A company specializing in deployable logistics solutions and equipment for military and emergency environments needed to determine, using objective criteria, the economic value of its brand as an intangible asset. The assignment had a clear objective: to have a solid and defensible valuation to make corporate decisions with greater security, aligning strategy, investment and commercial positioning.
The main challenge was that the brand could not be analyzed as an isolated “name”, but as an element that concentrates operational confidence, capacity to access demanding markets and technical reputation. In this type of industries, the brand functions as a shortcut to credibility: it influences highly rigorous purchasing processes, reduces commercial frictions and reinforces the perception of reliability in critical situations.
In addition, the company operated with a complete structure, from production and assembly to logistics integration and R&D, which made it essential to understand how the brand “materializes” in product, service and customer experience. Therefore, before valuing, we carried out an analysis of the business and its value proposition: catalog, real applications, end-user requirements and competitive market dynamics.
Another key factor was the context: in this sector there are not always comparable public transactions that allow the market to be “read” directly. Precisely for this reason, we discarded the market approach when it did not offer reliable references and we preferred a path that more accurately reflected the value that the brand can generate in the future.
The methodology was designed to be technical, rigorous and conservative, combining the income approach with two complementary pieces: on the one hand, the estimation of cash flows from realistic projections; on the other hand, the determination of a royalty rate consistent with the sector, adjusted through a qualitative analysis of variables such as barriers to entry, exclusivity and market potential.
The result was a robust and actionable valuation, which did not remain a figure, but explained why the brand is worth what it is worth and what levers drive it. This “map” allowed management to understand the impact of the brand on the generation of future income and have a clear basis for strategic decisions (growth, licenses, investment and positioning). In other words: a valuation made to decide, with the level of detail and reliability that distinguishes the work of martinsdelima.