Intangibles as wealth creators…

by shiv@equitor | Dec 15, 2008 | Intangibles

Last year, buyers paid 72% of the takeover consideration (on average) for the intangibles in businesses. You might recall that Procter and Gamble Co. paid almost half of the $57 billion (Rs2.72 trillion) for Gillette Co.’s brands alone. Whatever business you are in,...

The Great Indian Brand Ambassador

by shiv@equitor | Oct 18, 2008 | Brand & Marketing

Ramesh Jude Thomas, President & CKO Equitor Management Consulting Pvt. Ltd. “Why is it that we see more of Amitabh Bachhan between programming than within it?” A smart young journalist quipped recently at a branding seminar. Why indeed? The grand old man of Indian...

Makeover Marketing

by shiv@equitor | Sep 4, 2008 | Brand & Marketing

Imagine one day waking up and finding that your newspaper masthead looks a little different. You reach for your specs and take a closer look .. Imagine flying a grey colored aircraft on your next JET airways flight. Welcome to the world of makeover marketing. The last...

Managing Value in an intangible environment

by shiv@equitor | Jul 19, 2008 | Brand & Marketing

Did you know that a company like GE which is so capital intensive has a brand value of nearly $47 billion? Did you know that TATA brand value is $5.5 billion making it the 57th most valuable brand in the world? P&G recently acquired Gillette for a whopping $57...

What’s in a name?

by shiv@equitor | Jul 12, 2008 | Brand & Marketing

At a senior management workshop on “Value Creating Assets” I asked one of the participants to sell me his name for a consideration. Even with the rest of his colleagues egging him on in the negotiations he refused to relent for a crore of rupees. When I stopped and...