Citation:
Sam Dias and Lynette Ryals, Options theory and options thinking in valuing returns on brand investments and brand extensions. Journal of Product and brand management, 2002, Volume 11, issue 2, pp115-128
Abstract:
Traditional methods of marketing evaluation may underestimate the true benefits
from brand marketing, unless opportunities for brand extension are included in
the evaluation. However, valuing brand extension opportunities is not without
difficulties. Traditional discounted cash flow (DCF) analysis may underestimate
the value of brand extension, in particular the value of flexibility, such as
the ability to increase or decrease brand extension investment depending on
future circumstances. An approach based on real options theory is recommended
and it is demonstrated how this can be used both formally, to evaluate the
contribution of marketing to the success of a brand extension, and informally,
to influence the thinking of brand managers.