Results 141 to 150 of about 700,686 (185)

Brand Valuation

, 2016
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 ...
Paugam, Luc, Andre, Paul, Philippe, Henri, Harfouche, Roula   +3 more
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The trouble with brand valuation

Journal of Brand Management, 1998
Brand valuation is an important and rapidly growing tool for assessing marketing performance. Before considering some conceptual shortcomings, language needs to be carefully defined, notably ‘brand’ and ‘brand equity’. The lack of consistency in the literature has contributed to the confusion. The writers conclude that one or more valuations are useful
Tim Ambler, Patrick Barwise
openaire   +1 more source

Brands and Valuations

International Journal of Advertising, 1990
Like human-asset accounting and inflation accounting before it, the valuation of brands has become a hot topic among accountants. Obtaining famous brands has also been quoted as an important issue in several recent acquisitions. This paper reviews the marketing evidence concerning the valuation of brands and relates it to the expected returns from ...
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Brand valuation or brand monitoring? That is the question

Journal of Brand Management, 1997
It has been suggested that the financial valuation of brands is of little relevance to the management of brands. The monitoring of various ‘brand equities’ is held to be a more subtle way of tracking performance and provides better predictive measures for future brand performance.
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Brand Valuation

2009
En el último cuarto del siglo XX hubo un cambio significativo en lo relativo a la identificación de las fuentes de creación de valor de las compañías. En la mayor parte del siglo, los activos tangibles fueron señalados como la principal fuente de creación de valor.
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The valuation of brands for licensing

Journal of Brand Management, 1994
This paper considers the character of brands as capital assets and provides an introduction to the application of discounted cashflow analysis and the capital asset pricing model to the valuation of brands for licensing purposes, as seen from the differing points of view of licensor and licensee. It indicates how the differing levels of risk associated
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Financial Brand Valuation: A Semiotic Approach to Link Marketing and Finance

2019
The purpose of this paper is to develop an exclusively stakeholder-based financial brand valuation approach. A semiotic model is used that recognizes three components in the brand: identity, object, and response. It is noted that the financial valuation purpose is to predict the influence of brand identity signs—the protectable trademarks as property ...
Lencastre, Paulo de, Côrte-Real, Nuno, Côrte-Real, Ana, Almeida, Cosme, Veloso, Pedro   +4 more
openaire   +2 more sources

The valuation of pharmaceutical brands

2001
The investment community’s interest in the pharmaceutical industry has led to high stock market valuations for businesses that succeed in the sector. Such businesses have in the past amply repaid their investors, reflected in increased profits, dividends and share prices.
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Brand valuation: The times are a changing

Journal of Brand Management, 1998
This paper discusses how brands — and particularly brand valuation are moving up the corporate agenda as finance and marketing personnel contribute their different disciplines to arrive at a common goal — to maximise brand value and as a consequence shareholder value.
Richard Ward, Raymond Perrier
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Brand Valuation and IMC

2010
Pressure on marketers to demonstrate the value of their activities has been growing over the last 10 years, intensified by the 2008 recession. At the same time that the demand for marketing accountability increased, achieving it has become more difficult.
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