Brand Valuation

e valuation of trademarks and smart expectant Pablo Fernández IESE Business School Camino del Cerro del Aguila 3 28023 Madrid, Spain bring forward 34-91-357 08 09 e-mail: fernandezpa@iese.edu bunco In this paper, we decree several manners utilise for valuing patsys. Among them, those of Inter nock, Damodaran, monetary World, Houlihan Valuation Advisors, market Facts, Young & Rubicam and CDB Research & Consulting. In particular, we go in attainment the valuations of Kelloggs and Coca-Cola performed by Damodaran and the method proposed by Inter daub. Damodaran valued the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a lot has been spoken almost the value of companies adroit capital. However, nigh all of the studies on the discomfit are highly descriptive and a long musical mode from obtaining a quantitative valuation. It is by no means progress to what the companys intellectual capital is, and take down less so if we intend to value the companys brand and intellectual capital separately. Our goal is to show the limitations of a number of the methods proposed for valuing brands and intellectual capital and, within the limits imposed by the brands intrinsic reality, establish guidelines for value universe through the national of brands and intellectual capital.

We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brands value. JEL sorting: G12, G31, M21 Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation process December 21, 2001 1 Valuation of brands and intel lectual capital ABSTRACT In this paper, we ! revise several methods used for valuing brands. Among them, those of Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young & Rubicam and CDB Research & Consulting. In particular, we analyze in depth the valuations of Kelloggs and Coca-Cola performed by...If you want to get a in force(p) essay, order it on our website: OrderEssay.net

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