Stage 5 | scoot

Stage 5: Value Calculation

Discounting the brand earnings calculated in Stage 3 with the discount rate of 7.56% derived from our brand strength analysis and brand multiple in Stage 4, we calculated Scoot’s brand value to be S$298,517,775.03.

Stage 1 - Segmentation

Stage 2 - Financial Analysis

Stage 3 - Role of Brand

Stage 4 - Brand Strength

Stage 5 - Value Calculation

Notes

We note that the brand value derived might not be realistic due to the limited information available as Scoot’s financials are subsumed within the Singapore Airlines annual report and individual segments are undisclosed. Also, most of our analysis components, such as brand strength and growth rate, are based on our own observations and subjective judgements. The following assumptions are also inherent in our brand valuation analysis:  Target segments are constant over the 5-year period  A constant growth rate for each segment