Analysis of Brand Valuation Techniques for Cereal Brand:Kellogg

This paper measures the brand value of the American cereal brand "Kellogg" that sells cereals and convenience food worldwide at a premium, generating high profit margins for the company. It uses brand valuation approaches in order to arrive at a monetary value for the brand "Kellogg" by analysing the financial advantage the company possesses because of the brand name. Kellogg's Co is compared to Post Holdings Inc., a generic cereal manufacturing company. Generic operating margin approach, Generic return on capital approach, Generic excess returns approach and Relative valuation are four valuation approaches used to get a valuation range for the "Kellogg" brand. After using these techniques, we arrived at a brand value range of $10661 million to $21000 million for Kellogg's Co.