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