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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
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VALUATING WINE BRANDS USING THE BRAND FINANCE METHOD A CASE STUDY [PDF]
Interdisciplinary Management Research, 2015 Brand is a specific intagible asset which is nowadays in many companies one of the most important assets, in particular because of the economic and financial effects that brands have. Brands influence not only consumers choice, the employees and investors, but also public authorities and the general public.
Zdravko Tolusic +2 more
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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.
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The valuation of pharmaceutical brands
2001The 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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Financial Valuation of Luxury Brands
2017In the past, tangible assets (manufacturing assets, land, buildings and financial assets) were regarded as the main source of business value. However, economic and market conditions in the last quarter of the twentieth century have shown that a company’s value is not made up of its tangibles alone.
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Brand Valuation Best Practice Approach
2010Out of current brand valuation theory and practice, some consensus on brand valuation emerges. This has been distilled into a tested and recommended brand valuation framework and will be described. The review of the different approaches to brand valuation demonstrates that the approach needs to integrate marketing and financial analyses without ...
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