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Godrej declares brand value at $2.86 bn

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BANGALORE: The Godrej group (Godrej) today published a brand valuation report that has pegged the present value of the Godrej brand at $2.86 billion.

Godrej commissioned global brand consultancy Interbrand to carry out the brand valuation exercise.

Godrej Group Executive VP for strategic marketing Ashutosh Tiwari explained, “Interbrand’s diagnostic approach found that business units such as Good Knight, Properties, Locks and Security Solutions performed strongly on brand strength relative to international benchmarks. These successes reflect our focused investment in building strong brands inside the portfolio that will compliment the masterbrand story. Interbrand’s valuation also identified a range of important themes that will speed us on our journey towards brand centricity. We are excited about moving on as a next step in our journey of brand development”.

Godrej says the Godrej masterbrand accounts for more than 75 per cent of the total brand value, illustrating the importance of the masterbrand as a strategic business asset and its potential to improve with further investment. This value implies that more than 30 per cent of Godrej’s firm value comprising tangible capital, brand and other intangibles is accounted for by the brand.

Godrej initiated this ‘next’ step to synergise its business units around a central brand. The brand valuation report will help guide future brand investment and decision making in an evolved, consumer centric manner.

The Indian market is witnessing an emerging paradigm where companies are increasingly wiring their entire organizations around their brand in order to deliver delight to their consumers.

The valuation represents a critical milestone in Godrej’s quest to position the ‘Brighter Living’ brand at the heart of its global organisation, and it will help the Mumbai-based company to leverage the total value of its brand within the fast-changing Indian marketplace.

 

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