Brand Valuation
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The International Brand Valuation Manual
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Author : Gabriela Salinas
language : en
Publisher: John Wiley & Sons
Release Date : 2011-11-22
The International Brand Valuation Manual written by Gabriela Salinas and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-22 with Business & Economics categories.
The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
Brand Valuation
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Author : Luc Paugam
language : en
Publisher: Routledge
Release Date : 2016-04-28
Brand Valuation written by Luc Paugam and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-28 with Business & Economics categories.
In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands are a complex intangible asset, and their valuation is a difficult task requiring a variety of expertise: legal, economic, financial, sector-specific and marketing. Using rigorous methodologies, an analysis of the world of the new economy and an inquiry into the limits of modern valuation technics, this book offers empirical and theoretical background to the key issue of brand valuation. It provides answers to the many questions that arise when attempting to value a brand: How to understand the origin of brand value? How to assess its value objectively? Why valuations of some brands by consulting firms differ so widely? How to understand that some brands are valued millions of euros when the companies that own them are losing money? Brand Valuation explains the economics and finance factors explaining the value and volatility of brands and presents the most commonly used methodologies to value brands such as the cost methods, the excess earnings approach, the relief-from-royalty method or the excess revenue approach. The methodologies covered are illustrated with numerous examples allowing the reader to grasp the advantages and limits of each valuation techniques. The book presents the relevant context of brand valuation including the applicable existing accounting and valuation standards and also discusses the models developed by consulting firms.
Yahoo A Case Study About Brand Valuation
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Author : Leonie Matzick
language : en
Publisher: GRIN Verlag
Release Date : 2008-09-15
Yahoo A Case Study About Brand Valuation written by Leonie Matzick and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-15 with Business & Economics categories.
Research Paper (undergraduate) from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Avans+ Hogeschool B.V., Breda (Verwaltungs- und Wirtschaftsakademie, Krefeld), course: Bachelor of Business Administration, 93 entries in the bibliography, language: English, abstract: First of all, the following chapter will deal with the framework of brand evaluation. To give an idea of the internet service provider Yahoo!, the company will be introduced in the first part. The next part concentrates on the role an established brand plays and what effect it has. The following chapter will point out what it means to lead a brand and which value it has to a company. As a matter of course, the conclusions will be related to the special case of Yahoo!. To provide a general survey of the topic of brand evaluation, the next chapter deals with the economical and judicial frame. It explains the situation within the topic of intangible assets and their special treatment concerning the balance sheet. In Chapter 2.4.2 the different causes for brand evaluation will be described and the cause of acquisition will be determined as the appropriate cause for the present case of Yahoo!. Chapter 2.5 concentrates on the necessary requirements for a sufficient and objective brand evaluation, especially in the case of acquisition. Before three of the most important and established methods of brand evaluation will be analysed, the large number of all current methods have to be categorised. For that reason the third chapter will start with the classification of methods. After regarding the three possible categories, the last part will come to the decision for just one category, which comes into question for the present case.(...) After these three analyses, it is possible to overlook the whole topic of brand evaluation. Chapter 2.5 defines the general requirements for an objective method of brand evaluation. The following chapters will survey three of the most popular models and will point out their advantages and disadvantages. In the result conclusions can be drawn from the accomplished analyses. In this way a new suitable method of calculation will be developed in Chapter 4.2. It is a try to find a solution for the problem of the current methods’ weaknesses and to create an objective method, which regards the most important criteria and fulfils the requirements for an impartial evaluation.
Methods For Assessing Brand Value
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Author : Tatiana Soto J.
language : en
Publisher: diplom.de
Release Date : 2008-01-30
Methods For Assessing Brand Value written by Tatiana Soto J. and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-01-30 with Business & Economics categories.
Inhaltsangabe:Abstract: In today s highly competitive business environment, companies have recognised the increasing importance of brands as one of their most important assets. However, now the discussion is how to measure the value of such an important asset and what makes this valuation important. The purpose of this thesis is the critical comparison between two well-known brand valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the methods are first analysed in relation to their compliance with the requirements for brand valuation methods. Secondly, the extent to which the methods can be applied for the different valuation purposes is also analysed. The two selected methods are the Interbrand model (from Interbrand Zintzmeyer & Lux) and the Brand Equity Evaluator model (from BBDO Consulting). Inhaltsverzeichnis:Table of Contents: List of AbbreviationsIV List of FiguresV List of TablesVI 1.Introduction1 1.1Background1 1.2Purpose and Structure of the Thesis3 2.Foundation of Brand Valuation6 2.1Importance and Definition of Brand6 2.1.1Importance of Brand6 2.1.2Brand Definition8 2.1.3Brands as Intangible Assets and Generators of Value11 2.2Definition of Brand Value14 2.2.1Financial Approach15 2.2.2Behavioural Approach17 2.2.3Combined financial/behavioural Approach19 3.Selection of the Comparison Criteria for Brand Valuation Methods21 3.1Requirements for Brand Valuation Methods22 3.1.1Methodical Requirements22 3.1.2Covering Content Requirements23 3.1.3Relevance of Result Requirements24 3.2Scopes of Application of Brand Valuation26 3.2.1Internal Scope of Application27 3.2.2External Scope of Application30 4.Methods for Assessing the Brand Value37 4.1Classification of the Methods38 4.1.1Financial-oriented Methods39 4.1.2Behavioural-oriented Methods41 4.1.3Combined financial/behavioural Methods42 4.2Theoretical and Methodological Description of the Methods43 4.2.1Interbrand Brand Value Approach (from Interbrand Zintzmeyer & Lux)43 4.2.1.1Theoretical Foundation44 4.2.1.2Methodological Description46 4.2.2Brand Equity Evaluator Approach (from BBDO)51 4.2.2.1Theoretical Foundation52 4.2.2.2Methodological Description54 5.Critical Comparison of the Interbrand Model and the Brand Equity Evaluator Model59 5.1Contrast of the Theory and Methodology of the Valuation Models59 5.2Compliance with the Requirements for Brand Valuation Methods62 5.2.1Interbrand [...]
Brand Equity And Brand Value
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Author : Michael Burger
language : en
Publisher: BoD – Books on Demand
Release Date : 2012
Brand Equity And Brand Value written by Michael Burger and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
Brand Valuation
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Author : David Haigh (CPA.)
language : en
Publisher:
Release Date : 1998-01-01
Brand Valuation written by David Haigh (CPA.) and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998-01-01 with Brand name products categories.
Trademark Valuation
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Author : Gordon V. Smith
language : en
Publisher: John Wiley & Sons
Release Date : 2013-11-25
Trademark Valuation written by Gordon V. Smith and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-25 with Law categories.
A practical and useful resource for valuing trademarks The Second Edition of Trademark Valuation is a fresh presentation of basic valuation principles, together with important recent changes in worldwide financial reporting regulations and an update on the current worldwide legal conditions and litigation situation as they relate to trademarks. A new section discussing issues surrounding valuation of counterfeits and the economic effects of trademark counterfeiting is included in this informative Second Edition. Considers methods to determine the real value of your trademark and exploit its full potential Offers dozens of case studies that illustrate how to apply valuation methods and strategies to real-world situations Communicates complex legal and financial concepts, terms, principles, and practices in plain English Discusses GATT, NAFTA, emerging markets, and other international trademark considerations
From Brand Vision To Brand Evaluation
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Author : Leslie De Chernatony
language : en
Publisher: Elsevier
Release Date : 2006
From Brand Vision To Brand Evaluation written by Leslie De Chernatony and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Praxisw Rterbuch
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Author : Holger Mühlbauer
language : en
Publisher: Beuth Verlag GmbH
Release Date : 2020-03-05
Praxisw Rterbuch written by Holger Mühlbauer and has been published by Beuth Verlag GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-05 with Technology & Engineering categories.
Eine starke Marke ist ein wichtiger Faktor für den wirtschaftlichen Erfolg eines Unternehmens. Häufig wird sogar der Markenwert statt des Unternehmenswerts genannt. Um das Potenzial voll aus-zuschöpfen, ist eine regelmäßige Bewertung der Markenleistung nach systematischen und objektiven Kriterien unerlässlich. Durch Investitionen, Änderung der Zusammensetzung und des Niveaus der wertsteigernden Elemente, können Marken verbessert werden, um Kunden und anderen Interessengruppen größeren Nutzen und bessere Erfahrungen zu bieten und den Unternehmen, die die Mar-ke nutzen und besitzen, höhere Erträge aus dem Markenwert zu ermöglichen.
Contextual Brand Valuation
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Author : Eva Riemann
language : en
Publisher:
Release Date : 2012-09-25
Contextual Brand Valuation written by Eva Riemann and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-25 with Brand name products categories.
Intangible Assets such as brands and other intellectual property (IP) are highly contextual and unique. There exist hardly any functioning market mechanisms for IP. For these reasons, IP valuation for strategic and prognostic, i.e. future-related, purposes is highly complex. This work aims at making a contribution to facilitate better handling of this complexity. It therefore firstly illuminates basic aspects of value which apply to all IP, before specifics of trade marks and brands are dealt with. The introduction of a new approach to IP valuation as well as an overview of legal dimensions of brand value constitute further key aspects of the work.