La empresa USA comercializadora de vinos y licores Brown-Forman ( ha implementado el Business Intelligence de Hyperion ‘Hiperion Strategic Finance’ para analizar cuales de las marcas que comercializa están generando realmente valor, a partir de las inversiones monetarias recibidas. Entre otras marcas Brown-Forman comercializa Jack Daniel’s, Finlandia, Southern Comfort o Korbel champagnes. Hyperion tiene oficinas


SUNNYVALE, Calif., Aug. 19 / — Hyperion, the global leader in Business Performance Management software, today announced that Brown-Forman Corporation has decreased its brand scenario planning time from months to days with the implementation of Hyperion Strategic Finance. Brand scenario planning includes valuation, forecasting cash flows and estimating brand value per share – knowledge required to determine if brand investments are actually creating increased brand value.

Brown-Forman (, located in Louisville, Kentucky, is a diversified producer and marketer of consumer products and is one of the largest U.S.-owned companies in the wine and spirits business. The company’s product portfolio includes well-known brands such as Jack Daniel’s, Finlandia, Southern Comfort, Korbel champagnes, Fetzer and Bolla wines, Lenox china and crystal and Dansk giftware. The company uses Hyperion Strategic Finance for brand scenario planning for 35 brands and 200 possible brand-market combinations.

Hyperion Strategic Finance is used by Brown-Forman’s financial team to determine the value of a particular brand on a per-share basis, as well as the consolidated value of the business as a whole. The company also uses Hyperion Strategic Finance to calculate the return on brand investment per brand, justify media costs and forecast the demand that will be generated from particular brands. This level of insight enables Brown-Forman to build a case — based on concrete data — for or against investment in a particular brand and to reallocate financial resources as necessary to optimize brand value and performance. Prior to implementing Hyperion Strategic Finance, Brown-Forman’s scenario planning was accomplished through a cumbersome monthly process of collecting and updating numerous spreadsheets — a method both time-consuming and prone to human error.

«Understanding, maintaining and growing brand value is at the heart of our business,» said Kevin Patrick, assistant vice president, finance director for Brown-Forman. «With Hyperion Strategic Finance, we can now manage our business from a value perspective. We have a great deal of flexibility in developing scenario planning and seeing the impact on the overall brand value. From a financial perspective, that makes it by far the most important analytical tool in the company.»

«With Hyperion Strategic Finance, Brown-Forman managers can easily tap into information that was previously buried in disparate spreadsheets and quickly convert that information into meaningful action,» said Rich Clayton, vice president of product marketing for Hyperion. «Having that kind of knowledge at their fingertips allows them to make informed and accurate business decisions efficiently and with confidence.»

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