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Aptech computer education brand valued at Rs 2.71 b

The Aptech Computer Education brand, of Aptech Limited, has been valued at Rs 2.71 billion.

The brand valuation, using the Brand Earning Multiple model developed by Michael Berkin, was undertaken as part of Aptech's move to adopt international business practices and benchmarks.

T O D A Y

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The evaluation excludes non-branded profits, considers the present value of historical profits, reduces capital used for products, and adjusts for taxes before using the BEM for valuation.

The subjective element in this appraisal is the multiple, derived from an assessment of brand strength based on seven factors picked by Aptech itself -- leadership, stability, market, internationality, long-term trends, support and protection. From the values of these the multiple was set at 15.

Aptech feels it has developed computer education as a stable brand and that this assessment gives a fair idea of its strength.

Besides computer education, Aptech also has two other brands, asset international and arena multimedia.

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