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 Create the Perfect Brand written by Paul Hitchens and published by Teach Yourself. This book was released on 2010-08-27 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world. All aspects of branding are covered including: - what is a brand and why it is heart, soul and core of a business - brands in a recession, including the success stories - methods to value a brand - brand focus - brand creation and structure - brand audience and brand vision -importance of creativity - brand implementation - personal branding - brand protection- trademark, intellectual property - brand delivery Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed! NOT GOT MUCH TIME? One, five and ten-minute introductions to key principles to get you started. AUTHOR INSIGHTS Lots of instant help with common problems and quick tips for success, based on the author's many years of experience. TEST YOURSELF Tests in the book and online to keep track of your progress. EXTEND YOUR KNOWLEDGE Extra online articles at www.teachyourself.com to give you a richer understanding of computing. FIVE THINGS TO REMEMBER Quick refreshers to help you remember the key facts. TRY THIS Innovative exercises illustrate what you've learnt and how to use it.

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 222 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 Building Brand Equity and Consumer Trust Through Radical Transparency Practices written by Veselinova, Elena and published by IGI Global. This book was released on 2017-07-13 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics written by Rossolatos, George and published by kassel university press GmbH. This book was released on 2014-01-01 with total page 897 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.

Download or read book EBOOK Managing Brands written by LAFORET, SYLVIE and published by McGraw Hill. This book was released on 2009-12-16 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Managing Brands

Download or read book The Impact of Globalization on International Finance and Accounting written by David Procházka and published by Springer. This book was released on 2017-12-29 with total page 469 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume analyzes the impact of globalization on international financial flow as well as harmonized financial reporting. Featuring contributions presented at the 18th Annual Conference on Finance and Accounting held at the University of Economics in Prague, this book examines the economic consequences of the globalized world in the sphere of corporate and public finance, monetary systems, banking, financial reporting and management accounting. The global perspective is accompanied by local specific cases studies, including those from emerging markets. In addition, the combination of micro- and macroeconomic approaches provide insights on the behavior of all relevant stakeholders in the process and the results of dynamic pressures surrounding global capital markets and international investments. This book will serve as a useful resource for scholars and researchers, practitioners and policy makers in the fields of finance, economics and accounting.

Download or read book Water Stewardship and Business Value written by William Sarni and published by Routledge. This book was released on 2018-04-09 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tangible value of increased water efficiency, reuse and recycling and improved social license to operate are moving more companies to adopt water stewardship strategies. This book frames an expanded strategy for water stewardship and business value creation, including brand value, that benefits a range of stakeholders including consumers, customers, investors and employees. The book shows that until recently the linkage between full business value and water stewardship has been missing from the corporate agenda. This linkage and value creation from a leading water strategy is increasingly important to socially responsible investors and "aspirationals" who value companies that have a social mission or focus to their overall business strategy. In general the largest portion of a company’s market capitalization is intangible value and understanding how a water strategy contributes to this intangible value is essential. The authors include cases studies and a framework or path forward to guide companies as they seek to build leading water strategy that goes beyond water stewardship to drive full business value from this investment. The book establishes the linkages and value from an integrated water and business strategy and an approach for companies to follow.

Download or read book Technology Brands in the Digital Economy written by Wioleta Kucharska and published by Taylor & Francis. This book was released on 2023-03-10 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited volume provides deep insight into theoretical and empirical evidence on how digital technologies and high-tech brands are interrelated. It traces the mutual links between these two phenomena, identifies the multidimensionality of interdependencies, and shows the reader how and why new technologies are the driving factors of creation and global dissemination of high-tech brands. In this context, it also refers to various types of economic and social networks that, on the one hand, are the products of digital technologies, while on the other enforce global visibility of high-tech brands. The book contributes to the present state of knowledge, offering the reader broad evidence on how digital technologies impact the process of high-tech brands' nascence and how their growing role and global exposure influence networked economies and societies. It sets out to deliver a bridge between brand management and economical approaches to understanding how digital technologies and high-tech brands are interrelated. This multidisciplinary approach creates a complex compilation of different views and perspectives that sheds new light on the high-tech brands' phenomena of being an input and output of technology-driven economies. Technology Brands in the Digital Economy is written for scholars and researchers from a wide variety of disciplines but especially for those addressing issues of brands and economic development and growth, social development, and the role of technological progress in broadly defined socio-economic progress. It will also be an invaluable source of knowledge for graduate and postgraduate students in a variety of areas such as economic and social development, information and technology, worldwide studies, social policy, and comparative economics.

Download or read book Stand Out written by Brian McGurk and published by Business Expert Press. This book was released on 2021-11-04 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stand Out!! uncovers the secrets of brand success and explores less travelled paths in the world of branding. This book: uncovers the secrets of brand success introduces ‘Generation B’ - today’s generation of brand natives challenges current paradigms reveals the roots and rationale of financial brand valuation presents a range of popular valuation methods and approaches explains the conditions for brand value growth The forces that challenge brand strategy planning today are discussed in the context of our new world order of diversifying media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths and challenges that influence brand success. This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding is enhanced by: supporting tables illustrative charts case examples expert tips real-life experiences pull-out quotes “word wizard” brand glossaries Stand Out!! is an invaluable resource for the business masses – for any business owner, executive, student or branding practitioner seeking to be apprised of the latest learnings, insights and innovations in professional brand thinking and practice.

Download or read book Augmented Corporate Valuation written by Roberto Moro-Visconti and published by Springer Nature. This book was released on 2022-04-23 with total page 780 pages. Available in PDF, EPUB and Kindle. Book excerpt: Standard corporate evaluation approaches are improved by trendy innovation, especially as it concerns technological scale up and environmental issues such as digital networking or ESG compliance. Whereas traditional firm appraisal follows institutional guidelines and best practices, frontier research still must define the boundaries of these trendy issues, linking a strong theoretical background to practical advances that still need fine-tuning. This book, written by an academic who is also a senior consultant, combines theoretical rigor with practical insights, providing an innovative framework for researchers, evaluators, managers, and practitioners.

Download or read book Sustainable Branding written by Pantea Foroudi and published by Routledge. This book was released on 2021-01-28 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.

Download or read book Marketing written by Paul Baines and published by Oxford University Press. This book was released on 2022 with total page 783 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does Google support organizations in their transformation to digital marketing?How does the International Food Waste Coalition influence more sustainable behaviour?How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19?With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society.Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view intothe fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley and Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry.Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail, and encouraging them to engage critically with the theory. New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting theopportunity for students to take their learning further.An exciting development for this new edition, the enhanced e-book offers an even more flexible and engaging way to learn. It features a select range of embedded, digital resources designed to stimulate, assess, and consolidate learning, including practitioner videos to offer further glimpses intothe professional world, multiple-choice questions after each key section of the chapter to offer regular revison and understanding checkpoints, and a flashcard glossary at the end of each chapter to test retention of key terms and concepts.Marketing is the complete package for any introductory marketing module.This book is accompanied by the following online resources.For everyone:Bank of case studiesPractitioner insight videosCareer insight videosLibrary of video linksFor students:Key concept videosAuthor audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:PowerPoint slidesTest bankEssay questionsTutorial activitiesDiscussion question pointersFigures and tables from the book

Download or read book The Valuation of Digital Intangibles written by Roberto Moro-Visconti and published by Springer Nature. This book was released on 2022-08-31 with total page 821 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers an updated primer on the valuation of digital intangibles, a trending class of immaterial assets. Startups like successful unicorns, as well as consolidated firms desperately working to re-engineer their business models, are now trying to go digital and to reap higher returns by exploiting new intangibles. This book is innovative in its design and concept since it tackles a frontier topic with an original methodology, combining academic rigor with practical insights. Evaluation issues are increasingly based on an analytical comprehension of augmented business models and virtual function analysis, nurtured by real-time big data. The impact of digitalization on scalable business models is the main competitive advantage factor of the BigTechs and other Unicorns, representing a target for startups and the reengineering of traditional firms. The transition from the Internet to the metaverse represents the last frontier, showing how 3D virtual and augmented reality impacts social networking. The second edition of this book updates the contents of the first edition while comprehensively introduces these innovative topics--such as the metaverse, cloud storage, multi-sided digital platforms, ESG-compliance, and value co-creation patterns of digitized stakeholders--and demonstrates how best practices can be applied to specific asset appraisals, making it of interest to researchers, students, and practitioners alike.

Download or read book EU Trade Mark Law and Product Protection written by Lavinia Brancusi and published by Taylor & Francis. This book was released on 2023-07-13 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book employs scholarly analysis to ground practical tools for applying the EU Trade Mark law (EUTM) functionality refusal grounds to address business needs when registering trade marks consisting of product characteristics. The study comprehensively examines the absolute grounds for a refusal of registration of functional signs under EUTM. It interprets the functionality refusal grounds through objective tests, focusing on the pro-competition rationale of denying trade mark exclusivity on product features that are technically or aesthetically important for competitors’ ability to trade in alternative products. The work takes a comparative approach looking at the US trade dress functionality doctrine, and a law and economics perspective on the role of trade marks and brands in the marketplace. It explores how competition rules related to market definition and the substitutability of products, as well as marketing and design findings related to branding and aesthetics, could be integrated into the legal assessment of EUTM functionality. The volume will be of interest to academics and researchers working in the areas of Intellectual Property Law, Trade Mark and Design Law, EU Law, Comparative Law, and Branding.

Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 818 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Download or read book Brand Culture and Identity Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-10-05 with total page 1590 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.