Results 241 to 250 of about 3,789 (286)
Some of the next articles are maybe not open access.
British Food Journal, 1989
A storm of controversy has been created by Rank Hovis McDougall′s decision to capitalise its brands, including those developed within the group. The case for capitalisation is presented, and its implications and alternative methodologies discussed. A model of the actual methodology used is offered, followed by advice about the decision to value brands.
Noel Penrose, Martin Moorhouse
openaire +2 more sources
A storm of controversy has been created by Rank Hovis McDougall′s decision to capitalise its brands, including those developed within the group. The case for capitalisation is presented, and its implications and alternative methodologies discussed. A model of the actual methodology used is offered, followed by advice about the decision to value brands.
Noel Penrose, Martin Moorhouse
openaire +2 more sources
Brand valuation: an innovative approach based on conversion ratios
Economic Research-Ekonomska Istrazivanja, 2023 We present a novel brand valuation method based on conversion ratios. The proposed approach uses brand-related parameters, which are usually accessible, however, the established brand valuation methods have not yet used them. These key parameters include
Roman Skalický +2 more
exaly +3 more sources
The trouble with brand valuation
Journal of Brand Management, 1998Brand 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
Marketing Intelligence & Planning, 1991
For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for ...
openaire +1 more source
For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for ...
openaire +1 more source
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 ...
openaire +1 more source
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 ...
openaire +1 more source
Brand valuation or brand monitoring? That is the question
Journal of Brand Management, 1997It 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.
openaire +1 more source
The valuation of brands for licensing
Journal of Brand Management, 1994This 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
openaire +1 more source
Risk Analysis in Brand Valuation
SSRN Electronic Journal, 2006After an empirical start, brand valuation has attracted the interest of both accounting practitioners and academicians. Several methods for the assessment of brand value have been developed. However, a major critique shared by these models has been the lack of objectivity.
Francesca Beccacece +2 more
openaire +1 more source
Financial Brand Valuation: A Semiotic Approach to Link Marketing and Finance
2019The 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 +4 more
openaire +2 more sources
Population Branding as Practices of Valuation
2021In this chapter, the author addresses the role of population branding in constructing notions of national genomic futures, which are central to national visions of the future contributions of populations to value creation. He highlights how the trope of Nordic exceptionalism and social trust is used to frame the uniqueness of Danish society as an ...
openaire +1 more source