ALDER - Brand Valuation & Investor Marketing Services Brochure by Stephen Iballaboh

Bv BRAND VALUATION

Im INVESTOR MARKETING

Brand Valuation & Investor Marketing Services Brochure

Bv BRAND VALUATION

Im INVESTOR MARKETING

Brand Valuation & Investor Marketing Services Brochure

01brand valuation 02investor marketing

Alder Service Overview 5 1

BRAND DEVELOPMENT

Ibp

INTERNATIONAL BRAND PROMOTION

e-BRAND MARKETING

Ebs EXPORT BRANDING SERVICES

BRAND VALUATION

Br BRAND RATING

Ims INVESTOR MARKETING SERVICES

GOVERNMENT, POLICY & POLITICAL SERVICES

eB e-BRAND MARKETING

Ebs

RESEARCH SERVICES

EXPORT BRANDING SERVICES

BRAND CERTIFICATION

NATION BRANDING

04 03

PERSONALITY BRANDING

BRAND DEVELOPMENT

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INTERNATIONAL BRAND PROMOTION

eB e-BRAND MARKETING

Gpp CBv

GOVERNMENT POLICY & POLITICAL SERVICES

IDEA DEVELOPMENT & OPPORTUNITY MAPPING

Rs RESEARCH SERVICES

BRAND DEVELOPMENT

SME BRANDING

IDEA DEVELOPMENT & OPPORTUNITY MAPPING

CELEBRITY BRAND VALUATION

ENTERPRISE 500 PUBLISHING

CREATRIX INVENTORY

RESEARCH SERVICES

GOVERNANCE 500

Gpp Ibp

BRAND DEVELOPMENT

IDEA DEVELOPMENT & OPPORTUNITY MAPPING

CORPORATE BRANDING

Ab ALDERBASE

Ci CREATRIX INVENTORY

INTERNATIONAL BRAND PROMOTION

Alder Consulting is an ideas and branding corporation focused on business and nation development. We have an established presence in Africa & the United Kingdom as well as strategic partnerships in other key markets. Alder Brand Valuation Service | 1

A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless

Stephen King

Alder Brand Valuation Service | 2

A. Brand Valuation Services In conjunction with LeadCapital, a leading financial services institution, we provide Brand Valuation Services to both corporate and personality brands

Bv BRAND VALUATION

Brand Valuation Features Ascribes financial value to corporate, product or personality brands Provides insight into what drives brand value so organizational resources can be effectively allocated Provides leverage for financial transactions e.g. Mergers & Acquisitions, Public Offers, Provate Placements, Licensing etc. Identifies new business opportunities and extensions of existing brands Assesses whether investments made in a brand are providing a reasonable return Measures shareholder value

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LeadCapital

Brand Valuation Model

Alder employs a proprietary formula that takes into consideration the peculiarity of the African market and the role of perception in determining brand loyalty. Our brand valuation approach combines both qualitative and quantitative data to determine the financial value of brands. The qualitative data is based on two parameters: Brand Attribute Quotient: Measurement of a brand's strength relative to competing brands Brand Recall Quotient: Measurement of the mind share a brand commands in the marketplace The quantitative data is based on the cost of creating the brand, profitability, asset base and other key metrics.

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Brand Valuation Methodology

BRAND VALUATION

We research & collate data on the brand and its competitors.

In a nutshell...

We poll relevant audiences using pre-determined parameters.

We analyse financial reports.

We develop branded

We calculate the value of the brand from analysed data using Alderâ&#x20AC;&#x2122;s proprietary formula.

websites.

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We develop a comprehensive report (with recommendations) and presentation.

Case Studies 1 Brand Valuation

Bond Bank / Skye Bank Merger

Speakeezee

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Brand Valuation

BB Bond Bank /Skye Bank Merger At the height of the consolidation in the Nigerian banking industry, Bond Bank required the valuation of its brand as leverage during its merger discussions with Skye Bank. At the time, Bond Bank was the youngest bank in Nigeria but had already achieved a significant brand profile, in line with its vision: “Create an Exceptional Brand”. The bank was the first to raise the newly increased capitalisation requirements for a

Sale of the Speakeezee Brand

new bank. It was also the first bank to declare a profit in its first year of operations. A brand dedicated to

In order to expand the business horizons of Speakeezee Cellular and Paging

“Uncommon Values”, Bond Bank pioneered the institution of extra banking hours for the benefit of the

Systems, the founders decided sell the company to an equity partner.

public.

However, in order to ensure that an adequate price was attached to the brand,

For its merger discussions, Alder Consulting was asked to determine the financial value of the brand, 2

the founders asked Alder Consulting to determine its brand equity and financial

years after development. To do so, we evaluated various brand valuation models and deployed a

value.

customised approach that took into consideration the perception of the Bank's publics and the

Alder Consulting conducted an audit of the brand, interviewing key stakeholders

comparative strength of the brand relative to older banks in the market.

and audiences. The organisation's financial statements were also examined.

The valuation of the brand was based on an amalgamation of the bank's quantitative and qualitative

Using our proprietary brand valuation formula, we assessed the value of the

equity, determined from its financial reports and a brand audit research.

Speakeezee brand which became a factor in the buy-out discussions.

The brand value was determined and compared to the value of other potential merger partners thus making a case for a higher premium to be placed on the Bank during the merger.

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B. Investor Marketing

INVESTOR MARKETING

Investor Marketing Services We provide customised branding & marketing services to organisations: Accessing the money markets or capital markets Undergoing Private Placements or Public Offerings Reaching out to international investors

We provide services locally and internationally. Our services include: Customised marketing & advertising in line with the guidelines set by the Securities & Exchange Commission Design of prospectus and complimentary informational material International advertising and profiles in foreign publications E-brand marketing Facilitation of international case studies Management of international road shows

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Case Studies 2 Investor Marketing

CRUSADER GROUP

Crusader Insurance Plc

Afrinvest West Africa

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Investor Marketing

CRUSADER GROUP Crusader Insurance (Nigeria) Plc & Crusader General: Corporate Communication and Marketing for Debenture Offer, Rights Issue & Public Offer When Crusader Insurance was about to raise funds in the capital markets, Alder Consulting was asked to develop a customised marketing campaign. The marketing campaign would begin with the repositioning of the mother brand (Crusader Insurance (Nigeria) Plc) and then dovetail into a campaign to promote a Debenture Offer & Rights Issue and a Public Offer for a subsidiary, Crusader General. At the time, Crusader Insurance wanted to project itself as a stronger and larger organisation following its recent recapitalisation exercise. The organisation also wanted to educate the market on its lesser known general insurance arm. At a strategy session with the Board and Management, the brand vision, mission and objectives of the organisation were clearly defined. Alder's research team also developed a brand evaluation report on the equity inherent in the existing Crusader Insurance logo. It was identified that the shield should remain an integral part of the logo as it was closely linked to the brand's identity. Alder's professional advice was that it should be retained to avoid confusing the market during the capital raising exercise. A brand & marketing strategy was subsequently developed to guide the full marketing campaign. The campaign began with the development of corporate communication for the Crusader Insurance motherbrand, including the redesign of the company's Annual Report and the deployment of a corporate advertisement campaign. This was followed by a marketing campaign for Crusader General and customized marketing materials for the Debenture Offer, Rights Issue & Public Offer.

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Group Corporate Adverts

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Rights Issue & Public Offer Advert

Debenture Offer Advert An investment of N800 in Crusader in 2003, with no further investment is now worth N32,061 today Entry Date

CRUSADER GROUP

Figures speak louder than words Entry Date

Crusader Nigeria Plc. One good brand since 1956

Units Purchased/ Added

Cummulative

January 3, 2003

1,000

0.80

800

January 4, 2004 January 5, 2005

750 583

1,750 2,333

1.00 0.70

1,750 1,633

Bonus of 3 : 4

January 4, 2006 January 4, 2007

----2,029

2,333 4,362

1.57 2.67

3,663 11,647

----Specie Distribution 87 : 100

January 4, 2008 August 4,2008

---------

4,362 4,362

7.00 7.35

30,534 32,061

----On technical suspension since Feb.2008

Profit after tax 2003 88.81 million

Closing Market Price( N)

Value (N )

2004

2005

2006

179.80 million

279.11 million

314.70 million

Remarks

Units Purchased/ Added

Cummulative Closing Market Price( N)

Value (N )

Remarks

January 3, 2003

1,000

0.80

800

January 4, 2004

750

1,750

1.00

1,750

January 5, 2005

583

2,333

0.70

1,633

January 4, 2006 January 4, 2007

----2,029

2,333 4,362

1.57 2.67

3,663 11,647

----Specie Distribution 87 : 100

January 4, 2008

-----

4,362

7.00

30,534

August 4,2008

-----

4,362

7.35

32,061

----On technical suspension since Feb.2008

Bonus of 3 : 4 Bonus of 1 : 3

CRUSADER GROUP

Profit after tax 2003

2004

2005

2006

2007

88.81 million

179.80 million

279.11 million

314.70 million

1,446.93 million

For non shareholders

You can buy Rights on the floor of The Nigerian Stock Exchange

Bonus of 1 : 3

2007 1,446.93 million

Crusader Nigeria Plc. One good brand since 1956

the

Crusader

the

rights issue of

Crusader rights issue of

797,884,198

Ordinary shares of 50kobo each at N4.50 Opening date: September 2008 | Closing date: October 2008

Lead Issuing House

Also offering for subscription N4Billion 12% Unsecured Convertible Debenture Stock 2013* at par Ad vi s or y Pa r tn e rs L imi te d

797,884,198 Ordinary shares of 50kobo each at N4.50

Opening date: September 2008 | Closing date: September 2008 Lead Issuing House

Opening date: September 2008 | Closing date: October 2008 Lead Stockbroker

Also offering for subscription N4Billion Unsecured Convertible Debenture Stock 2013* at par

Ad vi s or y Pa r tn e rs L imi te d

Lead Stockbroker Please consult your Accountants, Solicitor or any other professional adviser for guidance. Application forms are available at all branches of Crusader Nigeria Plc, joint issuing houses and receiving agents nationwide.

*Convertible into ordinary shares anytime till June 30, 2013 at a fixed price of N7.35 per share. You also earn interest of 12% every year before conversion. Investors are strongly advised to open a CSCS Account with a Stockbroker

Opening date: September 2008 | Closing date: September 2008 Please consult your Accountants, Solicitor or any other professional adviser for guidance. Application forms are available at all branches of Crusader Nigeria Plc, joint issuing houses and receiving agents nationwide.

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Public Offer Adverts

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Public Offer Adverts

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Launch of Equity Fund & Re-launch of Nigeria International Debt Fund Afrinvest, a premium investment firm, wanted to introduce new retail offerings to the market, without alienating its existing highnetworth clientele. (Traditionally, its offerings had only been targeted at institutions and HNIs). To facilitate the new brand positioning and retail strategy, Alder Consulting executed 2 programmes. The first focused on brand strategy development. The second centred on corporate communication for the Afrinvest brand and 2 funds - a mutual fund, Afrinvest Equity Fund & a debt fund, Nigeria International Debt Fund (NIDF). A strategy session and brand audit facilitated by Alder revealed that there was little understanding of the company's products in the retail market. Having defined Afrinvest's target audience as â&#x20AC;&#x153;urban or aspirational middle classâ&#x20AC;?, Alder positioned the company as a knowledge brand providing solutions and wealth creation opportunities. Two marketing communication campaigns tagged, Parables of Money & Wall Street Meets Broad Street, were deployed to promote this. The campaign featured print & TV adverts, in-store installations, brochures and event banners. To combat the feeling of inaccessibility in the market (and to promote the mutual fund), the company held a series of road shows and investment seminars across Nigeria, for which Alder provided communication support. The seminars were tagged, Knowledge Meets Opportunity. Complementary marketing adverts for the mutual fund were also designed using the theme. For the debt fund, NIDF, Afrinvest was positioned as a bond market expert and the fund as a national & infrastructure development tool. Communication materials including TV, radio and print ads were developed to market the fund.

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Parables of Money Adverts

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Parables of Money Adverts

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Afrinvest Equity Fund Adverts

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Nigeria International Debt Fund (NIDF) Adverts

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Credentials & References

Alder Consulting has a rich history of innovation in the branding industry. We introduced branding as a discipline in Nigeria as well as the consulting model for branding. We also released the firstever research based brand report in Nigeria: The Alder Brand Report. We understand the political, socio-cultural & economic issues that impact on corporate & state brands in Africa and have produced papers in these areas. We are USA Todayâ&#x20AC;&#x2122;s exclusive partner in Nigeria for the sale of marketing communication in USA Today and USA Today.com. Our professional memberships include: ESOMAR World Research (Netherlands) American Institute of Graphic Design (USA) Association of Advertising Agencies of Nigeria (AAAN) Nigerian Institute of Public Relations (NIPR) Advertising Practitioners Council of Nigeria (APCON) Nigerian Institute of Management

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Alder Corporate Social Responsibility We are a socially responsible organisation.

Our Corporate Social Responsibility initiatives are in the following areas: Support for 9 Orphanages / Hospices â&#x20AC;&#x153;Timeless...â&#x20AC;? Annual Charity Photo Exhibition Soup Kitchen for the homeless and the poor Support for Faith Based Organisations focused on social reformation and youths Scholarships and Benevolent Intervention

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Client List Sampling We have had the privilege of consulting for the following:

Corporate Non-Profit

State & Policy

First Bank of Nigeria Guaranty Trust Bank

Nigerian Economic Summit Group

Federal Ministry of Information & Communication

Ecobank

(NESG)

Federal Ministry of Solid Minerals Development

Access Bank

Junior Achievement of Nigeria

Federal Ministry of Education

Conoco Philips

Convention on Business Integrity

Federal Ministry of Foreign Affairs

SAP

Federal Ministry of Agriculture & Water

Suburban West Africa

Resources

Akintola Williams Deloitte

Nigerian Export Promotion Council (NEPC)

Trustfund Pensions

Nigerian Communications Commission (NCC)

Honeywell Group

British High Commission

Crusader Insurance

British Council

SME

Akintola Williams Delloite

Garment Care

Brazilian Embassy

Kakawa Discount House

VIC Lawrence & Associates

Italian Embassy

Computer Warehouse Group

Norfolk Partners

Lagos State Public Private Partnership (PPP)

Afrinvest West Africa

Greater Port Harcourt Development Authority

UBI Energy Resourcery Ascot Africa Notore Chemical Industries Olaniwun Ajayi LP Alder Corporate Branding Service | 28

Credentials Client List Sampling LeadCapital is a one-stop financial services provider with vast experience and expertise in corporate finance, advisory, asset management, stockbrokerage and research. The company serves government, institutional and individual clients and is registered with the Securities & Exchange Commission in Nigeria as an issuing house, broker/dealer and fund/portfolio manager. It is also a dealing member of the Nigerian Stock Exchange.

Crusader Nigeria Plc Afribank Nigeria Plc Standard Alliance Insurance Plc Guaranty Trust Assurance Plc Nigerian Wire and Cable Plc Spring Bank Plc Nigerian Wire Industries Plc

LeadCapital has over the years built a strong and competent

Nigerdock

advisory team in corporate finance capable of handling

UAC Nigeria Plc

complex mergers and acquisition, divestment, private placements, corporate restructuring as well as debt & equity raising services.

Onward Paper Mill Limited Zenith Bank Plc Skye Bank Plc Oasis Insurance Plc Oceanic International Bank Plc Dunlop Nigeria Plc Dangote Flour Mills Plc

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LeadCapital

2008

LeadCapital

Tombstones 2009

2008

2009

Offer for subscription of 4 billion Ordinary shares of 50 kobo each on behalf of Afribank Nigeria Plc

Offer for subscription of 4,750,000,000 Ordinary shares of 50 kobo each on behalf of Standard Alliance Insurance Plc

Special Allotment Placing of 3,750,000,000 Ordinary shares of 50 kobo each on behalf of Guaranty Trust Assurance Plc

N100 billion

N11.6 billion

N4.7 billion

Joint Issuing House

Financial Adviser/ Issuing House

Ongoing

2006

2008

Offer by way of Rights Issue of 180,000,000 Ordinary shares of 50 kobo each on behalf of Nigerian Wire Industries Plc

Offer for Sale on behalf of The Federal Government of Nigeria N0.7 billion

Special Allotment Placing of 138,235,652 Ordinary shares of 50 kobo each at N12.50 per share on behalf of UAC Nigeria Plc

Private Placement of 91,824,146 Ordinary shares of 50 kobo each at N6.50 per share on behalf of Onward Paper Mill Limited

Issuing House/ Financial Adviser

Financial Advisers

Joint Issuing House/Financial Adviser

Issuing House

CRUSADER GROUP Hybrid Offer of Debt and Equity raising by Crusader (Nigeria) Plc N11.6 billion

NWC Special Allotment Placing of 1,180,000,000 Ordinary shares of 50 kobo each on behalf of Nigerian Wire and Cable Plc N1.1 billion

Offer for Sale of 244,213,197 Ordinary shares of N1.00 each in Spring Capital Markets Limited on behalf of Spring Bank Plc N0.7 billion

N0.3 billion

N1.7 billion

Financial Adviser/ Issuing House

2007

2008

2007

Offer for subscription on behalf of Zenith Bank Plc

Offer for subscription on behalf of Skye Bank Plc

Offer for Subscription on behalf of Oasis Insurance Plc

Offer for Subscription on behalf of Oceanic International Bank Plc

Offer for Subscription and Rights Issue on behalf of Dunlop Nigeria Plc

Offer for Sale on behalf of Dangote Flour Mills Plc

N130 billion

N58 billion

N5 billion

N54.5 billion

Stockbroker

N18 billion N5 billion

Stockbroker

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ALDER CONSULTING U.K. 33 St. James's Square London SW1Y 4JS, England T. +44 (020) 3008 6027 F. +44 (020) 3008 8555 Nigeria 1 Ajose Adeogun Street (by Ligali Ayorinde Street) Victoria Island, Lagos, Nigeria +234 (01) 270-5408-9 alder@alder-consulting.com www.alder-consulting.com