Question: 0 0 D E Harrison 71% 71% 85% 83% 24% 23% 29% 32% 35% 31% F Crawford 70% 77% 84% 83% 14% 30% 14% 14%

0 0 D E Harrison 71% 71% 85% 83% 24% 23% 29% 32%0 0 D E Harrison 71% 71% 85% 83% 24% 23% 29% 32%0 0 D E Harrison 71% 71% 85% 83% 24% 23% 29% 32%

0 0 D E Harrison 71% 71% 85% 83% 24% 23% 29% 32% 35% 31% F Crawford 70% 77% 84% 83% 14% 30% 14% 14% 10% 10% H I Hamilton 87% 87% 92% 91% 34% 29% 58% 50% 63% 38% J K Parker 62% 67% 74% 76% 27% 27% 13% 10% 18% 17% L M N Davis Comp Set Average 72% 84% 86% 87% 30% 41% 11% 20% 17% 20% 58.2 A B C 1 Signet 4 Guest satisfaction 86% 86% 5 Return intent 97% 94% 6 Price-value perception 32% 36% 7 Business users' first choice 35% 29% 8 Leisure users' first choice 41% 32% 9 Mean performance 58 10 Brand-performance Index 100 11 12 Brand awareness 13 Top-of-mind recall 15 15 14 Brand-awareness Index 61.017 15 16 Brand-equity index and summary 17 Brand-performance index (80%) 100 0 18 Brand-awareness index (20%) 61 0 19 20 Brand equity index 92 0 21 70 55 14 14 21 21 28 24 10 8 24.6 0 0 0 0 O O 0 0 0 0 O O OO 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 26 27 Hotel Equity Index Example Interbrand Example Q1: HOTEL BRAND EQUITY (PRASAD & DEV 2000) PLEASE REFER TO THE EXCEL FILE ON CAVAS Step 1: Brand-Performance Indicators Calculate the mean performance across all indicators You can treat each column separately (i.e., you will have Yr 1 and Yr 2 values for each of the 6 properties) Establish the individual brand-performance index (establish an index such that a score of 100 = the mean or baseline of the competitive set) 100*(1+(mean performance, - mean performance compset)/mean performance compset) Establish the individual brand-awareness index (same as the above) 100*(1+(mean awareness- mean awarenesscompset)/mean awarenesscompset) Step 2: Brand-Equity index and summary Calculate the weighted score of the brand-performance and brand-awareness index for each Sum to obtain the brand-equity index 2 02: INTERBRAND PLEASE REFER TO THE EXCEL FILE ON CAVAS . Calculate the adjusted operating income for the respective years Calculate average adjusted operating income for the time period designated (pay attention to the ratio for the adjustment) Calculate average net income after tax for the time period designated Calculate brand value by multiplying the average net income after tax by the brand strength multiple 3 0 0 D E Harrison 71% 71% 85% 83% 24% 23% 29% 32% 35% 31% F Crawford 70% 77% 84% 83% 14% 30% 14% 14% 10% 10% H I Hamilton 87% 87% 92% 91% 34% 29% 58% 50% 63% 38% J K Parker 62% 67% 74% 76% 27% 27% 13% 10% 18% 17% L M N Davis Comp Set Average 72% 84% 86% 87% 30% 41% 11% 20% 17% 20% 58.2 A B C 1 Signet 4 Guest satisfaction 86% 86% 5 Return intent 97% 94% 6 Price-value perception 32% 36% 7 Business users' first choice 35% 29% 8 Leisure users' first choice 41% 32% 9 Mean performance 58 10 Brand-performance Index 100 11 12 Brand awareness 13 Top-of-mind recall 15 15 14 Brand-awareness Index 61.017 15 16 Brand-equity index and summary 17 Brand-performance index (80%) 100 0 18 Brand-awareness index (20%) 61 0 19 20 Brand equity index 92 0 21 70 55 14 14 21 21 28 24 10 8 24.6 0 0 0 0 O O 0 0 0 0 O O OO 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 26 27 Hotel Equity Index Example Interbrand Example Q1: HOTEL BRAND EQUITY (PRASAD & DEV 2000) PLEASE REFER TO THE EXCEL FILE ON CAVAS Step 1: Brand-Performance Indicators Calculate the mean performance across all indicators You can treat each column separately (i.e., you will have Yr 1 and Yr 2 values for each of the 6 properties) Establish the individual brand-performance index (establish an index such that a score of 100 = the mean or baseline of the competitive set) 100*(1+(mean performance, - mean performance compset)/mean performance compset) Establish the individual brand-awareness index (same as the above) 100*(1+(mean awareness- mean awarenesscompset)/mean awarenesscompset) Step 2: Brand-Equity index and summary Calculate the weighted score of the brand-performance and brand-awareness index for each Sum to obtain the brand-equity index 2 02: INTERBRAND PLEASE REFER TO THE EXCEL FILE ON CAVAS . Calculate the adjusted operating income for the respective years Calculate average adjusted operating income for the time period designated (pay attention to the ratio for the adjustment) Calculate average net income after tax for the time period designated Calculate brand value by multiplying the average net income after tax by the brand strength multiple 3

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