Brand Valuation

Author : Gabriela Salinas
Publisher : John Wiley & Sons
ISBN 13 : 0470685506
Total Pages : 237 pages
Book Rating : 4.01/5 ( download)

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Download or read book The International Brand Valuation Manual written by Gabriela Salinas and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Luc Paugam
Publisher : Routledge
ISBN 13 : 1317387899
Total Pages : 204 pages
Book Rating : 4.93/5 ( download)

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Download or read book Brand Valuation written by Luc Paugam and published by Routledge. This book was released on 2016-04-28 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Tatiana Soto J.
Publisher : Diplomica Verlag
ISBN 13 : 3836658720
Total Pages : 106 pages
Book Rating : 4.20/5 ( download)

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Download or read book Methods for Assessing Brand Value written by Tatiana Soto J. and published by Diplomica Verlag. This book was released on 2008-04 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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).

Author : Giep Franzen
Publisher : M.E. Sharpe
ISBN 13 : 0765628643
Total Pages : 558 pages
Book Rating : 4.40/5 ( download)

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Download or read book The Science and Art of Branding written by Giep Franzen and published by M.E. Sharpe. This book was released on 2008-10-30 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. The Science and Art of Branding makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions--and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. The Science and Art of Branding also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Author : Yves-Alain Ach
Publisher : John Wiley & Sons
ISBN 13 : 1786305674
Total Pages : 196 pages
Book Rating : 4.71/5 ( download)

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Download or read book Financial Information and Brand Value written by Yves-Alain Ach and published by John Wiley & Sons. This book was released on 2021-03-03 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: The brand is the companys most important asset. In their financial statements, companies are faced with a lack of accounting recognition for the brands they have created, and value recognition for the brands they have acquired. This book studies the nature, characteristics and determinants of brand information published in companies annual and financial reports. It presents case studies on the methods of evaluating and developing brands, and analyzes annual reports published by listed companies, whose brands appear in international rankings. It reflects on the inadequacy of information and disclosed data to demonstrate the value of brands and the need to ensure that more reliable and relevant financial information is available to investors. Financial Information and Brand Value goes beyond the simple application of conceptual frameworks in order for the reader to master the practices related to brand valuation.

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 pages
Book Rating : 4.85/5 ( download)

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Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Author : Veselinova, Elena
Publisher : IGI Global
ISBN 13 : 1522524185
Total Pages : 392 pages
Book Rating : 4.82/5 ( download)

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Download or read book Building Brand Equity and Consumer Trust Through Radical Transparency Practices written by Veselinova, Elena and published by IGI Global. This book was released on 2017-07-13 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

Author : Don E. Schultz
Publisher : M.E. Sharpe
ISBN 13 : 0765628945
Total Pages : 480 pages
Book Rating : 4.47/5 ( download)

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Download or read book Building Customer-Brand Relationships written by Don E. Schultz and published by M.E. Sharpe. This book was released on 2009-02-23 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view--that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to sell, the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. Building Customer-Brand Relationships is themed around the four key elements marketing communicators use in developing programs--audiences, brands, delivery, and content--but provides an innovative approach to marketing communications in the push-pull marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or pull media of Internet, mobile communications, social networks, and more. Its customer-centric media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Author : Gordon V. Smith
Publisher : John Wiley & Sons
ISBN 13 : 111828318X
Total Pages : 347 pages
Book Rating : 4.89/5 ( download)

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Download or read book Trademark Valuation written by Gordon V. Smith and published by John Wiley & Sons. This book was released on 2013-11-04 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Dr. Mrityunjay Kumar
Publisher : Ashok Yakkaldevi
ISBN 13 : 1678014206
Total Pages : 194 pages
Book Rating : 4.09/5 ( download)

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Download or read book SALES PROMOTION AND BRAND EQUITY PERCEPTION written by Dr. Mrityunjay Kumar and published by Ashok Yakkaldevi. This book was released on 2020-03-19 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: FMCG Market:- Fast Moving Consumer Goods (FMCG) called as Consumer Packaged Goods (CPG).FMCG products are those products which normally purchased by the consumers at a regular interval. Activities of FMCG industry are Production, Distribution, Marketing, Selling, Financing, Purchasing, etc. FMCG industry also actively engaged in Operations, Supply chain, and in General Management. [Source: cii.in] FMCG industry is the fourth largest sector with total market size of US$20.1 billion. Indian FMCG Sector is estimated to grow 60 percent by 2011. FMCG industry provides a wide range of consumable products. In India the competition among FMCG companies is gradually increasing and thus investment in FMCG sector is also increasing. [Source: cii.in] FMCG products include packaged food, dairy products, detergents, coffee, tea, soaps, tobacco, cigarettes, glassware, paper products, pharmaceuticals, consumer electronics, plastic goods, printing and stationery, household products, photography, soft drinks, dry cells, greeting cards, gifts, watches, etc. The low operational cost, strong distribution networks, new technologies and growth in competitive FMCG companies etc. are a few things which holds potential in FMCG industry. Population growth is also a factor which is responsible of success of this industry.