As the first of its kind, Ferdy de Smeth set up the company De Smeth & Co. (DSC) in 1990 to offer the Dutch business community brand valuation services. Prior to setting up the company, he studied business, economics and worked at a number of marketing and advertising agencies. He thus acquired the knowledge and experience in both the field of marketing and finance necessary to carry out brand evaluation.
In conjunction with the Erasmus University (Rotterdam) and the VU University Amsterdam (Controllers programme) he developed not only considerable know-how in the field of the financial valuation of intangible assets, including brands. He also conducted further research into the source of this value. He concluded from his studies that the source of this value lay in the competence with which brands are managed. In addition to brand valuation, De Smeth also focused on creating strategic guidelines in the field of brands. Brand Competence became the company's second trade name and served a large number of clients such as Unilever, Mona, CSM, Nilfisk, Philip Morris, Van Bommel, Sigma Coatings and UnieKaas.
Owing to adjustments in the regulations governing accountancy (lAS, IFRS, etc.) at the beginning of the second millennium, the financial value of brands was fast becoming a specialist area. In 2004 Ferdy de Smeth therefore joined forces with the well-known English brand valuation company Brand Finance Pic in cooperation with whom he served a large number of clients, such as Zwitserleven, Deloitte, Ketel One Vodka, Laurus, Unive and Tulip Computers.
But De Smeth remained convinced that what it ultimately comes down to is the specific competences of brand management. And having carried the baton thus far, he celebrated this spring by establishing the dedicated company DSC Brand Competence. De Smeth can still deliver 'state of the art' brand valuation services.
DSC Brand Competence B.V.
Brand Competence and INTAA are registered trademarks. All copyrights 1992, 1998 and 1999 are reserved by I.B.A. International Business Agency N.V. , Curaçao, Ned. Antilles and De Smeth & Co. B.V. , Amsterdam, The Netherlands