New England Consulting Group Calculates Heinz Lifetime Brand Value to be More than $20 Billion

The New England Consulting Group was asked by Heinz to conduct an analysis of the lifetime brand value of Heinz, which was calculated to be more than $20 billion.

(PRWEB) August 17, 2005 -- The New England Consulting Group, one of the worlds leading marketing management consulting firms, recognized as a leader in increasing brand performance for companies across industries, was recently asked to conduct an analysis of the Heinz brand using its Six Sigma Branding Model.

New England found the lifetime brand value for Heinz to be more than $20 billion. The valuation took into account consumer value, customer value (in both retail and foodservice channels), as well as employee, supplier, community and shareholder value. Also taken into consideration were the versatility, ubiquity and universal iconic status of the Heinz brand.

The brand valuation, along with an interview with New Englands CEO, Gary Stibel, appears in the recently published 2005 Heinz Annual Report. According to Stibel, Brands are a critical part of business. Stock prices clearly try to reflect these, but the market has few tools with which to value a brand...In theory, the net present value of future earnings for a business with a valued brand will be higher than for one without, and the difference represents the value of the brand. However, in practice there are many other elements, such as asset investment and utilization which impact future earnings, and this makes a clean valuation very difficult."

New England, regularly quoted in major press and broadcast media, attracted widespread attention in 2003 when it released its calculation of the $100 billion saved by consumers as a result of Wal-Mart.

The New England Consulting Group, located in Westport, Connecticut, has been using its proprietary Six Sigma Branding Model as part of its diverse marketing management practice providing expert counsel to Fortune 500 companies in the areas of branding, positioning, advertising, pricing, promotion, valuation and related marketing variables for over 20 years.

For more information, please contact Suzanne Golub at (203) 226-9200.

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