Stage 5 - Calculation
Taking into consideration the role of the brand stage, growth rate of each segment in particular, we have estimated Future Brand Earnings per consumer segment to be highest for adults with children segment (35-54 years old) and lowest for senior citizens . Discount rate, which was derived from stage 4, is 6.51%. Our total brand valuation is SGD 1,867,644.54 million. The number indicates a very strong brand which is backed up mainly by its consistency in terms of brand performance, brand positioning, and presence in the market over a long period of time.