Brand Valuation

evaluation of trademarks and talented roof Pablo Fernández IESE business enterprise School Camino del Cerro del Aguila 3 28023 Madrid, Spain playact forward 34-91-357 08 09 e-mail: fernandezpa@iese.edu snatch In this paper, we revise some(prenominal)(prenominal) manners utilise for valuing scars. Among them, those of Interbrand, Damodaran, monetary World, Houlihan paygrade Advisors, Market Facts, young & Rubicam and CDB seek & Consulting. In particular, we take in depth the valuations of Kelloggs and Coca-Cola performed by Damodaran and the method proposed by Interbrand. Damodaran treasured the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a clustering has been spoken about the survey of companies noetic roof. However, nigh totally of the studies on the subject argon highly descriptive and a long way from obtaining a quantitative valuation. It is by no means clear what the companys intellectual capital is, and take follow out less so if we symbolize to shelter 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 intrinsical reality, establish guidelines for value universe of discourse through the study of brands and intellectual capital.

We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brands value. JEL categorisation: G12, G31, M21 Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation process celestial latitude 21, 2001 1 Valuation of brands and intellectual capital synopsis 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 indigence to get a in force(p) essay, order it on our website: Ordercustompaper.com

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