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International Brand Valuation Manual A Complete Overview and Analysis of Brand Valuation Techniques, Methodologies and Applications

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ISBN-10: 0470740310

ISBN-13: 9780470740316

Edition: 2009

Authors: Gabriela Salinas

List price: $47.00
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Description:

A company's brand is perhaps the most important of all intangible assets that need to be valued. The International Brand Valuation Manual is a rigorous, state-of-the-art overview of the field of brand valuation, written by an international expert on brand management. It offers a complete, detailed and extensive review of the main brand valuation models in existence today, as well as a coherent evaluation of how these models relate to major trends in theory and practice. This essential resource analyzes the benefits, advantages and disadvantages of the principal valuation methods in practice today, as well as insights into new developments, prospects and trends for the future.
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Book details

List price: $47.00
Copyright year: 2009
Publisher: John Wiley & Sons, Limited
Publication date: 8/14/2009
Binding: Hardcover
Pages: 448
Size: 6.25" wide x 9.50" long x 1.00" tall
Weight: 1.716
Language: English

List of Figures and Tables
Foreword
Acknowledgements
Introduction
The Concept and Relevance of Brand
The concept of brand
Brand value
The growing importance of the economic value of brand
Conclusions
The Origin and Evolution of Valuation Methods
The Origin and evolution of valuation methods
Conclusions
Brand Valuation Method and Process
Brand valuation process
Conclusions
General Approaches to Brand Valuation
Cost approach
Market approach
Income approach
Brand Valuation Methods and Providers
AbsoluteBrand
AUS Consultants
BBDO
Brandient
BrandEconomics
Brand Finance
BrandMetrics
Brand Rating
Consor
Damodaran's valuation model
Financial World
FutureBrand
GfK-PwC-Sattler: Advanced Brand Valuation model
Herp's model
Hirose model
Houlihan Advisors
Intangible Business
Interbrand
Kern's x-times model
Lev's Intangibles Scoreboard
Millward Brown Optimor
Motameni and Shahrokhi's Global Brand Equity Valuation model
Prophet
Repenn's brand valuation model
Sander's Hedonic brand valuation method
Sattler's model
Semion
Simon and Sullivan's stock price movements model
The Nielsen Company: Brand Balance Sheet and Brand Performance
Trout & Partners
Villafa�e & Associates' Competitive Equilibrium model
Other brand valuation providers and models
Conclusions
A Taxonomy of Brand Valuation Methods
By use of financial or non-financial indicators
By application or possible objectives
Classification proposed by BBDO
Classifications based on mixed criteria
By intended universality of the calculated value
By its nature or origin (academic vs. commercial)
By approach employed (cost, market and income)
By method of determining the proportion of income or revenues attributable to brand
By method of "representing brand risk"
By method of "representing the brand's growth and useful life"
The Current Situation
General trends in brand valuation
Common errors and misconceptions in brand and intangible asset valuation
Conclusions
Is Corporate Brand Valuation Possible?
What is "corporate brand," and is it the same as "corporate reputation?"
Why value corporate brands?
Methodological options proposed for corporate brand valuation
Models based on the concept that "corporate brand or reputation" adds value to product brands
Model based on the company value's sensitivity to variations in "corporate brand or reputation" value
CoreBrand's model for measuring the percentage of market capitalization attributable to corporate brand
Conclusions
The Future Of Brand Valuation
The prospect of methodological consensus: Standardization vs. affinity of applications and methods
Future trends in the supply and demand of brand valuation services
Accounting users: financial officers' discomfort
Marketing specialists: using valuation prudently and founding a new language compatible with finance
Regulators: behind the scenes, but with great confidence
References
Index