018 with the indroduction of ISO 20671 accounting policies coupled with ISO 20666. Now, a companies brand portfolio can be regarded as long-lived assets whose value is driven by several inputs including marketing investments tied to enterprise revenue perfomance. This is further discussed hereunder in the section "Accounting Treatment Of Goodwill And Brands".

Value Drivers Of Native .Com Digital Brands

Priceless inspiration and deep emotional connection spark in the unspoken moment of .Com Superbrand engagement. This is why there is an increasing scarcity in supply of Super Premium Native Digital .Com domains driving the remarkable acceleration of both public and private high dollar native digital .Com domain sales. Demand for .Com brand names are driven by over 100 million new global company start-ups per year including 1.35 Million tech start-ups along with corporate rebranding, portfolio expansions, SPAC's (blank check companies) and M&A branding demands that collectively, applying strong upward price pressure on native digital .Com demand and pricing.

Companies and investors around the globe are seizing the obvious advantage by immediately acquiring market relevance with native digital branded .Com domains. This unprecedented demand is driving high sales levels for super-premium native digital domain assets with most high dollar sales transacting in private. The GlobalDigital.Com® SuperBrand Portfolio is in a class by itself because the availability of comparative aligned SuperBrand Portfolios is virtually non-existant in the global digital market.

There is sound reasoning behind the acquisition of Native Super Premium .Com domain assets. Over the past 35 years US$ Trillions have already been invested in global digital advertising with increasing prioritization by individuals, groups and, corporations in owning premium .Com domain addresses as part of their  speed-to- global brand strategy.  

In 2020, $322.84 Bn. (see slide below) was invested in digital advertising across global mobile and programmatic platforms with 99% of such brands incorporating the dominant globally understood .Com extension. However, the COVID-19 pandemic triggered a fall in ad spending between January and March 2020, as one quarter of media buyers and brands paused their budgets in times of economic uncertainty. 

This massive growth in digital advertising investments dynamically scales accelerated SuperBrand .Com native digital brand name values that continue to grow in importance, and, have become integral and inseparable parts of multi-cultural vernacular of speech and expression. 

Nevertheless, many of them adapted to a new environment where businesses and consumers are getting used to living with COVID-19 and adjusted their budgets in response. As a result, the global digital ad spending is expected to grow to $389.29 Bn in 2021- see chart below.

Strong native digital brands that include Global Digital Superbrands are exceedingly valuable assets for any business, driving higher customer acquisition, satisfaction, loyalty, and, brand advocacy, consistently contributing to a given business's growth and profitability.

Ad Value Drivers Of Native .Com Digital Brands

The GlobalDigital.Com® Superbrand Portfolio Is Positioned

At The Leading Edge Of Defensible Brand Value Creation

US Supreme Court Rules That .Com

Brands Can Be Registered As 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 State 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 term .Com and top-level domains, the Supreme Court decision validates that such .Com domain names are capable of trademark protection. This ruling adds enormous defensible and scalable value for Booking.Com and more importantly for the GlobalDigital Superbrand Portfolio that includes a grandfathered multi-national GlobalDigital.Com® registered trademark. 

This registration acts as a defensible cornerstone for portfolio trademark filing opportunities that add scalable defensible I.P. 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 "IAMV" 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 an interim update to the Annual Study of Intangible Asset Market Value (IAMV). This update captures the IAMV as of July 1, 2020, as countries around the world began to open up following the COVID-19 pandemic outbreak. 

The study examines the components of market value, specifically the role of intangible assets across a range of global indexes. In this update, IAMV is calculated by subtracting net tangible asset value from market capitalization.

Brands Are long-lived Productive IP Assets

That Drive Global Economic Growth Of An Enterprise 

Ocean Tomo noted "As the COVID-19 pandemic has impacted economies all 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 noncorrelated asset. In the short term, they expect I.P. to remain persistently resilient during the COVID-19 driven recession." See Ocean Tomo white paper for more details.

The Most Recent Ocean Tomo Intellectual Assets Market Valuation "IAMV" Report 

Sets-Out The Persistent Growth of Brand Based  I.P. Value Across Fortune 500 Companies

 

$27.5 Trillion & Counting

Total S&P Market Cap US $30.5 Trillion

(as of August 31, 2020)

As of August 30th, 2020 S&P companies corporate assets amounted to $30.5 Trillion combined. Based on Ocean Tomo's recent S&P IP valuation, 90% of the aforementioned number equals $27.5 Trillion of S&P market valuation, that is growing at a strong persistant 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® SuperBrand Portfolio Drives

Overall Enterprise Consolidated 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 theire I.P. holdings from 2X to more than 5X the amount of intangible assets as tangibles. Assets like IP, data and brand have surpassed real estate and inventory as primary drivers of business value.

What used to be about creating product and service differentiation in the global market, now requires the added ability to pivot with a nimble and enduring 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 SuperBranded  Intangible Assets.     

Global Digital November 2020 Update Report

COVID-19 UPDATE

Global Digital Adoption Still Growing At A Rapid Pace The global digital landscape is evolving rapidly as we enter 2021, with the ongoing Coronavirus pandemic continuing to influence and reshape various aspects of people’s daily lives. Lockdowns may have been lifted or partially lifted across many countries, but many of the new digital behaviors that people adopted during confinement will endure, resulting in meaningful increases in various kinds of digital activity.

For context, Akamai reports that global internet traffic has grown by as much as 30 percent this year, while research from GlobalWebIndex shows that we’re still spending considerably more time using connected tech than we were at the start of 2020. All of this increased activity has resulted in some important milestones and trends in the October Global Digital 2020 Statshot Report.

These changes have been clearly evident in the world’s digital behaviors as billions of people turn to connected devices to help them cope with life and work while being socially distanced from our lives in just a few short months.

GlobalDigital.Com® SuperBrands Organically Harmonize Across Markets 

The strength and power of the GlobalDigital.Com® SuperBrand Portfolio provide the opportunity to extend relentlessly into new digital sectors and geographies, organically scaling in market relevance, consumer influence, and scalable value. With instinctual simplicity and genuine promise, GlobalDigital.Com® SuperBrand Portfolio I.P. assets that include; GlobalDigital.Com®, MobileDigital.Com, DataDigital.Com, and LocalDigital.Com are immediately understood and naturally resonate with exceptional global market power. 

The following slides demonstrate how right anchored digital brands organically harmonize across technologies, platforms, services, and markets. The GlobalDigital.Com® SuperBrand portfolio seamlessly reinforces aligned brand identities across product and service applications naturally scaling intuitive brand equity. When your product and brand portfolio align, it creates the opportunity to tell a compelling and cohesive and digitally SuperBranded story.

The GlobalDigital.Com®  SuperBrand Portfolio Creates 

A "SPAC-TACULAR" Partnership Branding Opportunity

Despite the onslaught of Covid-19 and general market volativity, demand for top-tier Global SuperBrands has escalated at an unbridled pace. Major brands are seeking to expand their brand portfolios or have decided to adopt a more inclusive harmonized brand identity across their enterprise. 

Robust global SuperBrand demand is growing from the SPAC sector. There has been a historic $83 billion in funding raised via a total of 248 SPAC's in 2020 alone, a more than 422% jump in SPAC's going public in 2019, and SPAC's have outpaced tradional IPO's by 4 to 1 in  2020 alone.

The K-Shaped recovery has brought about rexplosive growth and investment into Special Purpose Acquisition Companies or (SPAC" companies. They are also known as blank-check companies. This public company model has been around since the 1980s, but in 2020 have become a juggernaut creating high levels of liquidity and a strong market appetite to acquire innovative growth companies and pools of assets.

These cash strong hybrid public companies first raise funds in the public market and then seek asset-buying opportunities to create scalable value and revenue flow. Acqusition of business brands and other tier one I.P. assets are top priorities for SPAC acquistion, because such assets create immediate bookable value which is a market defining commercial advantage from which to scale market momentum to build persistant scalable revenue growth. Another factor is that the majority of SPAC corporate brands are hyphenations and brand mash-ups that have zero appeal and understanding in multi-cultural and multi-lingual B2B and D2C markets.

Another factor is that the majority of SPAC corporate brands are hyphenations and brand mash-ups that have zero appeal and understanding in multi-cultural and multi-lingual B2B and D2C markets.  Such lack of business entity branding can be remedied through the acqusition of a new brand identity. brand cquisition funding can be facilitaed by by  a SPAC Private investment in public equity deals (PIPE)  an investor, or group of investors can provide additional capital to the SPAC in exchange for a private placement in the SPAC's public securities at a price typically equal to the IPO price.

Accounting Treatment Of Brands & Goodwill

Brands are among the most valuable assets in a company that oftentimes are undervalued and amortized to zero without cause or financial logic. In truth, the value of a organically harmonized brand portfolio, creating it, maintaining it or, even better, growing it, is of significant importance to any enterprise that currently has, or aspires to have a scalable brand portfolio. Brands influence customer choice, and the power of a brand portfolios collective commercial attraction influences sales today and tomorrow. 

The introduction in 2018 by the International Organization for Standardization of ISO 20671 - of this new accounting standard in brand evaluation - 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 that harnesses operational marketing investments as corporate growth assets. Such initiatives accelerate overall enterprise value and materialize unaccounted shareholder value.

With the recent release 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 it covers the technical requirements and methods involved in measuring the strength of a brand. This standard extends the scope of ISO 10668, Brand valuation – Requirements for monetary brand valuation, that focuses primarily on the financial valuation of brands. Ultimately, ISO 20671 aims to help resolve the differences of opinion around conventional accounting treatments of a brand. This ISO opinion piece "What's In A Brand ? Quite A Bit Actually" offers relevant insight into the application of ISO 20671 accounting policy.

ISO 20671 standard  (“Brand Evaluation—Principles and Fundamentals,” available at www.iso.org), provides an effective framework for evaluating brands. It allows the contribution of brands and related marketing investments/expenses to be evaluated relative to a comparable unbranded product benchmark. In other words, what is the actual price percentage difference between comparable products, generic versus branded. 

Any such product or service price comparison between generic and branded can also be contrasted and compared between generic and Native Digital SuperBrands such as; Global Digital®, Data Digital, Mobile Digital and, Local Digital. These SuperBrands create an immediate clean, crisp and clear brand identity that persistantly increases in value and commercial importance from the outset and over time.

Forbes ISO 20671 Analysis "Carpe Brand" 

Under ISO 20671, Native Digital SuperBrand domains scale in value because of their vibrant preexisting market presence and brand equity that has been built over decades as integral parts of the vernacular of the global digital conversation. Approaches to brand valuation can be researched at Brand Finance, the largest I.P. global brand valuation firm. The vision behind such a straight forward 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 value to an enterprises balance sheets.

Brand Finance PLC

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 very limited 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 guess at. Market caps might better reflect identified business assets. Over time, standards could be developed to make it easier for investors to compare companies. As intangible assets become more and more important, this is of enormous value for investors distinguishing between leading companies from those not investing in brands as valuable business assets."

New ISO 20671 Brand Valuation Methodology

Undervaluation of intangible assets such as brands has contributed to the pervasiveness of goodwill. As stated by Brand Finance, "Since 2001, the IASB has adopted the policy that goodwill identified on the acquisition of a company will subsequently be accounted for through impairments and not annual amortization. This policy contends that goodwill does not necessarily decrease in value or is subject to amortization as time goes on. However, it can also allow persistent high levels of goodwill on company balance sheets, the reported value of which is dependent on management judgment. Where neither company managers nor auditors feel an impairment is due, no impairment charge is taken against the carrying amount of the goodwill asset." 

The leading brand valuation methodology is the Royalty Relief methodology which determines the value a company would be willing to pay to license its brand as if it did not own it. This approach involves estimating the future revenue attributable to a brand and calculating a royalty rate that would be charged for the use of the brand.

Accountants have long resisted treating brands, as well as other intangibles, as assets because of the difficulty of relying on the justifiable “current fair market value” of a market transaction. Accountants have preferred to expense marketing activities, but, at the same time, they continue to rely upon the ever-nebulous treatment of “goodwill” as a rock-solid -largely self-regulated- asset class in the balance sheet. 

Restructuring Balance Sheets Full Of Goodwill

Historic goodwill values and future profit projections are subject to ongoing change because of market sector shifts and disruptive innovations. Perilous non-impairment of goodwill can inflate the balance sheet, leaving investors, supply chain stakeholders, employees, and entire economies vulnerable. Corporate raiders have been known to use overvalued goodwill as a point of leverage in corporate takeovers.

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 goodwill primed for an asset crisis. With the introduction of ISO 20671 is a welcome inevitability allowing companies the capability to reposition the value of their brand portfolios as long lived assets that incorporate the value add of marketing and commercial investments that scale value growth of an enterprises brand portfolio over time.

As  Annie Brown of Brand Finance puts it "When one company is bought by another, a fair value exercise (FVE) must take place to allocate the consideration paid to net tangible assets and identifiable intangible assets. Any remaining unallocated value is classified as goodwill. Since 2001, the IASB has adopted the policy that goodwill identified on acquisition of a company will subsequently be accounted for through impairments and not annual amortisation. This policy contends that goodwill does not necessarily decrease in value as time goes on.

However, it can also allow persistent high levels of goodwill on company balance sheets, the reported value of which is dependent on management judgment. Where neither managers nor auditors feel an impairment is due, no impairment charge is taken against the carrying amount of the goodwill asset. In extreme cases, persistent non-impairment can inflate the balance sheet, leaving investors, employees and entire economies vulnerable."

With the introduction of ISO 20671in 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 from acquired brand brand portfolios.

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 asset windfall will be asked hard questions by commercial stakeholders, analysts and shareholders as to why they fell asleep at the switch and left behind.

Valuing Domains In The Balance Sheet

Cars.Com Unbridled Acceleration Is Driven

By Native Digital Brand Market Value 

 

Investing in the .Com brands make 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 compnay 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.

Notes To 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 associated 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 estimates of fair value are determined using the “relief from royalty” methodology, which is a variation of the income approach. 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. 

Such value of Native SuperBrand Domain Names can be increased substantially through the implementation of recently introduced ISO 20671 accounting practices through the valuation of marketing contributions plus current and future revenue attributed to the .Com brand. 

Superbrand Platform Values 

The Market Power Of A Syncronized Portfolio

In 2019, Voice.Com was sold for $30 Million cash. In recent years multi-million dollar domain sales are common but subject to confidentiality agreements. However, the publicized sale of Voice.Com 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 - will increasingly have a value acceleration effect on Premium and Super Premium domain name valuations in much the same way marketing costs are being reconsidered as asset contributions under ISO 20671.

SuperBrand Market Fit

Much is written and referenced to Andy Radcliffs astute analogy of "product market fit". With this in mind, it makes enormous sense to own a brand portfolio that drives "brand market fit". The GlobalDigital.Com® SuperBrand Portfolio optimally positions a company's market ambition for digital business while leveraging built-in brand flexibility. This means that you can stay true to your direction while benefitting from persistant organic growth opportunities across 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.

Winning brand portfolios stand for something: they are meaningful, salient, and are continually evolving. The definitive GlobalDigital.Com® SuperBrand Portfolio possesses these attributes and provides extendable native "Digital"  right anchored Superbrand identities. This Portfolio interweaves and scales persistent high-quality revenues across products, services, and platforms.  

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