Distinction between Preference shares and equity shares

Preference Shares

Preference shares or preferred stock represent ownership in a company. Preference shareholders enjoy the preference over common shareholders on the assets and earnings. Also, in case of bankruptcy, preferred shareholders enjoy the priority to receive the company’s assets before common shareholders.

A company issues preference shares to raise capital. This becomes part of the preference share capital. Preference shareholders receive dividends before the equity shareholders. A specific type of preference share is eligible to receive arrears of dividends. Furthermore, you can easily convert these shares to equity shares.

The following are the types of preference shares:

  • Participating Preference Shares
  • Non-Participating Preference Shares
  • Convertible Preference Shares
  • Non-Convertible Preference Shares
  • Cumulative Preference Shares
  • Non-Cumulative Preference Shares

Equity Shares

Equity shares are the ordinary shares of the company. The holder of the equity shares are the real owners of the company, i.e. the amount of shares held by them is the portion of their ownership in the company.

Equity shareholders have some privileges like they get voting rights at the general meeting, they can appoint or remove the directors and auditors of the company. Apart from that, they have the right to get the profits of the company, i.e. the more the profit, the more is their dividend and vice versa. Therefore, the amount of dividends is not fixed. This does not mean that they will get the whole profit, but the residual profit, which remains after paying all expenses and liabilities on the company.

EQUITY SHARES PREFERENCE SHARES
Meaning Equity shares are the ordinary shares of the company representing the part ownership of the shareholder in the company. Preference shares are the shares that carry preferential rights on the matters of payment of dividend and repayment of capital.
Payment of dividend The dividend is paid after the payment of all liabilities. Priority in payment of dividend over equity shareholders.
Repayment of capital In the event of winding up of the company, equity shares are repaid at the end. In the event of winding up of the company, preference shares are repaid before equity shares.
Rate of dividend Fluctuating Fixed
Redemption No Yes
Voting rights Equity shares carry voting rights. Normally, preference shares do not carry voting rights. However, in special circumstances, they get voting rights.
Convertibility Equity shares can never be converted. Preference shares can be converted into equity shares.
Arrears of Dividend Equity shareholders have no rights to get arrears of the dividend for the previous years. Preference shareholders generally get the arrears of dividend along with the present year’s dividend, if not paid in the last previous year, except in the case of non-cumulative preference shares.

  Equity Shares Preference Shares
Definition Equity shares represent the ownership of a company. Preference shareholders have a preferential right or claim over the company’s profits and assets.
Return Capital appreciation Regular dividend income
Dividend Pay-out Equity shareholders receive dividends only after the preference shareholders receive their dividends. Preference shareholders have the priority to receive dividends.
Dividend Rate Varies based on the earnings. The rate is fixed.
Bonus Shares Equity shareholders are eligible to receive bonus shares against their existing holdings. Preference shareholders do not receive any bonus shares against their holdings.
Capital Repayment Equity shareholders are paid last. Preference shareholders are paid before the equity shareholder when the company is winding up.
Voting Rights Equity shareholders enjoy voting rights. Preference shareholders do not enjoy voting rights.
Participation in Management Decisions Equity shareholders have voting rights, and as a result, they participate in the management decisions. Preference shareholders do not participate in management operations.
Redemption Equity shares cannot be redeemed. Preference shares can be redeemed.
Convertibility Equity shares cannot be converted. Preference shares can be converted to equity shares.
Arrears of Dividend Equity shareholders do not receive arrears of dividends. Certain types of preference shareholders are eligible for arrears of dividends.
Capitalization High chance Low chance
Types Ordinary shares, Bonus shares, Rights shares, Sweat equity, and Employee stock options. Convertible, Non-Convertible, Redeemable,  Irredeemable, Participating, Non-Participating, Cumulative, Non-Cumulative, Preference Share with a Callable Option, and Adjustable Preference Shares
Financing Source of long term financing. Source of medium to long term financing.
Mandate Companies have to issue equity share capital. All companies don’t have to issue preference share capital.
Investment Lower investment option. High investment option.
Suitability High risk-takers Low risk or risk-averse investors
Company’s Obligation The company has no obligation to pay dividends to equity shareholders. The company is obligated to pay dividends to preferred shareholders.
Liquidity Highly liquid, traded on the stock market. Not liquid, but the company can buy back the shares.
Bankruptcy Equity shareholders are paid only after fully paying the preference shareholders. Preference shareholders have a preferential claim over the assets. Therefore, they are paid before equity shareholders.
Liquidation Equity shareholders are paid only after making payments to creditors and preference shareholders. Preference shareholders are paid after paying the creditors and before the equity shareholders.

Cost, profit and selling price

Profit and loss are the terms used to identify whether a deal is profitable or not. We use these terms very often in our daily lives. If the selling price is greater than the cost price, then the difference between the selling price and cost price is called profit. If the selling price is less than the cost price, then the difference between the cost price and the selling price is called loss. The price at which a product is purchased is called its cost price. The price at which a product is sold is called its selling price. Let us learn more about profit and loss in this article.

Profit and Loss Related Terms

When a person buys an article for a certain price and then sells it for a different price, he makes a profit or incurs a loss. There are various terms that are associated with the entire process of making a transaction. For example, cost price of the article (C.P.), selling price (S.P.), discount, marked price, profit, and loss. Let us understand the meaning of these terms one by one.

Cost Price

The price at which an article is purchased is called its cost price. For example, if Neil bought an umbrella for Rs. 8, this is the cost price of the umbrella. It is abbreviated as C.P.

Selling Price

The price at which an article is sold is known as the selling price of the article. For example, if Neil sold the same umbrella for Rs. 10, then Rs. 10 is considered the selling price of the umbrella. It is abbreviated as S.P.

Profit

When, in a transaction, the selling price is greater than the cost price, it means we earn a profit. Using the above example, the profit that Neil earned is Rs. 2. It is calculated with the help of the formula: Profit = Selling price – Cost price. In the above example, the Cost price of the umbrella was Rs. 8 and the Selling price of the umbrella was Rs. 10, so the profit that he made can be calculated by using the formula:

Profit = Selling price – Cost price. Substituting the values, we get, Profit = 10 – 8 = 2. Therefore, he makes a profit of Rs. 2.

Loss

When, in a transaction, the cost price is greater than the selling price, it means we incur a loss. For example, if a bag is bought for Rs. 20 and it is sold for Rs. 17, it means we incurred a loss of Rs. 3 in this transaction. Loss is calculated with the help of the formula:

Loss = Cost price – Selling price.

Taking the same example, the Cost price of the bag is Rs. 20 and the Selling price is Rs. 17, so the loss can be calculated with the formula:

Loss = Cost price – Selling price.

Substituting the values, we get, Loss = 20 – 17 = 3. Therefore, there is a loss of Rs. 3 in the transaction.

Marked Price

Marked price is the price set by the seller on the label of the article. It is a price at which the seller offers a discount. After the discount is applied on the Marked price, it is sold at a reduced price known as the selling price.

Example: Sandra goes shopping at a store where everything is at a 50% discount. The price tag on a dress is Rs. 120. This means that the Marked Price of the dress before discount = Rs. 120.

Discount

To cope with the competition in business and boost the sale of goods, shopkeepers offer discounts to customers. The rebate or the offer given by the shopkeepers to lure the customers is called a discount. Discount is always calculated on the Marked price of the article.

Discount = Marked Price – Selling Price

Discount (%) = (Discount/Marked Price) × 100

If the marked price of an article is Rs. 600, and there is a 40% discount on it, this means that the customer can buy the article at the following price:

40% discount on marked price = (40/100) × 600

Discount ($ )= 24000/100 = Rs. 240

Therefore, Selling Price = Marked Price – Discount ($) = Rs. 600 − Rs. 240 = Rs. 360

Profit and Loss Formulas

Now, let us learn the formulas for calculating profit and loss.

Profit Formula

If the selling price of an article is greater than its cost price, there is a gain in the transaction. The basic formula used for calculating the profit is:

Profit = Selling Price – Cost Price.

Loss Formula

If the selling price of an article is lesser than the cost price, there is a loss in the transaction. The basic formula used for calculating the loss is: Loss = Cost Price – Selling Price

Illustration

To calculate the selling price on this basis, the food costs have to be expressed as a percentage of the selling price using the following calculation. Food cost ÷ Food cost as a % of the selling price × 100

For example, if food costs for a dish come to £4.50 and the gross profit target is 75%, the food cost as a percentage of the targeted sale is 25%.

Problems on Speed and Time

  1. Speed, Time and Distance:
Speed = Distance , Time = Distance , Distance = (Speed x Time).
Time Speed
  1. km/hr to m/sec conversion:
x km/hr = x x 5 m/sec.
18
  1. m/sec to km/hr conversion:
x m/sec = x x 18 km/hr.
5
  1. If the ratio of the speeds of A and B is ab, then the ratio of
The times taken by them to cover the same distance is 1 : 1 or b : a.
a b
  1. Suppose a man covers a certain distance at xkm/hr and an equal distance at y km/hr. Then,
The average speed during the whole journey is 2xy km/hr.
x + y

 

Capital Market and Instruments

Capital market refers to facilities and institutional arrangements through which Medium and long-term funds (for a period of minimum 365 days and above), both debt and equity are raised and invested. It provides all with a series of channels through which savings of the community are made available for industrial and commercial enterprises and for the public in general. The capital market consists of development banks, commercial banks and stock exchanges.

A capital market assists an economy by providing a platform to gain funds for business operations, development activities, or wealth enhancement. The functioning of a capital market follows the theory of the circular flow of money.

For example, a firm needs money for business operations and usually borrows it from households or individuals. In the capital market, the money from individual investors or households is invested in a firm’s shares or bonds. In return, investors gain profits as well as goods and services.

The market comprises suppliers and buyers of finance, along with trading instruments and mechanisms. There are also regulatory bodies. Stock exchanges, equity markets, debt markets, options markets, etc., are some capital market examples.

Primary Market

The primary market is for trading freshly issued securities, i.e., first-time trading. It enables an initial public offering. It is also known as the new issues market.

Here, companies raise funds with the help of preferential allotment, rights issue , electronic IPOs, or the pre-selected issue of securities or private placement. Usually, like an investment bank, the intermediary attaches an initial price to the shares. Once the sale materializes, firms take their shares to the stock exchange to facilitate trading between different investors.

Secondary Market

The trading of old securities occurs in the secondary market, which occurs after transacting in the primary market. Both stock markets and over-the-counter trades come under the secondary market. We also call this market the stock market or aftermarket.

Examples of secondary markets are the London Stock Exchange, the New York Stock Exchange, NASDAQ, etc.

Elements of a Capital Market

  • Individual investors, commercial banks, financial institutions, insurance companies, business corporations, and retirement funds are some significant suppliers of funds in the market.
  • Investors offer money intending to make capital gains when their investment grows with time. In addition, they enjoy perks like dividends, interests, and ownership rights.
  • Companies, entrepreneurs, governments, etc., are fund-seekers. For instance, the government issues debt instruments and deposits to fund the economy and development projects.
  • Usually, long-term investments such as shares, debt, government securities, debentures, bonds, etc., are traded here. In addition, there are also hybrid securities such as convertible debentures and preference shares.
  • Stock exchanges operate the market predominantly. Other intermediaries include investment banks, venture capitalists, and brokers.
  • Regulatory bodies have the authority to monitor and eliminate any illegal activities in the capital market. For instance, the Securities and Exchange Commission overlooks the stock exchange operations.
  • The capital market and money market are not the same. Securities exchanged in the former would typically be a long-term investment with over a year lock-in period. Short-term investments trade in the money markets and include a certificate of deposits, bills of exchange, promissory notes, etc.

Functions of Capital Market

  • It mobilizes parties’ savings from cash and other forms to financial markets. It bridges the gap between people who supply capital and people in need of money.
  • Any initiative requires cash to materialize. Financial markets are central to national and economic development as they provide rich sources of funds. For example, the World Bank collaborates with global capital markets to mobilize funds to achieve its goals, such as poverty elimination.
  • The International Bank for Reconstruction and Development (IBRD) has assisted over 70 countries by raising nearly $ 1 trillion since the first bond in 1947. Likewise, a report suggested that the European Union companies need to turn to this market to manage their pandemic balance sheet as banks alone will not suffice.
  • For the participants, the exchange instruments possess liquidity, i.e., they can be converted into cash and cash equivalents.
  • Also, the trading of securities becomes easier for investors and companies. It helps minimize transaction and information costs.
  • With higher risks, investors can gain more profits. However, there are many products for those with a low-risk appetite. In addition, there are some tax benefits obtained from investing in the stock market.
  • Usually, the market securities can work as collateral for getting loans from banks and financial institutions.
  1. Equities:

Equity securities refer to the part of ownership that is held by shareholders in a company.

In simple words, it refers to an investment in the company’s equity stock for becoming a shareholder of the organization.

The main difference between equity holders and debt holders is that the former does not get regular payment, but they can profit from capital gains by selling the stocks.

Also, the equity holders get ownership rights and they become one of the owners of the company.

When the company faces bankruptcy, then the equity holders can only share the residual interest that remains after debt holders have been paid.

Companies also regularly give dividends to their shareholders as a part of earned profits coming from their core business operations.

  1. Debt Securities:

Debt Securities can be classified into bonds and debentures:

  • Bonds:

Bonds are fixed-income instruments that are primarily issued by the centre and state governments, municipalities, and even companies for financing infrastructural development or other types of projects.

It can be referred to as a loaning capital market instrument, where the issuer of the bond is known as the borrower.

Bonds generally carry a fixed lock-in period. Thus, the bond issuers have to repay the principal amount on the maturity date to the bondholders.

  • Debentures:

Debentures are unsecured investment options unlike bonds and they are not backed by any collateral.

The lending is based on mutual trust and, herein, investors act as potential creditors of an issuing institution or company.

  1. Derivatives:

Derivative instruments are capital market financial instruments whose values are determined from the underlying assets, such as currency, bonds, stocks, and stock indexes.

The four most common types of derivative instruments are forwards, futures, options and interest rate swaps:

  • Forward: A forward is a contract between two parties in which the exchange occurs at the end of the contract at a particular price.
  • Future: A future is a derivative transaction that involves the exchange of derivatives on a determined future date at a predetermined price.
  • Options: An option is an agreement between two parties in which the buyer has the right to purchase or sell a particular number of derivatives at a particular price for a particular period of time.
  • Interest Rate Swap: An interest rate swap is an agreement between two parties which involves the swapping of interest rates where both parties agree to pay each other interest rates on their loans in different currencies, options, and swaps.
  1. Exchange Traded Funds:

Exchange-traded funds are a pool of the financial resources of many investors which are used to buy different capital market instruments such as shares, debt securities such as bonds and derivatives.

Most ETFs are registered with the Securities and Exchange Board of India (SEBI) which makes it an appealing option for investors with a limited expert having limited knowledge of the stock market.

ETFs having features of both shares as well as mutual funds are generally traded in the stock market in the form of shares produced through blocks.

 ETF funds are listed on stock exchanges and can be bought and sold as per requirement during the equity trading time.

  1. Foreign Exchange Instruments:

Foreign exchange instruments are financial instruments represented on the foreign market. It mainly consists of currency agreements and derivatives.

Based on currency agreements, they can be broken into three categories i.e spot, outright forwards and currency swap.

Money Market Instruments

Money Market’ is used to define a market where short-term financial assets with a maturity up to one year are traded. The assets are a close substitute for money and support money exchange carried out in the primary and secondary market. In other words, the money market is a mechanism which facilitate the lending and borrowing of instruments which are generally for a duration of less than a year. High liquidity and short maturity are typical features which are traded in the money market. The non-banking finance corporations (NBFCs), commercial banks, and acceptance houses are the components which make up the money market.

Money market is a part of a larger financial market which consists of numerous smaller sub-markets like bill market, acceptance market, call money market, etc. Besides, the money market deals are not out in money / cash, but other instruments like trade bills, government papers, promissory notes, etc. But the money market transactions can’t be done through brokers as they have to be carried out via mediums like formal documentation, oral or written communication.

Features of Money Market Instruments

  • Safety: Since the issuers of money market instruments have strong credit ratings, it automatically means that the money instruments issued by them will also be safe.
  • Liquidity: They are considered highly liquid as they are fixed-income securities which carry short maturity periods of a year or less.
  • Discounted price: One of the main features of money market instruments is that they are issued at a discount on their face value.

Purpose of a Money Market

Provides Funds at a Short Notice

Money Market offers an excellent opportunity to individuals, small and big corporations, banks of borrowing money at very short notice. These institutions can borrow money by selling money market instruments and finance their short-term needs.

It is better for institutions to borrow funds from the market instead of borrowing from banks, as the process is hassle-free and the interest rate of these assets is also lower than that of commercial loans. Sometimes, commercial banks also use these money market instruments to maintain the minimum cash reserve ratio as per the RBI guidelines.

Maintains Liquidity in the Market

One of the most crucial functions of the money market is to maintain liquidity in the economy. Some of the money market instruments are an important part of the monetary policy framework. RBI uses these short-term securities to get liquidity in the market within the required range.

Utilisation of Surplus Funds

Money Market makes it easier for investors to dispose off their surplus funds, retaining their liquid nature, and earn significant profits on the same. It facilitates investors’ savings into investment channels. These investors include banks, non-financial corporations as well as state and local government.

Helps in monetary policy

A developed money market helps RBI in efficiently implementing monetary policies. Transactions in the money market affect short term interest rate, and short-term interest rates gives an overview of the current monetary and banking state of the country. This further helps RBI in formulating the future monetary policy, deciding long term interest rates, and a suitable banking policy.

Aids in Financial Mobility

Money Market helps in financial mobility by allowing easy transfer of funds from one sector to another. This ensures transparency in the system. High financial mobility is important for the overall growth of the economy, by promoting industrial and commercial development.

Money Market Instrument

  • Banker’s Acceptance

A financial instrument produced by an individual or a corporation, in the name of the bank is known as Banker’s Acceptance. It requires the issuer to pay the instrument holder a specified amount on a predetermined date, which ranges from 30 to 180 days, starting from the date of issue of the instrument. It is a secure financial instrument as the payment is guaranteed by a commercial bank.

Banker’s Acceptance is issued at a discounted price, and the actual price is paid to the holder at maturity. The difference between the two is the profit made by the investor.

  • Treasury Bills

Treasury bills or T- Bills are issued by the Reserve Bank of India on behalf of the Central Government for raising money. They have short term maturities with highest upto one year. Currently, T- Bills are issued with 3 different maturity periods, which are, 91 days T-Bills, 182 days T- Bills, 1 year T – Bills.

T-Bills are issued at a discount to the face value. At maturity, the investor gets the face value amount. This difference between the initial value and face value is the return earned by the investor. They are the safest short term fixed income investments as they are backed by the Government of India.

  • Repurchase Agreements

Also known as repos or buybacks, Repurchase Agreements are a formal agreement between two parties, where one party sells a security to another, with the promise of buying it back at a later date from the buyer. It is also called a Sell-Buy transaction.

The seller buys the security at a predetermined time and amount which also includes the interest rate at which the buyer agreed to buy the security. The interest rate charged by the buyer for agreeing to buy the security is called Repo rate. Repos come-in handy when the seller needs funds for short-term, s/he can just sell the securities and get the funds to dispose. The buyer gets an opportunity to earn decent returns on the invested money.

  • Certificate of Deposits

A certificate of deposit (CD) is issued directly by a commercial bank, but it can be purchased through brokerage firms. It comes with a maturity date ranging from three months to five years and can be issued in any denomination.

Most CDs offer a fixed maturity date and interest rate, and they attract a penalty for withdrawing prior to the time of maturity. Just like a bank’s checking account, a certificate of deposit is insured by the Federal Deposit Insurance Corporation (FDIC).

  • Commercial Papers

Commercial paper is an unsecured loan issued by large institutions or corporations to finance short-term cash flow needs, such as inventory and accounts payables. It is issued at a discount, with the difference between the price and face value of the commercial paper being the profit to the investor.

Only institutions with a high credit rating can issue commercial paper, and it is therefore considered a safe investment. Commercial paper is issued in denominations of $100,000 and above. Individual investors can invest in the commercial paper market indirectly through money market funds. Commercial paper comes with a maturity date between one month and nine months.

National Small Industrial Development Corporation

National Small Industries Corporation Limited (NSIC) is a Mini Ratna government agency established by the Ministry of Micro, Small and Medium Enterprises, Government of India in 1955 It falls under Ministry of Micro, Small & Medium Enterprises of India. NSIC is the nodal office for several schemes of Ministry of MSME such as Performance & Credit Rating, Single Point Registration, MSME Databank, National SC ST Hub, etc.

Objectives

Government of India to promote small and budding entrepreneurs of post independent India, decided to establish a government agency which can mediate and provide help to small scale industries (SSI). As such they established National Small Industries Corporation with objectives to provide machinery on hire purchase basis and assisting and marketing in exports. Further, SSIs registered with NSIC were exempted from paying Earnest money and provided facility of free participation in government tendered purchases. Also, for training persons the training facilities centres and for providing assistance in modernising the small industries several branches of NSIC were opened up by government over the years in several big and small towns, where small industries were growing.

NSIC also helps in organising supply of raw materials like coal, iron, steel and other materials and even machines needed by small scale private industries by mediating with other government companies like Coal India Limited, Steel Authority of India Limited, Hindustan Copper Limited and many others, who produce these materials to provide same at concessional rates to SSIs. Further, it also provides assistance to small scale industries by taking orders from Government of India owned enterprises and procures these machineries from SSI units registered with them, thus providing a complete assistance right from financing, training, providing raw materials for manufacturing and marketing of finished products of small-scale industries, which would otherwise not be able to survive in face of competition from large and big business conglomerates. It also helps SSI by mediating with government owned banks to provide cheap finance and loans to budding small private industries of India.

Nowadays, it is also providing assistance by setting up incubation centres in other continents and also international technology fairs to provide aspiring entrepreneurs and emerging small enterprises a platform to develop skills, identify appropriate technology, provide hands-on experience on the working projects, manage funds through banks, and practical knowledge on how to set up an enterprise.

Schemes of NSIC

National Small Industries Corporation facilitates MSMEs with specially tailored scheme to build and improve their competitiveness. National Small Industries Corporation provides complete integrated services under Finance, Marketing, Technology and another allied Support service.

Marketing Support

Marketing support has been considered as one of the most important tools for the development of any business. It is crucial for the survival and growth of Micro, Small and Medium Enterprises in today’s intensely competitive market.  National Small Industries Corporation devised numerous of schemes to support enterprises (both domestic and foreign markets) in their marketing efforts. These schemes are briefly described as under:

Consortia and Tender Marketing

Micro and Small Enterprises in their individual capacity encounter several issues in order to procure & deliver large orders, which negate them a level playing field vis-a’-vis large enterprises. National Small Industries Corporation forms consortia of MSEs manufacturing the same or similar product or products, thereby combining in their capacity.

National Small Industries Corporation applies the tenders on behalf of single Micro and Small Enterprise/Consortia of Micro and Small Enterprise for securing orders for them. Finally, these orders are dispersed amongst Micro and Small Enterprises in tune with their capacity of production.

Marketing Intelligence

Disseminate and collect both international as well as domestic marketing intelligence for the benefit of Micro and Small Enterprises. This Marketing Intelligence cell, apart from to spreading awareness about several schemes for MSMEs, will maintain a database in detail and distribute information.

Exhibitions and Technology Fairs

To showcase the core competencies of Micro and Small Enterprises in India and to capitalize market opportunities, National Small Industries Corporation participates in National and International Trade Fairs and Exhibitions every year. National Small Industries Corporation facilitates the participation of the MSEs by offering concessions in rental etc. Participation in these national and international events exposes Micro and Small Enterprises units to international practices and improves their business competencies and prowess.

Credit Support

National Small Industries Corporation enables credit requirements of MSEs in the following areas:

Financing for Raw Material Procurement

The scheme framed by National Small Industries Corporation for the assistance of Raw Material helps MSEs by way of financing the procurement of Raw Material (both indigenous & imported). The salient features are as follows:

  • Bulk purchase of basic raw materials at competitive rates.
  • Financial Assistance for Raw Materials procurement up to 90 days.
  • National Small Industries Corporation facilitates import of scares raw materials.
  • National Small Industries Corporation takes overall care of all the documentation, procedures and issuance of a letter of credit in case of imports.

Financing for Marketing Activities

National Small Industries Corporation provides assistance in the financing of marketing actives such as Exports, Internal Marketing and Bill Discounting.

Finance Through Syndication with Banks

To make the sure smooth flow of credit to MSEs, National Small Industries Corporation enters into strategic alliances with several commercial banks to facilitate working capital/ long-term financing of the MSEs across the country. The engagement foresees forwarding of loan applications of the interested MSEs by National Small Industries Corporation to the banks and sharing the processing fee.

Circumstances of valuation of brand

Brand valuation is the process of estimating the total financial value of a brand. A conflict of interest exists if those who value a brand were also involved in its creation. The ISO 10668 standard specifies six key requirements for the process of valuing brands, which are transparency, validity, reliability, sufficiency, objectivity; and financial, behavioral, and legal parameters. Brand valuation is distinct from brand equity.

Brands are ideally suited to this task because they communicate on a number of different levels. Brands have three primary functions; navigation, reassurance and engagement:

  • Navigation: brands help customers to select from a bewildering array of alternatives.
  • Reassurance: they communicate the intrinsic quality of the product or service and so reassure customers at the point of purchase.
  • Engagement: they communicate distinctive imagery and associations that encourage customers to identify with the brand.

Brand value

Traditional marketing methods examine the price/value relationship in terms of dollars paid. Some marketers believe customers perceive the value to mean the lowest price. While this may be true for commodities, some branding techniques are moving beyond this evaluation.

Brand valuation emerged in the 1980s. Early pioneers in brand valuations included the British branding agency, Interbrand, led by John Murphy and Michael Birkin, which is credited with leading the concept’s development. Millward Brown was also a leading brand valuer.

Both companies maintained “Top 100” lists of companies by valuation. In 1989, Murphy edited a seminal work on the subject: Brand Valuation; Establishing a true and fair view; and in 1991, Birkin laid out a brand earnings multiple models of brand valuation in the book, Understanding Brands. A 2009 paper identified “at least 52” brand valuation companies.

Valuation methodologies

There are three main types of brand valuation methods:

The cost approach

This is based on the cost of creating the brand. The fundamental premise of the cost approach is that it should not be worth more than it would cost to build an equivalent. The cost of building a brand minus any expenses is reflective of market value.

The market approach

In this approach, the market price is compared. This valuation method relies on the estimation of value based on similar market transactions (e.g. similar license agreements) of comparable brand rights. Given that often the asset undervaluation is unique,[clarification needed] the comparison is performed in terms of utility, technological specificity and property, considering the asset’s perception by the market. Since the market approach relies on comparisons to similar assets, it is most useful when there is substantial data available regarding recent sales of comparable assets. Data on comparable or similar transactions may be accessed through the following sources:

  • Company annual reports.
  • Specialized royalty rate databases and publications.
  • Court decisions concerning damages.

The income approach

This approach measures the value by reference to the present value of the economic benefits received over the rest of the useful life of the brand.[5] There are at least six recognized methods of the income approach, with some authorities listing more.

  • Price premium method: Estimates the value of a brand by the price premium it generates when compared to a similar but unbranded product or service. This must take into account the volume premium method.
  • Volume premium method: Estimates the value of a brand by the volume premium it generates when compared to a similar but unbranded product or service. This must take into account the price premium method.
  • Income split method: This values the brand as the present value portion of the economic profit attributable to the brand over the rest of its useful life. This has problems in that profits can sometimes be negative, leading to unrealistic brand value, and also that profits can be manipulated so may misrepresent brand value. This method uses qualitative measures to decide the portion of economic profits to be accredited to the brand.
  • Multi-period excess earnings method: this method requires a valuation of each group of intangible assets to calculate the cost of capital of each. The returns for each of these are deducted from the present value of future cash flows and when all other assets have been accounted for, the remaining is used as the value of the brand.
  • Incremental cash flow method or Excess Margin: Identifies the extra cash flow in a branded business when compared to an unbranded, and comparable, business. However, it is rare to find conditions for this method to be used since finding similar unbranded companies can be difficult.
  • Royalty relief method: Assume theoretically a company does not own the brand it operates under but instead licenses the use from another. The royalty relief method uses available data of similar arrangements in the industry and assigns the value of the brand as the present value of future royalty payments.

Historical Cost Method

Brand valuation through the historical cost method is used at the initial stage of brand creation. The historical cost method isolates the direct costs and contributes to indirect costs. It attempts to recreate the historical development and creates an assessment value for the future. However, the cost of creating a brand does not play a major role in the present value.

Replacement Cost Method

This method values the brand keeping the investment and expenditure necessary to replace the brand with a new one which has equivalent utility to the company.

Market-Based Approach: A market-based method of brand valuation deals with the amount at which a brand is sold and the highest value that a buyer is willing to pay for it. The market-based approach is classified into:

Brand Sale Comparable Approach

In this method, the brand is valued by the recent transactions that involve similar brands in the same industry. It is viewed from a third party perspective and cannot be applied to all cases for comparing data.

Brand Equity Approach

The brand equity approach includes advertising and results in price premium profits. In this case, the value of brand equity is estimated using the financial market value.

Residual Method

The residual value is arrived at when the market capitalisation is subtracted from the net asset value. The variables such as risk-free interest rate, current exercise price, the variance of the asset, time of expiration of the option and value of the underlying asset are included. It helps to calculate the potential value of line extensions.

Income-Based Approach: In this approach, the potential of the brand is calculated by the future net earnings that directly contribute to determining the value of the brand. The following are the classifications in the Income-Based Approach:

Royalty Relief Method

As per this method, the value of the brand is related to characteristics applied by the company or valuer. The valuer will have to estimate the base for calculation and determine the appropriate royalty rate, a growth rate, expected life and a discount rate for the brand. This method is accepted by tax authorities and has an edge of being industry-specific.

Differential Price to Sales Ratio Method

This method will calculate the brand value as a difference between the estimated price to sales ratio for a company with a brand and the price to sales ratio for an unbranded company. This will be multiplied by the sales of the branded company.

Price Premium Method

The approach of this method is that a branded product should sell for a premium over an unbranded product. The value is calculated by comparing the cost involved for production and cost produced after sales. It creates the impact of assuming that the brand helps to accumulate additional profit.

Discounted Cash Flow

Cash flow acts as an important component for determining the value of an asset. It takes into account the increasing working capital and fixed asset investments. It estimates the amount of future cash flow that the brand can generate.

Circumstances of valuation of IPR

Intellectual property rights valuation or IPR Valuation is one of the most critical areas of finance that comes into play during the sale and purchase of companies and during solvency, merger, and acquisition transactions. Intellectual property is intangible assets that are either already patented or a patentable product, process, or service, or a trademark, copyright, or brand. It’s the unique creation of the organization, responsible for its distinction in the market. Though intangible, it’s often a major driver of success for an organization. Valuation of Intellectual Property Valuation Rights fundamentally means the process of arriving at a fair value of a Company’s Intellectual Property that can be monetized and can leverage the overall selling price of the company. For a profitable sale transaction, it’s extremely important to place the selling price at such a rate that it’s sold at the best possible value. The IPR valuation process helps to achieve a part of this justifiable selling price.

Reasons of intangible assets valuable to a business

  • Registered patents prevent competitors from launching similar, competing products and potentially pushing the business aside within the market.
  • Holding the rights to a product design enables an organization to create a singular offering to their market, and price their products accordingly.
  • The company’s position and profile as an innovative business are boosted.
  • For design-only businesses, the license for IP, utilized by third parties to manufacture and sell their products, provides a major and valuable income stream.

Essentially, holding assets can increase revenue or reduce business costs, and once they generate an income for the business being sold, a variety of valuation methods will be utilized.

There is no particular method of valuation that’s suitable for each business sale, however the foremost appropriate one depends on a variety of things, including whether the intellectual property rights (IPR) are fully developed and functioning.

Valuation Based on Replication Cost

This is the cost that the acquirer would have to incur in order to replicate the intellectual property. There is also a time component to this calculation, in that the acquirer might require years of effort in order to create the intellectual property. If the acquirer wants access to the property immediately, it should be willing to pay a premium to buy it from the acquiree.

Valuation Based on Market Price

This is the price that third parties would pay for the intellectual property if it were put up for bid in a fair market, with multiple bidders. An acquirer may want to pay more than this amount in order to avoid a bidding war with potential competitors.

Valuation Based on Discounted Cash Flows

This is the present value of the cash flows currently generated by the intellectual property, with certain assumptions included regarding possible changes in those cash flows over future years. The rate at which these cash flows are discounted to a present value is subject to interpretation and negotiation.

Valuation Based on Relief from Royalties

This approach is based on the cost that the acquirer would otherwise incur if it were required to pay a royalty for access to the intellectual property. This approach may not work if access to the intellectual property cannot be obtained through a licensing arrangement.

Circumstances of valuation of patent

Intellectual property assets such as patents are the core of many organizations and transactions related to technology. Licenses and assignments of intellectual property rights are common operations in the technology markets, as well as the use of these types of assets as loan security. These uses give rise to the growing importance of financial valuation of intellectual property, since knowing the economic value of patents is a critical factor in order to define their trading conditions.

Cases of application

Valuation of patent rights is one of the main activities related to intellectual property management within an organization or company. Indeed, knowing the economic value and importance of the intellectual property rights assists in the strategic decisions to be taken on the company’s assets, but also facilitates the commercialization and transactions concerning intellectual property rights.

There are several business situations where valuation is required:

Valuation of a company for the purposes of a merger, acquisition, joint venture or bankruptcy

Most of the technological companies are highly based on intangible assets and investment in knowledge, research and innovation. According to studies, expenditures on knowledge, through investments in R&D or software, have grown at a higher rate than expenditures in tangible assets. This change in investments has consequently been reflected by a heavy importance of intangible assets and patents in companies. Therefore, to know the value of companies it is essential to know the value of their intellectual property.

Negotiations to sell or license intellectual property rights

As in other business transactions, organizations negotiating agreements to sell or license intellectual property and patent rights commonly have to agree on a price. Knowing the value of the intellectual property rights is essential to reach such an agreement, but also to make sure the parties are engaging in a good deal.

Support in situations of patent conflict or dispute

In scenarios of patent conflict, such as patent infringement proceedings or alternative dispute resolution mechanisms, quantification of damages is often a necessary step of the process. The correct valuation of the intellectual property right at stake is therefore essential to guarantee a fair recovery of the damages.

Fund raising through bank loans or venture capital

Valuation of the intellectual property to be used as security for bank loans or to attract venture capital and investors is essential. Several studies reveal that, in particular, owning patents and a proper intellectual property management play a crucial role in the decision of venture capitalists.

Assisting internal decision making for patent protection strategies

Valuation also plays a role on decisions concerning the patenting strategies and country selection for registration of intellectual property rights, or can assist organizations to identify weaknesses such as ownership uncertainties that have an impact in the value of the intellectual property rights and on decisions for the exploitation of such assets.

For accounting and taxation purposes

Organizations are required to report on their assets, including their intangible assets. Valuation is therefore a necessary step, as well as in situations of tax planning involving intellectual property.

Defining the objectives and context of the valuation is essential, since it determines the strategy as well as the type of valuation method that should be used. This is therefore the first step to take when performing a valuation.

Methods

Different approaches of patent valuation are used by companies and organizations. Generally, these approaches are divided in two categories: the quantitative and qualitative valuation. While the quantitative approach relies on numerical and measurable data with the purpose to calculate the economic value of the intellectual property, the qualitative approach is focused on the analysis of the characteristics and potential uses of the intellectual property, such as the legal, technological, marketing or strategic aspects of the patented technologies. Qualitative valuation deals also with assessing the risks and opportunities associated to the intellectual property of the company.

Quantitative approach

Several methodologies are used on the quantitative approach, but generally they can be grouped in four methods:

  • Cost-based method
  • Market-based method
  • Income-based method
  • Option-based method

Cost-based method

This method is based on the principle that there is a direct relation between the costs expended in the development of the intellectual property and its economic value. Two different techniques are mainly used to measure costs:

  • Reproduction cost method: Estimations are performed by gathering all costs associated with the purchase or development of a replica of the patent under valuation.
  • Replacement cost method: Estimations are performed on the basis of the costs that would be spent to obtain an equivalent patent asset with similar use or function.

Market-based method     

The market-based valuation method relies on the estimation of value based on similar market transactions (e.g. similar license agreements) of comparable patent rights. Given that often the asset under valuation is unique, the comparison is performed in terms of utility, technological specificity and property, having also in consideration the perception of the asset by the market. Data on comparable or similar transactions may be accessed in the following sources:

  • Company annual reports.
  • Specialized royalty rate databases and publications.
  • In court decisions concerning damages.

Option-based method

Differing relative to the above methods, an option-based methodology takes into consideration the options and opportunities related to the investment. It relies on option pricing models (e.g. Black–Scholes) for stock options to achieve a valuation of a given intellectual property asset. In these cases, patents may be valued using the techniques developed for financial options, as applied via a real options framework. The key parallel is that a patent provides its owner the right to exclude others from using the underlying invention, so both patents and stock options represent a right to exploit an asset in the future, and to exclude others from using it. The patent (option) will have value to the buyer (owner) only to the extent that the expected price in the future exceeds the opportunity cost of earning just as much in a risk-less alternative. Thus patent rights can be thought of as corresponding to a call option and may be valued correspondingly.

Qualitative approach

This method does not rely on purely financial analytical data. In fact, the valuation in this method is performed through the analysis of different indicators with the purpose of rating the patent right, i.e. of determining its importance quality in terms of aspects that can impact the value of an intellectual property asset, covering legal aspects, the technology level of the innovation, market details and company organization. Commonly, the method is implemented through questionnaires comprising all these different criteria. Examples of questions included in such questionnaires can be:

  • How would you define the patented technology innovation compared to the actual state of the art?
  • Which level of its life cycle has the patent reached?
  • What is the geographic coverage of the reference market?

Factors influencing value of brand

Branding is a recently emerged marketing strategy where the focus is on building a corporate brand instead of just a product brand. Branding strategy, however, is usually developed by the CEO and higher management of an organization. It’s above the pay grade of the marketing staff because it involves the whole image of the corporate brand.

A brand is just limited to the name, logo or design of the company; brand equity goes much deeper than the surface and monetary value of a company. It’s the promising and emotional value of your company perceived by the people.

Brand equity is the perceived value of a customer based on their attachment, memories and emotional experience with the brand.

Brand value, on the other hand, is the calculation of brand in monetary terms; or the worth of brand in the market.

Brand equity shows you the success of a brand because more people would talk about it. The brand value will provide you the actual finances, sale value of the brand in the market.

Factors determining brand equity are as follows:

  1. Brand loyalty
  2. Brand awareness
  3. Perceived quality
  4. Brand associations in addition to perceived quality
  5. Other proprietary brand assets such as patents, trademarks and channel relationships.

 

  1. Brand Loyalty:

Brand loyalty central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will switch to another brand, especially when that brand makes a change, either in price or in product features. As brand loyalty increases, the vulnerability of the cus­tomer base to competitive action is reduced.

  1. Brand Awareness:

People will often buy a familiar brand because they are comfortable with the brand. Or there may be an assumption that a brand that is familiar is probably reliable, in business to stay, and of reasonable quality. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in contexts in which the brand must first enter the consideration set. It must be one of the brands that are evaluated.

  1. Perceived Quality:

A brand will have associated with it a perception of overall quality not necessarily based on the knowl­edge of detailed specifications. Perceived quality will directly influence purchase decisions and brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis.

It can also sup­port a premium price which, in turn, can create gross margin that can be reinvested in brand equity. Fur­ther, perceived quality can be the basis for a brand extension. If a brand is well regarded in one context, the assumption will be that it has high quality in a related context.

  1. Brand Association:

The underlying value of a brand name is often based on specific associations linked to it. Associations such as Ronald McDonald can create a positive attitude or feeling that can become linked to a brand such as McDonald’s. If a brand is well positioned on a key attribute in the product class (such as service backup or technological superiority), competitors will find it hard to attack.

  1. Other Proprietary Brand Assets:

The last three brand equity categories we have just discussed represent customers’ perceptions and reactions to the brand; the first is the loyalty of the customer and the fifth category represents other proprietary brand assets such as patents, trademarks and channel relationships. Brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base and loyalty.

These assets can take several forms. For example, a trademark will protect brand equity from competitors who might want to confuse customers by using a similar name, symbol, or package. A patent, if strong and relevant to customer choice, can prevent direct competition. A distribution channel can be controlled by a brand because of a history of brand performance.

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