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Brand value online

A DESIRE by companies to know the value of their brand has created an electronic commerce opportunity for a WA marketer.

Image Management Organisation director Mike Gleadell is currently raising capital to fund an e-commerce brand management organisation.

Mr Gleadell is seeking a patent for the IMO Matrix – an eight-part wheel showing the relationships between a company’s corporate identity and its business administration, finance and legal, environment, products and service, human resources, public relations and communications and advertising and marketing spheres. Through that matrix the various factors can be quantified and put into a database.

Mr Gleadell said the first part of the process involved conducting an image audit to identify those factors.

“From there a brand manual is created that puts everything into a manageable format,” he said.

“This then turns into a manageable web-based solution.

“We have a copy bank, an image bank, and suppliers are listed.

“We record all data against every job. The site even lets us know where the copyright for each thing resides. It can also include data such as how much it cost to print something like a business card the last time.”

Mr Gleadell said all bills for things such as business cards, advertisements and letterheads had to be broken down into design, production and reproduction.

“Design and production are added together to create a capital item. Reproductions equal exposures,” he said.

“Using the formula of total exposures multiplied by the average cost per exposure, multiplied again by a retention factor, we can create a dollar value. That value is then added back to the capital cost.

“Through this IMO will become a boutique ISP. The ISP option is initially to seek funding.”

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