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Author: Tatiana Soto J.
Publisher: Diplomica Verlag
ISBN: 3836658720
Category : Business & Economics
Languages : en
Pages : 106
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Book Description
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: Tatiana Soto J.
Publisher: Diplomica Verlag
ISBN: 3836658720
Category : Business & Economics
Languages : en
Pages : 106
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Book Description
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: David A. Aaker
Publisher: Simon and Schuster
ISBN: 1439188386
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
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: Luc Paugam
Publisher: Routledge
ISBN: 1317387899
Category : Business & Economics
Languages : en
Pages : 205
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Book Description
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: Leonie Matzick
Publisher: GRIN Verlag
ISBN: 3640165306
Category : Business & Economics
Languages : en
Pages : 85
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Book Description
Research Paper (undergraduate) from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Avans+ Hogeschool B.V., Breda (Verwaltungs- und Wirtschaftsakademie, Krefeld), course: Bachelor of Business Administration, 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.
Author: Wioleta Kucharska
Publisher:
ISBN:
Category :
Languages : en
Pages : 9
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Book Description
The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted the theoretical assumption, that social media creates brand value. Next examines the correlation between brand values and social media metrics with relation to the used brand equity methodology. Results point out to the existence of correlation between brand value and number of Facebook fans only in the case of valuation methodology which included experts in the brand equity assessment process. Thus, self-awareness of customers may be a key factor of the quality of their brand equity assessment. With reference to the author's thesis of this article the existing conditions of oversupply of brands, products and communications, differences between brands become insignificant, and as the result a consumer is not able to accurately assess their equity. Thus, the specific of today market environment conditions may be a satisfactory explanation why customer assessment of brand valuation fails. On the other hand, keeping in mind the fact that there is a big discrepancy between the brand capital declared by customers and their final purchasing decisions regarding a product of a particular brand, it could be helpful to better measure brand competitiveness level understood as a probability of choosing one brand of a given category over other brands of the same category. Developing and including such a factor into brand equity measurement could significantly improve brand value approximation based on customer assessment.
Author: Gabriela Salinas
Publisher: John Wiley & Sons
ISBN: 0470685506
Category : Business & Economics
Languages : en
Pages : 237
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Book Description
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: Umit Hacioglu
Publisher: Springer Nature
ISBN: 303072624X
Category : Business & Economics
Languages : en
Pages : 450
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Book Description
This book analyses and discusses current issues and trends in finance with a special focus on technological developments and innovations. The book presents an overview of the classical and traditional approaches of financial management in companies and discusses its key strategic role in corporate performance. Furthermore, the volume illustrates how the emerging technological innovations will shape the theory and practice of financial management, focusing especially on the decentralized financial ecosystems that blockchain and its related technologies allow.
Author: McKinsey & Company Inc.
Publisher: John Wiley & Sons
ISBN: 0470889934
Category : Business & Economics
Languages : en
Pages : 860
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Book Description
The number one guide to corporate valuation is back and better than ever Thoroughly revised and expanded to reflect business conditions in today's volatile global economy, Valuation, Fifth Edition continues the tradition of its bestselling predecessors by providing up-to-date insights and practical advice on how to create, manage, and measure the value of an organization. Along with all new case studies that illustrate how valuation techniques and principles are applied in real-world situations, this comprehensive guide has been updated to reflect new developments in corporate finance, changes in accounting rules, and an enhanced global perspective. Valuation, Fifth Edition is filled with expert guidance that managers at all levels, investors, and students can use to enhance their understanding of this important discipline. Contains strategies for multi-business valuation and valuation for corporate restructuring, mergers, and acquisitions Addresses how you can interpret the results of a valuation in light of a company's competitive situation Also available: a book plus CD-ROM package (978-0-470-42469-8) as well as a stand-alone CD-ROM (978-0-470-42457-7) containing an interactive valuation DCF model Valuation, Fifth Edition stands alone in this field with its reputation of quality and consistency. If you want to hone your valuation skills today and improve them for years to come, look no further than this book.
Author: Roland T. Rust
Publisher: Prentice Hall
ISBN: 9780131419292
Category : Customer equity
Languages : en
Pages : 552
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Book Description
This book includes a practical framework with applied cases, and award-winning research.
Author: Jacek Kall
Publisher: Taylor & Francis
ISBN: 1000436543
Category : Business & Economics
Languages : en
Pages : 155
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Book Description
This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.
