the Scoot-Away

Brand Valuation

 

With our brand strategies recommended, we expect segments to have a higher growth as a result of stronger relationship with Scoot, as well as increased identification with what Scoot stand for as a brand. Taking into account the stronger ties fostered with our target segments, we revised the components of our RBI, brand strength and eventually arrived at a new valuation of $361,326,957.76, which is a 21.04% increase from our previous valuation in Assignment 3. Together with the implementation of the internal strategies, brand strength has also increased from 71 to 82 as a result of a clearer branding strategy.