Brand evaluation mandate in the context of the restructuring and valuation of a travel group
Brand valuation mandate conducted as part of a financial restructuring operation aimed at isolating and valuing the group's main intangible asset.
Mandate description
Valuation mandate carried out on behalf of a French travel group as part of a capital reorganization operation.
The mission aimed to determine the economic value of the brand, recognized on the market for several decades, in order to include it in the group's strategic and financial documentation.
The assessment should also make it possible to identify the specific contribution of the brand to the overall value of the group and to consider options for transfer, license or refinancing from this asset.
Key issues
The main challenges consisted of:
- Evaluate the Brand strength and its capacity to generate future economic flows;
- distinguish the intangible value of the brand from the operational value of the group;
- and define a valuation in accordance with international standards (ISO 10668 and IVS 210).
The analysis mobilized several approaches:
- one Income approach, based on the royalty method;
- one Market approach, based on a panel of comparable brands in the tourism and hotel sectors;
- And a complementary approach through historical costs.
Approach and results
The evaluation made it possible to determine a range of defensible economic value for the brand, serving both as a support for financial communication and as a negotiation tool in discussions with creditors. $
The work highlighted the heritage and emotional value of the brand, as well as its decisive role in the reconstruction of the group's economic model.
This mission complemented the two other mandates carried out as part of the same global restructuring operation.
The transactions shown include those completed by, or with the involvement of, Hectelion team members in current or previous professional roles. They are presented for illustrative purposes only and do not imply exclusive responsibility by Hectelion.
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The transactions presented were carried out by, with the contribution of, or with the participation of members of the Hectelion team in the context of functions performed currently or previously.