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.

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 205 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.

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

Download or read book Brand Valuation Model written by Hyunjung Lee and published by . This book was released on 2012 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing activities are designed and executed to increase brand equity. The financial benefit derived from brand equity is defined as brand value. In this dissertation, a brand valuation model and a new brand value measure are proposed in the context of mergers and acquisitions. The data is collected from Thomson ONE Banker Mergers and Acquisitions database, SEC filings, COMPUSTAT database, CRSP database, and USPTO's trademark database. To be included in the sample, a merger and acquisition deal has to have a US-based target firm in a consumer product and service related industry and a US-based acquiring firm. All deals are completed between January 1, 2001 and June 30, 2010 and the acquiring firm reported the brand value for a target firm in their SEC filings. The sample has 98 merger and acquisition deals. Bahadir, Bharadwaj, and Srivastava (2008) used the dollar amount the acquiring firm assigned to the target firm's brand to represent brand value, and developed a brand valuation model with capability and strategic fits between acquiring and target firms. First, I extend their model with Ohlson's valuation approach (1995). Results show that target firm characteristics explain more of the variability in brand value than acquiring firm characteristics. Second, a new measure of brand value is proposed based on shareholders' value for the brand. An event study methodology based on Brown and Warner (1980, 1984) with Carhart's (1997) four-parameter risk adjustment specification is used. Changes in acquiring firm stock returns due to acquisition announcements are further adjusted to the brand level. The brand valuation model with this new measure shows substantially greater explanatory power than the model with the previous measure of brand value. Validity of using shareholders' value is largely supported by the results of this study.

Download or read book Yahoo A case study about brand valuation written by Leonie Matzick and published by GRIN Verlag. This book was released on 2008-09-15 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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).

Download or read book The Brand Valuation Model written by Chih-Pin Huang and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing Metrics written by Neil Bendle and published by FT Press. This book was released on 2020-08-23 with total page 710 pages. Available in PDF, EPUB and Kindle. Book excerpt: Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.

Download or read book Customer Equity Management written by Roland T. Rust and published by Prentice Hall. This book was released on 2005 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a practical framework with applied cases, and award-winning research.

Download or read book The Strategy of Global Branding and Brand Equity written by Alvin Lee and published by Routledge. This book was released on 2015-03-02 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Download or read book Strategic Brand Management written by Jean-Noël Kapferer and published by Simon and Schuster. This book was released on 1994 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.

Download or read book The Economy of Brands written by J. Lindemann and published by Springer. This book was released on 2010-05-07 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.

Download or read book Branding For Dummies written by Bill Chiaravalle and published by John Wiley & Sons. This book was released on 2011-03-01 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t. Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like: Defining your company’s identity Developing logos and taglines Launching your brand marketing plan Managing and protecting your brand Fixing a broken brand Making customers loyal brand champions Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.

Download or read book Strategic Brand Management written by Kevin Lane Keller and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

Download or read book Financial Ecosystem and Strategy in the Digital Era written by Umit Hacioglu and published by Springer Nature. This book was released on 2021-06-14 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Managing Customers as Investments written by Sunil Gupta and published by Wharton School Pub. This book was released on 2005-01-01 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linking customer lifetime value to business value, powerful techniques for both executives and investors.